The “Wide Open Spaces”’ advertising campaign created by Hamlyn Senior Marketing for Freedom Village Brandywine won Bronze in a national competition.
The National Mature Media Awards is the largest award program of its kind to recognize the nation’s best advertising, marketing and educational materials produced for older adults.
Two additional Merit Awards were given to Hamlyn for the Pine Run Community brochure and a direct mail piece for The Hill at Whitemarsh, “Designer Open House Invitation.”
“The overall quality of all entries was exceptional this year,” says Patricia Henze, Executive Director of the Mature Market Resource Center. There were over a thousand entries for the 12th Annual National Awards, sponsored by the American Association of Homes and Services for the Aging (AAHSA), the Center for Aging Services Technologies (CAST), the National Association of Area Agencies on Aging (n4a) and American Custom Publishing Corporation (ACP).
“The ‘Wide Open Spaces’ campaign, in addition to being gorgeous to look at, proved to be a powerful positioning tool in a highly competitive market place. Hamlyn Senior Marketing is all about producing results,” says Cathy Martin, President of Hamlyn. “Looking pretty is good. Sending the right message that your prospect base will remember is even better.” The ads visually reinforce the competitive message of larger sized units by using an eye-catching horizontal format with wide open spaces represented in both the photographs and the layout. The copy directly addresses the community’s key advantages. Prospects responded, calling and appearing with the ad in hand, making direct references to catch-phrases that distinguished key positioning points in the ad.
“Hamlyn doesn’t make a move without taking a thorough look at the sales and marketing history of the community and their competition. We include interviews and meetings with residents as well as community sales staff to get the whole picture,” states Mary Clark Confalone, Vice President of Marketing and Advertising. “Selecting images that reflect the personality of the property and those who live there is a key element. Pictures will speak a thousand words, so they really have to say the right thing. Your message has to fit your market visually and literally.”
Hamlyn Senior Marketing generates the marketing concept and copy for client campaigns and direct mail pieces. After refining the concept and copy with the client, the design process starts with a rough sketch that some of the region’s most talented designers take to the next level.
Pritchard Design in Doylestown, PA, designed the ads for the “Wide Open Spaces” campaign and the Pine Run Community brochure. Designer/owner, Laura Pritchard toured both communities prior to working on the design projects.
To learn how Hamlyn can help you, call Cathy Martin, President, 856-857-0800 or email: Marketing@HamlynMarketing.com
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