Benchmark Senior Living
Benchmark Senior Living, a leading provider of senior living services in the Northeast, headquartered in Waltham, Massachusetts, offers independent living, assisted living, memory care, skilled nursing and short-stay programs.
Walker Marketing was tasked with creating a cohesive marketing plan and brand collateral that would consolidate the fragmented messaging of more than 50 communities. Benchmark has strong competition in the areas where their communities are located and some underperforming communities needed immediate marketing to increase their occupancy.
Walker Marketing developed creative campaign messaging that focused on Benchmark’s best-in-class quality of service and innovation. The campaign focused on key differentiators that set them apart from their competition. Walker Marketing worked with Benchmark on developing brand-consistent creative that would be able to be easily-accessed and could be customized by local
communities via a new marketing portal. This marketing campaign would be filtered down to the local community level so that all of the communities would have a consistent look and unified messaging. When local Benchmark communities accessed the marketing portal, they would have the option to choose among branded collateral that would meet their specific needs. This would give the local Benchmark communities flexibility and would differentiate a Benchmark community in the marketplace to consumers.
Walker Marketing developed a creative platform based on “Meaningful Moments” to illustrate how Benchmark Senior Living is connecting to residents, employees and the larger community and to clearly define the Benchmark difference as being “truly present.”
Walker Marketing created a full advertising campaign, including print, direct mail and digital, to differentiate Benchmark from its competitors. The campaign included a series of “I’m Engaged” ads, which focused on how engaged Benchmark’s employees are with residents and with their work. Additional brand ads were developed for the community’s various sponsorship and partnership opportunities.
Walker Marketing developed unique content for Benchmark’s e-newsletters targeted to prospective residents and referral sources. The newsletters incorporated branding and messaging to tie all of the marketing components together.
Benchmark needed their communities
to have easy guidelines for consistent implementation of marketing tactics and resources. Walker Marketing created a series of usage guides and strategic approaches to situations communities face every day (a competitor opening in the market, promotion of a renovation, media dos and don’ts). The guides were made available on a portal, where communities could easily access them in conjunction with other company directives and marketing materials.
The instruction guides gave the local Benchmark communities an aligned strategy that could be implement locally. The communities were also able to easily access and customize brand-approved creative, which they could use in their individual communities. With the communities using consistent messaging and branding, they were easily identifiable as Benchmark communities to consumers.