Wellington at Hershey’s Mill is a retirement community offering Independent Living, Personal Care, Skilled Nursing and Rehabilitation. Wellington is a Benchmark Signature Living Community, part of Benchmark Senior Living, an award-winning leader in retirement living with over 50 communities in the New England and Mid-Atlantic regions.
The Goal
Sugartown Communications worked closely with Wellington during an acquisition by Benchmark Signature Living to completely rebrand Wellington at Hershey’s Mill, while remaining distinctive to Wellington and its long established reputation in the community.
The Strategy
Creative | Art direction guided photography and design to create multiple distinct advertising campaigns. Copywriting supported creative that enabled Wellington to promote its segmented services to two distinct targeted audiences. Additional design projects included brochures, direct mail pieces, sales sheets and stationary packages.
Media | A strategic advertising plan combined traditional print ads with newer media solutions that included programmatic media and digital media platforms. Real time A/B testing and analytical reporting allowed for swift ad placement adjustments, which quickly increased audience reach and message frequency.
Public Relations | Grass roots brand awareness was achieved through multiple editorial features and photo spreads in regional and local media publications and participation at local events.
The Result
A seamless acquisition and rebrand of Wellington at Hershey’s Mill kept the brand on track with stable market share, while a strategic ad campaign drove an increase in website traffic and additional inquiries.
Capabilities
Provided
Media Services
- Brand Strategy
- Media Buying: Print / TV / Digital
- Event Marketing
Creative Services
- Identity / Brochures / Collateral
- Environmental Signage
- Copywriting / Photography / Graphic Design
- Ad Campaigns: Print / Digital
- Direct Mail Campaigns
Digital Marketing
- Digital Display Ads
- Programmatic Display Ads
- A/B Testing
Web Services
- Analytics and Reporting
- SEO Consulting
- Pay-Per-Click Consulting
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“Sugartown Communications was instrumental in our community’s rebranding campaign. They systematically analyzed the market and devised a comprehensive media plan to rebrand Wellington at Hershey’s Mill after a change in management and ownership. Because of these efforts, Wellington saw an increase in both website traffic and qualified leads. It has been a pleasure working with Joan Goldschmidt and the Sugartown team, and I am grateful for their professionalism and guidance through a very busy phase.”