Wyndemere Senior Living
Challenge:
Central DuPage Health a network of advanced healthcare services and the not-for-profit parent company of Central DuPage Hospital sponsors Wyndemere Senior Living Campus, Wheaton, IL. The Campus is comprised of independent living residences, assisted living residence and a Nursing and Rehabilitation Center located in Wheaton, IL.
Wyndemere management was interested in improving sales to target populations and engaged Coming of Age, Incorporated (COA) to develop and execute its 2004 Wyndemere Campus Marketing and Public Relations Plan. Wyndemere management envisioned a collaborative effort combining COA’s knowledge of how to best communicate with target populations with Wyndemere’s experience in the senior living industry.
Strategy:
- Market and promote the Wyndemere Campus as one entity providing senior living choices to the community.
- Educate the target audience to the advantages of selecting a senior living community that offers the full continuum of care and an affiliation with a leading hospital.
- Create a sense of trust between Wyndemere Campus and the target audience.
- Ads primarily titillated emotion and trust.
- Through storytelling, we did a good job of selling the feel of Wyndemere.
- All ads contained specific website address and phone numbers. Phone numbers were accompanied by a specific person to ask for to add a personal touch.
- Created a separate URL to offer visitors direct access to the information they desire.
Each part in this plan played a significant role in the overall marketing of Wyndemere. The development of a strong message focused on their unique reason to buy combined with comprehensive media coverage in the right publications worked together to reintroduce and brand Wyndemere to the target audience.
Results:
Plan activities increased lead generation by 34% in FY 2004.
For more information on how we can help you to improve marketing, sales & service to baby boomers and seniors, contact us at info@comingofage.com or call us at 630-462-7100.