Waltham, MA-based Benchmark Senior Living has launched “Welcome Home,” a new advertising campaign meant to highlight the provider’s efforts to make residents feel at home at Benchmark’s 60 independent living, assisted living and memory care communities throughout throughout Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont.
“For decades, Benchmark has provided all of the comforts of home for our residents and their families. Although those comforts include things like nice amenities and apartments, the biggest and most valuable part of what we provide for our residents and their families is a feeling, the feeling that the associates and fellow residents at their communities really know, love and support them, and that they are a valued member of their community,” Benchmark’s Vice President of Marketing Marla Rappaport told the McKnight’s Business Daily.
“In some cases, they haven’t found this at other senior living communities, while others have been genuinely surprised by how much they’ve been embraced. In this campaign, we wanted to capture the spirit of this feeling and really bring it to life,” Rappaport added.
The multimedia campaign uses creative storytelling and visuals meant to showcase the relationships formed within Benchmark communities, especially special moments between residents and staff members.
“This campaign brings to life the true sense of home that Benchmark has provided to our residents, their families and our associates for more than 26 years.” Chairman and CEO Tom Grape said in a statement.
Rappaport said the company will measure the success of “Welcome Home” by the number of leads it generates. Benchmark will run the campaign through September, she said, and “if it makes sense, we also plan to utilize some of its themes in later quarters.”
She added, “We also look to the data to understand if the campaign messaging is recalled as prospective residents and their families connect with our sales teams.”
