The Virginian is a premier retirement community in Fairfax, Virginia, that is being brought back to life. It is currently undergoing a $40 million renovation to set a new standard for senior luxury communities once finished. The strategy for this renewed upscale community is to attract a slightly younger, more vibrant independent living audience. They needed a new brand and identity to re-introduce the new Virginian to the community and surrounding target markets. They knew Point B was the right choice to help.
The DC market is highly competitive with senior communities across the spectrum of price, amenities, and services. Point B initiated their proprietary Point A brand development process. It included market and competitor analysis, seniors, caregivers, and resident interviews, and lifestyle and trend research to craft a brand and identity framework that ensures The Virginian would stand out and communicate what it offers while provoking renewed interest among target audiences.
The resulting brand, lead gen campaign, content, and social media created the perception that there is nowhere else this audience should be. If they weren’t, they’d miss out on a perfectly curated lifestyle for active independent seniors. Point B brought this exciting new brand to life through digital assets, collateral, and website development. A lead gen strategy and creative was developed and executed to create awareness, generate new qualified leads from the community, and re-engage with existing and past prospects.
The renovation has generated regional attention, while the new brand launch and lead generation campaign has exceeded initial goals by 157%. In addition, inquiries, tours, and conversions have set records for the 32-year-old property.