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Case Study:
The Kenney Presbyterian Retirement Community
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The client:
The Kenney has been an integral
part of West Seattle for more than 100 years. As a
nonprofit continuing care retirement community, The
Kenney offers independent living, retirement living,
assisted living and skilled nursing care.
The objective:
In its first major expansion and
construction since its inception, The Kenney decided to
build a $5 million addition to accommodate assisted
living residences, a community room and a fitness
center. They hired Moore Ink. to manage communications
and marketing of the new assisted living services.
The strategy:
Maintain The Kenney’s unique,
comfortable, home-like appeal while focusing on its key
prospective market: seniors and adult family members in
West Seattle. Distinguish The Kenney from its
competitors by emphasizing its nonprofit status. Use
low-cost, high-impact marketing to be ever watchful of
the nonprofit’s budget.
The tactics: A detailed marketing plan included some
“firsts” for a small nonprofit like The Kenney. Moore
Ink. scripted informal, touching radio ads (MP3) that
were broadcast on four Seattle radio stations with high
ratings among older adults. Ads were placed in June 2002
and January 2003 to take advantage of the lowest-cost
schedules of the year. The facility’s old-fashioned
newspaper ads (PDF) were redesigned and targeted to
publications within the key market area. Current
residents were kept on board with enhanced communication
strategies, and free media opportunities were maximized.
The results:
The new assisted living building was
more than three-quarters occupied the day it opened.
Radio ads were especially effective, generating dozens
of leads. Moore Ink. has been retained to continue to
improve and enhance The Kenney’s market position and to
build a healthy waiting list of new residents.
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Moore
Ink.
