Generating Awareness, Interest and Sales During Construction for a Continuing Care Retirement Community

Generating Awareness, Interest and Sales During Construction for a Continuing Care Retirement Community

The Challenge: Generate continual awareness, interest and sales during the two-year construction period for a continuing care retirement community (CCRC) in Dedham, MA that promised to change the way people think about aging.

Hebrew SeniorLife, a nonprofit national leader in the field of senior care, contracted SA with telling the story of NewBridge on the Charles, it’s newest and most innovative CCRC. SA told this complex lifestyle and healthcare story over a 24-month construction period without giving away the entire story at any one time. SA activated and educated influencers, potential clients and client family members during a major real estate downturn about this high-end, innovative development and model of care through an aggressive media relations campaign.  Highlighting a number of interesting aspects of the community, SA placed design stories about the upscale cottage style housing, the Northeast’s largest environmentally-friendly geothermal well field, and a K-8 school on site that was designed for intergenerational education.

The Approach: Apply SA’s New Product Launch Public Relations Model to Newbridge’s three phases of development and identified key stories to communicate as each phase was introduced.

SA developed messaging to position NewBridge as a community that will change the way people think about aging and set the bar when it came to innovative health facilities designed for seniors.

Additionally, SA’s media relations efforts focused on placing articles in key publications targeting policy makers, donors, potential residents and family members, and positioned Hebrew SeniorLife and NewBridge as leaders in senior care.

SA also created moments in time, including a Topping Off Ceremony and a Grand Opening event, so print and broadcast media had an opportunity to tour the community and meet with CEO Len Fishman.

Results: SA positioned NewBridge on the Charles as the premier continuing care retirement community in the Greater Boston area.

SA’s media relations campaign secured exceptional, consistent media coverage about NewBridge on the Charles over the two-year construction period in the Boston Globe, WBZ-AM, NECN, Wall Street Journal, Urban Land, and the Boston Business Journal.

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