The Situation: Westminster Baldwin Park is a new, active, independent living satellite campusof Westminster Winter Park, a continuing care retirement community (CCRC)serving Winter Park, Florida, since 1965. Phase one of the new campus features80 spacious apartments and a rapid recovery rehabilitation facility overlookingLake Baldwin in the sought-after, neo-urban Orlando neighborhood ofBaldwin Park, one mile from Westminster Winter Park. The combinedcommunity is part of Westminster Communities of Florida, a fiscally sound,faith-based provider of 19 not-for-profit communities throughout Florida.

Amidst a hotbed of retirement community competition and growth withinthe target marketplace—including three near-capacity CCRCs, four rentalretirement communities and five new communities on deck, including a majorType A CCRC—Westminster Communities brought in Love & Company inDecember 2014 to launch the Baldwin Park campus with speed and efficiency.The goals were aggressive: Begin marketing by March 20, 2015; achieve 70%reserved residences by mid-May 2016 and deliver 95% stabilized occupancy bymid-2017.

Collaborative relationship yields 100%sell-out of satellite independent living

neighborhood—a year ahead of schedule

Westminster Baldwin ParkOrlando, Florida

continued

SENIOR MARKETING SPECIALISTS

C A S E S T U D Y

Love & Companyhelped Westminster

Baldwin Park gofrom zero to sold-out in record time.

Goals: 70%residences

reserved by May2016 and 95% sold

by May 2017 Actual: 100% soldby May 20, 2016with a healthy

wait list!

S E N I O R M A R K E T I N G S P E C I A L I S T S

C A S E S T U D Y

Our Approach:Melding collaborative strengths into confluent effortsHaving recently helped Westminster Communities overcomeobstacles and achieve census goals for the Loch Berry expansionof its Winter Park community, Love & Company was highlycognizant of the regional marketplace and target audience ZIPcodes. More importantly, we enjoyed an extraordinarycollaborative relationship with the Westminster CommunitiesVice President of Sales and Marketing, Director of Commun -ications, Executive Director and Sales Director. Leveraging theirextensive expertise helped Love & Company execute a powerfulmarketing plan and messaging for Baldwin Park that aided indramatically exceeded projections.

Quick ramp up, even faster resultsLove & Company hit the ground running in December 2014.We quickly developed a marketing plan and began a strategicbranding effort. To achieve financing goals, we recommendedskipping the priority deposit phase and going directly to 10%

deposits while simultaneously generating a strong, long-term lead base.

In February 2015, we “soft launched” Westminster Baldwin Park with a landing page (expanded to a micro site shortly thereafter), strategically placed newspaper and magazine ads, devised digital strategies with strong pull and excellent results, and created a newsletter-like direct mail piece featuring stories and articles on Westminster Baldwin Park. Additionally, we worked alongside Westminster Communities to provide a direct mail effort supporting its schedule of few but effective events set at attractive Baldwin Park destinations.

The pace of reservation deposits started strong and never abated. Love & Company’s marketing plan and messaging helped put Westminster Baldwin Park on such a fast track that we went to maintenance marketing by July 2015!

Branding and the Art of Attracting “Younger” Seniors:Achieving an important CCRC (Life Plan Community) idealFor Westminster Baldwin Park, our marketing strategies optimistically targeted people in their early 70s, despite an average move-in age of about 81.5 years for CCRCs (also called Life Plan Communities) in the area.

Our efforts were so successful thatwe went from soft launch to scarcity

marketing in less than six months.

“The strong

partnership between

the Love & Company

team and our

marketing, sales and

operations teams was a

true collaboration.

They kept us keenly

focused on our targets ...

*Learn something new

about the sweet life at

Westminster Baldwin Park.

Every Wednesday this

summer at 9:30 a.m.

Join Us For Coffee and

Something Sweet.*

2420 Lakemont Avenue, Suite 425

Orlando, FL 32814

A Neighborhood of Westminster Winter Park

WBPK-040 Coffee Env 2 5/21/15 4:29 PM Page 1

“Two distinct campuses. One exceptional way of life.” Love & Company’s creativeteam developed a strategic branding platform and subsequent marketing thatclearly denoted Westminster Baldwin Park as a singular opportunity for the area’s “younger” seniors to enjoy luxurious, active, senior living in lively,intergenerational Baldwin Park—with Lake Baldwin views—without the stigmaof care on-site. The benefit of full access to nearby off-site CCRC amenities and afull continuum of care at the Winter Park campus should the need arise, deliveredthe best of both worlds.

Our messaging approach yielded extraordinary results! More than 20 confirmedresidents will be in their sixties at move-in in 2017, with the average age at move-inprojected at 75.4 years. This may be due to couples reserving more than 60% of the80 apartments. The preponderance of couples should signal longer-than-usualoccupancies spanning both Westminster communities.

... and aggressively

worked with us to

reach our goals.

Their guidance and

insight, coupled with the

input of our talented

internal team, really

helped drive this

unprecedented success.”

—Nicole Muller,

VP of Sales and Marketing

The value of featuring younger seniors: In May2015, this direct mail piece pulled 10% higher than

expected leads and achieved a cost per lead 62%better than planned. Average age of 100% reserved

apartments was nearly six years younger than for CCRCs in the target market area.

S E N I O R M A R K E T I N G S P E C I A L I S T S

We’re Always Thinking. What This Means For You:Whether you need to launch and fill an expansion or startup, buildcensus or determine what’s next for your community or multi-siteorganization, Love & Company is an experienced, collaborativepartner you can count on. If you’re seeking a team of experts whoare always thinking about how to help you exceed your goals, giveus a call.

Ask us about our deep bench of services including market andconsumer research, strategic opportunities assessments, masterplanning support, branding and creative services, digital andtraditional marketing strategies, website design, sales training andlead generation.

Additional case studies

can be found on our website at

www.loveandcompany.com

For additional information on this case study or to

explore how Love & Companycan help your community,

please email Tim Bracken attbracken@loveandcompany.com

Or, call Tim at 301-663-1239

Results:Goals Exceeded, Success for the Future in Place—a Year Ahead

of Projections

By September 2016, even with expected cancellations, Love & Company had helped

Westminster Baldwin Park achieve and maintain 100% sold. Depositors were so

enthusiastic that an unprecedented 61% had already invested out-of-pocket money

for upgrades to their reserved apartments—a year before move-in. An active lead base

continued to generate a list of viable future residents with 42 people wait-listed for

possible back-outs in phase one or to be first in line for a possible phase two.

The effectiveness of collaboration with our colleagues at Westminster Communities

is easy to see. We all feel the project was so successful thanks to a perfect alignment

of the right strategic marketing partnership, the right offer/product design, an

exceptional on-site sales team and the right price point.

C o r p o r a t e O f f i c e : 3 0 1 - 6 6 3 - 1 2 3 9 • 1 2 0 9 N . E a s t S t r e e t , F r e d e r i c k , M D 2 1 7 0 1 W e s t e r n O f f i c e : 2 1 4 - 9 0 6 - 3 8 0 1 • 7 1 6 M u s t a n g D r i v e , F a i r v i e w , T X 7 5 0 6 9

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