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 lead to a significant increase in deposits and move-ins.
RESULTS (Pre-Opening) • 5 events in 4 months • Over 147 leads • 12 deposits and counting
RESULTS (Post-Opening) • 12 events in 24 months, some with as many as 100 attendees • 86% occupancy with over 1,000 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
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
Print / Event
Direct Mail / Event
Email / Event
Online Banner Ads
Sales Folder and Inserts
Newsletters / eNewsletters
The Paintbrush Story : "Beautiful Living Begins Here"
The most successful branding can be measured by one simple statistic: a number.
It represents your sales leads.
Your rate of conversions.
Your increase in sales.
Your share of market growth.
Your return on investment (ROI).
Bottom line, it justifies your branding efforts.
SGD + you.
We’ve got your number.
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 (Phase 1: Interim Campaign) • 9 events in 6 months • Over 395 leads • 8 deposits and counting
DELIVERABLES Brand Positioning Brand Identity Print Advertising Direct Response Event Marketing Materials Email Marketing SEO Paid Search Campaign Collateral Materials
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
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
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"
Every brand has a story
But 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 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. We have 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.
Results that invigorate marketing team efforts, management, staff and residents. Results that amortize limited marketing budgets for maximum brand exposure. Results that 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 senior living brand yours.