New Pond Village

Challenge/Objective

New Pond Village, a continuing care retirement community (CCRC) in Walpole, Mass., needed new brand messaging and marketing tactics to increase brand awareness and generate leads in the MetroWest market. While also providing Assisted Living and Mind & Memory Care, New Pond Village was particularly focused on Independent Living move-ins.

Challenge/Objective

New Pond Village, a continuing care retirement community (CCRC) in Walpole, Mass., needed new brand messaging and marketing tactics to increase brand awareness and generate leads in the MetroWest market. While also providing Assisted Living and Mind & Memory Care, New Pond Village was particularly focused on Independent Living move-ins.

Strategy

Responding to market research, campaign messaging would be crafted to have a strong tie-in with the local community while highlighting the value of New Pond Village’s Lifecare contract and the unique selling proposition of the community. New Pond Village would be positioned as high-quality and vibrant, with messaging targeted to both prospective Independent Living residents and the adult children involved in the decision-making process. The primary goal was generating prospect tours, as on-site visits have the highest rate of sales.

Creative

Our 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, historical Boston metro events and popular New England sports teams.

Media Tactics

Media focused on PPC, 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.

Media Tactics

Media focused on PPC, 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.

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Increase in Tour Inquiries

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Increase in Residency

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Increased Web Sessions

The number of inquiries to tour New Pond Village went up 32% in 2019 and eventually led to a 5% increase of residents who moved in after taking a tour. Bi-monthly sessions on the website increased by 550% in eight months. (1,979 on Feb. 28 to 12,689 in Oct. 31)

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