Capital Senior Living is a national senior living organization offering independent living, assisted living, memory care and temporary care. Capital Senior’s mission is to provide quality senior housing and services and, in so doing, improve the quality of life for the seniors they serve.
As a publicly traded company, Capital Senior Living had grown rapidly from the acquisition of over 100 pre-existing properties, each with their own name, logo and website. Due to this, there was a significant degree of brand fragmentation that needed to be addressed and corrected. So, the Capital Senior Living brand needed to refresh its positioning strategy to accommodate the various acquisitions and encompass the various properties features and amenities offered. While the company did not want to deviate from its long-standing logo, there was a clear opportunity to refresh the brand message as well as the look and feel of the marketing/communications.
Agency Creative first created a brand positioning strategy to communicate the fact that Capital Senior has a strong care model in place, going out of their way to ensure that their residents’ needs are met in every way, every day. In addition, the diversity of their care offerings provides the maximum amount of flexibility for seniors needing different types of care at different stages in their lives. Once we had repositioned the brand, we then enhanced the existing logo and created a cohesive message that guided the brand voice and tone, which clearly established Capital Senior as the pre-eminent provider in the senior living category. We then developed and executed an integrated marketing campaign including print advertising, collateral, tradeshow marketing, and more. We also redesigned a new lead generating website in the effort to leverage the new voice and provide a better visitor experience.
“It was clear from the start that Agency Creative understood the senior living space inside and out. We have been extremely pleased with the quality of the work they have done, and our brand performance is reflective of that quality.”
DIRECTOR OF MARKETING
The campaign stats in the first year were impressive – Capital Senior more than doubled their occupancy levels across their residences, brand awareness is up, and the perception in the market is extremely positive.