The Client

The Cardinal at North Hills is a continuing care retirement community located in the North Hills area of Raleigh, NC, a 100-acre mixed-use development that includes retail, office, residential, and green space as well as luxury hotels, health care and a vast array of dining and entertainment options. Upon opening in 2010, The Cardinal will provide senior living services to approximately 200 residents.

The Challenge

Our challenge was to build brand awareness and create a unique position in the market to differentiate the CCRC from several nearby competitors. In addition, it was determined that The Cardinal needed a minimum of 1,900 qualified leads in order to achieve 50 percent presales over a 12 month period to stay on schedule.

At the time of the launch in 2007, The Cascades faced direct competition from a community with a similar model and timeframe. Plus, The Cascades was introducing a higher price point to the Greenville market. Walker Marketing determined speed to market was critical.

The Strategy

Walker Marketing developed a marketing plan designed to help The Cardinal achieve ownership of the PMA through a highly targeted program that communicates urgency and a compelling position to build momentum and preference with seniors. In addition, tactics were intended to maintain relationships through ongoing communication with priority members to limit naturally occurring attrition.

It was discovered during feasibility that prospects considered the location within a mixed-use area to be its strongest attribute. As a result, Walker Marketing developed a creative strategy that positioned the community as an exciting retirement option for those seeking a lifestyle enriched with a large variety of activities that are convenient and close to the comforts of home. Concepts reinforced this key benefit in several executions, including "Close to Home, Far From Ordinary" and “Weekend Getaway Without Leaving Home” and rolled-out the campaign using a combination of direct mail, advertising, interactive initiatives, event marketing and public relations.

The Results

Despite two prior false starts, a weakened real estate market and national economy, The Cardinal at North Hills received ten percent deposits from more than 50 prospects during its first two months of accepting reservations and 100 more prospects placed a deposit to hold a priority reservation. Advertising, direct mail and event marketing combined exceeded lead generation goals. In fact, after 12 months of marketing, the pre-construction sales goals were met despite the housing downturn in 2009 and the community is in process of filling up.