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Creating Results

everything mature consumers experience

Westminster at Lake Ridge

Westminster at Lake Ridge Online-Offline

Westminster at Lake Ridge Online-Offline

The Situation

Seniors moving to a continuing care retirement community (CCRC) have traditionally funded their new home with a sale of their existing home. The stalled economy has led many prospective residents of Westminster at Lake Ridge to put their moves on hold.

How could this Virginia CCRC show itself as a smart retirement decision, and motivate action?

Westminster at Lake Ridge Online-Offline-situation

The Strategy

Creating Results recommended using a one-two punch approach that included an integrated online/offline marketing campaign that spoke directly to the benefits of retirement living.

The objectives were twofold: increase the number of eLeads (online registrations) and boost attendance at informational events.

Westminster at Lake Ridge Online-Offline-strategy

The Solution

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.

Westminster at Lake Ridge Online-Offline-solution

The Results

Seventy-two eLead registrations were generated during the 3-month “Smart Retirement Decision” campaign period -- an increase of 267% from that time window the previous year! Thirty of those leads were directly tracked back to the new landing pages.

Event attendance also increased. The CCRC hosted eight times as many attendees as the previous years. The campaign continued for 1 year, during which time new resident profiles were added.

Despite the troubled real estate market, Westminster at Lake Ridge met its move-in goals, proving the campaign strategy and execution were truly “smart.”

Westminster at Lake Ridge Online-Offline-results


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