Situation: Des Moines, Iowa-based Calvin Community, a not-for-profit continuing care retirement community built in 1965 needed to increase occupancy in the community’s 400-unit independent living, assisted living and skilled nursing facilities. Leaders called upon Hanser & Associates.
Strategy & tactics: Hanser & Associates created a long-term, comprehensive marketing plan to inform prospective residents about Calvin’s unique community and position it as an ever-present positive example of “How a retirement community ought to be.” Our staff worked alongside Calvin’s management team and board of directors to implement the plan, including highly visible 40th Anniversary events around the city, new website, marketing materials, annual reports, quarterly newsletters, television ad campaign, and news coverage in local media.
Results: Calvin Community has been featured in hundreds of news articles in Des Moines-area media; and residents and their families are re-energized to see “our community” featured in media. Calvin’s volume of inquiries, tours and occupancy has increased sharply.