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Creating Results

everything mature consumers experience

North Hill

North Hill Marketing

North Hill Marketing

The Situation

North Hill, a continuing care retirement community (CCRC) outside of Boston, was launching the largest initiative in its 28-year history: the True North project. Aimed at creating a vibrant retirement lifestyle filled with possibilities, the project included significant investment in redesigned residences, amenities, programs and team members.

The initiative also sparked a challenge: How to tell area Seniors about the opportunity without creating confusion between True North the project and North Hill the community.

The Strategy

Once an integrated marketing plan was in place, Creating Results honed in on tactics that could elevate the plan and maximize opportunities for prospect engagement. We determined a broadcast strategy would be a powerful compliment to the other facets of the plan.

North Hill Marketing-strategy

The Solution

In conjunction with the other elements of the integrated marketing program, a television commercial was created to introduce the True North initiative and drive prospects to the special event where they could learn more.

Highlights of the TV commercial included:

  • Live video of the recently redesigned apartment homes
  • Renderings of the future residences and amenities
  • Actual residents showcasing the vibrant lifestyle, age and diversity at North Hill
  • Strong call to action inviting viewers to a Discover True North kick-off event
  • Specific phone number and landing page to track the effectiveness of the campaign

Having a call-in phone number was critical. Though we know through our own national research that Seniors use the Internet to research communities, our data show that the highest level of response to a print or broadcast ad is still by phone.

North Hill Marketing-solution

The Results

Calls Resulting from TV Spot = 36

Website Visits = 350

Event Attendees = 400

North Hill received 36 calls directly from the television commercial, as well as over 350 visits to the EventTrueNorth.org site. Television played an integral part of the promotion puzzle helping to increase the RSVPs and support the integrated marketing program. The Discover True North event was a hit. More than 400 people attended to learn about the initiative and tour the community.

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