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The facility and grounds of Acorn Glen are the pinnacle of high style. Its grandeur and elegance are suited to its home in Princeton, N.J., where cosmopolitan and cozy intersect. Seeing Acorn Glen and its location as two sides of the same coin, accent built this luxury brand from the ground up from competitive analysis to brand, tag line, copy writing, ad campaign, photography, website and search engine optimization.
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Through our research, we defined three key messages that were important to decision-makers choosing an assisted living facility: friendship, independence and peace of mind. We used these building blocks to tell the Acorn Glen story through carefully selected photography of real residents living their lives to the fullest, meaningful copy writing and compelling video storytelling.
you’ve got mail
Using demographic targeting, accent defined the market with direct mail. To broaden the reach, we reinforced the web brand with the goal of driving traffic to Acorn Glen’s website where decision-makers could schedule visits using specific URLs so we could maximize and easily identify the marketing’s effectiveness.
Short-term respite care is an important market segment of elder care, for clients and their loved ones. Our team wrote the copy and designed a target-specific brochure that stayed true to the Acorn Glen brand. Our eye-catching and straightforward approach gave people in need what they needed to know about Acorn Glen’s services.
at home services
Many baby boomers want to age in place in their own homes, making in-home health care the fastest growing segment of assistance in the United States’ billion-dollar elder care market. When it launched its At Home Services, Acorn Glen again sought out accent. After researching the market, we wrote targeted copy to cut through the clutter and appeal to that specific segment in an inspired way. Our art directors crafted several shot sheets that let the photos tell the stories of real caregivers and their clients. From set dressing to prop coordination, each shot evoked love, care and compassion, whether it was through baking together, a delivery of healthy food or doing chores. Our photos showed our target audience the clients’ independence and the level of attention Acorn Glen At Home Services provides in one image.