SERVICES
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Media
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Experiential
The Challenge
When COVID-19 paralyzed the nation and impacted the senior living industry like no other, our crisis team became part of the daily operations team at La Posada, a gated luxury senior living resort community in Palm Beach Gardens. The COVID-19 situation forced the community to restrict visitors during their traditionally high season for attracting new residents. Social distancing became the new normal and forced us to rethink and reposition the community without being able to use its strongest selling points of onsite amenities and local attractions.
85%
RESIDENT RETENTION
18
NEW MOVE-INS MONTH ONE
1MM
IMMEDIATE IMPRESSIONS
Our Strategy
Thinking On Our Feet
First and foremost, we focused immediate attention on answering media queries and developing holding statements to be prepared in advance should the community have any COVID-19 cases. Then we pivoted to messaging on the established safety and security protocols already in place, creating a new benefit position of providing peace of mind for seniors and their adult children.
PIVOTING TO A STANCE ON SAFETY AND SECURITY FOR SENIORS GAVE PEACE OF MIND TO ADULT CHILDREN AND RESULTED IN AN INCREASED LEVEL CONFIDENCE
PIVOTING TO A STANCE ON SAFETY AND SECURITY FOR SENIORS GAVE PEACE OF MIND TO ADULT CHILDREN AND RESULTED IN AN INCREASED LEVEL OF CONFIDENCE
Our Strategy
Leveraging Print Media
Recognizing that a new opportunity had presented itself for La Posada, we were able to turn our focus on the unforeseen captive snowbird market in Florida who found themselves in the position of not being able to return home to New York, New Jersey, and Connecticut. Knowing that this generation gravitates to print media as their dominant choice for news, we leveraged our expertise in owned, earned, and paid media to develop a 1-2-3 punch in positioning La Posada as the safest place to be amid any outside adversity.
The Solution
Leaning on Virtual Connectivity
Immediate action was taken to provide FaceTime™ tours that allowed prospects to experience the community now closed to outside visitors. Videos of residents using artful ways of social distancing while engaging let us bring the community to life while feeding positive stories to the news media, giving them a reason to talk about La Posada in a creative way.
A combination of quick thinking and agility allowed our team to craft compelling print, social media, and digital marketing to generate 1 million immediate impressions and drive prospects to the website to payoff the new strategic positioning. As a result, La Posada was able to turn a potential devastating occupancy decline into 8 new move ins in the first month.
