Advertising | Branding | Collateral | Digital marketing | Public relations
Integrace, a family of life-plan communities headquartered in Maryland, was making revolutionary strides in transforming the culture of aging. But the general perception held that Integrace was just another “retirement community” brand.
The “I’m Not a Senior” campaign combined the powers of advertising and PR to tell the stories of Integrace’s most fascinating residents and demonstrate that, at Integrace, your age does not define you.
The response was tremendous, generating a 77% increase in sales leads and more than 80 media placements in its first year. “Because only 3-5% of the senior population will ever move into a life-plan community, this kind of massive leap in lead generation is very difficult to achieve in our space,” explains Laura Breton, Integrace’s Vice President of Marketing, Sales & Public Relations.
Vice President of Marketing, Sales & Public Relations
National Merit Award: Marketing/Advertising Campaigns — National Mature Media Awards
Best in Maryland: Integrated Communications — Public Relations Society of America Maryland
Best in Maryland: Media Relations — Public Relations Society of America Maryland