Built from the ground up, Paintbrush welcomed the residents of Fresno, CA in September 2015. The ownership group needed to find its 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.
Solution
Paintbrush is a hybrid—the best of both worlds for amenities and value.
“Beautiful Living Begins Here” brand campaign resonated with seniors and their adult children, effectively featured unique architecture inspired by Yosemite and an innovative experiential care program.
Blogs, video and other social media created an ongoing narrative about the benefits of “beautiful living.” Email, print ads and direct mail drove prospects to attend informational presentations. Rich content made their website the anchor of our marketing efforts.
Public Relations drew out the deep family roots of the owners’ group in the Fresno area, fostering a brand persona of Paintbrush as an integral part of Central Valley Life. Several live segments were featured on local TV news.
SGD then took the advertising to the next level with a campaign featuring “resident stories”, which led to a significant increase in deposits and move-ins.
Services included
- 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
Results
- 40 events in 42 months, some with over 100 attendees
- 89% occupancy with over 750 qualified leads
- Six major events have garnered local TV coverage
- Facebook postings have reached 8,000 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
- 123 deposits and counting
- 89 move-ins
Direct Mail
Web Design
Social Media
Video
Digital
Sales Materials
Newsletters
“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.”
