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Qualitative Research = Strategic Branding Qualitative Research = Strategic Branding

Dec 24, 2015

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  • Qualitative Research = Strategic Branding Qualitative Research = Strategic Branding
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  • Methodology Three internal Brandstorming sessions with Beaumont residents, staff and board members Two external focus groups with older adults and adult children, of appropriate age and income in western suburbs of Philadelphia Three internal Brandstorming sessions with Beaumont residents, staff and board members Two external focus groups with older adults and adult children, of appropriate age and income in western suburbs of Philadelphia
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  • Core brand perception from research Beaumont is the Dr. Pepper of retirement communities totally misunderstood. Beaumont is seen as being closed with a long wait list, attracting mostly social Main Line types. Beaumont also has limited top-of-mind brand awareness.
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  • Other Misperceptions (perception is reality in marketplace) Everyone is linked in some way (bridesmaids concept) All Main Line Too expensive Everyone is linked in some way (bridesmaids concept) All Main Line Too expensive
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  • Other Misperceptions (perception is reality in marketplace) Long wait list Closed/unwelcome Party, party, party (liquor license) Bridge players Long wait list Closed/unwelcome Party, party, party (liquor license) Bridge players
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  • Misperception due to: Beaumonts limited awareness and its competition spending money to promote themselves (out of sight equals out of mind) Beaumont enjoyed a ten-year wait list for many years, which became seated in the minds of potential prospects. Beaumonts limited awareness and its competition spending money to promote themselves (out of sight equals out of mind) Beaumont enjoyed a ten-year wait list for many years, which became seated in the minds of potential prospects.
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  • Reality Beaumont is an upscale community with about 300 residents who are very personable and who own and run the community. Beaumont offers residents an exceptional lifestyle in a beautiful setting.
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  • Beaumonts Unique selling points: 1.Equity model, which needs to be explained clearly and concisely 2.Resident owned focus 3.Cost of moving to Beaumont compares to other high-end communities 1.Equity model, which needs to be explained clearly and concisely 2.Resident owned focus 3.Cost of moving to Beaumont compares to other high-end communities
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  • Beaumonts Unique selling points: 4. Dining facilities and quality of food 5. Originality of the Mansion 6. Low staff turnover 7. CCAC accreditation 8. High end, classy 4. Dining facilities and quality of food 5. Originality of the Mansion 6. Low staff turnover 7. CCAC accreditation 8. High end, classy
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  • Core message: Life is better at Beaumont Core message: Life is better at Beaumont
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  • You dont give up anything by moving here. Beaumont does not feel like a retirement community. Its all here, its more affordable than you think and you have the added bonus of home ownership and the residents run the place. Dont overlook Beaumont.
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  • Core recommendations Increase top of mind awareness of Beaumont in a targeted, ongoing manner. Target the adult children (40-60 year old group) as well as potential older residents. Increase top of mind awareness of Beaumont in a targeted, ongoing manner. Target the adult children (40-60 year old group) as well as potential older residents.
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  • Core recommendations Choose media vehicles that appeal to potential Beaumont residents and adult children (cultural events, niche publications). Targeted direct mail Spread the word in a targeted manner that Beaumont is open, the wait list is not ten years and that wed like you to get to know us better by coming for a tour or event. Choose media vehicles that appeal to potential Beaumont residents and adult children (cultural events, niche publications). Targeted direct mail Spread the word in a targeted manner that Beaumont is open, the wait list is not ten years and that wed like you to get to know us better by coming for a tour or event.
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  • Core recommendations Develop a visually appealing website and drive traffic to learn more (this has become a prime source of leads, requests for information) Develop a new brand image campaign from brochure to program ads to open house invitations and beyond Develop a visually appealing website and drive traffic to learn more (this has become a prime source of leads, requests for information) Develop a new brand image campaign from brochure to program ads to open house invitations and beyond
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  • CREATIVE SAMPLES
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  • RESULTS Prior to campaign occupancy was x% Total of X tours over past 12 months Total of x requests for information over past 12 months Occupancy is now x% Prior to campaign occupancy was x% Total of X tours over past 12 months Total of x requests for information over past 12 months Occupancy is now x%
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  • BEAUMONT IN 2025 An educated guess Average resident age of 68 50% of residents are 60-70 Diverse group (religions, ethnicity) Children of current residents and their friends well represented More international residents Average resident age of 68 50% of residents are 60-70 Diverse group (religions, ethnicity) Children of current residents and their friends well represented More international residents
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  • BEAUMONT IN 2025 An educated guess Continuous renovation of properties (more modern) Desirable location to host prominent speakers/events Wait list that acts fast National reputation Continuous renovation of properties (more modern) Desirable location to host prominent speakers/events Wait list that acts fast National reputation
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  • SOME NUGGETS FROM OUR RESEARCH
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  • Older Adults Comments: Impressed with CCAC accreditation, legitimacy In the mindset of putting off the decision until they feel they are ready (only they know) More likely to just show up or call to drop by Unique benefit like equity/ownership model appealing Impressed with CCAC accreditation, legitimacy In the mindset of putting off the decision until they feel they are ready (only they know) More likely to just show up or call to drop by Unique benefit like equity/ownership model appealing
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  • Older Adults Comments: Features that older adults are looking for in a retirement community: Social life Activities Speakers Accessibility for children/grandchildren Transportation Features that older adults are looking for in a retirement community: Social life Activities Speakers Accessibility for children/grandchildren Transportation
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  • Older Adults Comments: Trips Cost is a huge factor perception is that community takes everything Interesting people living there Reputation/longevity Guarantee of ability to stay for life Trips Cost is a huge factor perception is that community takes everything Interesting people living there Reputation/longevity Guarantee of ability to stay for life
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  • Factors in deciding which communities to visit: Location Word of mouth References Mailer/invitation to go visit associated with some activity Religious orientation Location Word of mouth References Mailer/invitation to go visit associated with some activity Religious orientation
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  • Baby boomer children comments: Baby boomers who will frequent communities in the near future are planning to come in their 60s and early 70s. They wont wait like their parents generation. Baby boomers who will frequent communities in the near future are planning to come in their 60s and early 70s. They wont wait like their parents generation.
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  • Baby boomer children comments: Want to be pampered; maintain their lifestyle, used to the good life and like the idea everything being taken care of It is imperative for communities to upgrade facilities, amenities and floor plans to suit next generation Want to be pampered; maintain their lifestyle, used to the good life and like the idea everything being taken care of It is imperative for communities to upgrade facilities, amenities and floor plans to suit next generation
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  • Baby boomer children comments: More skeptical of CCAC accreditation as it has no consumer awareness. Search communities online. Website should be broken down by kinds of services so it is easy to find just what youre looking for. More skeptical of CCAC accreditation as it has no consumer awareness. Search communities online. Website should be broken down by kinds of services so it is easy to fin
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