Independent
Living
Residences:
Living
Residences:
99%
Occupied as of 2023
CREATING A COMMUNITY THAT’S IN A CLASS ALL BY ITSELF.
By the time its doors opened in June 2020 (yes, at the height of the Covid-19 pandemic), The Spires at Berry College had already become the premium CCRC offering in western Georgia. But it didn’t start there. In fact, if you had asked the local residents during early construction about the name, they probably would have just referred to Berry College itself. There was no real, true brand.
So that was our job – to make sure retirees across the region knew The Spires’ name as well as they knew the famous college grounds it was going to be built on. And more importantly, to make sure they knew during construction so folks would line up to join before it even opened.
“Optimism about the future” was identified early on in our research as a strong motivator for attracting interest in, and ultimately securing, depositors for The Spires. Our creative did what we could to capture that optimism, helping to paint a picture for prospective residents to fall in love with.
We started with the loyal Berry College base of alumni, faculty, and staff, adopting a “pebble in a pond” strategy – focusing first on the innermost ring of potential residents, then rippling outward to embrace the wider community.
By tapping into the universal sense of discovery equated with the college experience, our campaign built a bridge – taking life in retirement and placing it alongside the optimism of our youth and college years.
The campaigns have since made quite a splash on the scene, helping The Spires more than triple their original inquiry goal, ultimately leading to beyond-industry-standard occupancy numbers in their first year of opening.
IMAGINE THIS
A lakeside sanctuary. Surrounded by 27,000 wooded acres with a mountain view, the community features lush grounds, elegant residences, fine dining, every modern convenience you can think of, and state-of-the-art healthcare. Even better, it sits just minutes from the youthful energy of the Berry College campus and the walkable charms of downtown Rome.
Building a loyal customer base is not about who’s aware of your brand, but who believes in it. Feels an attachment to it and chooses to make it part of their lives. When you give people that compelling reason to become active participants in your brand, they’ll put their money where their heart is. Even when somebody else whistles. That’s true brand participation. The difference between a customer and a brand’s best friend.