Case Study | Innovative Marketing Plan | Targeted Mailers | Print Advertising | PR | Television | Website Design

Westchester Meadows

Challenge

As the first life care retirement community in Westchester and one of the first in New York state, the concept of life care was new to the market. Although life care retirement communities had existed in other states for nearly 35 years, strict consumer protection laws in New York had delayed the development of such projects. So the challenge was two-fold:

Define “Life Care Retirement Community: This new concept needed to be clearly and appealingly communicated to prospective consumers in a way that highlighted its benefits.

Shift from Previous Positioning: The client’s previous agency used outdated advertising that didn’t resonate with the sophisticated, wealthy, and active target audience. We needed to create a forward-looking campaign that appealed to this audience’s sensibilities and emphasized the positive future these communities could provide, rather than looking to the past.

Solutions

New Strategy and Materials for Marketing Initiatives

Our first goal was to solicit interest from the target demographic without requiring a full financial commitment. We developed targeted mailings to specific zip codes, inviting prospective residents to upscale luncheons and teas where they could hear a professional presentation about the community. Attendees were invited to join a “Priority List,” which indicated interest in the community.

Those who signed the Priority List received regular newsletters prepared by our agency. These newsletters, which also became key sales tools, updated potential buyers on the progress of the development, including personal profiles of prospective residents and their reasons for signing up.

Informing Potential Buyers:

Once the project received state approval, we developed a Conversion Brochure aimed at transforming the names on the Priority List into financially committed future residents.

Getting the Word Out Through Marketing & Advertising:

To support the outreach efforts, we created a comprehensive marketing campaign that included print advertising, press releases to major media, television commercials, design and program a custom website

All marketing materials featured a consistent, polished look that appealed to the intelligence, sophistication, and good taste of the prospective customers, with a future-oriented attitude.

Results

Thanks to the advertising and public relations campaign provided by AJ Ross Creative Media, Westchester Meadows sold 120 out of 126 units in just five months—before any construction even began. The client was highly satisfied with the results and eager to continue working with our agency on future real estate ventures.

An Absolute Game-Changer

“Working with AJ Ross Creative Media has been an absolute game-changer for Westchester Meadows. Their team not only helped us clarify and communicate the life care concept to a discerning audience, but they also completely transformed our marketing strategy. From the targeted mail campaigns to the newsletters and conversion materials, every aspect of their approach was polished and effective. Their ability to capture the sophistication and future-focused mindset of our prospective residents was key to our success. Thanks to their efforts, we sold nearly all of our units before even breaking ground. We couldn’t be more thrilled with the results and look forward to partnering with AJ Ross Creative Media on future projects.”

Executive Team
Westchester Meadows