Senior Living | Web design & Development
Summit by Morrison
Summit by Morrison, a forward-thinking senior living community in northern New Hampshire, was in search of a strategic partner to elevate brand recognition and attract new residents.
They opted for EVR Advertising due to the team’s expertise in senior living marketing, a profound understanding of the emotional facets of this life-altering decision and a track record of delivering successful results.
Challenge | Objective
The challenge was to introduce Summit by Morrison as a new senior living community while honoring the esteemed legacy of The Morrison. The objective was to attract residents to this first-of-its-kind community, offering a full continuum of care and to create a seamless brand identity that resonated with the local community’s deep regard for The Morrison.
EVR adopted a Total Market Presence approach, uniting the two brands, The Morrison and Summit by Morrison, to form The Morrison Communities. This strategy leveraged the existing community’s strong reputation and goodwill. The rebranding aimed to reflect the comprehensive range of care options and integrate staff from both facilities. The approach focused on creating a unified identity, both internally and externally, that showcased the unique offerings of Summit by Morrison.
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.
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.
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.
To establish Summit by Morrison as a committed community partner and build a strong local brand presence, several PR initiatives were launched. EVR 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.
The rebranding successfully met the board of directors’ vision, positioning both campuses to be considered together, both internally and externally. Employing the Total Market Presence approach, the campaign delivered over 400 marketing-qualified leads within the first six months, resulting in the enrollment of new residents. This comprehensive marketing strategy effectively combined the emotional aspects of choosing senior living with the legacy and reputation of The Morrison, ensuring Summit by Morrison’s success in the senior living market.