// SMRS Meadow Lake

IMMEDIATE LEADS INCREASE FOR NEW RETIREMENT COMMUNITY THROUGH INTEGRATED CAMPAIGN POSITIONING LIFESTYLE WHILE ENCOURAGING CONSUMERISM

SUMMARY :
An imposing sales goal for Sears Methodist Retirement System’s brand new Continuing Care Retirement Community (CCRC) concept in Tyler, Texas was approached by a fully-integrated, multi-faceted lifestyle and education campaign— encouraging consumerism (researching options and comparing competitor’s assets). Meadow Lake showed an immediate increase in leads and successful launch of a concept not previously known in the market.

OVERVIEW:
Sears Methodist Retirement System (SMRS) is the largest not-for-profit provider of senior housing and health care in Texas. SMRS had plans to open a new Continuing Care Retirement Center (CCRC) in Tyler, Texas called Meadow Lake. The target audiences in this market had no current knowledge of this type of retirement living option and SMRS had no name recognition in the region.

INSIGHTS:
Our competitive analysis showed that Meadow Lake would be the first CCRC in Tyler. It was important to educate the target audiences on the long-term benefits of a CCRC while featuring the more short-term benefits of a secure, care-free lifestyle. Industry research shows that consumerism is a strong movement among buyers of health care and retirement living services. Decision makers are shopping around, doing research, seeking out options and ultimately choosing products and services from providers who are trusted and operating in the best interest of the consumer.

OBSTACLES:
Initially, there was no model home available on-site and no clear launch date. Financing required deposits for 70% of the Phase I independent living homes and apartments before construction of the campus could begin. SMRS was an unknown organization and the concept of a CCRC was also new to Tyler. Timing proved to be a factor as well as the economy took a major downturn during this pre-sale.

STRATEGY:
The Price Group created a multi-faceted marketing campaign closely integrated with a thorough sales plan. We positioned SMRS as a trustworthy and successful organization behind the Meadow Lake campus. TPG created tools to help meet the consumer at many different points in the selection process, providing answers to their questions.

TACTICS INCLUDED:

• A comprehensive interactive website to communicate a lifestyle and disseminate information
  
• Television and newspaper to bring broad market awareness
  
• A series of education and lifestyle seminars providing relevant information on varying topics and positioning Meadow Lake and SMRS as the experts in senior living; a trusted source for answers when life needs begin to change
  
• Direct Mail series keeping Meadow Lake top of mind among consumers and offering incentives to spur action from prospective residents
  
• Public Relations - Ground breaking event to generate buzz in the market among interested audiences