Qualitative Research = Strategic Branding Qualitative Research = Strategic Branding.

Qualitative Research= Strategic Branding

Qualitative Research= Strategic Branding

MethodologyMethodology

• Three internal “Brandstorming” sessions with Beaumont residents, staff and board members

• Two external focus groups with older adults and adult children, of appropriate age and income in western suburbs of Philadelphia

• Three internal “Brandstorming” sessions with Beaumont residents, staff and board members

• Two external focus groups with older adults and adult children, of appropriate age and income in western suburbs of Philadelphia

Core brand perception from research

Core brand perception from research

Beaumont is the Dr. Pepper of retirement communities –

totally misunderstood. Beaumont is seen as being closed with a long wait list, attracting mostly “social” Main Line types. Beaumont also has limited top-of-mind brand

awareness.

Beaumont is the Dr. Pepper of retirement communities –

totally misunderstood. Beaumont is seen as being closed with a long wait list, attracting mostly “social” Main Line types. Beaumont also has limited top-of-mind brand

awareness.

Other Misperceptions (perception is reality in marketplace)


• Everyone is linked in some way (bridesmaids concept)• All Main Line• Too expensive

• Everyone is linked in some way (bridesmaids concept)• All Main Line• Too expensive



• Long wait list• Closed/unwelcome• Party, party, party” (liquor license)

• Bridge players

• Long wait list• Closed/unwelcome• Party, party, party” (liquor license)

• Bridge players

Misperception due to:Misperception due to:

Beaumont’s limited awareness and its competition spending money to promote themselves

(out of sight equals out of mind)

Beaumont enjoyed a ten-year wait list for many years, which became seated in the

minds of potential prospects.

Beaumont’s limited awareness and its competition spending money to promote themselves

(out of sight equals out of mind)

Beaumont enjoyed a ten-year wait list for many years, which became seated in the

minds of potential prospects.

RealityReality

Beaumont is an upscale community

with about 300 residents who are very personable and who own

and run the community. Beaumont offers

residents an exceptional lifestyle

in a beautiful setting.

Beaumont is an upscale community

with about 300 residents who are very personable and who own

and run the community. Beaumont offers

residents an exceptional lifestyle

in a beautiful setting.

Beaumont’s Unique selling points:


1. Equity model, which needs to be explained clearly and concisely

2. Resident owned focus3. Cost of moving to

Beaumont compares to other high-end communities

1. Equity model, which needs to be explained clearly and concisely

2. Resident owned focus3. Cost of moving to

Beaumont compares to other high-end communities



4. Dining facilities and quality of food

5. Originality of the “Mansion”

6. Low staff turnover7. CCAC accreditation8. High end, classy

4. Dining facilities and quality of food

5. Originality of the “Mansion”

6. Low staff turnover7. CCAC accreditation8. High end, classy

Core message:

“Life is better at Beaumont”

Core message:

“Life is better at Beaumont”

You don’t give up anything by moving here. Beaumont does not feel like a retirement community. It’s all here,

it’s more affordable than you think and you have the added bonus of home ownership and the residents run the place.

Don’t overlook Beaumont.

You don’t give up anything by moving here. Beaumont does not feel like a retirement community. It’s all here,

it’s more affordable than you think and you have the added bonus of home ownership and the residents run the place.

Don’t overlook Beaumont.

Core recommendationsCore recommendations

• Increase “top of mind” awareness of Beaumont in a targeted, ongoing manner.

• Target the adult children (40-60 year old group) as well as potential older residents.

• Increase “top of mind” awareness of Beaumont in a targeted, ongoing manner.

• Target the adult children (40-60 year old group) as well as potential older residents.


• Choose media vehicles that appeal to potential Beaumont residents and adult children (cultural events, niche publications). Targeted direct mail

• Spread the word in a targeted manner that Beaumont is “open”, the wait list is not ten years and that we’d like you to get to know us better by coming for a tour or event.

• Choose media vehicles that appeal to potential Beaumont residents and adult children (cultural events, niche publications). Targeted direct mail

• Spread the word in a targeted manner that Beaumont is “open”, the wait list is not ten years and that we’d like you to get to know us better by coming for a tour or event.


• Develop a visually appealing website and drive traffic to learn more (this has become a prime source of leads, requests for information)

• Develop a new brand image campaign from brochure to program ads to open house invitations and beyond

• Develop a visually appealing website and drive traffic to learn more (this has become a prime source of leads, requests for information)

• Develop a new brand image campaign from brochure to program ads to open house invitations and beyond

CREATIVE SAMPLESCREATIVE SAMPLES

RESULTSRESULTS

• Prior to campaign occupancy was x%

• Total of X tours over past 12 months

• Total of x requests for information over past 12 months

• Occupancy is now x%

• Prior to campaign occupancy was x%

• Total of X tours over past 12 months

• Total of x requests for information over past 12 months

• Occupancy is now x%

BEAUMONT IN 2025—An educated guessBEAUMONT IN 2025—An educated guess

• Average resident age of 68• 50% of residents are 60-70• Diverse group (religions, ethnicity)

• Children of current residents and their friends well represented

• More international residents

• Average resident age of 68• 50% of residents are 60-70• Diverse group (religions, ethnicity)

• Children of current residents and their friends well represented

• More international residents

BEAUMONT IN 2025—An educated guessBEAUMONT IN 2025—An educated guess

• Continuous renovation of properties (more modern)

• Desirable location to host prominent speakers/events

• Wait list that acts fast• National reputation

• Continuous renovation of properties (more modern)

• Desirable location to host prominent speakers/events

• Wait list that acts fast• National reputation

SOME NUGGETS FROM OUR RESEARCHSOME NUGGETS

FROM OUR RESEARCH

Older Adults Comments:Older Adults Comments:

• Impressed with CCAC accreditation, legitimacy

• In the mindset of putting off the decision until they feel they are ready (only they know)

• More likely to just “show up” or call

to drop by• Unique benefit like equity/ownership model appealing

• Impressed with CCAC accreditation, legitimacy

• In the mindset of putting off the decision until they feel they are ready (only they know)

• More likely to just “show up” or call

to drop by• Unique benefit like equity/ownership model appealing


Features that older adults are looking for in a retirement community:–Social life–Activities–Speakers–Accessibility for children/grandchildren• Transportation

Features that older adults are looking for in a retirement community:–Social life–Activities–Speakers–Accessibility for children/grandchildren• Transportation


• Trips• Cost is a huge factor – perception is that community takes everything • Interesting people living there• Reputation/longevity• Guarantee of ability to stay for life

• Trips• Cost is a huge factor – perception is that community takes everything • Interesting people living there• Reputation/longevity• Guarantee of ability to stay for life

Factors in deciding which communities to visit:

Factors in deciding which communities to visit:• Location • Word of mouth• References• Mailer/invitation to go visit associated with some activity• Religious orientation

• Location • Word of mouth• References• Mailer/invitation to go visit associated with some activity• Religious orientation

“Baby boomer” children comments:


• Baby boomers who will frequent communities in the near future are planning to come in their 60’s and early 70’s.

• They won’t wait like their parent’s generation.

• Baby boomers who will frequent communities in the near future are planning to come in their 60’s and early 70’s.

• They won’t wait like their parent’s generation.



• Want to be pampered; maintain their lifestyle, used to the good life and like the idea everything being taken care of

• It is imperative for communities to upgrade facilities, amenities and floor plans to suit next generation

• Want to be pampered; maintain their lifestyle, used to the good life and like the idea everything being taken care of

• It is imperative for communities to upgrade facilities, amenities and floor plans to suit next generation



• More skeptical of CCAC accreditation as it has no consumer awareness.

• Search communities online. Website should be broken down by kinds of services so it is easy to find just what you’re looking for.

• More skeptical of CCAC accreditation as it has no consumer awareness.

• Search communities online. Website should be broken down by kinds of services so it is easy to find just what you’re looking for.



• Definitely send for packets of information as points of comparison

• The children felt the key reason for moving to a facility was the social aspect, as well as the types of people one is likely to encounter (like minded).

• Definitely send for packets of information as points of comparison

• The children felt the key reason for moving to a facility was the social aspect, as well as the types of people one is likely to encounter (like minded).



• Getting a “taste” of the community beforehand, such as by attending a luncheon or event is worthwhile.

• Having lots of activities is crucial as older adults considering a move want to stay active.

• Getting a “taste” of the community beforehand, such as by attending a luncheon or event is worthwhile.

• Having lots of activities is crucial as older adults considering a move want to stay active.



• They do their homework and want to screen their choices down. They also want to know the cost breakdown.

• They do their homework and want to screen their choices down. They also want to know the cost breakdown.



Tactics they respond to:• Open house, invite for dinner• Personal approach• Event or talk • Letters/mailers with return card• Brochure, website• Word of mouth/friends

Tactics they respond to:• Open house, invite for dinner• Personal approach• Event or talk • Letters/mailers with return card• Brochure, website• Word of mouth/friends

It all comes down to:

Awareness (if you aren’t in the prospect’s mind

you don’t exist)


Awareness (if you aren’t in the prospect’s mind

you don’t exist)


Differentiation (when the prospect reviews your

brochure, website and ads – are you different?)


Differentiation (when the prospect reviews your

brochure, website and ads – are you different?)


Staff (are they sincere, trustworthy,

believable)


Staff (are they sincere, trustworthy,

believable)


Residents (is there a good match)


Residents (is there a good match)

FUTURE TO BRANDING SUCCESS

FUTURE TO BRANDING SUCCESS

65 and better.65 and better.

Seniors are unusual.

As people age they actually become a

more complex customer.

Seniors are unusual.

As people age they actually become a

more complex customer.

Because peers have less influence

on them, older consumers have the emotional freedom to choose from a wide range of products

and services.

Because peers have less influence

on them, older consumers have the emotional freedom to choose from a wide range of products

and services.

Seniors are drawn to “being” experiences. Getting goose bumps from a piece of music. Learning an

exciting new thing or fact. Special moments with a spouse,

child, friend. Nature. Making a difference.

Seniors are drawn to “being” experiences. Getting goose bumps from a piece of music. Learning an

exciting new thing or fact. Special moments with a spouse,

child, friend. Nature. Making a difference.

You know this mature audience better than anyone, but have

you uncovered any new marketing insights lately?

You know this mature audience better than anyone, but have

you uncovered any new marketing insights lately?

Talk to them,

go below the

surface. Don’t ask about you

—ask about them!

Talk to them,

go below the

surface. Don’t ask about you

—ask about them!

What now?What now?

Wear your brand on your sleeve.

Be a trusted “brand”. Exceed expectations from your very first contact with the

prospect.

Wear your brand on your sleeve.

Be a trusted “brand”. Exceed expectations from your very first contact with the

prospect.

Go from good to great.

Go from good to great.

Be the “Good House-

keeping” seal of care in your market-place.

Be the “Good House-

keeping” seal of care in your market-place.

Get a fix on what’s changed in the last three years, five

years, ten years.

Get a fix on what’s changed in the last three years, five

years, ten years.

Study your past advertising and marketing.

Are you communicating the same message

as you did years ago? It may be time to evolve, to put on a fresh face.

Study your past advertising and marketing.

Are you communicating the same message

as you did years ago? It may be time to evolve, to put on a fresh face.

Give your brand some life.

Give your brand some life.

Hold a marketing retreat

and generate ideas and more ideas.

Hold a marketing retreat

and generate ideas and more ideas.

Make marketing a priority. Keep

your CEO “on brand.”

Make marketing a priority. Keep

your CEO “on brand.”

Put together a laminated sheet with “The 10 Top Reasons Why YOUR FACILITY

is great.”

Put together a laminated sheet with “The 10 Top Reasons Why YOUR FACILITY

is great.”

Qualitative Research = Strategic Branding Qualitative Research = Strategic Branding.

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Transcript of Qualitative Research = Strategic Branding Qualitative Research = Strategic Branding.