Over 50 years ago, when The Presbyterian Home of High Point was chartered, visionary men and women dreamed of a special place that would meet the physical, spiritual and social aspirations of mature adults. Now, when visitors learn River Landing at Sandy Ridge is a Presbyterian Homes’ community, nothing else needs to be said. As one of the country’s most respected continuing care retirement communities, River Landing has earned the highest admiration from its residents and the highest ranking among its peers. From the grandeur of the entry and the beautiful homes, to the distinctive golf course and friendly staff, River Landing offers many unique amenities to residents and sets standards in the CCRC industry.
River Landing needed to better define and differentiate their position and develop a marketing plan to best convey their unique retirement community model to their existing and potential customers. Messaging and distinctive graphics needed to be developed for marketing tactics, including a logo revision, corporate identity design, sales collateral, event marketing, direct mail, print advertising campaigns, online advertising, social media posts, website design, website development, website maintenance, community brochure, loyalty programs, display graphics, promotional items, etc. Most importantly, the community needed to attract prospective residents to sales events through direct marketing and advertising to grow its wait list.
BIG Idea: Experience a different perspective on retirement living
Hummingbird Creative Group developed a succinct message that focuses on the lifestyle of today’s modern, active seniors and presented a more refined, positive visual formula to elevate and strengthen the overall brand of the community all tied to the positioning statement, “Experience a different perspective on retirement living.” Direct mailers with this headline help draw prospects to sales events throughout North Carolina. Hummingbird also developed an ad campaign that explored fun headlines and photography to show how River Landing at Sandy Ridge offers “a different perspective on retirement living.” This advertising campaign explores the active lifestyle at River Landing, with the headline, “Sorry I can’t come to the phone right now…” followed by a catchy line about how they are staying busy pursuing their passions and discovering new ones.
• Stronger local brand
• Increased attendance and visibility of events
• Growth of wait list
• Branding consistent with the PHI corporate brand
“The team at Hummingbird is meticulous, responsive and wonderfully creative. The quality of our collateral and the impact of our advertising improved significantly when Hummingbird took over our creative services. They are very collaborative and a joy to work with.” Mary Walter-Shafer, Director of Sales and Marketing River Landing at Sandy Ridge