February 11, 2005

Sire builds Grayson View awareness

Selinsgrove—Sire Advertising teamed with Grayson View, a senior living residence, more than a year ago to develop a new identity and build increased awareness. To achieve this goal, Sire put together a yearlong marketing plan that has stayed on target and strategically positioned the organization in the regional market.

The plan began with the implementation of a new tagline, written to creatively convey Grayson View’s individualized approach to assisted and independent living. This new positioning statement: “The Security of Home. The Comfort of Community.” was tied into other campaign elements including the organization’s newly developed tri-fold brochure. In addition to developing the new tagline, Sire also implemented a fresh, sophisticated brochure design created to introduce the organization and educate the public about Grayson View’s various service offerings.

Once some of the initial steps were achieved, Sire began working on a presentation package, which included a corporate folder, which worked with the brochure, and a newly designed stationery package. Sire maintained this same professional look and feel in the newly created newspaper ads and radio scripts, both components that helped to deliver a consistent message and allowed Grayson View to build brand awareness.

Sire also worked with Grayson View to explore some non-traditional advertising opportunities. One idea was Adcart advertising, which involved the creation of an advertisement that would be positioned on grocery carts in the local grocery store. A great way to target potential clients, this shopper-friendly display allowed Grayson View to reach thousands of shoppers weekly and proved itself as a valuable outlet for exposure in the local market.