THE CHALLENGE — SENIOR LIVING SERVICES MARKETING & PUBLIC RELATIONS
Pine Run Retirement Community is a vibrant senior living and continuing care residential community offering active, independent lifestyles. Pine Run is owned and operated by Doylestown Health and offers a full spectrum of nursing care, post-operative care, rehabilitation services, and long-term care, as well as convenient coordination with hospital-based caregivers and services.
Senior living is becoming an increasingly more competitive market. Positioned for growth and competing with other employers for top talent and seniors, Pine Run Retirement Community’s leadership looked to enhance their growth opportunities and communications by consolidating their brand and standardizing their messaging. The organization retained Furia Rubel as a strategic partner for senior living services marketing & public relations.
OUR DELIVERABLES — SENIOR LIVING SERVICES MARKETING & PUBLIC RELATIONS
Early in Furia Rubel’s engagement, the agency assisted the senior leadership team in identifying opportunities, including brand and message standardization. We worked with senior leaders to update their Mission and Vision statements along with all branded materials.
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 built better brand awareness throughout all marketing channels and developed a more cohesive use of brand visually aligned with Doylestown Health. Once the new brand was adopted, growth efforts focused on launching a new website concurrently with the grand opening of the Community Center.
To accurately reflect their culture, values, and service philosophy, Pine Run Retirement Community’s website was updated, in partnership with IQnection. A new user-friendly design incorporates the brand and focuses 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.
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.