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Creating Results

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North Hill

North Hill Event

North Hill Event

The Situation

North Hill, a 28-year-old Continuing Care Retirement Community (CCRC) had an aging population and declining occupancy. The not-for-profit committed to investing more than $100 million in a complete renovation, new residences, new amenities and programs, along with employee training and recruitment. But after so many years of presenting a dated face, and with Baby Boomers re-defining retirement, North Hill realized it also needed to attract new leads and motivate new prospects through the purchase funnel.

The Solution

A large public event was held where older adults could “Discover True North,” North Hill’s initiative to transform itself into a new evolution of senior living. Styled after a college fair, Discover True North featured booths with information and activities relevant to vibrant seniors. These included travel, retirement planning, art, culture, service opportunities, bridge clubs, outdoor reccreation. A fun contest encouraged guests to visit booths manned by community partners. Performances by premier Boston-area musicians and live cooking demonstrations created a feeling of celebration. And, of course, visitors were invited to tour newly redesigned apartments, a new Bistro and the interactive Welcome Center.

North Hill Event-solution

The Results

More than people 400 attended the event, exceeding the number of RSVPs and causing a brief traffic jam on a main road that ran by the community entrance. The community and its True North initiative received positive coverage in all the local print and TV outlets, as well as online hyper-local media.

Prior to the event and subsequent lead nurturing, the community averaged 42 leads a month. After the event, the average was 160. Forty-two deposits and 19 sales were recorded during the 8 months after the Discover True North event.

 “It was a terrific way to launch Project True North, the largest initiative in our history,” said North Hill CEO Kevin Burke. “We have been honored to be a part of the Needham and Wellesley communities for nearly 30 years. To have such an outpouring of interest from those towns – and beyond – was really exciting.”

North Hill Event-results
North Hill Event-results

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