Branding Campaign | The Highlands at Pittsford


Situation The Highlands at Pittsford is a luxury senior living community and skilled nursing facility affiliated with the University of Rochester Medical Center. Since opening its doors 20 years ago, The Highlands marketing needs had been serviced by a number of agencies resulting in inconsistent messaging. During this time, many new senior communities had been established increasing competition for market share.


  • Position The Highlands as the Premier Senior Living Community in the Greater Rochester area 2 increase occupancy
  • Promote The Living Center skilled nursing facility in a complimentary fashion

Solution K2 embarked on a comprehensive branding process that included 15 key stakeholders representing every area of the campus, resulting in the “Enjoy Life” brand platform. This platform became the basis for new collateral, print advertising and promotions, multiple brochures, and a new website for the entire campus. TV Ad campaigns promoting special events are utilized to attract prospective residents to the campus for tours.

Results A waiting list for independent and enriched living spaces
Full capacity for special events