When this independent senior living community asked us to work with them, they had brought in a new Executive Director, marketing and public relations staff. They wanted to take a different approach, with a goal of increasing occupancy to 85%, a significant challenge. Their community and services were first-rate, but their message and public image didn’t reflect it.
Research found that the biggest desire of seniors was continued independence. These are active people of sound minds and bodies, who don’t want to be “managed”. Preswick Glen provides many activity options, easy access to local shopping, arts and civic functions, and treats residents like friends and neighbors, with a say in how the community is run. We ran with it.
Our promotions feature empowering phrases and images reinforcing independence, and often the words of residents themselves, who are overwhelmingly thrilled to be living there. We promote regular open houses with music, gourmet food, and a low-pressure approach with no overt sales pitch. Attendance is way up.
Word has spread, and retired community leaders and involved citizens of all types have flocked to the community. We passed the 85% occupancy goal four months ahead of schedule, and they’re still growing. Response has been so positive, their parent company has asked us to do the same for them. They deserve it.
View other TV spots in the campaign: