Senior Marketing

Creating an Exceptional Brand Experience

Forest Hill

Forest Hill Website

WEB DESIGN

CHALLENGE

Forest Hill, a premier retirement community located on the Monterey Peninsula, needed a brand renovation and transformation. Their marketplace distinction did not live up to what the community could be in the eyes of the customer. Even as a senior living community nestled in one of the most beautiful places on the planet, Forest Hill found it hard to talk about itself in a unique, disruptive, and ownable way. Orchard set out to transform the brand and experience by creating a new identity that is aspirational, a compelling creative and copy platform to drive engagement, and a website experience that is truly reflective of the community, their location and their unique point-of-difference in the marketplace.

Forest Hill Brand Framework

BRAND EXPLORATION

APPROACH

Orchard first looked at Forest Hills’ unique ownable and intrinsic benefits as essential to a now and forever transformation worthy of the brand. A fully integrated program with offline and online tactics was deployed in order to tell the story of a unique offering at the pinnacle of senior living, wrapped in a coastal lifestyle, and surrounding the target audience with the clients’ new brand experience in order to generate quality inquiries and convertible leads.

  • Brand Positioning & Story
  • Brand & Website Redesign
  • “Always On” Paid Media: Search, Hyper-targeted Social, Responsive Display Ads, Print
  • Event Marketing: Hyper-targeted Social, Responsive Display Ads, Direct Mail, Email Marketing, Conversion-Centric Landing Pages

WHY IT WORKED

A comprehensive brand renovation that is true to the brand, the use of data to create hyper-targeted and lookalike audiences for paid media campaigns, and a focus on 1:1 connections with potential leads, made consumers take notice – and want to know more. Orchard’s push to tell the story of a unique offering at the pinnacle of senior living, helped Forest Hill Retirement Community rise above the ordinary.

Results

+37%

branded search queries


+8x

web form submissions


+66%

time on site