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Presbyterian SeniorCare Network

Celebrating Silver

Marketing Through a 70s Time Warp

Presbyterian SeniorCare Network was in search of a way to commemorate 25 years of creating special moments in the lives of older adults at its Woodside Place of Oakmont dementia-specific community.

Pipitone transported the Network and its guests to Andy Warhol’s 1970s-era disco scene to celebrate “The Silver Factory Experience,” personifying the same innovation and individualization as Warhol and his Silver Factory regulars back in the day.

PRSA Renaissance Award 2018
Healthcare Marketing Award 2017
Davey Award 2017
MarCom Award 2017


A Silver Lining—Connecting to the Cause

A famed innovator and Pittsburgh native, Andy Warhol had a New York City with silver walls dubbed “The Factory.” The Factory was well known for its unique parties and events and Pipitone had already been using the Warhol concept for existing Network advertising. Utilizing that same creative messaging at an event hosted at the world-class Andy Warhol Museum in Pittsburgh was the obvious choice for the Silver Factory event.


Raising Awareness With Art

The integrated campaign included web banners, billboards and print ads targeting local markets. A dedicated web page shared the Woodside Place story and provided a direct path to registration. For the event, Pipitone also commissioned several original art pieces including a gallery wall that shared the history of Woodside Place and a multimedia piece of which numbered prints were given out as part of a fundraising benefit. Additionally, bright colors, iconic Warhol images and an invitation inviting guests to “revel in the moment” defined the distinct direct mail pieces. The first targeted mailer arrived in a paint can and contained a sponsorship overview kit to attract potential sponsors.

Reveling in the Moment

The event matched the energy and creativity of Warhol’s original parties held back in The Factory. Reflected in the exuberant atmosphere of party guests, the theme captured the spirit of those who live with dementia and their unique ability to truly revel in the moment. For the people who change the lives of older adults every day by helping them revel in the moment, the Silver Factory event paid a special tribute. Adding a personal, emotional touch to the traditional award ceremony, Pipitone produced videos honoring the evening’s Community Award recipients.

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Results

In total, 268 attendees were on hand for the event that not only helped launch the fundraising campaign, but garner local awareness for Woodside Place. As a result of its targeted campaign to attract sponsors, the Network landed a total of 22 sponsorships from organizations such as KeyBank, UPMC, PNC, Lamar, Citizens Bank, KDKA Radio, WTAE Channel 4 and Julian Gray and Associates, just to name a few.

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Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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