Creating Results' objective was to position Westminster as a retirement community offering a level of independence and peace of mind not found anywhere else. Emphasis was put on Westminster's natural wooded setting, housing choices and state-of-the-art health care.
Building off of “A Different View on Retirement” we created an ad that was (1) a breakthrough, (2) relevant and (3) credible.
Our creative team developed an integrated marketing communications program including a stationery package, print ad campaign, web site, quarterly newsletters and collateral materials.
Westminster saw immediate results thanks to the effective execution of the new positioning and ad placements. It was clear the marketing objective was achieved when the telephone calls from prospects started coming in to Westminster’s sales team. Using call tracking numbers we were able to provide metrics and source data for all responses, showing the effectiveness of the individual print advertising and newsletters campaigns.
The ad also received a Gold Award in the Best of 50+ Housing Awards sponsored by the National Association of Home Builders’ 50+ Housing Council. In the words of the Jurors “…It stands out in the crowd on a busy page, because its creativity turns the reader upside-down. The ad changes the reader’s view. One of its target audiences is the single female, and having a fit male makes the reader smile. The ad does a great job of making the reader stop to read it, and easily identifies what’s different with large print, that also makes it easy to read.”