Senior living is an increasingly competitive market. The trend of big national corporate providers of senior living facilities is making it more difficult for regional, stand-alone facilities to compete with the advertising budgets of these national players. In this environment, developing a strong brand that resonates with the needs of seniors and their families is critical.
Positioned for growth and competing with other employers for top talent and seniors, Pine Run Retirement Community’s leadership knew it needed to enhance its communications strategy.
The organization retained Furia Rubel as a strategic partner for senior living services marketing & public relations. The agency began by standardizing Pine Run messaging to focus on its deep roots in the community and its strong differentiators, including a beautiful 42-acre campus and an affiliation with Doylestown Hospital.
Increase in positive online reviews
Potential reach of online media in first six months
Increase in social media engagement
Advertising value equivalency in first six months
Early in Furia Rubel’s engagement, the agency assisted the senior leadership team in updating their Mission and Vision statements along with all branded materials.
Furia Rubel worked with our development partners to launch a new Pine Run website which employed a fresh, bright visual approach. The agency developed new content and tag lines that focused on the exceptionally high standards, nationwide recognition, and forward-thinking approach to community and aging that has made Pine Run the first choice for its residents. The new user-friendly design focused on the needs of seniors and their caregivers, Pine Run’s target audiences. The site utilizes a responsive design making it possible to easily view on a desktop, tablet, or smartphone.
Furia Rubel created a brand standards guide to ensure consistency in the look and recognizability of the Pine Run Retirement Community brand and services. These standards have built stronger brand awareness throughout all marketing channels.
A public relations campaign with corresponding marketing collateral, advertising, and social media was a key part of the grand opening event for the Community Center. Each deliverable was guided by Pine Run Retirement Community’s brand standard and highlights the organization’s services to the general public.
Furia Rubel’s integrated approach supported the new 37,000 square foot Community Center—affectionately known as the “Hub”—as a signature space for villagers to gather for fellowship, friendship, and fitness.
As major initiatives were completed, Furia Rubel focused on consistent, well-placed media coverage and advertising, to ensure that momentum continued. The agency provided a series of ads for regional print ad digital publications. They also developed Google display ads and social media campaigns for a strong, cohesive market presence.