“Optimism about the future” was identified early on in our research as a strong motivator for attracting interest in, and ultimately securing, depositors for The Spires. Our creative did what we could to capture that optimism, helping to paint a picture for prospective residents to fall in love with.
We started with the loyal Berry College base of alumni, faculty, and staff, adopting a “pebble in a pond” strategy – focusing first on the innermost ring of potential residents, then rippling outward to embrace the wider community.
By tapping into the universal sense of discovery equated with the college experience, our campaign built a bridge – taking life in retirement and placing it alongside the optimism of our youth and college years.
The campaigns have since made quite a splash on the scene, helping The Spires more than triple their original inquiry goal, ultimately leading to beyond-industry-standard occupancy numbers in their first year of opening.