The Continuing Care Retirement Community (CCRC) industry is crowded. Projections place the entire market around $93 billion in 2023, which is expected to grow by roughly another $30 billion over the next five years. Needless to say, retirement has never been more popular.
However, that constant growth creates a conundrum for a senior living community such as Oak Trace in Downers Grove, IL. How do you continue to stand out in a field that is already so saturated?
The answer happens to be quite simple — Plan B.
As a member of the Lifespace Communities® portfolio, Oak Trace had access to the creative resources at Plan B. Plan B worked alongside the community to create a series of free-standing inserts that would circulate in newspapers and magazines throughout the area.
Oak Trace was open to fresh concepts that offered a new direction for their marketing; however, they maintained three requirements: (1) that the final ad still holistically represented the Oak Trace community, (2) that the ad concept allowed for evolution if proven successful, and (3) that the ad looked like nothing else in the CCRC industry.
With those parameters, the Plan B team developed “The Best Nest.”
“The Best Nest” envisions a bigger and brighter future surrounded by luxury and nature. Utilizing AI-generated imagery paired with clever copy, this ad compares Oak Trace residents to a migrating flock finding a better location for their next chapter. The birdhouse centerpiece immediately draws readers in with its familiar but extravagant appeal. And the supporting copy on the back completes the experience by detailing the splendor that awaits in Downers Grove.
Oak Trace loved it. The gentle mix of nature and luxury spoke to their current community, and the industry had nothing that could compare. The ad was swiftly published towards the end of October, and we have already seen an uptake in interest in the surrounding community.
The Plan B team is excited to continue to work with Oak Trace to evolve “The Best Nest” into a wider campaign, but we won’t count our chickens before they hatch.