SERVICES
Event Planning
Strategy
Creative
Social
Email
Print
Results
Approach
Our team knows the importance of staging an event from start to finish. It’s not just about getting attendance; it’s about turning the lead into a sale. Point has served as the strategic marketing partner for Kisco Senior Living for 10 years, playing a pivotal role in shaping and positioning the Kisco Signature brand to be the best in five-star service within the luxury senior living market.
200K
MONTHLY TARGETED IMPRESSIONS
20
RESIDENT CONVERSIONS
200
EVENT ATTENDEES
Our Strategy
Unique Event Design
Leveraging our 25+ years in senior lifestyle and hospitality marketing, we created a unique program designed to build brand recognition, community engagement, and lead generation. With our special events expertise, we created a series of events strategically designed to appeal to an upscale and highly educated prospect list from within targeted affluent communities. In keeping with the brand positioning of Kisco Signature, we knew that this audience has an affinity for seasoned journalists, celebrity authors, record-breaking athletes, and award-winning actors. Through our longstanding partnerships with the nation’s top media outlets and local bookstores,
The Red Carpet Speaker Series has hosted an enviable list of who’s who: Martha Raddatz, Lou Holtz, Henry Winkler, Helen Hunt, Doug Flutie, and Carl Bernstein to name a few. We identified keynote speakers that have an affiliation with the market, could tailor their presentation to our audience, and make it an event worth wanting to attend.
Keynote speakers touched on several aspects of the Kisco Signature health and wellness philosophy so that every attendee not only enjoyed a customized presentation, but also learned more about the Signature lifestyle.
The Roadmap
Every Detail Intentional
Prospects are targeted with direct mail, print advertising, social media marketing, and outbound emails deployed through publications such as the Washington Post, Boston Magazine, and Modern Luxury. The goal was to generate leads, capture emails, and then nurture the lead to conversion. Every aspect of The Red Carpet Speaker Series is designed to showcase the five-star hospitality that residents can expect from a Kisco Signature community. Beautiful direct-mail invitations, jaw-dropping venues and florals, luxurious giveaway bags, delectable dessert bites, and captivating live music are just a few details prospects experience at The Red Carpet Speaker Series.
The Solution
Supporting Event Communication
We surround every event with marketing communications designed to entertain and sell. Communication with attendees include consistent “What to Expect” emails leading up to the event, agendas and pens with community branding, compelling community presentations, informational brochures, and follow up “Thank You for Attending” or “Sorry We Missed You” emails. Every collateral piece and communication vehicle prompts guests to visit the community’s website to learn more, invites them to attend the next Signature event on the calendar, or schedule a tour of the community.
The Red Carpet Speaker Series promises to always be a resounding success, generating on average 200 new leads per event. The series will continue annually as Kisco Signature communities are developed, expanded, and are opened to residents.
