The Challenge
Carillon Senior Living, located in Lubbock, Texas, was founded in 1975, and has a strong pride of place. With deep roots in the area, the client was reluctant to consider partnering with an “outside” agency. But with clients from coast to coast, Angell Marketing’s discovery process takes us handily from outside to inside in a way that, again and again, turns doubt into appreciation for a successful partnership.
Work Performed
- Logo Redesign
- Fleet Graphics
- Direct Mail
- Photography
- Website Redesign
The Angell Marketing Solution
Naming the Community
Our approach to naming is not something we take lightly. We go beyond clever monikers and catchy phrasing. We begin the process with research – into the area, its history, terrain, personality and vibe. For this challenge, we dug deep into this area of California, zeroing in on what makes it truly unique and supports our client’s decision to build an innovative senior living community here. Ultimately, we presented three possible names for the community:
- The James – from the city’s namesake, James Irvine.
- The Palmer – from the Palmer navel orange, a sweet variety still grown in California.
- The Paseo – from the Spanish, meaning a path or avenue designed for walking, often with opportunities for dining, recreation and socializing, perhaps at The District at Tustin Legacy.
Our client immediately gravitated to The James and its direct relationship to James Irvine.
Updating the Community Logo
Carillon’s existing logo was not reflective of the spirit of the community and the prospects it wants to attract. We introduced a logo design that incorporates a more vibrant color, font and brand style to appeal to a younger, more active independent living consumer. The result is a stronger, more straightforward and confident visual.
Outfitting the Community Vehicles
Carillon’s community vehicles offered a tremendous opportunity to feature the new logo as a rolling billboard for the community. The new logo and supportive fleet graphics presented a much stronger, more confident appearance.
Redesigning the Collateral & Direct Marketing Materials
Using the newly developed photography, we produced all new collateral materials that present the vibrant, friendly, engaging lifestyle that exists for those who choose Carillon as their new home. We also took care to make sure the new materials included a strong reference to the community’s neighbor and partner, Texas Tech University. The relationship is important, not only to Carillon, but also to the Lubbock community at large. In other words: “We’re fresh. We’re local. We’re Lubbock.”
Redesigning the Website
Our UX analysis suggested the existing website was not user-friendly, which led us to several recommendations for improvement, including:
- Revise the look to reflect the lifestyle that focuses on the independent living consumer.
- Simplify the copy to allow for good search engine optimization while reducing unnecessary scrolling.
- Simplify the Contact Us form and add it to each page of the navigation.
- Use new photography and video featuring residents to help tell a visual story that showcases the features and benefits of the community.
- Use a cleaner, crisper font to make text more readable and the experience more enjoyable for the site visitor.
The Results
With an identity and messaging more reflective of the community’s personality and history in the area, the marketing team has more effective tools in their toolbox as they continue to nurture fruitful relationships with age- and income-qualified prospects.