Parkshore: Repositioning

Challenge

To refresh the brand of this 50-year-old CCRC to create new interest among the target market while in the preliminary stages of planning physical improvements to the 15-story building.

Solution

Understand where Parkshore has been and where it’s going by interviewing residents, prospects, staff and management, then create materials that feature the best of Parkshore and highlights key areas of interest to the target market.

Results

• Parkshore filled their long-term vacancies within eight months of the new brand launch and built a 170 person wait list within 18 months.
• 62:1 Return on rebranding investment
• Occupancy increased from 82% to 95%