The Company is a customer acquisition-focused marketing services provider, offering a wide array of services including digital marketing, direct mail, website services, and automation. The Company serves clients primarily in the assisted living and retirement community industries nationally.
Within the retirement community and assisted living industries, macroeconomic conditions as a result of Covid-19, including decreased occupancy rates, employee burnout, staffing shortages, and difficulty delivering on their overall promise to their residents, have deprioritized communities' focus on customer acquisition, which negatively impacted the Company’s business performance.
The Company retained G2 in November 2021 to conduct a Phase 1 business and financial assessment in coordination with the Company's financial sponsor.
G2 delivered its Phase I Assessment to the client, its financial sponsor, and its lender. G2 found that the Company's focus on an internal infrastructure overhaul, reductions in force, and cultural changes negatively impacted not only morale but also operating performance. The Assessment also revealed that recent acquisitions did not deliver the intended revenue increase. G2 outlined several possible paths forward and recommended one in particular - an operational restructuring, which the Company decided to execute.