Case History:
“Living Karmel” Campaign
Challenge
Position and introduce Karmel – a pre-construction senior living community coming to Deerfield, IL – to meet an aggressive lead generation goal in a short period of time, on a limited budget.
Strategy
Create a compelling position – “Living Karmel” – that conveys the Karmel lifestyle as well as the distinctive benefits and the excitement this new community will offer its residents
Build cross-media approach of print, online, broadcast and direct mail to reach prospects and build awareness
Bring the pre-construction community to life with distinctive creative to stimulate lead generation and inquiries
Results
The introductory campaign produced a 50% increase in lead generation over the monthly average.
Deposit goals were met and the “Living Karmel” concept has become an integral message in all communications.
