An aging building and a lack of awareness in their market had resulted in low census. Bayview was embarking on a master plan redevelopment project but needed to increase census to do so.
An immediate traffic building campaign was developed and launched to generate leads in the short term. The campaign used an upgraded identity strategy and began the process of differentiating Bayview while a full rebrand project was underway.
A full rebrand was completed to differentiate Bayview in the market and to begin to increase awareness among prospects with a strong identity.
- The new building sold the promise of Bayview’s upcoming redevelopment and helped new prospects see the value of buying in earlier rather than later. The redevelopment will be completed in 2018.
- 23 Independent living move-ins in 2016.
- In 2016, sold the 15 units that were needed to close on a bond deal to finance the master plan redevelopment.