The Challenge
The client wished to leverage their success in Independent Living housing by designing a large scale project involving two buildings connected by an innovative Skybridge. Traditionally, Independent living projects are marketed as all-inclusive monthly rentals. In this case the client wished to market 45 units as high end market housing and part of the challenge was to make potential buyers comfortable with purchasing a unit in a rental project. In addition the client wished to pre-sell the units prior to the opening of the common area and additional amenities.

Solution
Based on previous experience pre-selling to seniors the client wisely agreed to forego a true pre-sales campaign and elected to build a presentation centre in one of the buildings and a campaign was begun approximately six months prior to the occupation date. We identified a slightly younger buyer group than traditional independent living clients as our best prospects. As owners they could use the wonderful amenities such as the resistance pool, and fitness spa as well as a 35 seat theatre without committing to meals, laundry and other services. The suite were finished to high degree of luxury competitive with other market housing projects in the area.Logo and positioning The plan for the project was to create a South east Asia inspired Zen-like atmosphere that was both calming and restful yet encouraged an active lifestyle. All Avenir projects are positioned under the banner “Resort Retirement Living” and it was important to create resort like feel to all communications. We of course developed all the stationery, cards, signage and other branding material with great care to carry the theme.

Advertising Campaign
White Rock/South Surrey has a large population of seniors and the initial advertising was in Local papers and featured half page colour and black and white ads that were low key and informational. The call to action required clients to phone directly or register on the web site to ensure their VIP position. While the emphasis was on pre-sales we also hoped to create awareness of the rental possibilities. The ad showed the wonderful amenities and used lifestyle photos of active real looking that appealed to our younger market segment. The campaign successfully generated enough leads that we did not have to roll out the direct mail flyer and all the two bedroom units were sold within the first two weeks.

The Web Site
The developer decided that instead of separate web site for this project they wanted a re-designed corporate site to better sell the Avenir Brand. Within this web site all the Avenir projects are featured in an easy to navigate, senior friendly style In addition, we developed a four minute movie that gave the developers Les Craik and his wife Violet a chance to share their passion for their business and their vision of a new era in retirement living. This was backed up by heartfelt testimonials from residents of their Peninsula project.

www.avenirgroup.ca

The Sales Center
We worked with the Avenir design group to provide the signage, wayfinding and lifestyle graphics for the vibrant sales center. The graphics worked with beautiful colors and communicated the essence of a vibrant active community.

The Presentation Folder
The folder has a Zen like spa feel that represents a calm restful but active lifestyle to be found a the Pacifica. The brochure contains beautifully printed photos of the project rendering and lifestyle shots Of residents truly enjoying their new found freedom. The folder contained a complete list of amenities and service as well as floor plans for the typical units, both rental and ownership suites.

Promotional items
We were worked with the sales staff to design and develop thoughtful giveaways ranging from branded canvas tote bags, note pads, pens umbrellas and much more.

Resort Retirement Living Planner Kit
We developed and designed a detailed planner and checklist that addressed many of the concerns of seniors moving from their family home. The kit contained moving check list as well as a financial calculator to help them determine the affordability of this critical decision.

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