Case History:
Stella Maris
Challenge
Marian Manor and the Carmelite Sisters, known for over 50 years for their state-of-the art skilled nursing center, were bringing independent, full service senior living to South Boston.
The new community, named Stella Maris, had to be strategically positioned for success in the highly competitive Boston senior living market.
Strategy
Create a strong, memorable theme, rooted in the perfect location and the name of the community (“star of the sea”).
Attract potential prospects by emphasizing the unique benefits of Stella Maris — adjacent to a golf course and overlooking the skyline of Boston, the Blue Hills and the Atlantic Ocean.
Convince the local future-thinking senior adults to place their faith and trust in a special retirement lifestyle, driven by independence and personal choices.
Results
- The agency’s efforts resulted in an attractive, perfectly targeted image of Stella Maris.
- Six months after the launch of the campaign the estimated lead expectancy was exceeded with 25%.
