Boosting Local Awareness and Highlighting Competitive Advantages for a Brookfield Senior Living Community
Cantata Senior Living in Brookfield Illinois is nestled next to the nationally acclaimed Brookfield Zoo. While the property’s location makes it a great place to live, it has limited visibility to drive by traffic. As a result, local awareness among seniors and their adult children needed to be improved.
Through strategy, planning and a deep dive into available media options, Stevens & Tate Marketing discovered that a single-zone cable buy would deliver the Cantata message to the majority of households from which the community draws it residents. It was clear that the most cost-effective advertising medium was cable TV and therefore creative and messaging should be done in a video format.
Once the media strategy and tactics were agreed upon, development began on how to best articulate the community’s competitive advantages: location in Brookfield, the 10-acre campus, and the neighborhood feel. Stevens & Tate created a :30 commercial—Your Next Neighborhood—supporting the location in Brookfield messaging point. When COVID 19 hit, the spot’s creative was revamped to add a touch of humor. The Talking Animals spot promoted the community’s proximity to Brookfield Zoo as well as the safety of living on a senior campus.
Following the pandemic, Cantata underwent renovations and management began offering flexible pricing options to make seniors feel comfortable again with senior living as a whole and entice them to choose Cantata. Stevens & Tate reworked the Talking Animals commercial into a series of three spots to message on these new reasons to buy in addition to the three top competitive advantages. Focusing each spot on one topic and rotating the series in the media schedule ensures viewers receive the full story of Cantata Senior Living.
