Senior Living | Web Development & Brand Awareness
Summit by Morrison
Overview
Summit by Morrison, a newly constructed senior living community in northern New Hampshire, was in search of a strategic partner to elevate brand recognition and attract new residents.
In need of an agency with expertise in senior living marketing, an understanding of the emotional facets of this life-altering decision and a track record of delivering successful results, Summit partnered with EVR Advertising.
Challenge/Objective
The challenge at hand was to introduce Summit by Morrison as a new senior living community while honoring the esteemed legacy of The Morrison, a long-standing and revered nursing home in the area. The objective was to attract residents to this first-of-its-kind community by promoting a full continuum of care and to create a seamless brand identity that resonated with the local community’s deep regard for The Morrison.
Strategic Approach
EVR proposed a refined brand architecture designed to unite the two locations and form The Morrison Communities. This strategy leveraged The Morrison’s existing reputation and goodwill while highlighting the new and unique offerings of Summit.
Tactics
The new name, The Morrison Communities, was fully unveiled through a new website thoughtfully designed to showcase the full continuum of care offered, reinforce brand recognition and unite the two campuses.
Once the two communities were more clearly linked under one master brand within the website, it was time to focus on increasing exposure for the new community. The media plan adoped a digital-first approach that included pay-per-click, display, Pandora ads, Facebook newsfeed ads and boosted social posts. This was complemented by a schedule of traditional print advertising.
To establish Summit by Morrison as a committed community partner and build a strong local brand presence, several PR initiatives were executed. EVR engaged a variety of northern New Hampshire’s media, many of which already had positive relationships with The Morrison. Elements included a regular column in the local newspaper, a sponsored “Health Minute” on the region’s highest-rated radio station and several PR events on campus that drew local and statewide media attention.
Results
The rebranding successfully met the board of directors’ vision of uniting the two campuses under one metephorical brand roof. This approach yeilded the campaign over 400 marketing-qualified leads within the first six months.
