Senior Living | Brand Awareness & Lead Generation
New Pond Village
Overview
New Pond Village is a CCRC located in Walpole, Massachusetts. To start the year with strong momentum, the community partnered with EVR Advertising to develop and promote a signature event aimed at attracting qualified prospects and showcasing the lifestyle offered at New Pond Village.
Challenge/Objective
New Pond Village needed an event approach that created a dynamic, engaging experience to draw in both new and current prospects while supporting the sales team’s long-term nurturing efforts.
Objectives included:
- Generate excitement and RSVPs for an in-person event.
- Secure 75 qualified attendees.
- Encourage community tours and relationship building.
- Provide a memorable, brand-aligned experience that differentiates from competitors.
Strategic Approach
EVR developed an immersive Roaring ’20s-themed event designed to capture attention, spark curiosity and drive attendance. The concept aligned with New Pond Village’s brand and the target audience while offering a fresh, lifestyle-driven experience that would resonate with active adult prospects.
Strategic elements included:
Targeting:
- Active independent living prospects from the community’s database.
- Optimized list of contacts based on age, income and targeted geographies secured from data partner SeniorROI.
Creative concept:
- “Roaring ’20s Revelry” theme centered around fun, nostalgia and elegance.
- Positioning focused on lifestyle exploration, not just entertainment.
Brand alignment:
- Reinforced the vibrancy, warmth and hospitality appeal of New Pond Village.
Tactics
Tactical highlights included:
Promotion:
Direct mail:
- Themed invitation using bold black, white and gold visuals.
- Messaging conveyed exclusivity, excitement and the opportunity to connect.
Email:
- Coordinated email outreach reinforcing the direct mail invite.
- Designed to capture RSVPs quickly and keep the event top of mind.
Social media:
- Mix of organic and paid posts targeting qualified prospects.
- Pre-event posts to build anticipation and post-event content to showcase highlights.
Event elements:
- Immersive speakeasy theme complete with a hidden entrance that sets the tone for the evening.
- Messaging conveyed exclusivity, excitement and the opportunity to connect.
- Nostalgic signage and décor evoking the glamour of the Roaring ’20s.
- Cigarette girls mingling with guests to enhance the period atmosphere.
- Casino-style games using “funny money.”
- Live jazz music and Charleston dance lesson.
- Themed cocktails like Bee’s Knees, Sidecar and Old Fashioned.
- Gourmet cuisine prepared by the in-house culinary team.
- Community tours, including a spotlight on “The Ritz” luxury apartment.
Post-event amplification:
- Recap video produced to highlight key moments and extend engagement.
- Website blog created to showcase event highlights.
- Social media posts used to maximize the reach of event assets and convey the vibrant community culture.
Results
The event successfully brought together residents, prospective residents and associates for an evening of connection, dancing and fun while delivering strong engagement metrics. These outcomes helped support both immediate and longer-term sales and marketing goals by expanding the qualified lead pool and energizing the brand presence in the market.
In Numbers
Summary
This event and corresponding promotional campaign demonstrate how immersive, lifestyle-driven events can be powerful tools in senior living marketing. By combining precise targeting with a creatively themed experience, EVR helped New Pond Village forge emotional connections with prospects, foster engagement and build brand affinity.
The Roaring ’20s Revelry event wasn’t just a successful one-day activation—it became a launchpad for ongoing conversations, community tours and continued interest in New Pond Village.
