Senior Marketing
Local Area Culture and Celebrity Drive Strong Event Attendance For A Premium Life Plan Community
CHALLENGE
Westminster is a Life Plan community situated in the heart of urban Austin, Texas. Residents of Westminster are eclectic, “interested and interesting” people who have a deep appreciation for the arts and literature. As the community looked to grow and attract like-minded residents, flagship events have become a significant driver in capturing potential new residents for their independent living offering. So… how did we connect with this group in a meaningful way?
APPROACH
Through a strong collaboration between Orchard, Westminster, and a local PR firm, we crafted a strategy that leveraged one of the nation’s most renowned and longstanding book festivals. We leveraged a Pulitzer Prize-winning author who recently published a book celebrating the great state of Texas. Our award-winning creative campaign featured interactive direct mailers, engaging emails, targeted Facebook ads, and exciting event swag. A custom design inspired by the book’s cover was consistently integrated across all marketing materials, creating a cohesive and impactful presence.
WHY IT WORKED
The integrated campaign leveraged the equity of local culture and celebrity, which appealed highly to Westminster’s target audience and motivated them to take action and attend the event.
Commercial Impact
130+
event
RSVPs
20%
of RSVPs from
new leads
22+
new visits
scheduled
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