QUINCY, Mass. /eNewsChannels/ — Advertising, branding and design firm PowerFlite Communications has launched the next stage of its comprehensive brand introduction campaign for Windsor Place of Wilmington, a premium assisted living residence in Wilmington, Massachusetts. Beginning with developing the name and core identity, PowerFlite’s original campaign included everything from radio, print, outdoor, and Web advertising to brochures, posters, signage, and sales kits. The new stage is an expansion of earlier themes.
“Windsor Place is a genuinely incredible place for seniors. It’s all about elegance, high quality, and a great location, so that was the focus of our initial launch,” says PowerFlite Owner and Creative Director Greg Robertson. “This new stage adds more about the financial advantages of Windsor Place. Other upscale assisted living centers require an endowment fee – some up to a quarter million dollars. Windsor Place is a straight month-to-month lease, though, so it’s an amazing residence without the huge commitment. It’s a good story to tell and our work tells it well. They get a lot of inquiries, even in today’s economy, and they’re filling suites quickly.”
An Elegant, Integrated Campaign:
Throughout the campaign, the radio ads have generated the most calls to Windsor Place. All of the radio spots feature adult children talking about assisted living with taste and light humor. One also included a mother who announces she’s moving to Windsor Place just as her adult children try to recommend it. “It’s a sensitive subject that means a lot to multiple generations, so it’s essential to capture the right tone,” says Robertson. “These radio spots get the details across, but in a positive, memorable way. Best of all, they have worked and they integrate well with our other advertising and sales pieces for Windsor Place.”
While PowerFlite set the creative tone, they partnered with strategic marketing, Web, and media specialists for a truly integrated campaign. “You need a team of pros who really can work together to help the client succeed,” says Robertson. “We were brought in by Stackpole & Associates of Brookline. They are brilliant research and strategy pros, especially in health care and senior marketing.” PowerFlite and Human Service Solutions of Framingham developed the Windsor Place Web site together, and Linda Riley Media of Saugus planned the media.
Good Clients Yield Good Advertising:
“Successful advertising starts with honesty,” says Robertson. “Key truths that are meaningful to your audiences are vital. So a client like Windsor Place – who is tirelessly focused on providing residents with an elegant environment and expert care – makes it easier to create good advertising. We just find compelling ways to tell the truth about a great place.”
Windsor Place of Wilmington is owned and run by Dennis and Elissa Sargent, who also run Woodbriar of Wilmington, a premier skilled nursing and rehabilitation center adjacent to Windsor Place. “We’re lucky to have great clients,” said Robertson.
About PowerFlite Communications:
Founded in 1995 and based in historic Quincy, Massachusetts, PowerFlite Communications(TM) provides strategic, concept-driven advertising, branding, design, and Web services to companies in several practice areas. Led by Principal and Creative Director Greg Robertson, PowerFlite offers expertise and experience in every step of the marketing and advertising process, from strategic planning through concept development, creative execution, production, and program implementation. Learn more at www.powerflitebrand.com .
PowerFlite is also currently preparing a new print, Web, and radio campaign for Quincy Medical Center, new materials for architectural color consulting and decorative arts studio Twinkle Designs, and new brand identity work for a major New Hampshire health care provider.
About Windsor Place of Wilmington:
An 88 suite, premium assisted living community for seniors located in Wilmington, MA, just seconds from Interstate 93, Windsor Place is a private community offering unparalleled services, residences, and people on a month-to-month lease basis. The Carlysle at Windsor Place offers suites with enhanced features and programs to help residents with memory loss. Visit Windsor Place of Wilmington online at www.windsorplaceofwilmington.com .
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