Senior Living
New Pond Village
Challenge
& strategy
New Pond Village, a continuing care retirement community 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.
Responding to market research, campaign messaging was 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 was 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 encouraging prospect tours, as on-site visits generate the most sales.
Creative
Our campaign creative development focused on local places and events that 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 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 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)
