CREATING A COMMUNITY IN A CLASS BY ITSELF.
When construction is completed in 2020, The Spires at Berry College will be the premium CCRC offering in western Georgia. In a lakeside setting with a mountain view on a college campus, The Spires offers residents both the serenity of unspoiled wilderness and access to the abundant social, academic and spiritual resources of a thriving college campus.
In its 100-year history, the college has fostered a close-knit population of alumni, faculty and staff. To activate that loyal base, we adopted a “pebble in a pond” strategy, focusing first on the innermost ring then rippling outward to embrace the wider community.
Naming The Spires after the distinctive features that founder Martha Berry placed atop landmark campus buildings was, in part, a way of communicating the synergy the new community will share with the college to that inner ring of loyalists. But the larger goal was to channel the power of that existing entity in a new direction—to capture a wider audience.
By tapping into the universal sense of discovery equated with the college experience, our campaign builds a bridge—equating life in retirement with the optimism of youth. Using original photography that captures the nature and culture of campus life, we have successfully positioned retirement as a time, and The Spires as the place, for looking joyfully forward.
The Spires campaign has, thus far, made quite a splash.
Building a loyal customer base is not about who’s aware of your brand, but who believes in it. Feels an attachment to it and chooses to make it part of their lives. When you give people that compelling reason to become active participants in your brand, they’ll put their money where their heart is. Even when somebody else whistles. That’s true brand participation. The difference between a customer and a brand’s best friend.
THE WANAMAKER BUILDING 100 PENN SQUARE EAST PHILADELPHIA, PA 19107