FROM HARVEST TO FEAST
How Manor Grove’s Brand Strategy Went from a Harvest Festival to a Soup’r Feast!
Manor Grove skilled care residence established in 1907 had placed little advertising and conducted an annual community Harvest Festival that attracted mostly family members. The residence was facing heavy competition with a senior living complex one block away starting to advertise aggressively and a new multi-care facility opening soon just a few blocks from Manor Grove. Tenancy and move-ins were slow.
In 2013-14, the Silverback team developed company branding for Manor Grove to create a strong identity for the freestanding nursing home. Through strategic marketing planning, we implemented several successful ad campaigns, designed a website, marketing materials, lamppost banners and created unique community events. Each campaign raised the bar in creativity and was atypical of most nursing home ad campaigns.
The special events we planned, promoted and managed were highly successful in generating tours and new families to the residence. One event has become Manor Grove’s signature community event of the year— “Soup’s On” held annually at Meramec Community College.
Soup’s On—an event we've managed for over a decade—has grown over the years from 200 to well over 1,000 people in attendance. St. Louis restaurants participate to win the coveted Judges’ Choice and People’s Choice awards. A panel of 10 judges including media personalities, the Mayor and prominent business leaders are staged to sip and select their favorite soup. This event is highly advertised as well as publicized. Radio and TV interviews take place on major broadcast programs, plus news team coverage from all three TV networks.
Manor Grove has expanded its residence with a Rehab and Recovery Wing to compete with the multi-service nursing care facilities. The residence has also remodeled its rooms. Occupancy is excellent with sometimes a waiting list for admission. This senior living residence once an unknown with the public has now become a prominent name with the general public and among the media.
The advertising campaigns focus on Manor Grove as a happy place to live vs. the proverbial old folks home where living stops.
Establishing a signature event that includes the media has provided Manor Grove with free media coverage with an advertising value worth thousands and thousands of dollars.