Countryside Senior Living is a locally managed retirement community that offers four major types of living choices for seniors:  Four Seasons Townhomes independent living community; residential care living for seniors who need a little extra help; a full-service, licensed healthcare center nursing home; and an in and outpatient rehabilitation center.  Since 1965, Countryside Senior Living has built a solid reputation for providing seniors with quality care, clean and comfortable surroundings and a wide array of services to meet individual needs.

The Situation

In 2005, Countryside Senior Living first approached J.D. Gordon Advertising about designing a logo and brochure.  That first job led to JDG becoming their Agency of Record, handling all phases of strategic planning and marketing Countryside.

JDG’s objectives for Countryside were:

• Develop a brand that conveys Countryside’s skill, warmth and dedication to caring for its senior residents.
• Carry out this brand across all marketing, advertising and public relations efforts.
• Constantly research and test new ways to reach their multiple target audiences:  seniors, decision makers of seniors and members of the medical and social services community.

As part of these efforts, JDG:

• Created a new logo, letterhead, business card, bus wrap and building signage
• Created sales materials including a DVD and brochure
• Developed integrated television, radio and newspaper campaigns for both Four Seasons Townhomes and Countryside Senior Living.
• Created and tested various direct response campaigns for both Four Seasons Townhomes and Countryside Senior Living.
• Developed an ongoing public relations program including open houses, press releases, articles, calendar and an e-newsletter.
• Developed an interactive website complete with virtual tours, events calendar, photo and video gallery, cost comparison worksheet, news, senior care resources and more.

Results

Where before a variety of vendors created various elements of Countryside’s advertising, JDG has brought a solid, consistent image perfectly showcasing the compassionate yet expert care Countryside is known for across all their marketing efforts.  Whether it’s the bus driving residents around the city, a TV spot or the website, Countryside’s look and message is strong, easily recognizable and resonates with their target audience. 

In the past year, Countryside’s website traffic has grown over 55%.  During the weeks following their Spring 2009 coordinated Television/Newspaper/Direct Mail campaigns, Countryside averaged a 79% increase in web visitors, while Four Seasons enjoyed a 64% increase in traffic.

As a result of a strong brand and coordinated advertising, marketing and public relations strategy, Countryside continues to enjoy steady leads and occupancy levels.  This is in spite of the facts Countryside is predominantly a private pay facility and the economy have especially hit seniors and their families hard with the rising cost of elderly care.