Immanuel Communities

Here for you. Not for profit.

Expertises
Healthcare, Nonprofit
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

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