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Creating Results

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Traditions of America

Traditions of America Integrated Marketing

Traditions of America Integrated Marketing

The Situation

Traditions of America, Pennsylvania’s leading developer of resort-style retirement communities for active adults, faced three challenges:

  1. By picking the right locations and delivering exceptional quality homes, Traditions had maintained strong sales throughout the recession. However, consumer confidence was still low.
     
  2. In 2012, the team planned to start closing out two communities, launch a new project, and lay the groundwork for future developments.
     
  3. Having six locations meant they needed cohesive messaging across the brand, while still being able to individualize efforts.
Traditions of America Integrated Marketing-situation

The Strategy

Creating Results began with a thorough and careful analysis of Traditions of America’s individual communities. As their marketing partner of several years, we had extensive metrics related to target markets, prior advertising performance and ROI. We then developed an integrated marketing program for each community that included elements to raise brand awareness, capture new leads and move prospects towards purchase. The plan included online marketing, PR, print advertising, events, targeted direct mail and email.

Traditions of America Integrated Marketing-strategy

The Solution

Creating Results made several changes to the previous year’s plan without an overall increase to the budget:

  • Additional television advertising
  • Insertions in targeted media outlet enewsletters
  • Additional targeted online ads in conjunction with print buys
  • Increased online geotargeted Search/PPC campaign budget to capture more quality leads online
  • More targeted print and online buys to the NY/NJ market (analysis showed there was greater interest from this DMA than there was in DC/MD)
  • More videos, distributed by email and web (Creating Results analysis and proprietary research shows video is very effective with older consumers)
  • A blog was created for content marketing, key to SEO and for authentically showing lifestyle, another key for older buyers

The comprehensive plan we developed ensured that individual elements of their marketing plan were aligned with their brand messaging and worked together for maximum impact.

Traditions of America Integrated Marketing-solution

The Design

Creating Results’ creative designs had a consistent look, yet could be personalized to reflect specific community features, new promotions and special events.

These events allow prospects to experience each community’s lifestyle in a fun and interactive way while learning more about the developer, the community and the residents.

This “lifestyle sampling” moves them through the purchase funnel.

The Results

A creative brand campaign and integrated marketing approach improved the perceived value of Traditions of America while keeping costs down. Most importantly, it drove sales.

Traditions of America’s overall closings had a 24 percent increase in 2012, with 200 closings, compared to 152 in 2011. A total of 3,681 new leads were generated in 2012. At a pre-sales event for their newest community, Traditions of America at Bridle Path in the Lehigh Valley, prospective homebuyers placed deposits on 44 homesites in just 2 hours, creating excitement and buzz that helped fuel sales momentum.

Traditions of America Integrated Marketing-results
Traditions of America Integrated Marketing-results

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