Strategic planning, marketing, branding and sales consulting services to evolve a highly respected provider of senior healthcare and lifestyle services into a continuing care retirement community in Simsbury, CT.

Freddi Hoffmann
Vice President, Marketing, Sales
and New Business Development
freddi.hoffmann@mcleancare.org

Challenge

To rebrand McLean from its image as primarily a skilled nursing community into a vibrant, new continuing care retirement community without sacrificing McLean’s reputation for quality.

Strategy

Design a fresh, new logo and tagline representing the look and feel of The New McLean Village.

Establish a positioning theme for The New McLean that works with McLean’s other service offerings.

Build a cross-media approach of print, online, collateral materials and direct mail to reach prospects and build awareness.

Reinforce the benefits and reputation of McLean, while introducing the new services and lifestyle to be offered on the campus.

Results

To date, the multi-faceted campaign has successfully supported the lead generation goals of McLean. At the same time, the new brand identity has allowed McLean to stand out as a top provider among a crowded field of competition.

www.mcleancare.org