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WE Let The Dogs Out

The challenge

Mather (formerly Mather LifeWays) is a not-for-profit organization serving older adults through three key areas: senior living residences, community-based initiatives, and Mather Institute, an award-winning resource for research and information about wellness and aging.

Mather currently operates three senior living residences. While constructing its new, fourth residence—a Life Plan Community called “The Mather” located in Tysons, Virginia—Mather challenged Plan B to develop a unique brand identity and launch campaign that would drive interest, awareness, and lead generation amongst a sophisticated, wealthy audience that had little or no familiarity with Mather or Life Plan Communities.


Mather earned over 1,000 leads by year-end.

The insight

Humans have fixed attention spans, yet the amount of content competing for that attention has been rising exponentially. With the luxury condo market heating up in Tysons, Virginia—and simultaneously competing for the attention of prospective buyers for The Mather—Plan B needed to create a distinct brand identity and campaign that would command attention in a cluttered, competitive market.

The solution

Plan B created a distinctive brand identity and launch campaign featuring highly disruptive and unconventional imagery: sophisticated dogs “defying expectations,” coupled with language directing people to “forget what you thought you knew about senior living.” By visually communicating that The Mather is unlike any other area community, Plan B differentiated The Mather from competing condos, winning coveted attention driving interest. The launch campaign included print ads, direct mail, FSIs, sales collateral, and a new website.

The results

By year end, Mather had earned 1,114 leads and 123 Priority Reservation Agreements ($1,000 deposits on its residences), putting it on-track to meet its aggressive goal.


Mather received over 100 Priority Reservation Agreements by year-end.

Plan B named among Chicago's Top Ad Agencies