Branding, website, advertising and print | 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 25 years ago, The Highlands marketing needs had been serviced by several agencies resulting in inconsistent messaging. During this time, many new senior communities had been established, increasing competition for market share.
Challenge
Position The Highlands as the premier senior living community in the Greater Rochester area
Increase occupancy for independent and assisted living
Promote Rochester’s only university-based retirement community
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, TV and print advertising, multiple brochures, and a new website for the entire campus. TV Ad campaigns featuring Joan and other residents attract prospective residents to the campus for tours.
Results A waiting list for independent and enriched living spaces.