Marketing Without a Map

The Project

In early 2020, the world changed forever. And while COVID-19 has affected us all, it has taken a disproportionate toll on senior living communities. Our client—The Gatesworth Senior Living—was no exception. We’d never faced a health crisis like this one before, and there was no precedent to follow. How could The Gatesworth reassure residents, families and potential residents—both inside and outside the community—that we would get through this pandemic together?

Services Provided

  • Print
  • Direct Mail
  • Content Marketing
  • TV & Radio
  • Outdoor / OOH
  • Social Media

Wisdom from experience can’t be faked

We knew this was not a time for senior living marketing to “sell,” but a time for reassurance. We began by listening, as we always do. It became clear that the residents of The Gatesworth had lived lives of exceptional experience and richness. They’d seen and done amazing things and overcome countless obstacles in their lifetimes. There was wisdom in their words and genuine reassurance in their stories.

The residents were the answer.

Words of Wisdom

Our platform was called Words of Wisdom. We collected quotes and stories from people within The Gatesworth community; the unique experiences and challenges residents had faced enabled them to speak positively and with hope amidst all the uncertainty. Residents shared how they were managing their daily lives during the pandemic, and in turn, encouraged others to share their experiences.

Increased sales without “selling”

Words of Wisdom was a success. We quantify marketing performance based on leads and web traffic and keep a close eye on these metrics. Consistent, personable messaging and warm conversational creative across all media proved to be a winning formula, as we increased sales figures without ever actually “selling” anything.

Qualified leads increased by 29% and web traffic increased by 19% during the Word’s of Wisdom campaign’s six-month run.

The next evolution

The Words of Wisdom’s next communication evolution was The Perfect Fit campaign. After vaccines became more available and COVID cases began to decline, the focus was on bringing seniors back together in a safe and welcoming community; one that represented the “Perfect Fit” for each individual, particularly in terms of mental and emotional well-being.

The Perfect Fit campaign garnered great success by driving an increase in qualified leads by 90%, web traffic increased by 48% and social media followers grew by 22% during the six-month campaign.


Proud recipient of the Aspect Marketing & Advertising Award for The Gatesworth – Words of Wisdom in 2021 and The Perfect Fit in 2022 senior living marketing campaign. An honor reserved for those who serve as the industry’s finest examples of marketing and advertising.

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