Rebranding, marketing and sales consulting services to reposition a struggling, new development active adult community into a continuing care campus offering active, independent living and assisted living and skilled healthcare in Winter Haven, FL.

T.L. Johnson
VP of Sales and Marketing
tljohnson@cfrcommunities.com

Challenge

Reposition a struggling, active adult retirement community by focusing advertising efforts on the future security offered by the rental continuing care retirement community that is being built on campus.

Strategy

Create a memorable theme, focusing on the Vienna Square difference. Attract potential prospects by emphasizing the unique benefits of Vienna Square: CCRC on campus, Secure Care Buy-Back Guarantee, quality construction and unmatched lifestyle.

Convince future-thinking mature adults to buy into a special retirement lifestyle driven by independence, affordability, personal choice, security and future healthcare.

Results

Successfully rebranded Vienna Square, while at the same time created a market niche for Vienna Square and the continuing care campus. Months after the launch of a targeted multimedia campaign, the estimated lead expectancy was significantly exceeded. Additionally, 28 single-family lots and 44 villas were sold.