Charlottesville’s only accredited, not-for-profit, Life Care senior living community had recently undergone a substantial expansion. Among growing competition, they needed to fulfill their current inventory and cultivate new prospects for their expansion, simultaneously.
Challenge
Elevate the look, feel and tone of Charlottesville’s most valued, and extraordinary not-for-profit CCRC, Life Care community.
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”.
Phase 2: Launch new brand campaign. Focus on the residents that make WCBR distinctive. The residents 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.
Services included
- Brand Positioning
- Brand Identity
- Print Advertising
- Direct Response
- Event Marketing Materials
- Email Marketing
- SEO
- Paid Search Campaign
- Collateral Materials
Results
- 14 sales events in 13 months
- Over 375 qualified leads
- Filled annual quota in 10 months
Direct Mail
