Why Did We Wait So Long?

One year into their expansion, Brandermill Woods faced a growing number of competitors and needed to refocus attention on current construction efforts, while reinforcing their position as the senior living provider of choice on Richmond’s southside. Located near an aging residential neighborhood, the challenge was clear: Convince local prospects that this isn’t something to wait on.

We found inspiration in resident feedback. A common theme? Regret. Most wished they’d made the move sooner. We turned that insight into a bold, unforgettable campaign. We brought Brandermill Woods to life with song and dance, hiring local composers and staging a full-scale Broadway-style production featuring 27 dancers and an original score. The musical campaign rolled out across TV, print and digital media creating a moment the market couldn’t ignore. Leading web traffic to skyrocket from just over 1,000 monthly visitors to more than 4,500 within the first few months of launch.