No more same old, same old

Do It All

"Experience" Campaign

 A benchmark study conducted by Campos Market Research for Presbyterian SeniorCare revealed that much of its target audience didn’t even know who they were, despite being around for more than 80 years. The positive? Nobody knew who their competition was either.

In a space where advertising creative seems interchangeable between its market players—smiling seniors in rocking chairs, wearing afghans with cups of tea on coffee tables were the norm—Pipitone Group (PG) saw a significant opportunity to catch people’s attention.

As a leader and innovator in the senior care industry, Presbyterian SeniorCare could create an impactful creative campaign that was just as innovative as the care they provide—cutting through the clutter to increase awareness and point its target audience toward preference and purchase. Collaborating with Presbyterian SeniorCare, PG developed and executed a fully integrated marketing campaign that could be summed up in a single word: Experience.

Three Tiers of Experience

The foundation of the campaign was the idea of “Experience”—not only that of the organization, but also that of its residents, who helped build the world we live in todayas well as its brand experience. To differentiate the campaign within a “sea of same,” PG designed a Warhol-esque motif that would frame residents as central works of art.

Greater Than the Sum

Mere newspaper ads weren’t going to cut it. To create a campaign that was truly greater than the sum of its parts, PG launched a massive initiative consisting of billboards, newspaper ads, radio spots and digital ads—all pointing toward a branded microsite and blog that showcased Presbyterian SeniorCare’s thought leadership in senior health care.

Engaging Internally

It wouldn’t truly be an integrated campaign without getting the message out internally, too. For Older Americans’ Month, PG designed a bi-fold print check stuffer entitled “Quite the Experience” to let staff know that their work is what makes the “Experience” claim possible in the first place.

Beyond the Numbers

We infused the Presbyterian SeniorCare Annual Report with Warhol-esque touches and dynamic storytelling to tie it in with the Experience campaign, creating a sense of optimism and excitement for the new year.

Results

Following the launch of the Experience campaign, a follow-up survey revealed a measurable increase in regional brand recognition for Presbyterian SeniorCare. Inquiries and requests for tours also increased. The organization’s social media channels also began to see more direct engagement, with some commenters even co-opting the voice of the Experience campaign. The campaign has earned a Merit Award from the Public Relations Society of America (PRSA), and the Annual Report has been honored by the International Association of Business Communicators (IABC). In fact, upon reading the Annual Report, board members commented that it was “like a great book [they] couldn’t put down.” To create a successful integrated campaign that was anything but “old hat,” leveraging Experience—both our client’s and our own—was essential.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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