MEETING PEOPLE WHERE THEY ARE
live confidently.
Personalizing for the market It’s a brand boost as well as effi cient to cre- ate marketing for all communities under a provider’s umbrella identity. But some markets or properties have a unique iden- tity and require a special touch. Mather— which in October rebranded from Mather LifeWays—realized this as it planned its Tysons, Va., property, planned for a 2023 opening. The area, just outside of Washington,
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Introducing Te Mather in Tysons, Virginia—a forward-thinking destination for those 62 and better projected to open in 2023.
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D.C., has long been home to Gucci, Pra- da, and Mercedes, but more recently the skyline has been dotted with construction cranes and tall, gleaming new buildings. The sophisticated new Life Plan Commu-
nity, The Mather, would need to both fi t in and stand out. The solution is the eye-catching “Defy
Expectations” campaign, in which impec- cably groomed and accessorized pets strike Vogue-quality poses, with taglines like “Re- imagine possible” and “Live confi dently.” The visuals dodge senior living clichés; they meet Mather’s goal of redefi ning senior liv- ing, and they make people smile. Mather often has award-winning cre-
ative, and this was no exception, earning Gold and Silver in the League of American Communications Professionals global com- petition. Phase 1 of the Tysons community was at 50 percent presold in November.
Standing in a resident’s shoes The creatives at the Maxwell Group/ Senior Living Communities, LLC, put themselves in the place of someone con- sidering moving to a community—what would they want? How would they feel? From that resident-centered space emerged a fi ctional character: Steve Rose, author of “The Quintessential Gentlemen’s Guide to Assisted Living.” The four-part
illustrated web series,
featuring short takes on lifestyle and rela- tionships from a sophisticated but good-hu- mored character, is structured based on the steps residents usually take, from decision to settling in. They made the character male because they knew men often per- ceive community living as relinquishing independence. Producing creative marketing takes strong
focus and dedication, says Andy Parker, creative director and writer for the series. Social media director Lorraine Aiken also helped out and was a proofreader. “Some- thing would pop up every day to prevent it from being written,” Parker says. It would have been impossible without
the artistry and skills of Maxwell graphic designer Elizabeth Mathis. She experiment- ed with illustrating about eight different characters before they settled on Mr. Rose. But the result is uniquely relatable—more
like a frank resident-to-resident conversa- tion than a pitch or a brochure. “We wanted to change how people thought about senior living. We were really intent on trying to remove that stigma,” Parker says. As the Steve Rose character puts it: “These are the good years and I'm going
34 SENIOR LIVING EXECUTIVE NOVEMBER/DECEMBER 2019
to do the things I love. Swinging through a jungle in a loincloth with the missus on my arm is not likely, but living my life to the fullest is. As for cracking a 300-yard drive…I can dream. I now know that it takes determination and grit to make this life transition. But before I boxed up a life- time of mementos and personal treasures, I wanted to know what in the world ‘Assisted Living Community’ meant.”
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