Clemson Downs: Growing Census in Senior Living
CLIENT GOALS
Clemson Downs wanted to refresh its brand identity in conjunction with the opening of the Upstate’s only “purpose-built” Memory Care Center and Skilled Nursing Unit that offers private rooms and then build greater awareness among prospects. Core program areas included developing the brand platform and logo, modernizing the website and sales collateral, and determining key message points that define the Clemson Downs brand through a designated media relations campaign.
Objectives
- Raise awareness among prospects of the health and wellness programs at Clemson Downs and the vitality of its residents.
- Establish the Clemson Downs brand as an innovator in retirement living in upstate South Carolina.
- Reach members of the Clemson University family with the refreshed image of Clemson Downs that reflects its expanded core living areas and programs.
- Increase occupancy of key living areas on campus in alignment with business imperatives.
- As part of an integrated marketing plan designed to grow census, gain earned media coverage to raise awareness of the community in an authentic way.
TACTICS
- Created comprehensive new brand platform to emphasize the community’s commitment to excellence in living to reflect new service offerings and a facilities expansion.
- Redesigned printed materials and website in alignment with new brand messaging.
- Pitched regional media on the major expansion at Clemson Downs in order to secure high value media placements to raise community awareness.
THE IMPACT
- For the first time in the 35-year history of Clemson Downs, the facility has a waiting list for prospective residents.
- Clemson Downs has expanded services and programs due to renewed interest among prospects to move to the community.
- Unprecedented level of brand awareness among key audiences since the rebranding as measured by heightened numbers of inbound leads.
