Immanuel : Here for You. Not for Profit.
When the survey said four out of ten people preferred a non-profit senior living community over a for-profit, Immanuel wanted to capitalize on it. KidGlov gave them a hand in developing a comprehensive campaign to raise awareness of their brand and the non-profit difference.
Impactful messages like these were used in crafting the campaign: 1) Being non-profit means 100% of Immanuel’s profit after expenses is reinvested back into their communities. 2) They put people first and continue to make improvements in their communities and in the field of aging services. 3) All financial and other decisions they make are based on their mission, not the bottom line.
Close up photos of happy seniors became the faces of the campaign through all elements. The print ads, digital ads and billboards lead the viewer to ImmanuelDifference.org. This landing page continues the non-profit difference story and features the opportunity to download a free guide.
The Non-Profit vs. For-Profit Comparison Guide was developed to use as a resource when looking for a senior living community. It shares questions to ask when touring so you can find the right community for you or your loved one. The guide includes Immanuel’s answer for each question, which also helps highlight the non-profit difference.
The campaign’s non-profit message helped cut through the clutter of other senior living messages – elevating the Immanuel brand. The guide worked to educate the local community on the non-profit difference leading to an increase in preference over for-profit senior living communities. In five months, the campaign generated 243 downloads of the guide and 254 leads for Immanuel’s sales team.
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