Lombard, Ill.—Stevens & Tate Marketing has developed and initiated a new senior living marketing strategy for St. Catherine’s Village, Mississippi’s pre-eminent all-inclusive Life Care community.
The program focuses on lead generation with outreach efforts to attract the Continuing Care Retirement Community’s (CCRC) target audiences. The revamped website, StCatherinesVillage.com, was unveiled in October to coincide with new messaging and creative elements.
“Stevens & Tate was brought in to refresh the image of St. Catherine’s Village both locally and nationally,” said Dan Gartlan, president of the Chicago-area marketing agency.
He explained that a new memory care facility had recently opened on campus while independent and assisted living apartments had been upgraded to better suit the needs of residents. Marketing needed to “catch up” and portray the benefits of St. Catherine’s Village today.
“We were able to provide an unbiased perspective, and in turn, objectively hone in on the property’s unique selling proposition,” he said.
St. Catherine’s Village, a service of St. Dominic-Jackson Memorial Hospital, is a not-for-profit, all-inclusive Life Care community offering adults age 62 or over a graceful lifestyle where independence and activity is a priority. Residents receive the right care at the right time in independent living, assisted living, memory care, and skilled nursing facilities set among 160 picturesque acres in Madison, Mississippi.
“After hearing the Stevens & Tate team speak at the LeadingAge national conference, we were impressed with their knowledge of marketing overall and even more so of the way marketing impacts senior living communities such as ours,” said Felichia Fields, assistant executive director at St. Catherine’s Village. “It was clear they not only understood how to successfully position our community, but also reinforced what we were realizing—that we needed an integrated approach to sales and marketing.”
As experts in senior living advertising, strategy and implementation, Stevens & Tate immediately recognized that St. Catherine’s Village needed to have a stronger digital presence. This included outreach efforts as well as a website designed for today’s consumers.
“The new responsive design puts finding information conveniently into the hands of users wherever they are,” said Gartlan. “Beyond being mobile and search friendly, the website also focuses on lead generation, offering numerous conversion points throughout to engage readers—whether they are active seniors or their adult children.”
Additionally, StCatherinesVillage.com incorporates the story branding that Stevens & Tate developed to highlight the CCRC’s competitive advantages. This messaging debuted in new digital advertisements as well as in print and on broadcast mediums—all driving consumers to learn more online. The media strategy developed by the agency redefined the media mix by re-allocating funds to expand geographic reach while maintaining the frequency of being seen and heard by local target audiences.
“For the first time in a long time, we are looking at our brand and it is right on target,” said Fields. “Residents are proud of what they see and our board of directors feel we are on point with our message.”
In addition to creating focused, targeted solutions for senior living clients, Stevens & Tate has experience in the hospitality and travel/tourism, food/grocery, real estate, senior living, retail, healthcare, business-to-business, and non-profit sectors, as well.
An integrated marketing and advertising agency, Stevens & Tate offers award-winning, on-strategy creative; message and brand development; Internet and digital advertising; and cost-effective media planning and execution. To learn more and view the firm’s work, visit www.stevens-tate.com or call (630) 627-5200.
SUMMARY: A website designed by senior living marketing agency Stevens & Tate has debuted for St. Catherine’s Village, unveiling the Life Care community’s new messaging and creative strategy.