Keeping it (inter)active for 60+ luxury living
After over 25 years, this prestigious retirement community based in San Mateo needed a jumpstart to its marketing strategy. Challenges included the length of time it took to nurture prospects, the importance of including adult children in decision making and the difficulty affluent seniors have in downsizing from large estates.
Results
In just a few months The Peninsula Regent dramatically increased sales of its full-service condominiums. We created the messaging, look & feel for The Peninsula Regent that emphasized the freedom and improved lifestyle one would find there, in a way that is classic and luxurious.
Tactics
- The process began by developing brand positioning and a messaging hierarchy based on consumer research.
- From there, Gauger + Associates created a multi-media advertising campaign targeting seniors in their 70’s seeking freedom from the mundane responsibilities, obligations and burdens of daily life.
- The approach centered on the creation of a dynamic new website, peninsularegent.com, which could help nurture and educate both the prospect and their time-starved offspring. The website communicates the elegance, services and amenities of the community as well as the positive energy and sense of humor of its’ members.
- A series of 15 videos communicate the features and benefits of the community while addressing many of the obstacles of downsizing. All of the videos can be viewed directly from the homepage of the website.
- Print advertising, direct mail and cable TV spots work synergistically to generate and nurture new prospects.