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.