Plan B™
The Agency Alternative
Mather Lifeways
New Tricks www.matherlifeways.com Mather Lifeways is an entirely new concept in senior living, with innovative amenities and exclusive features that let residents live life to the fullest. To match Mather’s unique offering, Plan B devised an equally unique approach to creative development: we hired a retired copywriter and made him the star of the campaign, which downplayed retirement in favor of a more active and engaging message — ‘repriorment’, a re-thinking of how prospects want to spend their golden years. His insights and experiences lent an authenticity to the messaging that no young whippersnapper creative could imitate. Our ‘Wishes’ campaign, created to sell residences in Mather Lifeways’ brand-new facility in downtown Evanston, leveraged a consistent creative concept across multiple media, including print ads, direct mail and web development. We also produced innovative ‘event’ presentations that gave prospects a taste of the active Mather lifestyle, incorporating live entertainment and educational messages that drove home a compelling key message: this is not your grandfather’s retirement home. The messaging matched the target market perfectly, and the response was overwhelmingly positive, both from the client, and from prospects that attended the events.