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Wellington at Hershey’s Mill

Wellington at Hershey's Mill

The Client

Wellington at Hershey’s Mill, a Benchmark Signature Living community located in West Chester, Pennsylvania, is a prominent Continuing Care Retirement Community (CCRC), offering Independent living, personal care, skilled nursing and rehabilitation services.

The Challenge

Low market awareness and low prospective resident event attendance in a highly competitive area led to ongoing occupancy issues and a high level of vacant apartments at Wellington. The community charged Walker Marketing with developing sound marketing strategies designed to increase the quantity and quality of its lead base in its key markets.

The Strategy

Walker Marketing implemented a strong creative platform, updated marketing collateral, developed lead generation events with corresponding direct mail invitations sent to age- and income-qualified seniors, and initiated public relations tactics. These components focused on increasing awareness of the community – and detailing its benefi ts, amenities, and services – to drive preference among prospective residents.

Creative Platform

Walker Marketing established a new creative platform based on living well that spotlighted the affordability, amenities and services of Wellington at Hershey’s Mill, culminating in “Live Well, Live Wellington.”

Wellington at Hershey's Mill Direct Mail
Wellington at Hershey's Mill Direct Mail

Tactics

Brand Marketing/Collateral

A positive reputation among satisfi ed residents, a wonderfully convenient location, affordability, and a variety of amenities and services were highlighted as Walker Marketing developed an active, independent living-focused community brochure. Given that Wellington is a rental community, the messaging focused on affordability and nest egg preservation – all while enjoying luxury services and amenities. The new creative platform was incorporated into the development of the brochure and Wellington’s advantages were highlighted in visuals and copy.

Lead Acquisition Direct Mail

One of the key lead generation efforts for independent living at Wellington was hosting appealing events and inviting prospective residents through direct mail. Walker Marketing recommended a campaign to drive attendance at seasonal events, highlighting the community’s major features and benefi ts like appealing dining, exciting campus programs and activities, and various clubs and community groups.

Public Relations and Social Media

Walker Marketing created a comprehensive public relations plan with the goal of increasing visibility and credibility, expanding the target market, and integrating Wellington at Hershey’s Mill into the greater community. Tactics included traditional media relations, community relations, co-marketing initiatives, and social media.

The public relations team developed a targeted media list, crafted and distributed press releases and advisories to promote announcements and upcoming events, and used media outreach to identify unique and newsworthy opportunities within Wellington at Hershey’s Mill. Social media was utilized to engage with target audiences, residents and their families. By developing monthly social media recommendations, identifying, following and liking content from relevant organizations, and engaging their audience, Wellington at Hershey’s Mill remains top-of-mind and establishes itself as a credible source of senior living information while building an engaging online community.

Wellington at Hershey’s Mill’s integrated marketing campaign has been an overall success. Following the initial direct mail invitation to the community’s summer  event, they saw a noteworthy increase in event responses and attendance from  previous lead-generation events – leading to a large, new group of qualified prospects they could focus on for sales efforts. Public relations and social media were used to continue lead nurturing and driving preference for the community and resulted in coverage in local newspapers. With these 200+ new “hot prospects,” Wellington was able to continue building these relationships and move toward the ultimate goal of increased move-ins during the 2nd half of 2017.

The Result

Wellington at Hershey’s Mill’s integrated marketing campaign has been an overall success. Following the initial direct mail invitation to the community’s summer event, they saw a noteworthy increase in event responses and attendance from previous lead-generation events – leading to a large, new group of qualifi ed prospects they could focus on for sales efforts. Public relations and social media were used to continue lead nurturing and driving preference for the community and resulted in coverage in local newspapers. With these 200+ new “hot prospects,” Wellington was able to continue building these relationships and move toward the ultimate goal of increased move-ins during the 2nd half of 2017.