Situation

Wyndemere Retirement Community, Westbridge Assisted Living, and Wynscape Nursing and Rehabilitation made up a beautiful, park-like, campus that was appealing for outdoor enjoyment. Operating as three separate entities, these communities managed their marketing budgets independently, causing them to not be as effective in the marketplace as their competitive set. In addition, a multitude of CCRC communities were beginning to open in their territory.

Solution

Wyndemere Retirement Community made a commitment to strengthen its brand recognition by combining the advertising efforts of all three communities under one umbrella – Wyndemere Senior Living Campus. With this integration Stevens & Tate was able to develop a stronger single marketing plan and tout the CCRC accreditation, making Wyndemere a recognized force against its competition.

In addition, research showed that one the most important parts of residents’ lives were their grandchildren. So Stevens & Tate played off the ‘park-like’ atmosphere Wyndemere provides in the branding of the campus. Marketing also replaced the term ‘retirement’ with ‘senior’ to make the campus a more attractive place for all older adults. The successful family-oriented strategy featured children who love to spend time with their grandparents in the park-like setting at Wyndemere.

This united branding effort effectively delivered the message to the desired audience. Sales were up from the previous year for Wyndemere Independent Living and occupancy of Westbridge increased during this period as well.