Senior Marketing
Boomer Nostalgia Drives Life Plan Lead Nurture Campaign
CHALLENGE
Oakmont Gardens is a senior living campus located within Oakmont Village, a 55+ community nestled in the heart of Sonoma wine country in Santa Rosa, California. Residents of Oakmont Gardens can take advantage of the extensive offerings of Oakmont Village. Oakmont Gardens sees this as a major selling point to active baby boomers who want the maintenance-free living and security of available assisted living if ever needed—but also want access to the extraordinary range of lifestyle amenities the 55+ community can provide. So … how did we reach that audience and tell them the news?
APPROACH
We launched a direct mail campaign that recreated vintage, 50’s-60’s style travel postcards and positioned Oakmont Gardens as a place where “Every Day is Vacay” to tout the community’s wide range of available resort-style amenities. We also crafted a direct mailer that parodied a piece of classic advertising that began in the 60’s and ran for multiple decades—the Dewar’s profile magazine ads—to cleverly highlight everything Oakmont Gardens has to offer. The entire nostalgia-based campaign, which was supported by email and paid social, ultimately culminated in an on-campus event—the Woodstock-inspired “Good Vibes at the Garden” outdoor music festival.
WHY IT WORKED
Orchard harnessed the power of boomer nostalgia by employing iconic cultural touchstones in their lives for an integrated campaign that allowed them to imagine life at the community and motivated action.
Commercial Impact
1,130
new users to
landing page
412
event
RSVPs
25%
of RSVPs from
new markets
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.
Westminster
When a Life Plan community in Texas needed to move one-bedroom inventory, Orchard touted the many benefits of “One”.
