Summit at Magnolia Green

Summit at Magnolia Green2018-05-31T13:23:33+00:00

Summit at Magnolia Green’s
Success to Date

The Client:

Summit at Magnolia Green is a new Life Plan retirement community in the Richmond market. The development is part of the Summit Vista retirement communities group, headquartered in Salt Lake City, Utah, which helps seniors across the nation live better lives.

The Challenge:

Dotted Line Collaborations was tasked with developing a brand and campaign to test demand in the Richmond market for this type of community. “Life Plan” is a newer industry term that connotes a style of retirement living as well as a non-traditional payment structure. The client needed their communications to bring to life what the community is about, how it’s different from others in the category, and the many benefits of living there.

Our Approach:

Dotted Line developed the Summit at Magnolia Green brand using an open and sophisticated southern attitude that built on the successful brand we had recently created for the larger Magnolia Green master-planned community. In creating this “sister brand,” we sought to identify commonalities between Summit at Magnolia Green and the original Magnolia Green brand.

The campaign included a new campaign microsite, print and digital advertisements, social media content, and press. The campaign leveraged a local media strategy focused on generating leads and creating awareness. Through weekly tracking and reporting, the Dotted Line team was able to analyze results and optimize next steps in real time throughout the campaign, making better use of resources and budget.

The Results:

Over a 90-day period, the campaign surpassed the original goal by generating three times the expected leads in the Richmond market. Due to the high demand, we also developed a series of informational events so prospective residents could learn more and a VIP List for those who were interested in making a commitment to purchase.

Summit at Magnolia Green Freedom Years Print Ad
Summit at Magnolia Green Keep Living on Your Own Print Ad
Summit at Magnolia Green Full as Your Plate Fourth of July Print Ad
Summit at Magnolia Green Get Some Facetime Print Ad
Summit at Magnolia Green Facebook Ad
Summit at Magnolia Green Freedom Years eBlast
Summit at Magnolia Green Keep Living on Your Own Banner Ad
Summit at Magnolia Green A New Way to Retire Banner Ad
Summit at Magnolia Green A New Way to Retire Banner Ad
Summit at Magnolia Green Full as Your Plate Banner Ad
Summit at Magnolia Green Freedom Years Banner Ad
Summit at Magnolia Green New Way to Retire Banner Ad
Dotted Line Collaborations Icon