Senior Living
Summit by Morrison
Challenge
& strategy
Summit by Morrison was looking to establish brand awareness and attract residents to its first-of-its-kind senior living community in northern New Hampshire. Summit by Morrison was created as part of an extension community of The Morrison, a beloved community landmark in the town of Whitefield that has been providing skilled nursing care, rehabilitation and end-of-life care to the region for over 100 years.
The focus on our Total Market Presence approach for Summit by Morrison included leveraging the deep-rooted community regard for The Morrison by combining brands to form The Morrison Communities.
Tactics
EVR increased the digital and social media presence of Summit by Morrison, refreshed all collateral, built a robust public relations campaign and merged websites to better link The Morrison and Summit by Morrison.
Rebranding
The new name, The Morrison Communities, reflects the full continuum of care offered, as well as serves to better integrate staff at both facilities. The Morrison, established in 1903, serves the region as an assisted living and skilled nursing care facility. Summit by Morrison provides independent living, assisted living and a memory care community. The name unites the two campuses, which are a mile away from each other, and was fully unveiled through a new website.
Digital presence
To boost Summit by Morrison’s digital presence, EVR developed a media plan that included pay-per-click and display ads, Facebook newsfeed ads and boosted social posts. This was wrapped up with paid advertisements on Pandora, giving Summit a prominent digital signature.
Public relations
To establish Summit by Morrison as a committed community partner and build a strong local brand presence, several PR initiatives were launched. We engaged diverse aspects of northern New Hampshire’s media, many of which already had positive relationships with The Morrison. Elements included a regular column in the local newspaper, a sponsored “Health Minute” on the region’s highest-rated radio station and several PR events on campus that drew local and statewide media attention.
Results
The rebranding met the vision of the board of directors, positioning the two campuses to be thought of together, both internally and externally. By using a Total Market Presence approach, over 400 marketing-qualified leads were delivered in the first six months, leading to the enrollment of new residents.
