Atlantic Shores

Rethinking the idea of retirement.

SITUATION: What is a food marketing company doing in the real estate business? Well, with Atlantic Shores, good food is their calling card. It turns out that the quality of the food is one of the major deciding factors in choosing a retirement option. Our challenge was to increase leads with an integrated marketing strategy that includes print advertising. Yes, the last of the print readers are part of our demographic. Along with a tiny bit of broadcast, and tons of social media, we tightened up the brand presence and redefined the audience.

APPROACH: After studying the business model in depth, it became evident that the biggest opportunity for recruitment of new residents was in a shift to a younger demographic. Profitability here lies in service, and service matures at about twelve years, so residents frankly weren’t living long enough to maximize profits. So Vittles changed the moniker “retirement community” to “neighborhood” with a tag of “for 55 and better.” The logo was updated, the ads redesigned and all collateral materials brought up to current standards.

OUTCOME: Chocolate and champagne for everyone with record sales. Slowly the “welcome to the neighborhood” approach is paying off. Literally.

AUDIENCES: Consumers

ELEMENTS: Research, brand audit, positioning, personality, logo, tagline, cards, business papers, collateral, consumer advertising (print and digital)