SGD Advertising is a full-service San Francisco Bay Area advertising, marketing and branding agency specializing in the senior living communities, hearing health and personal healthcare.
We’ve successfully positioned, repositioned, branded, rebranded and rolled out advertising campaigns, weaving traditional and online tactics to deliver unique and compelling stories that drive long-term growth.
We Specialize in Marketing to Seniors
GranVida Senior Living and Memory Care
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.
Present GranVida as a viable senior living option for residents of Santa Barbara and Ventura as well as the smaller town of Carpinteria.
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 and online ads and direct mail drove prospects to attend informational sales and speaker series 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.
• 25 sales events in 26 months • Over 850 qualified leads • Facebook postings have reached 5,000+ viewers • Consistently 1st, 2nd or 3rd in search rankings • 87 deposits and counting • 62 move-ins
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 Shuttle Van Graphics 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.
"Redefining Coastal Senior Living"
"Santa Has Come to Town"Care
"Hawaiian Luau, GranVida Style"
"Old Spanish Days" Fiesta
"Where did you find Jerry?" Comedy Night
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.
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.
“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.
• 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
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 Assisted Living & Memory Care
"Beautiful Living Begins Here"
"Hawaiian Luau, Paintbrush Style"
"Fresh Moment" Comedy Night
Print Ads / Retail
Direct Mail / Events
Sales Folder and Inserts
Newsletters / eNewsletters
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.
Elevate the look, feel and tone of Charlottesville’s most valued, extraordinary and remarkable not-for-profit CCRC, Life Care community in two phases.
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.
• 14 events in 13 months • Over 375 qualified leads • Filled annual quota in ten months
Brand Positioning Brand Identity Print Advertising Direct Response Event Marketing Materials Email Marketing SEO Paid Search Campaign Collateral Materials
Direct Mail / Events
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
iHEAR Medical has pioneered the development of online hearing products and services. While moderately successful, iHEAR was at a crossroads in deciding how to take the company to the next level.
Find a defensible position in an increasingly competitive marketplace, and leverage iHEAR’s unique assets to become an online market leader.
New website that positions iHEAR as “The Future of Better Hearing is Yours”.
New video elements to create a powerful visual presentation of iHEAR as a smart solution for measuring and correcting hearing loss.
Partnering with the American Diabetes Association (ADA) to publicize the correlation between diabetes and hearing loss.
Compelling stories about iHEAR products to consumer market through social media and business professional market through LinkedIn.
Digital online ads, print ads and in-store signage to support rollout of iHEAR products at retail.
Facebook. Increased sales substantially while creating an enduring community of buyers and influencers through organic and sponsored posts around key events like World Hearing Day.
LinkedIn. Increased high quality connections by over 500% through sponsored content targeting retail pharmacy executives, American Diabetes Association executives and selected opinion leaders.
SEO. Boosted the iHEAR search rankings by using the iHEAR blog to complement social media stories.
New Website Design. Increased conversion by simplifying the selection and purchase process.
Retail. In-store signage and video set up the iHEARtest product as unique and helped to solidify its placement in national retail pharmacies.
PR. Leveraged iHEAR’s innovations to place stories in numerous regional and national media.
Print / Digital Ads. Increased retail sales through product promotion in key industry publications and social media.
Brand Positioning Brand Identity Logo Redesign Public Relations Website Redesign Digital Online Advertising Print Advertising (Consumer) Print Advertising (Trade) In-Store Signage (Consumer) Direct Response Email Marketing Social Media Trade Show Booth Graphics Blogs Videos (Consumer & Trade) SEO / SEM Collateral Materials
"The Future of Better Hearing is Yours"
"Diabetes, Hearing Loss & the iHEARtest"
Print Ads / Trade
In-Store Signage / Consumer
Digital Online Ads
Minisite Design / TReO
Trinity Reverse Mortgage
Northern California Presbyterian Homes & Services
Home Instead Senior Living
Bluegrass Senior Living
Point Biomedical Imaging
Arcutis Dermatology Products
Green River Financial
The Forum at Rancho San Antonio
GranVida Senior Living & Memory Care
Paintbrush Assisted Living & Memory Care
Bluegrass Assisted Living & Memory Care
Intergrative Leadership Strategies
Paintbrush Assisted Living & Memory Care "Beautiful Living Begins Here"
GranVida Senior Living & Memory Care "Redefining Coastal Senior Living"
iHEAR Medical "The Future of Better Hearing is Yours"
GranVida Senior Living & Memory Care "Santa Has Come to Town"
Paintbrush Assisted Living & Memory Care "Hawaiian Luau, Paintbrush Style"
GranVida Senior Living & Memory Care "Music Thursdays"
GranVida Senior Living & Memory Care "Old Spanish Days" Fiesta
iHEAR Medical "Diabetes, Hearing Loss & the iHEARtest"