New Brand Transition and Effective Lead Generation Marketing
Three Delaware life plan communities were transitioning their management responsibilities to Life Care Services, a national leader in Senior Living. However, these communities needed a brand transformation. Specifically, a new brand vision and a new integrated marketing and amplification program. At the same time, these communities could not break stride in effectively driving leads while this transformation was underway and going to market.
Orchard Senior Marketing devised a three-pronged plan to successfully execute multiple work streams:
- An always-on lead generation program while new brand work was developed.
- A new and inspiring brand positioning: “Surrounding Our Residents With Loving Care” and foundational brand elements that captured the essence of the three communities through a new logo, visual ID, taglines and on-brand creative campaign communication.
- Development and activation of an integrated marketing program and website experience with digital and event-focused marketing including DM, Email, Facebook & Search. Orchard also created sales materials and resident referral content to attract new prospects.
WHY IT WORKED
Orchard Senior Marketing’s new branding set the vision and created excitement amongst our residents employees and prospects. The integration of all aspects of the communications plan drove distinction for these three communities in the marketplace — now well-positioned to surround the seniors of Delaware with Loving Care.
Orchard Senior Marketing’s partnership resulted in strategically-driven, high performing digital marketing programs that increased event RSVP’s, leading to expanded inquiries and move-in’s!