New Pond Village residents

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 residents.

They selected EVR Advertising based on the team’s
expertise in crafting tailored strategies that effectively connect with older adults and their families, ensuring compelling and targeted campaigns in the senior living industry.

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, with a focus on boosting independent living move-ins while offering a variety of services, including assisted living and mind & memory care.

Strategy Approach

Informed by market research, campaign messaging was crafted to forge a strong community connection while highlighting the value of New Pond Village’s Lifecare contract and the community’s unique selling points. New Pond Village was positioned as high quality and vibrant, with messaging targeted to both prospective independent living residents and the adult children decision-makers. The primary objective: to drive on-site prospect tours, the most effective sales generator.

Tactics

Creative

EVR’s 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, historic Boston metro events and beloved 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 surged by 32% in 2019, resulting in a notable 5% increase in residents who moved in after taking a tour. The website witnessed a remarkable increase in bi-monthly sessions, growing by an impressive 550% over eight months, increasing from 1,979 sessions on February 28 to 12,689 by October 31.

In Numbers

32%
Increase in tour inquiries
5%
Increase in residency
550%
Increase in web sessions