Senior Living | Brand Awareness & Lead Generation
New Pond Village
Overview
New Pond Village, a continuing care retirement community in Walpole, Massachusetts, needed to attract more prospective residents. To help craft tailored strategies that effectively connect with older adults and their families, the community partnered with EVR Advertising.
Challenge/Objective
New Pond Village sought to revamp brand messaging and marketing strategies for greater brand visibility and lead generation in the competitive MetroWest market. The community knew it wanted to focus on boosting independent living move-ins while highlighting its variety of services, including assisted living and mind & memory care. The primary objective: to drive on-site prospect tours, the most effective sales generator.
Strategic Approach
EVR understood that campaign messaging needed to communicate the strong connection among residents while also highlighting the value of New Pond Village’s Lifecare contract and the community’s unique selling points. At the same time, it needed to connect with the pride the target audience had both in the region and personally. To this end, the strategy adopted was to leverage New Pond Village’s vibrancy and unique sense of community connection with messaging that targeted both prospective independent living residents and the adult children decision-makers.
Tactics
EVR’s campaign creative development focused on local places and events that would resonate with prospective residents and the deep connection they have with their community and region. The result: Pride Lives Here. Messaging and imagery focused on time-honored regional vacation spots, historic Boston metro events and beloved New England sports teams.
Media tactics focused on paid search, programmatic display, social media (primarily Facebook), email marketing and direct mail. Prospects were invited on campus for a series of events that included summer barbecues, a meet and greet with members of the New England Patriots alumni, cooking demonstrations and informative sessions with financial planners.
Results
The number of inquiries to tour New Pond Village surged by 32% in the first year of the partnership. The website witnessed a remarkable increase in bi-monthly sessions, growing by an impressive 550% over eight months, increasing from 1,979 sessions in February to 12,689 by October.
