Presbyterian Manors of Mid-America came to FIVE19 to find a fresh way to break through in their specific marketplace, a market that geographically was highly saturated in skilled nursing and retirement competition. The challenge was to make a strategic and scalable impact while building brand equity in a noisy environment. As the only not-for-profit senior living community in their area, they offer both tangible and intangible appeal that needed to be tapped into and successfully communicated.
With the “Practically Unexpected” branding campaign, we targeted their demographic and campaign goals by communicating the ways in which PMMA communities satisfy the living and care needs of practically minded mid-western seniors, while also offering unexpected amenities and services. We focused on the key points of financial flexibility, socially active communities, and great neighbors with a creative direction that took seemingly ordinary experiences and juxtaposed them with surprising visual twists, creating a conceptual play on words and meaning.