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Asbury Heights

Building Long-Term Trust

Creating A Solid Relationship

For more than 20 years, Pipitone has been providing comprehensive marketing communication services to Asbury Heights, a continuing care retirement community located just outside of Pittsburgh. In addition, Pipitone helped guide the communication through the acquisition by UPMC Senior Communities.

Targeting the Right Audience

Primary research enabled us to better define the organization’s target audiences, identify motivating criteria among the target audiences and determine the most effective communication channels.

Using Data as Our Guide

The data gained through research drove strategy changes by Pipitone, including focusing the message, reducing advertising and increasing direct mail. Although industry data ranked direct mail as ineffective, our own research proved it the most effective tool in Asbury’s tool kit. With this new intelligence, we created new direct mail campaigns and a new brand identity that was implemented across all service lines.

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Results

The new strategy and refocused tactics combined to create a growing inquiry pool, with several of Asbury’s service lines consistently achieving census and requiring a waiting list.

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Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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work samples