Case History:
Mather Lifeways
Challenge
To re-brand and re-position Mather Lifeways — one of America’s leading continuing care providers for older adults — for the new world of senior care. The agency was asked to create a complete marketing communications tactical program, including identity and positioning, strategic planning, print advertising, direct mail campaigns, collateral and web.
Strategy
Develop, as a start, a consistent graphic identity system for the organization and all of its various divisions and areas of focus.
Establish long-term positioning themes for Mather’s assisted living and skilled nursing facilities in the Chicago area.
Introduce the Mather messages through a dynamic mix of various print media, direct mail, e-mail messaging, event and search engine marketing.
Results
The multi-layered campaign successfully supported the lead generation goals of the individual facilities. At the same time, the new, consistent identity allowed Mather Lifeways to clearly stand out in the growing senior care industry.
