.LEEGORMAN

BRAND STRATEGIST • CREATIVE DIRECTOR

Laurelmead Cooperative, Inc. Project: Advertising campaign to attract new residents Challenge: Laurelmead is a beautiful independent living facility in a quiet and secluded wooded setting, conveniently located ten minutes from downtown Providence. Their previous advertising campaign did not communicate that Laurelmead is an extraordinary retirement community, different from all the other advertising in various Rhode Island media. Solution: I developed an advertising campaign based on nostalgia designed to appeal to older prospective purchasers and their grown children. The campaign runs in the Providence Journal, the Brown Alumni Magazine, community newspapers around the state, and theater programs for the Rhode Island Symphony and Trinity Repertory Company. Actual childhood photos of current residents are used with the theme, "Meet your new neighbor." Results: In less than six months, Laurelmead has increased its apartments' occupancy rate to 89-plus percent. Membership is multiplying in the community's "Priority Club," an active group of prospective residents who enjoy some Laurelmead privileges while they await a vacancy. In addition, the Laurelmead staff has received overwhelmingly positive comments about the advertising from both residents and prospective residents.

 

STRATEGIES • CREATIVE • FACILITATION –  EMAIL: MLLCGORMAN@GMAIL.COM – 401.996.4906

Laurelmead Cooperative, Inc. Project: Advertising campaign to attract new residents Challenge: Laurelmead is a beautiful independent living facility in a quiet and secluded wooded setting, conveniently located ten minutes from downtown Providence. Their previous advertising campaign did not communicate that Laurelmead is an extraordinary retirement community, different from all the other advertising in various Rhode Island media. Solution: I developed an advertising campaign based on nostalgia designed to appeal to older prospective purchasers and their grown children. The campaign runs in the Providence Journal, the Brown Alumni Magazine, community newspapers around the state, and theater programs for the Rhode Island Symphony and Trinity Repertory Company. Actual childhood photos of current residents are used with the theme, "Meet your new neighbor." Results: In less than six months, Laurelmead has increased its apartments' occupancy rate to 89-plus percent. Membership is multiplying in the community's "Priority Club," an active group of prospective residents who enjoy some Laurelmead privileges while they await a vacancy. In addition, the Laurelmead staff has received overwhelmingly positive comments about the advertising from both residents and prospective residents.
Laurelmead Cooperative, Inc. Project: Advertising campaign to attract new residents Challenge: Laurelmead is a beautiful independent living facility in a quiet and secluded wooded setting, conveniently located ten minutes from downtown Providence. Their previous advertising campaign did not communicate that Laurelmead is an extraordinary retirement community, different from all the other advertising in various Rhode Island media. Solution: I developed an advertising campaign based on nostalgia designed to appeal to older prospective purchasers and their grown children. The campaign runs in the Providence Journal, the Brown Alumni Magazine, community newspapers around the state, and theater programs for the Rhode Island Symphony and Trinity Repertory Company. Actual childhood photos of current residents are used with the theme, "Meet your new neighbor." Results: In less than six months, Laurelmead has increased its apartments' occupancy rate to 89-plus percent. Membership is multiplying in the community's "Priority Club," an active group of prospective residents who enjoy some Laurelmead privileges while they await a vacancy. In addition, the Laurelmead staff has received overwhelmingly positive comments about the advertising from both residents and prospective residents.
Laurelmead Cooperative, Inc. Project: Advertising campaign to attract new residents Challenge: Laurelmead is a beautiful independent living facility in a quiet and secluded wooded setting, conveniently located ten minutes from downtown Providence. Their previous advertising campaign did not communicate that Laurelmead is an extraordinary retirement community, different from all the other advertising in various Rhode Island media. Solution: I developed an advertising campaign based on nostalgia designed to appeal to older prospective purchasers and their grown children. The campaign runs in the Providence Journal, the Brown Alumni Magazine, community newspapers around the state, and theater programs for the Rhode Island Symphony and Trinity Repertory Company. Actual childhood photos of current residents are used with the theme, "Meet your new neighbor." Results: In less than six months, Laurelmead has increased its apartments' occupancy rate to 89-plus percent. Membership is multiplying in the community's "Priority Club," an active group of prospective residents who enjoy some Laurelmead privileges while they await a vacancy. In addition, the Laurelmead staff has received overwhelmingly positive comments about the advertising from both residents and prospective residents.
Laurelmead Cooperative, Inc. Project: Advertising campaign to attract new residents Challenge: Laurelmead is a beautiful independent living facility in a quiet and secluded wooded setting, conveniently located ten minutes from downtown Providence. Their previous advertising campaign did not communicate that Laurelmead is an extraordinary retirement community, different from all the other advertising in various Rhode Island media. Solution: I developed an advertising campaign based on nostalgia designed to appeal to older prospective purchasers and their grown children. The campaign runs in the Providence Journal, the Brown Alumni Magazine, community newspapers around the state, and theater programs for the Rhode Island Symphony and Trinity Repertory Company. Actual childhood photos of current residents are used with the theme, "Meet your new neighbor." Results: In less than six months, Laurelmead has increased its apartments' occupancy rate to 89-plus percent. Membership is multiplying in the community's "Priority Club," an active group of prospective residents who enjoy some Laurelmead privileges while they await a vacancy. In addition, the Laurelmead staff has received overwhelmingly positive comments about the advertising from both residents and prospective residents.