GranVida is a new community refashioned from an existing structure in Carpinteria, CA. This was the first foray into senior living experience for a well-established real estate developer. They were looking for a successful launch that would serve as a template for future senior living communities. Part of the mission was to accelerate census building and reach profitability within 18 months of being open.
CHALLENGE Present GranVida as a viable senior living option for residents of Santa Barbara and Ventura as well as the smaller town of Carpinteria.
SOLUTION First, we named this community “GranVida” which means “great life” in Spanish.
Second, we used the tagline –– “Small town. Great life.” –– because Carpinteria is a unique small beach town on the central coast of California. The people there tend to have multi-generational roots in the community. They cherish the lifestyle of Carpinteria. From primary research conducted with both 75+ seniors and their adult children, we learned that residents of Santa Barbara and Ventura also recognized this uniqueness. The brand campaign, "small town, great life," captured this essence. It was rolled out in print through local newspapers and magazines. Radio was used to promote special sales events as was direct mail, all staying on the theme of the great life offered by GranVida.
Third, we used Facebook, Google+, YouTube and the GranVida blog to further establish the brand promise, and to create an ongoing dialogue with prospects and their families. Email, print ads, online ads and direct mail drove prospects to attend informational sales presentations.
Fourth, while maintaining this overall positioning, we then pivoted in the advertising to tell "resident stories." This refresh in messaging caused an upsurge in lead development and move-ins.
Online advertising with senior living directories and email marketing, along with a strong SEO/SEM effort, produced a separate stream of leads that helped accelerate census building.
Public Relations were also used to create connections with the local media.
And finally, a commitment to supporting local and national events around the treatment of Alzheimers' Disease helped solidify GranVida's standing with local physicians and other influencer groups.
RESULTS • 10 sales events in 11 months • Over 515 qualified leads • 65 deposits and counting • 58 move-ins
DELIVERABLES Brand Positioning Brand Identity (name, logo & tagline) Public Relations Website Print Advertising Online Advertising Direct Response Event Marketing Materials Email Marketing Social Media Radio Blogs Video Outdoor On-Site Signage SEO / SEM Newsletters Collateral Materials
“An important part of managing sales for our communities is finding a marketing and advertising agency that really understands our business.
“SGD Advertising knows how to generate leads that can fill the sales pipeline for us.
“And when conditions change they are versatile problem-solvers. They have really made a difference for us.“
Anita Mitchell Marketing & Sales Manager Seniority, Inc.
Direct Mail / Events
Sales Folder and Inserts
Name and Logo Development
Paintbrush Assisted Living and Memory Care
Built from the ground up, Paintbrush welcomed the residents of Fresno, CA in September 2015. The ownership group needed to find their place in a market saturated with over 30 established stand-alone assisted living and memory care communities, plus several CCRCs and large chain communities.
CHALLENGE Differentiate Paintbrush from high-end, luxury brands and from middle-of-the-road brands. Paintbrush is a hybrid—the best of both worlds for amenities and value.
SOLUTION “Beautiful Living Begins Here” brand campaign resonated with seniors and their adult children, becoming an effective platform to feature unique architectural designs inspired by Yosemite and an innovative experiential care program. Used blogs, video and other social media to create an ongoing narrative about the benefits of “beautiful living.” Email, print ads and direct mail drove prospects to attend informational presentations. Rich content made website the anchor of our marketing efforts.
Public Relations drew out the deep family roots of the owners’ group in the Fresno area. It created a brand persona of Paintbrush as an integral part of Central Valley Life.
Recognizing that the seniors who moved to Paintbrush were as unique as its architecture, SGD took the advertising to the next level with a campaign featuring “resident stories”. This led to a significant increase in deposits and move-ins.
RESULTS • 25 events in 24 months, some with as many as 100 attendees • 86% occupancy with over 600 qualified leads as of September 2017 • Six major events have garnered local TV coverage • Facebook postings have reached 4,000 viewers or more • Consistently 1st, 2nd or 3rd in search rankings • The largest local social media following among more than 30 assisted living and memory care communities in Fresno • 86 deposits and counting • 84 move-ins
DELIVERABLES Brand Positioning Brand Identity Public Relations Website Print Advertising Online Advertising Direct Response Event Marketing Materials Email Marketing Social Media Radio Blogs Videos Outdoor On-Site Signage SEO / SEM Newsletters Collateral Materials
"SGD captured the vision and passion for our senior community with creative Ideas, marketing Innovation and growth strategies.
“They helped craft the story of our brand and resident experience in a way that created emotional engagement, with thoughtful design and quality work across all media and digital platforms."
Dennis Bacopulos Paintbrush Senior Living
Direct Mail / Events
Sales Folder and Inserts
Newsletters / eNewsletters
A Day in the Life
Westminster Canterbury of the Blue Ridge
Charlottesville’s only accredited, not-for-profit, Life Care senior living community is a brand that’s expanding. They needed to fulfill their current inventory and cultivate new prospects for their expansion, simultaneously. Competition from neighboring senior communities demanded that this brand refresh with a new perspective on what made the brand different, better and uniquely personal.
CHALLENGE Elevate the look, feel and tone of Charlottesville’s most valued, extraordinary and remarkable not-for-profit CCRC, Life Care community in two phases.
SOLUTION Phase 1: 6-month “refresh” interim campaign. Elevate the community with an upscale look, feel and tone. Own “only accredited” and “reason to discover”. Bring the best of what we have into the very finest of what we can show.
Phase 2:Launch new brand campaign. Focus on the residents that make WCBR distinctive. They are the community. Enhance the upscale visual language, tone and message to further connect customers with the brand.
The “lifecare / lifestyle” icon was developed to telegraph the union of a promise that embraces two very important features of our community.
RESULTS • 14 events in 13 months • Over 375 qualified leads • Filled annual quota in ten months
DELIVERABLES Brand Positioning Brand Identity Print Advertising Direct Response Event Marketing Materials Email Marketing SEO Paid Search Campaign Collateral Materials
Direct Mail / Events
Oral-B has the leading brand toothbrush with the largest market share in the U.S. The premium priced product line consists of Adult and Youth brushes in an assortment of sizes and colors. Crest, maker of the leading brand toothpaste, was about to enter the market with their first ever toothbrush that had the industry buzzing.
Oral-B had limited marketing materials, budget and virtually no toothbrush advertising.
CHALLENGE Position the brand as the “gold standard” in toothbrush performance and design. Emphasize the only toothbrush designed by dentists. Develop the brand story. Expand new brand image across multiple channels.
SOLUTION The first integrated domestic brand campaign. Oral-B Toothbrushes required the voice of a leader which entailed a new brand look and feel along with a revitalized tone, manner and image.
RESULTS • Sales increased by 25% in one year • Market share increased 39% to 44% • Demand exceeded supply • Direct mail campaign garnered a 15% response • Trade Show attendance, leads and sales grew • Maintained #1 U.S. leadership in manual toothbrushes
DELIVERABLES Strategic Audit and Development Focus Groups Brand Positioning Brand Identity Print Advertising Broadcast TV Direct Response Dimensional Mailer Product Catalogs Trade Show Graphics Collateral Materials
Oral-B "Soft Bristles"
Trade Show Booth Graphics
Direct Mail / Dimensional
Every brand has a story
Truly great storytelling is relevant, personal and genuine with content that’s provocative, original and irresistible.
Storytelling that is inspirational and transformational gets people thinking and acting in ways so they can connect with and advocate for your brand.
As communicators, we at SGD know the senior market: from how they get around (cars), and how they care for themselves (medical devices, hearing aids and personal care items), to the ins and outs of senior living communities.
From independent living, assisted living and memory care to CCRCs, SGD has positioned, branded, launched, repositioned, rebranded and relaunched senior living communities in California, Kentucky, Maryland, Michigan and Virginia.
We’ve delivered the type of branding, marketing and advertising results that consistently reach and even exceed goals—in lead generation, in qualifying and scoring leads, in event attendance and in securing new residents and new customers.
• Invigorate marketing team efforts, management, staff and residents • Amortize limited marketing budgets for maximum exposure • Elevate senior living community brands beyond their competition
Let’s engage your audience with compelling content that triggers participation.
Together, let’s make the next great story yours.
SGD + you
Tradiant had the industry experience and foresight to solve the complexities of moving containerized freight on a global scale. Their premier online marketplace and e-commerce solutions would provide shippers and carriers with an unique competitive advantage to conduct business easily and cost-effectively, thus reducing errors, delays and cost overruns.
CHALLENGE Tradiant’s online technology was new to the transportation industry. Convincing an industry to change its “old world” habits was one thing. Asking Wall Street to invest in a startup was another. Getting both to embrace the future on a limited marketing budget was like asking for a miracle.
SOLUTION The first integrated “global” brand campaign. Position the brand as the “online advantage for global transportation”. Portray the industry’s future different from how it is perceived today. Utilize captivating visual designs that transcend, transform and depict an otherwise dreary industry into a more engaging one.
RESULTS • Secured $25MM from investors within 90 days of launch (Exceeded projections by 250%) • Acquired contract accounts with HP, APL, Cisco as well as other Fortune 100 & 500 companies in the first year • Became the world’s largest cloud-based commerce network in five years
DELIVERABLES Brand Positioning Brand Identity Logo Development Print Advertising to Investment Community Print Advertising to Trade Banner Advertising Website Trade Show Graphics Collateral Materials
As a startup in a highly competitive global transportation industry, the excellent work Paschal and his team had performed in positioning and executing the Tradiant brand was monumental to our overall success.
Introducing online technology to an industry with “old world” offline habits was a major challenge to say the least.
Building strong brand recognition was paramount in gaining the confidence and trust not only from the transportation industry but from the investment community as well. Securing the much-needed funds from investors was critical to our survival.
The exceptional brand campaign captured the essence of Tradiant using innovative design and an unconventional portrayal of an entire industry.
The results were instantaneous. By the second week, a $3-billion global conglomerate, whose CEO had displayed our Wall Street Journal ads on his office wall, invested $5 million. And our growth continued from that day forward.
I speak not only for myself but for the entire Tradiant management team when I say I am proud to recommend SGD.
Greg Berardi Director of Marketing (former) GTNexus (formerly Tradiant)
The partnership of recognized leaders of intelligent products, Braun and Oral-B represented a major achievement in the design of form and function as applied to the science of plaque removal. InterPlak, maker of the only electric toothbrush, dominated the U.S. market.
The Braun Oral-B Plaque Remover was set to launch in the U.S. with limited marketing materials and budget.
CHALLENGE Position the brand as the "only oscillating" plaque removing electric toothbrush that's “better designed and better performing”.
Develop the brand story, supported by clinical research, proving efficiency and efficacy versus InterPlak. Expand the new brand image and promise across limited channels.
SOLUTION The first integrated domestic brand campaign. Utilize the voice of the toothbrush leader, Oral-B, and the engineering expertise of Braun. This entailed a new brand look and feel that unified the two individual brands into one.
RESULTS • In 6 months, sales increased by 800% • In 6 months, market share grew from 0% to 5% • Demand exceeded supply • Direct mail campaign garnered over 25% response • Trade Show attendance, leads and sales grew • Unseated InterPlak as the #1 U.S. leader in electric toothbrushes in less than two years
DELIVERABLES Strategic Audit and Development Focus Groups Brand Positioning Brand Identity Print Advertising Broadcast TV Direct Response Dimensional Mailer Trade Show Graphics Collateral Materials
Braun Oral-B Plaque Remover "Sound of Brushing"
The most successful branding can be measured by one simple statistic: a number.