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OVERVIEW

Glenaire is an accredited, Presbyterian-sponsored continuing care retirement community located in Cary, N.C. With an optimal location and newly renovated homes, Glenaire offers an independent, rewarding and fulfilling retirement lifestyle with a full continuum of care.

From the perfect location and beautiful campus, to the full spectrum of amenities and activities offered, Glenaire enriches the lives of its residents and the local community.

CHALLENGE

In 2006, Hummingbird was hired to develop a brochure for The Glade Adult Day Center, located on the Glenaire campus. That led Glenaire to share the challenge of creating strong advertising for the community that is reflective of Glenaire’s competitive advantages and unique positioning. Over the years, Hummingbird has worked with Glenaire on five different annual advertising campaigns, as well as many other projects, including: a logo revision, corporate identity design, sales collateral, event marketing, direct mail, online advertising, social media posts, website design, website development, website maintenance, community brochures, promotional items, public relations and more.

BIG IDEA: Enriching Lives

Most recently, Hummingbird Creative Group developed a succinct message and visual platform focused on all the enrichment available to residents of Glenaire, from social and fitness activities, to nutrition programs, cultural activities, volunteerism and more, “enriching lives”.

Hummingbird’s concept of enrichment came out of insight from resident testimonials and an understanding of Glenaire’s culture. The positioning of offering an enriched lifestyle today with a solid plan for tomorrow has served as a foundation for sales collateral and messaging for the community. Hummingbird also played to Glenaire’s friendly and resident-driven corporate character by incorporating part of a resident’s painting as a graphic element in collateral materials.

RESULTS

  • Stronger local brand
  • Growth of wait list
  • Increased communication with the wait list
  • More compelling messaging and graphics in sales collateral
  • Branding consistent with the PHI corporate brand

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