La Posada


we’re storytellers > la posada – repositioning a senior living resort during the covid-19 crisis

bringing peace of mind at a time of crisis

Our experience with senior lifestyle marketing runs deep. Drawing from our expertise in healthcare, real estate development, technology, and hospitality marketing, we bring a fresh perspective to the typically templated approach. And, our full-service in-house team blends public relations, digital, and creative lead generation solutions that deliver results. When COVID-19 paralyzed the nation and impacted the senior living industry like no other, our crisis team became part of the daily operations team at La Posada, a gated luxury senior living resort community in Palm Beach Gardens. The COVID-19 situation forced the community into a restriction on visitors during their traditional high season of attracting new residents.

Social distancing became the new normal and forced us to rethink and reposition the community without being able to use its strongest selling points of onsite amenities and local attractions. First and foremost, we focused immediate attention on answering media queries and developing holding statements to be prepared in advance should the community have an COVID-19 cases. Then we turned to a pivot in messaging on the established safety and security protocols already in place, finding a new benefit position of providing peace of mind for seniors and their adult children.

Recognizing that a new opportunity had presented itself for La Posada, we were able to turn our focus on the unforeseen captive snowbird market in Florida who found themselves in the position of not being able to return home to New York, New Jersey, and Connecticut. Knowing that this generation gravitates to print media as their dominant choice for news, we leveraged our expertise in owned, earned, and paid media to develop a 1-2-3 punch in positioning La Posada as the safest place to be amid any outside adversity. Immediate action was taken to provide FaceTime™ tours which allowed prospects to experience the community now closed to outside visitors. Videos of residents using artful ways of social distancing while engaging let us bring the community to life while feeding positive PR stories to the press and giving them a reason to talk about La Posada in a creative way.

A combination of quick thinking and agility allowed our team to craft compelling print, social media, and digital marketing to generate 1 million immediate impressions and drive prospects to the website to payoff the new strategic positioning. As a result, La Posada was able to turn a potential devastating occupancy decline into 8 new move ins in the first month.