Springpoint Senior Living was a 90 year old company with a rich heritage of caring for New Jersey’s elderly. Formerly known as Presbyterian Homes, they could not escape the connection to a religious faith to which they no longer had ties. The Mega Group Brand Building Process led to the renaming of the organization and a total transformation internally and externally. SpringPoint Senior Living now stands for community and cultivating community relationships that enrich the lives of seniors. It is inclusive to residents and staff alike. It is more relevant and echoes the qualities of a new beginning, a starting point, a stage of rebirth.
Research – The Mega Group conducted 8 focus groups throughout New Jersey including: potential residents aged 75+, more distant potential residents aged 65-74, adult children of potential residents aged 46-60 and people whose incomes qualified them for affordable housing aged 62+. Lifestyle of seniors, current mission statement and possible new names were discussed with each group. Reactions, preferences and language usage dully noted.
Language Development – Qualitative research revealed that aging is a continual adjustment with loss of friends and functions playing a critical role in quality of life. Words like “independence,” “dignity,” “socialization” and “community” were used time and again to describe what people were looking for in a “senior living” residential experience.
Brand Positioning Statement – The language provided by potential and current residents was used to define the SpringPoint Senior Living brand positioning statement, “Cultivating community relationships that enrich the lives of seniors.”
Objective – To create a new sense of community based on connection, socialization and independence.
Implementation
- New Logo, color palette
- New Tagline
- TV
- Direct Mail
- Web site
- Internal Training
Results – Overall awareness and brand equity increased.