Making the move from exclusive villages to inclusive communities with a new marketing approach and online presence.
As one of the very first providers in the UK of retirement communities for the over 65s, Retirement Villages Group recognised that the moving dynamics in the sector and wider demographics meant it was time for change. To respond to the rising demand from those aged over 65 for a better quality of later-life accommodation it set out a new business plan, backed by a £2bn investment by owners AXA IM Alts, to drive forward expansion into 40 more new sites across the UK set close to urban and suburban centres.
Halogen director Gerwyn James set about creating a new communication approach to support the business’ aspirations which acknowledged the powerful forces that community, wellbeing, sustainability and a sense of purpose played in realising a healthier and more fulfilled later life.
Changing the focus from a property-led offer to a new proposition for the market that promoted the new values of independent living, we kick-started a mission to change. We formed a new marketing communication team and appointed like-minded digital and brand businesses. The first phase of bringing the strategy to life brought a new strategic approach to digital and a transformed online presence.