Challenge
The Kenney in West Seattle was often passed over by retirees who preferred to live closer to the downtown Seattle core. Instead of trying to compete on lifestyle against many of the premium-price CCRC communities in Seattle, The Kenney decided they would be better off repositioning themselves as the value leader for cost-conscious seniors.
Solution
3rdThird Marketing created a print, direct mail and online campaign that presented a side-by-side comparison of key features seniors wanted along with typical entrance fees in the downtown core. The headline “The Ultimate Senior Discount” showed that one could have a great lifestyle—with nearly identical amenities—for a fraction of the price.
Results
The Kenney sales team reported a 200:1 ROI and said this was one of the most effective marketing campaigns they had ever implemented in the history of their organization.
