Branding, Activation and Strategy & Analysis
A brand built for luxury and leads.
The ask.
Agemark Senior Living has many independent living, assisted living and memory care residences across the U.S. With plans to open a new luxury senior living community in Omaha, Agemark came to us to create a brand that could deliver two key results:
- Embody the high-end, resort-like feel of the yet-to-be-built community.
- Drive enough interest to secure 35 deposits before the grand opening.
The truth.
Omaha is oversaturated with senior living. And many of these communities promise some level of luxury. Because of the overwhelming number of options, many consumers believe that all senior living is pretty much the same. To overcome these assumptions, we had to build a brand that highlighted how our community was different. Once we created the right brand, we’d need to connect with the right people quickly, before the grand opening.
The solution.
By working through our proven naming process — a series of surveys, workshops and activities designed to increase collaboration and alignment with our clients — the team unanimously chose Symphony Pointe. While the name offered many opportunities to take inspiration from musical elements, we found the right balance of elevated wordplay and visuals that never cheapened the brand by being too saccharine.
To build out the rest of this fully custom, high-end brand, we created:
- Themed, ownable brand phrases
- Logo with custom script
- Hand-drawn patterns inspired by musical elements
- A distinct voice and tone
- Messaging guidelines
- An integrated brand system and rules for use
- Print and digital ads
- Custom website
We also developed a full funnel media strategy to connect with our target audience. Traditional media (with a focus on high-end publications) was used to build brand awareness and attract prospects to events. Digital advertising — including CTV, display ads, targeted emails, social media and paid search — helped nurture website visitors throughout the customer journey.
The impact.
With only a few months to create the brand and get into market, our results exceeded expectations:
- 55 deposits secured before grand opening (57% over the goal ask)
- 94% increase in website traffic views from Q3 to Q4
- 78.6% increase in lead form conversions in Q4
