The challenge:
Heights Crossing Assisted Living, offering the highest quality of assisted living plus a complete continuum of care, found themselves battling false consumer perceptions that senior living is where you go when you have no else to care for you. That it is an unavoidable fate when you can’t take care of yourself anymore. While Heights Crossing is not in the least reflective of this type of thinking, it was something they needed to address and find a way to set themselves apart from. Leonardo Design and Nova Marketing teamed up to do just that.
The solution:
Our team visited Heights Crossing to learn how they were different. We discovered a community that is very much alive! An environment where you feel cared for physically, nurtured spiritually, and engaged intellectually. It’s five star dining, everyday. Music in the lobby. The warmth of bright decor. It’s a place where you can enjoy friends and family, and chances to make new friends. It gives you the opportunity to engage in a full range of social activities, or simply bask in the sun with a good book, knowing all the household chores are taken care of. We also learned about their two sister facilities. Baypointe Rehabilitation and Skilled Care delivers the highest quality nursing care and rehabilitative therapies in a home-like environment, both long and short-term. And, Hearthstone Center provides the latest advancements in Alzheimer’s and memory impairment care. All of this care conveniently accessible on the same grounds! It became clear that Heights Crossing’s offering would enable them to excell in their market category. Now to get the word out.
We knew we needed to showcase the valuable touch points that set them apart and make them a worthwhile living choice for retired seniors. How? By giving potential residents a real glimpse of what it would be like to live at Heights Crossing. The privacy of having your own apartment with an array of support services and amenities at their disposal.
The Approach:
- The Comprehensive Brochure
Our team developed a brochure that truly tells the story. It is a fantastic tool that can be used to give prospects an overview of everything they would get by becoming a resident at Heights Crossing. The large oversized brochure features multiple pockets that hold mini brochures for each facility and also a larger center pocket for forms and letter sized communications. The production includes a fun dimensional map of the grounds and a nostalgically designed photo book to show viewers the types of fun activities they may like to participate in. The brochure, printed on a heavy high-end paper stock, features beautiful photos of each facility along with colorful images of the services and amenities that are available. The brochure truly paints a complete picture for potential residents and makes for a great take-home item. - The Website
The Heights Crossing website was old and did nothing to help sell the destination. Our team knew Heights could benefit with a complete makeover that, similarly to the brochure, would demonstrate why Heights is the ideal place for retirement living. It needed to be easy to navigate and it needed to showcase the services and amenities that would appeal to their target audience. The website would also feature video testimonials of existing residents which proved to be invaluable in gaining trust and exposure for Heights Crossing. - Outdoor and Print Advertising:
Informative print advertising and outdoor displays showcased Heights Crossing as a destination that has mastered the art of living well, and a place where one could also discover the freedom of choices. These communications served to reinforce the messages already communicated by the brochure and website, helping to establish interest and sales.
Targeting the market:
To maximize our message, we targeted high net worth seniors, age 75 and older, in areas surrounding the Heights Crossings location, we targeted households with incomes of $75k and higher. 75,000 brochures were produced, print ads were run in senior living trade magazines and local papers, and outdoor boards were placed in high visibility commuter areas.
The Results:
Our hard work is paying off! Our client has been named #1 in Brockton for Best Retirement Living Residence in the 2018 Readers Choice Awards, as well as an Honorable Mention for Best Assisted Living Community. The Heights team is proud to be recognized for these efforts” says Executive Director Peter McConnell. “Providing service-enriched assisted living to our residents, with the ultimate goal of improving their quality of life, underlies everything we do as a senior care community.”