The Challenge
Work Performed
- Direct mail campaign
- On-site event collateral
Longhorn Village, a not-for-profit Life Plan Community just outside of Austin, Texas, embarked on an expansion to include more than 50 independent living apartments. Angell Marketing knew the key to this project would be garnering awareness, generating excitement and educating age- and income-qualified seniors to the benefits of getting in on the ground floor of the expansion. The project required a robust list of future residents who commit to move-in with deposits – and it required keeping them engaged until fill-up.
The Angell Marketing Solution
Creating & Promoting a Priority Program
Central to the expansion campaign is an Angell-designed Priority Program built to immediately generate awareness and interest in the project. By attending any of a series of informative luncheons, prospective independent living residents can learn a great deal about the plans for the community and indicate their level of interest in learning more.
The creative team melded the disparate ideas of a longhorn and construction elements. By using various tools, we created imagery that simply could not be mistaken for anything but the head of a longhorn steer.
Along with intriguing headlines and copy that continued to build on this unique visual play, these images were used in the creation of direct mail pieces inviting recipients to attend luncheons and information sessions.
“We have exceeded attendance for events and achieved our overall goal, on time and on budget! This is the best and most creative campaign I have seen in 25 years and by far the best for any development project!”
Ames Allen, First Vice President of Marketing, Greenbrier Development
The Results
Goals for priority deposits – set in partnership with the client – have been met and the work to nurture those prospects all the way to move-in continues. To date, every prospect event has been filled to capacity, and awareness of the expansion project is locked in and remains high with the Hooked On You campaign materials.
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