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Envisage

Reinvigorating A 15-Year Old Brand

Bringing a Renewed Relevance to an Existing Brand

By 2030, the United States will have more residents over the age of 65 than children. Fifteen years ago, Presbyterian SeniorCare Network realized that there simply won’t be enough workers to support the increase in seniors who need care, and that the care management model for seniors needed to be rethought and restructured. They also knew that, according to AARP, nearly 90% of people over the age of 65 would prefer to stay in their home as long as possible as they age. That was the basis for the creation of their nearly 15-year-old Longwood at Home long-term care program, which enabled people to live independently in their homes as long as possible.

Presbyterian SeniorCare Network knew they had a great product in Longwood at Home, and the program members agreed. However, although the growth the brand experienced was steady it was also very slow.

So, how do you double or triple your membership numbers while maintaining a similar budget?

Research, Review, Reposition

After conducting many rounds of both qualitative and quantitative research one thing became clear, we needed to reposition Longwood at Home with a new brand name, new core messaging and a new look and feel in order to appeal to a broader prospect base. This is where, after market research and testing, the name, look and feel, for the new brand Envisage was born.

Using Insights to Change the Conversation

One of the biggest insights we gained through our research was the concern our target audience had in not becoming a burden to their family and friends as they age. This revelation allowed us to change the conversations that were being had with prospects over the phones, in presentations, in advertising, in printed pieces and, perhaps most important, on the brand new, user-friendly website.

Nurture Leads to Become Members

Because long-term care planning takes a lot of thought, the time from initial interest to becoming a member can take months. The small Envisage sales team needed an effective way to keep their prospects warm without dedicating too much personal time to the process. Using HubSpot, Pipitone set up a lead nurturing and scoring system to keep leads warm and pass along hot ones to the Envisage sales team. This allowed the Envisage sales team to focus on the leads that were most likely to become members, and let others learn more about the program gradually in the nurture path.

Have Some Fun with It

Creating an advertising campaign for this new, exciting brand with the same smiling senior stock photos didn’t feel right. We knew if we wanted to stick out from other long-term care solutions, we needed to be a bit bold and break from traditional senior care advertising. Our “Couches” television commercial and related advertising campaign broke the senior care advertising mold by being humorous and featuring scenarios our audience would understand. Using our research to formulate the script around preconceived notions and the reality of long-term care planning allowed us to ask our prospects, do they have a “real plan” when it comes to their long-term care?

Results

The new campaign launched February 2020. Results pending.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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