Launching a new business extension for a ‘not-for-profit’

Athelstan

Launching a new business extension for a ‘not-for-profit’

Athelstan

Business challenge

Villa Maria is a not for profit organisation known for its experience and expertise in aged care and disability services.

The portfolio was extended to include premium independent retirement living, and a green site was acquired in Camberwell, Victoria.

Evergreen was appointed to develop the marketing and communication strategy, including brand development.

The positioning of the development needed to convey that the residents would remain independent, connected and in touch with the local community.

Strategy

‘Heart of your community’ was established as the creative proposition, being supported by the facts that:

  • the development is located within walking distance to clubs, shops, public transport and recreation facilities
  • being with like-minded people, residents will always having something to do and someone to do it with
  • residents are in control of their social calendar, and it is as full as they want it to be

The creative strategy was to capture the essence of classic Camberwell and the local community, underpinned by the sophisticated personality of the area.

Execution

The development name ‘Athelstan’, tagline ‘Stay close, stay involved’ and creative execution of ‘Retire to the heart of Camberwell’ resonates well with the local residents, as well as wider communities.

The headline and heart-shaped graphic layout, depicting iconic scenes of the lifestyle and character of Camberwell, used in the marketing material showed that Athelstan was at centre of Camberwell’s classic charm, fantastic facilities and services. This was also reflected within the inner Athelstan community.

Photography was commissioned for the project using suitable talent and landmarks, as the premium lifestyle and sentiment of Athelstan and the Camberwell area could not be captured in stock shots.

A multi-channel communication strategy has been implemented including livery, brochures, flyers, direct mail, local and metro press, speciality publications, events, outdoor billboards, signage, display suite fit-out, website, newsletter, and online marketing.

Results

Launching with a differentiated strategy from the start has resulted in a continuous flow of enquiry, from the desired type of prospects.

The sales team value this result as they’re not wasting time chasing leads that do not meet age requirements or cannot afford the product.

The creative has had a successful impact externally as well as internally, being extremely well received by Villa Maria’s CEO Valerie Lyon.

Business challenge

Villa Maria is a not for profit organisation known for its experience and expertise in aged care and disability services.

The portfolio was extended to include premium independent retirement living, and a green site was acquired in Camberwell, Victoria.

Evergreen was appointed to develop the marketing and communication strategy, including brand development.

The positioning of the development needed to convey that the residents would remain independent, connected and in touch with the local community.

Strategy

‘Heart of your community’ was established as the creative proposition, being supported by the facts that:

  • the development is located within walking distance to clubs, shops, public transport and recreation facilities
  • being with like-minded people, residents will always having something to do and someone to do it with
  • residents are in control of their social calendar, and it is as full as they want it to be

The creative strategy was to capture the essence of classic Camberwell and the local community, underpinned by the sophisticated personality of the area.

Execution

The development name ‘Athelstan’, tagline ‘Stay close, stay involved’ and creative execution of ‘Retire to the heart of Camberwell’ resonates well with the local residents, as well as wider communities.

The headline and heart-shaped graphic layout, depicting iconic scenes of the lifestyle and character of Camberwell, used in the marketing material showed that Athelstan was at centre of Camberwell’s classic charm, fantastic facilities and services. This was also reflected within the inner Athelstan community.

Photography was commissioned for the project using suitable talent and landmarks, as the premium lifestyle and sentiment of Athelstan and the Camberwell area could not be captured in stock shots.

A multi-channel communication strategy has been implemented including livery, brochures, flyers, direct mail, local and metro press, speciality publications, events, outdoor billboards, signage, display suite fit-out, website, newsletter, and online marketing.

Results

Launching with a differentiated strategy from the start has resulted in a continuous flow of enquiry, from the desired type of prospects.

The sales team value this result as they’re not wasting time chasing leads that do not meet age requirements or cannot afford the product.

The creative has had a successful impact externally as well as internally, being extremely well received by Villa Maria’s CEO Valerie Lyon.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?