All American Assisted Living

Communicating a New Model of Senior Care

Challenge

Kaplan Development Group approached marlo marketing to build awareness of and help generate sales leads for a brand new senior residential community to be built in a community south of Boston. Branded All American Assisted Living, the concept was a departure from Kaplan’s prior assisted living facilities. Designed to offer a unique model of senior care emphasizing a close knit environment, All American needed to secure occupancy via a marketing and PR campaign beginning in April 2013 in time for its opening in January 2014.


Strategy

We began by designing an integrated marketing plan and media buy for All American, including logo, sales collateral, website, PR and advertising campaign. Next, we executed a media outreach plan reaching regional and hyper-local outlets, designed to attract potential clients (children of seniors) that traditionally come from within a 15 mile radius of their homes. In order to create ongoing news, we created a monthly “Speaker Series” designed to discuss elder care issues, to which we drove audiences via a combination of direct mail, advertising and local media outreach. Finally, we established and built an online presence through Facebook, Twitter, a blog and SEO, for which we populated content on an ongoing basis.


Results

Success from our efforts was felt throughout the initiative, from a consistently high attendance at all Speaker Series events to being featured in 17 unique earned media placements from local Hanson press to The Boston Globe. Our efforts nearly doubled their pre-leads deposit projections in the first month by 84% and surpassed Kaplan’s new residency goal by 40%, generating a confirmed 50 new deposits (original goal was 35) prior to opening.

 

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