Print ads and targeted direct mail pieces featured “Real Residents … Real Stories” testimonials, a marketing technique that has proven highly effective with Baby Boomers and beyond.
The campiagn introduced three of Westminster’s residents – a Marine Sgt Major, a beagle (and her owner) and a retired businesswoman. Each piece drove to a landing page where prospects could learn more about these savvy seniors and their “Smart Retirement Decision.”
The featured stories authentically demonstrated benefits relevant to the company's prospects: maintenance-free living, having a choice of independent home style and freedom from financial/healthcare worries. Each landing page encouraged visitors to register for Westminster’s monthly newsletter and to sign-up for a lunch event.