PROBLEM:
The Arbrook is an “independent living” retirement community produced by the Covenant Group for low-income/fixed-income seniors. Before the property was built, MarketGarden was hired to help pre-sell apartments at the construction site. Drawings of the finished community were displayed in a sales trailer, but no marketing materials existed. Using MarketCasting methodologies, Covenant Group rolled out a mixed media, pre-Grand Opening campaign.

SOLUTION:
The low income status of the project demanded cost-efficiency in creating the campaign. MarketGarden advised the client on a mix of newspaper, direct mail, and sales collateral, targeting seniors near the property’s zip code. A customer survey revealed “independence” and “enjoyment” as key messages, balanced by concerns over “not being able to afford retirement”. The campaign featured seniors having a good time. The tagline suggested, “Get More Out of Life”.

RESULTS:
Using a MarketCasting tracking system, Covenant Group marketing managers were able to detect subtle drops in newspaper and direct mail response rates, changing ad content and promotional offers in time to sustain high response rates. Within five weeks of the first ad insertion, The Arbrook was 16 percent sold out. By Grand Opening, nearly one fourth of the property was leased.