Challenge
In early 2021, Town & Country, a nonprofit Life Plan Community located in Orange County, CA, needed to launch their new Grace Gardens Memory Care community within an already crowded memory care market. Moreover, COVID-19 was surging, which made traditional events and gatherings difficult.
Solution
Rather than the run-of-the-mill “care” brand story that is prevalent in the industry, 3rdThird developed the Grace Gardens brand to present a retail, lifestyle approach for this beautiful memory care community. Why? Because “care” is an assumed baseline, however Grace Gardens was delivering much more. We focused the messaging on the beautiful, walkable courtyard that is the largest in Orange County with education about the need for memory care residents to have plenty of freedom and walkable space.
We also showcased their stellar new bistro that is the center of the community, serving freshly made cuisine focused on health. The Grand Opening theme was “garden party” with garden-inspired foods, decor and plenty of flowers!
Results
As of 2023, Grace Gardens has become known as the premier memory care community in Orange County, California. Their marketing events continue to attract healthy numbers of prospects. During the lease-up, Grace Gardens sold 32 deposits for their 88 available apartments in four different memory care neighborhoods prior to opening. Today, they continue to rock it with healthy sales across the continuum. Why is that possible? Because their lifestyle brand for independent living was not disrupted by memory care marketing. It was actually enhanced. So much so, that couples are moving into Grace Gardens. One spouse without dementia is choosing to move in with the person who is living with it. That is a testament to effective branding.
