OVERVIEW:
Some might see a slow economy and soft real-estate market as challenges, but Dunwoody Village of Newtown Square, PA, saw it as an opportunity to let local residents know about all the senior living center had to offer. With the ongoing shift in the media landscape, the facility partnered with Effectv to create a geographically targeted, multi-screen advertising campaign.
STRATEGY:
Since choosing a senior housing facility often involves both prospective residents and family members, the wide array of top networks offered by Effectv offered an ideal way to reach both audiences. Focusing on four zones in the Philadelphia market, Dunwoody Village’s campaign included networks like A&E, AMC, Discovery, FOX News, Golf Channel, HGTV, History, Lifetime Movie Network, Travel Channel and Comcast SportsNet. That mix was refreshed periodically to include channels like Hallmark, TLC, Lifetime and the Weather Channel. Sports played a major role in the campaign as well, with advertising during Philadelphia Phillies baseball, Monday Night Football, college basketball, Wimbledon, the Olympics and the U.S. Open golf tournament. On XFINITY.com, Dunwoody Village used both traditional and in-banner video advertising to build brand awareness in a low-clutter environment.
SUCCESS:
Sales increased more than $2 million, nearly doubling sales forecast. • Increased foot traffic.