Situation: A new independent living community in Charlottesville, Virginia was failing to meet its occupancy census. The Independence offered residents over the age of 55 spacious apartment homes, terrific amenities, and a highly skilled support staff. However, the community was not attracting its target audience and was at risk of closing its doors.
Results: Gray Ryan Communications developed a comprehensive communications campaign involving social media, public relations, and reputation management tactics. The goal was to leverage the physical asset, team members, and activities to communicate how The Independence provided value for prospective residents. By focusing the messaging on conveniences and a better quality of life, Gray Ryan was able to demonstrate why the community was the right choice for those looking to leave home maintenance behind and spend more time doing the things they love.
The results were immediate. Gray Ryan was able to create a 75 percent increase in community inquiries resulting in a complete lease-up in two years. The Independence won numerous awards from The Daily Progress as being one of the most sought-after independent living communities in Charlottesville. Additionally, Gray Ryan secured over a dozen testimonials which increased website traffic by over 550% resulting in the creation of a wait list for the community.