Immanuel Communities
Here for you. Not for profit.
Billboard
About the Campaign
When survey results revealed four out of ten people prefer a non-profit senior living community over a for-profit, Immanuel Communities looked to KidGlov to create a comprehensive campaign that would raise awareness of their non-profit difference and what it means to those who live there.
Tailored to Immanuel’s target audience personas, four scenarios were crafted to show how seniors would reply when asked, “What does it mean to you when Immanuel says, we’re here for you, not for profit?“ All responses tie back to their non-profit difference – being in it for the people, not for the profit. White backgrounds were used to make closeups of the seniors stand out in their Immanuel blue attire.
Deliverables
Research
Campaign Strategy
Television
Print Ads
Influencer Marketing
Billboards
Comparison Guide
Here for You. Not for profit.
This campaign set out to differentiate Immanuel and it did just that–it helped them exceed system-wide census goals and increase resident satisfaction. During the campaign, no other senior living communities were leading with a non-profit, mission-based message. Immanuel was successful in raising awareness for what it means when they say, “Here for you. Not for profit.”
98%
census completion system-wide
exceeding goals
91%
increase
in resident satisfaction
16%
increase
in preference of non-profit senior living