A compelling case for constant improvement

For decades, Rockwood Retirement has been the senior living leader in Spokane with its South Hill community. Anstey Hodge was asked to guide marketing for a new sister community in North Spokane—Rockwood at Whitworth.

Tactics Used

Despite its status as a generational leader in senior living in Spokane, Rockwood had plans for a new community in North Spokane that would be positioned differently from the existing South Hill community.

Rockwood at Whitworth would be the first university-affiliated senior living community in Spokane. The new community would also offer a different community style than South Hill, which is known for its heavily forested campus and sprawling neighborhood layout. Rockwood at Whitworth’s campus reflects its busier suburban setting and offers easy access to dining, shopping, and more—all just across the street from the beautiful Whitworth University campus.

112
sales from March
to September 2023

New
Digital advertising
program

Brand
New corporate
brand platform

Rockwood at Whitworth and Rockwood South Hill Sales Kit

Our first task was to develop a completely new brand platform for Rockwood Retirement as a whole. That new brand would then serve as the foundation for specific marketing platforms designed to appeal to each community’s unique target audience. This process involved multiple interviews and in-person interactive workshops with Rockwood leadership and a large number of residents, who together painted a very detailed picture of who Rockwood is and what the brand represents.

To reflect the unique positioning of each community, we created what are essentially three websites (Corporate, South Hill, Rockwood at Whitworth) that all live under the primary URL: RockwoodRetirement.org. While separate websites were considered, this approach allowed our digital team to run a more efficient advertising strategy and avoid competing with ourselves as we developed campaigns for each community. The new website featured an all-new brand aesthetic, along with new photography assets that truly captured the individual flavor of each community along with the broader majesty of living in the Inland Northwest.

With a refined brand established and a new website ready, our digital team created a lead-gen advertising campaign with custom geographic and psychographic targeting aimed specifically at prospects who would be more interested in Rockwood at Whitworth’s unique setting and university affiliation. A new marketing automation campaign nurtured early-stage leads deeper into the consideration process. And a series of fun but informative events attracted a highly qualified and very interested lead base.

The results couldn’t have been clearer—112 sales in just seven months between March and September of 2023. That’s four sales per week, a remarkable rate. In fact, thanks to a strong ongoing interest in the community, Rockwood at Whitworth now enjoys a robust wait list of prospects in line to take advantage of openings in the community as they occur.