Willow Valley Creative

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  • Willow Valley Creative

    1. 1. Willow Valley Creative Strategy & Campaign Concepts AUGUST 6, 2008
    2. 2. CONSUMER Quality of Life Insights TODAY’S AGENDA <ul><li>Review Communication Strategy </li></ul><ul><li>Willow Valley Logo </li></ul><ul><ul><li>Current Usage </li></ul></ul><ul><ul><li>Welcome Center </li></ul></ul><ul><ul><li>Going Forward </li></ul></ul><ul><li>“ Retirement Communities” </li></ul><ul><li>Presentation of New Creative Concepts </li></ul>AGENDA
    3. 3. Step 3 The Aaah-HA Proposal Otherwise known as your Communication Strategy PRODUCT Unique Selling Proposition CONSUMER Quality of Life Insights COMMUNICATION STRATEGY
    4. 4. <ul><li>exceptional cost/value versus competition </li></ul><ul><li>a grand community – large population, vast resources, wide array of offerings, stellar community facilities and programming </li></ul><ul><ul><li>3rd largest single site CCRC in the U.S. </li></ul></ul><ul><ul><li>strong financial foundation </li></ul></ul><ul><li>culture of innovation </li></ul><ul><li>state-of-the-art Cultural Center, Fitness Center and other amenities </li></ul><ul><li>diversity of residents’ experiences </li></ul><ul><li>natural, open setting </li></ul><ul><li>passionate resident groups spanning a wide variety of interests </li></ul><ul><li>staff is local and has a strong work ethic and a culture of caring </li></ul><ul><li>full spectrum of first-class products and health & wellness services </li></ul><ul><li>unmatched attention to detail </li></ul><ul><li>“ I want the peace of mind of knowing that I have health services available to me as I age.” </li></ul><ul><li>“ I want a good value. I have money, but want to spend it wisely.” </li></ul><ul><li>“ The last thing I want is to be a burden for my children as I age. But, I’d like to retain my lifestyle, if possible.” </li></ul><ul><li>“ I would love to have the services of a CCRC available to me, but those places are for ‘old people’.” </li></ul><ul><li>“ I seek freedom from everyday hassles so that I can finally focus on my interests and passions. I’d love to live somewhere that helps me realize those interests.” </li></ul><ul><li>“ I may be getting older, but I’m not ready to give up the luxuries my success has afforded me because of a few health problems.” </li></ul><ul><li>“ I want to live in a tranquil, beautiful setting, but not so far away that I feel isolated.” </li></ul><ul><li>“ I want to make sure my spouse is secure.” </li></ul>COMMUNICATION STRATEGY: Willow Valley lets me shift my focus from the uncertainties and challenges accompanied with aging to making the most of my life in an unparalleled and inspiring environment. CONSUMER INSIGHTS PRODUCT (USPs) WILLOW VALLEY’S COMMUNICATION STRATEGY
    5. 5. WILLOW VALLEY LOGO CURRENT USAGE
    6. 6. WILLOW VALLEY LOGO WELCOME CENTER
    7. 7. PURCHASE FUNNEL Awareness Consideration Purchase
    8. 8. PURCHASE FUNNEL Awareness Consideration Purchase Market Research Advertising Direct Mail Online Marketing Public Relations Website Online Marketing Brochure Welcome Center Sales
    9. 9. CREATIVE Is it Breakthrough? Is it Relevant? Is it Credible?
    10. 10. © Creating Results
    11. 11. © Creating Results
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    17. 17. © Creating Results
    18. 18. CREATIVE: Sticky Notes © Creating Results
    19. 19. CREATIVE: De-Retire © Creating Results
    20. 20. © Creating Results
    21. 21. © Creating Results
    22. 22. TAGLINES
    23. 23. ALTERNATE TAGLINES

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