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Brightmore of South Charlotte

Case Study

The Client

Owned by Liberty Senior Living, Brightmore of South Charlotte is a full-service senior living community located in the Ballantyne area of Charlotte, N.C. As Charlotte’s largest mixed-use development, Ballantyne features ample residential, commercial, retail and recreational space conveniently located within a mile of Brightmore.

The Challenge

Due to the depressed real estate market, many seniors were reluctant or unable to sell their homes and relocate to a retirement community. Additionally, the Charlotte market was saturated with an abundance of senior housing options. The key to success hinged on Walker Marketing’s ability to differentiate Brightmore from its numerous competitors and position it as the preferred senior living option.

The Strategy

Walker Marketing embarked on a strategy that leveraged the numerous advantages to living in a full-service community located within a mile of the many amenities of the Ballantyne area. Showcasing its primary benefits, the creative campaign was rooted in the assertion that Brightmore’s residents would “Live at the Center of Attention,” promoting both the advantageous physical location of the community and a service-oriented mindset.

Tactics

Sales Collateral

Among the sales materials developed were brochures, floor plans, and architectural renderings that emphasized the seamless integration of architecture into adjacent residential communities. Materials were designed to support leasing efforts and reinforce the upscale, service-oriented lifestyle afforded by Brightmore.

Website

A dynamic website detailed features, services and amenities offered by Brightmore, including its health and wellness services and full continuum of care. Blogging functionality was incorporated to maintain fresh, current information and news about the community throughout development and aid in search engine optimization.

Public Relations

A proactive approach to public relations was taken to create awareness of the community and secure placement in the crowded Charlotte media market. Special events surrounding the development of Brightmore of South Charlotte created additional excitement and interest, including a well-attended public groundbreaking ceremony and social receptions for prospective residents.

Advertising

Advertising reinforced the creative theme using headlines consistent with the service and location message, including “Let life revolve around you” and “Follow your heart to the heart of South Charlotte.” Due to heavy political advertising in 2012 and inflated rates, print advertising was placed in select publications that reached seniors within the primary market area.

Direct Mail

Direct marketing to a multi-compiled database of age- and income-qualified seniors served as the primary lead generation method. To measure the performance of the campaign, toll-free phone numbers were procured and assigned to each mailer. As inbound calls were received, callers were appended to the database, matched back to the profiling criteria and output into lead reports to assist with the sales effort.

The Result

With digital tracking technologies in place to measure response rates, Walker Marketing was able to demonstrate the effectiveness of lead generation activities with a high level of accuracy. Data indicated that within a year of the start of the campaign, lead generation and pre-sales goals were achieved, and construction of Brightmore was visibly underway. Conversion ratios from lead to deposit exceeded expectations at 60 percent, and widespread media coverage ensured high levels of awareness, particularly in South Charlotte.

Moreover, through the application of database modeling, Walker Marketing was equipped to build buyer profiles to fine-tune subsequent marketing communications and personalize messaging for greater relevance and impact.