Senior Marketing
A Full Funnel Marketing Strategy Drives a Successful Expansion Program
CHALLENGE
Greenwood Village South, a Life Plan community in Greenwood, Indiana with a deep history surrounding the community, aimed to upgrade and expand its campus. This visionary transformation included the addition of state-of-the-art Independent Living Residences, enhanced Assisted Living and Memory Care options, and a dynamic new hub of amenities.
The initiative’s main goal is to boost awareness of the new expansion among current and potential audiences, successfully fill the Vision 60 priority list for the new Independent Living Residences, and ensure a continuous flow of prospects to the existing community.
APPROACH
The reimagining the campus provided an ideal opportunity to refresh the brand’s look and feel, evolving it into a more modern adaptation. Orchard took the lead in this transformation, leveraging their expertise and consumer research to develop a revitalized vision and mission, along with a compelling brand story, and visual identity. This refreshed brand identity was seamlessly integrated across various touchpoints, including the Vision60 program, expansion, and existing community advertising materials, sales collateral, website and more.
An “Always On” integrated program combining top, mid, and lower funnel digital and traditional activities launched across their market base adding in additional zip codes to acquire new audiences. This media strategy was paired with a strategic event marketing plan plan promoting monthly events.
WHY IT WORKED
Orchard revitalized Greenwood Village South’s brand with a fresh look and feel, then crafted cost-effective marketing solutions that resonated with both existing and new, slightly younger audiences. By leveraging diverse, highly targeted tactics—including new ads and video—we effectively reached the right people with the right message, minimizing waste often seen with broad awareness campaigns. The website provided detailed information and easy steps to join the Vision60 club, while all marketing efforts were seamlessly integrated with event themes, presentations, and sales materials, creating a unified approach that helped prospective residents envision GVS as their new home.
Commercial Impact
60+%
increase in
sales leads
489
prospects attended
expansion events
40
Vision60 Priority
Club Members
deposits taken
Marquette
Discover how Orchard’s comprehensive marketing expertise elevated Marquette by transforming their brand presence and connecting them with their prospects like never before.
Marquette
User testing played a crucial role in paving the way for a successful redesign of Marquette’s community website.
Westminster
To attract Austin’s “interested and interesting” prospects that could call Westminster their new home, Orchard tapped into local area culture and celebrity.
