The Carnegie
creating an immersive experience
The Carnegie is an eight-story senior living residence opening in 2024. TPG was challenged with gaining the attention of younger seniors in their early stages of consideration. Paying homage to their namesake, we took a cue from the arts world and created an immersive experience – The Discovery Center – driving prospective residents to tour a built-to-scale two-bedroom model and common area complete with multiple interactive kiosks.
the challenge
The Carnegie at Washingtonian Center was the first debut of the Kisco Signature senior living communities in the Northeast. This 8-story community residence would be home to a younger senior lifestyle experience for independent, assisted living, and memory care. With a building yet to be constructed, a handful of renderings and little brand recognition, TPG was challenged to get the attention of early adopters and create interest in future residence at The Carnegie.
strategy
Market research revealed a key component to the marketing strategy needed to center on a localized appeal that resonated with the younger senior target audience on the cusp of retirement. Within a highly competitive environment, we knew we needed to make a strong statement about the Kisco brand (coming in from California) that would showcase its strength and value in the senior living luxury tier brandscape.
The first step was to create an immersive experience and provide a place for prospective residents to experience the grandeur of the architecture and interior design before the building would open two years later. The Discovery Center serves as a backdrop for multiple interactive kiosks that told the story from different points of view: leadership, associates, and residents of existing Kisco communities.
execution
We knew that video would be a key marketing tool to bring the brand to life and showcase the multiple attributes The Carnegie had to offer. Six kiosks were built in partnership with Engrain Touch Technology to reveal videos, testimonials, and photos of the six pillars of wellness and signature five-star service. The videos became an integral part of the communications campaign, blending with the power of PR, the engagement of social media, and the lead nurturing of email marketing.
The educational series campaign centered on driving traffic to the website for lead capture and visits to The Discovery Center for a tour of the built-to-scale two-bedroom model and common area as The Carnegie was being built right down the street. The goal was to gain the attention of prospects thinking 18 months in advance for their retirement and luring them to a customer experience tour at The Discovery Center.
from the client
“I really appreciate how the top management team stays involved in our account. We benefit from their expertise and experience. And, it’s nice to have their strategic insights.”
JASON MCLAUGHLINSR. VP, SALES & MARKETING AT KISCO SENIOR LIVING
the results
Within 6 months, the campaign resulted in 500k monthly impressions, 6,000 monthly visits to the website, 1,300 social followers, and over 100 deposits.
