EDENWALD PRIORITY DEPOSIT
INSPIRE CAMPAIGN
College-enriched Senior Living

In Towson, MD, Edenwald partnered with us to craft an authentic new brand and launch an integrated sales and marketing campaign to drive leads and sales for their three-tower expansion. The INSPIRE campaign is not only designed to capture expansion depositors but also build awareness for Maryland’s first college-enriched senior living on the Goucher College campus.

Priority Depositor Phase Goal:

Depositors

When shaping Edenwald’s brand platform, our research discovered a clear market gap that resonated with prospects. While competitors leaned on descriptive taglines, Edenwald had an opportunity to make a bold statement that reflected their innovative and thought-provoking belief of what purposeful aging should look like.

The strategy centers on the new rallying cry: “This Never Gets Old,” reflecting the promise of inspired living, new horizons, and transformative opportunity—right in the heart of Towson.

REFLECTING WHAT PROSPECTS WANT

We validated that prospective residents were hungry for messaging that was bold, energizing, and reflective of their real ambitions.

We started the process with a rich understanding of the market’s appetite for the planned expansion – from interest to willingness to act. Our in-depth interviews, workshops, and comprehensive analysis of resident and prospect perspectives, drove strategy and creative for the multi-channel approach.

“This Never Gets Old” is a simple statement that challenges expectations, sparks conversation, and drives results.

RESEARCH & REFINE

Research revealed a channel mix to reach our target market, but through diligent review we quickly found the local market responded best to engaging through events. We quickly refined the strategy to include more frequent in-person and online events, employing scalable execution.

Conversion rates soared, surpassing benchmarks. It’s the winning mix of data-driven strategy and a team that focuses on what’s right for each community.

RESULTS-DRIVEN LEAD GENERATION

From the highest-impact strategic measures to details like cost per lead per tactic, we track performance in real time to adjust based on what’s working and what’s not.
ROI-focused strategies and growth-oriented decision-making:

  • No guessing — plan is built on real data.
  • Insight-rich — know what’s working and why.
  • Flexible — tactics pivot to continually optimize.

REIMAGINING ENGAGEMENT

We infused the power of authentic, unapologetic brand strategy through marketing and sales best practices. Experiences were carefully crafted – from advertisement to lead-generation events – to usher prospects through the decision-making process.

The campaign toolkit included:

  • Expansion-specific microsite
  • Print and digital ads
  • Video and radio
  • Nurture and prospect event design
  • Sales presentations – In-person and webinar
  • Event invites: Direct mail and digital-only
  • Blogs and Enewsletters
  • Social media
  • Automated email series

REMARKABLE RESULTS

OVER

Net Priority Depositors

%

Of Initial Goal

A 12 MONTH GOAL MET IN JUST 8 MONTHS

 

HALO EFFECT

Existing independent living community occupancy rose from 87%
occupancy to 99% sold in the first year of the campaign activation.

The Edenwald Priority Deposit INSPIRE Campaign highlighted the impact of thoughtful strategy, compelling creative, and smart optimization. It demonstrated how an integrated approach can produce measurable results and lay a strong foundation for continued growth.

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