Presbyterian SeniorCare

Presbyterian SeniorCare

Positively Living

Venerated Brand Renewed

“You’ve got to, ac-cen-tuate the positive…”

Tell an 85-year-old institution that's admired in the community for its mission and recognized across the country for its vision that you're going to downplay a core element of its brand—can you say client-agency relationship over? Quite the opposite. Taking a page from Johnny Mercer and the Pied Pipers 1945 songbook, Pipitone Group worked with Presbyterian SeniorCare to “Accentuate the Positive, Eliminate the Negative.” Read More...

Presbyterian SeniorCare's important mission of caring for western Pennsylvania's elders is rooted in Christian tradition. However, the organization is Presbyterian in origin only and, in fact, serves people of all faiths. The brand needed to reflect this. Through some seemingly simple, yet careful crafted manipulation of the brand elements, Pipitone Group helped to reapportion the brand name as well as other logo elements to better embody the principles and mission of PSC. Next: Make it come to life.

The organization referenced itself in its tagline as: A regional network of living and care options. Descriptive, to be sure, but this only described PSC's structure and not the positive and affirming care and services going on within those settings—whether a nursing facility, independent-living apartments or a senior's own home.

Several interviews, research, keyboard clicks, creative brainstorming—and a LOT of Sharpie markers—later, PG presented the new brand and tagline, Positively Living, to PSC leadership and staff. The result: A standing ovation Bing would've been jealous of and a mandate to further develop and execute a strategic marketing and communications campaign to take this positive message to the masses. Here's what it entailed:
 

Positively Living

How do you capture the heart of an organization? Well, for one that provides increasingly important in-home services, social models of care, innovative housing options and one that maximizes each residents’ ability to live life to the fullest in a positive way, we call that Positively Living. Presbyterian SeniorCare’s leadership, staff, families, communities and, most importantly, residents call it that now, too.

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Brand Enhancements System-Wide

The changing of Presbyterian SeniorCare's logo and tagline had great implications. After all, it's a large and comprehensive organization with up to five different affiliates, each with their own individual names and identities, throughout western PA. Pipitone Group used size and proportion and a simplified yet comprehensive color palette to turn a dated identity into a cross-functional one with staying power.

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What Does it Mean to Me?

If it was going to work, key players in Presbyterian SeniorCare had to fully understand what the new brandline meant to them. This included leadership, staff, family and residents. Pipitone Group developed a barrel-fold brochure highlighting the meaning behind Positively Living for each of these important audiences.

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Paid Media

A key strategy in getting the word out about the organization had always been advertising. A fresh, open and lively look was developed for new print ads, real-life residents used in radio ads and a relatively new venture into online advertising proved successful—and measurable!

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Social Media

While it may seem a strategy better targeted to their grandchildren, seniors are one of the fastest growing segments of social media—and their adult children, who often make or influence decisions, are already there. Pipitone Group's IntelliSocial™ Assessment and Support tool helped Presbyterian SeniorCare dip their toes in the sometimes turbulent social media waters. Since then they've waded in fully and are doing swimmingly.

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Owned Media

The workhorse of any integrated marketing and communications program, Presbyterian SeniorCare's website received a complete revamp in terms of look, feel, navigation and ease of use. A place for everything, and everything in its place, help and information was only a few clicks away, whether for living and care options, career opportunities, or opportunities to give to an organization that's given so much.

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Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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