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Creative Gallery | Varsity + Piper Jaffray

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  • 1. CREATIVE GALLERY

2. Albright Care Services, a faith-based not-for-profit corporation, offers a wide spectrum of care options throughoutPennsylvanias Susquehanna Valley.The organization operates two CCRCs, a HUD-approved housing complex, and LIFE Centers offering community-basedservices. This diversification of products and services led Albright to partner with Varsity to clarify the branding andcommunications strategy for its six locations.Varsity guided the client through our unique Brand Odyssey process, uncovering internal and external insights thatultimately resulted in a cohesive brand architecture and strategy. Varsity had a real understanding of ourbrand challenges and opportunities. Wefelt that their process and capabilitiesnot only aligned with the needs ofAlbright, but also with the evolvinglandscape of the senior market. Seneca FootePresident and CEO 3. Print advertisingCREATIVE GALLERYAffordable options. Levelsof expert care. Personalizedactivities and opportunities tonourish mind, body and spirit.When it comes to providing readyaccess to abundant senior life fromindependent living services to continuingcare our commitment runneth over.As a faith-based nonprofit organization,it is our heritage and our mission to serveseniors with the highest quality care andmost meaningful services.So whether youre seeking options foryour own retirement living or helpinga loved one find a caring place, visitAlbrightcare.org today. Youll find am-pleopportunities for the abundant life.Senior Life in AbundanceWhen youre considering where tomake the most of your retirement,you want a place that can offer anabundance of opportunity.Our continuing care communities were createdwith those opportunities in mind providinga continuum of care from independent livingto skilled nursing and short-term rehabilitation.With experienced, skilled staff dedicated tooffering the best of hospitality, security andcare, Normandie Ridge of York and RiverWoodsof Lewisburg provide ample individualizedoptions to nourish the mind, body and soul.Imagine affordable retirement living thatprovides a wealth of opportunities. Youll find itat RiverWoods. Visit Albrightcare.org todayfor more information and to schedule a visit.Senior Life in AbundanceRiverWoods Senior Living Community | 3201 River Road Lewisburg, PA 17837Telephone: (570) 522-6234 | Email: dawn.orzehowski@albrightcare.org 4. Asbury partnered with Varsity to assist in the development and execution of its strategic initiative named AdvancingOrganizational Excellence (AOE). In the past, Asbury had what it called its brand pillars, which were segmentedinitiatives across the organization. AOE is the initiative to tie them all together. The new brand position of AnticipateMore now guides all Asbury interactions, processes, learning and growth to be measured.We launched this effort internally at a leadership conference with a video and presentation accompanied by collateralexplaining the premise. It is rolling out more extensively at each community, along with a new identity system logosthat unite each community under a common look while maintaining an independent, local spirit. Weve also extendedthis position to the marketing communications to prospects at select communities under the Asbury umbrella.PMS 654 PMS 7550 5. PMS 654 PMS 7550Original Logos Redesigned LogosComprehensive identity systemCREATIVE GALLERY 6. Employee awareness signageAdvancing excellenceeach moment, every hour, every day.CREATIVE GALLERYAdvancing excellenceeach moment, every hour, every day.MISSION:VISION:COREVALUES:Doing all the good we can by: enriching the lives of those we serve encouraging continued growth and learning embracing individuality enabling personal fulfillment and dignitythrough the entire span of lifeanticipate moreCommitment to residents, associates,volunteers and partnersStewardship and financial strengthQuality and innovationIntegrityAdvancing excellenceeach moment, every hour, every day.MISSION:VISION:COREVALUES:Doing all the good we can by: enriching the lives of those we serve encouraging continued growth and learning embracing individuality enabling personal fulfillment and dignitythrough the entire span of lifeanticipate moreCommitment to residents, associates,volunteers and partnersStewardship and financial strengthQuality and innovationIntegrityMISSION: Doing all the good we can by:VISION:COREVALUES: enriching the lives of those we serve encouraging continued growth and learning embracing individuality enabling personal fulfillment and dignitythrough the entire span of lifeanticipate moreCommitment to residents, associates,volunteers and partnersStewardship and financial strengthQuality and innovationIntegrity 7. Closely affiliated with The Alliance, an international, missionary church, Chapel Pointe is a continuing careretirement community located in Carlisle, Pennsylvania. Varsitys challenge was to communicate to potentialresidents that seniors who held deeply felt spiritual beliefs w ould be most comfortable here, while making it clearthat all are welcome under its roof.The agency worked closely with the leadership and the residents to develop a strategy that reflected the nature of thecommunity. Logo design, theming, language and color palette were then created; all were evaluated based on the degreeto which they reflected that strategy and the degree of enthusiasm they generated among both staff and residents.The new marketing materials were married to a string of strong promotional events and 70th year anniversary offers.The result was an immediate increase in qualified traffic and the beginnings of a census turnaround. 8. Logo redesignCREATIVE GALLERYOriginal Logo Redesigned Logo 9. Redesigned websiteCREATIVE GALLERYOriginal website Redesigned website 10. Direct mailCREATIVE GALLERYFOOD FOR THOUGHTTHE MOST IMPORTANT PART OF OURCOMPLIMENTARY HARVEST LUNCHEONLearn about your Medicare options.Open Enrollment ends Dec. 7.Menu NONPROFIT ORGChapel Pointe at Carlisle770 South Hanover StreetCarlisle, PA 17013Our Complimentary Harvest LuncheonAPPETIZERPresentation and Q & A:Your Medicare Options During OpenEnrollment, by Chapel Pointe InsuranceCounselor Jerry SlothowerMAIN COURSEDelicious fall fare served in a festive settingDESSERTTour our beautifully landscaped 8-acre campus,spacious independent living apartments andThe Households, our innovative nursing concept.DATE AND TIMETuesday, November 19 at noonSpace is limited, so please RSVP todayat 717-249-1363.EMAIL: LAMSLEY@CHAPELPOINTE.ORGUS POSTAGEPAIDHARRISBURG PAPERMIT NO 583 11. Sales kitCREATIVE GALLERY 12. Located in sunny Lakeland, Florida Presbyterian Homes is a welcoming, close-knit neighborhood situated on thebanks of Lake Hunter.While the community enjoys the advantages of full capacity, an active waiting list and a solid capital improvements plan,it remains focused on demonstrating value to both current and prospective residents on an ongoing basis.Varsity has been working to redefine the brand as a true representation of its commitment to a resident-centered culture.While research conducted with current and prospective residents informed us that this concept resonated with ourtarget, we needed to take the idea one step further.What resulted is a positioning centered on tailored retirement living, with communications demonstrating how thatconcept applies to every aspect of residents lives from the moment they set foot on campus.FLORIDA PRESBYTERIANH O M E S 13. FLORIDA PRESBYTERIANH O M E SOriginal Logo Redesigned LogoLogo redesignCREATIVE GALLERY 14. WebsiteCREATIVE GALLERY 15. Direct mailCREATIVE GALLERY 16. Located at the foot of the Rocky Mountains in Boulder, Colorado, Frasier Meadows offers the unique combination ofnatural beauty and the full continuum of retirement living.While the communitys population remains strong, its aggressive growth goals present a significant marketing challenge.Additionally, Frasier Meadows struggles with how to target and attract the attention of younger demographics.Varsity is working with the community on new brand positioning and accompanying creative materials a new logo,website, ad pieces and location photography that will reflect the active, healthy lifestyle of the region, resonate withcurrent and potential residents, and remain relevant for years to come. 17. Logo redesignOriginal Logo Redesigned LogoCREATIVE GALLERY 18. Print advertisingCREATIVE GALLERY 19. WebsiteCREATIVE GALLERY 20. Good Shepherd Village, the first fee-for-service retirement community in New York state, was the vision of its parentcompany, Good Shepherd Communities, a name that has been synonymous with quality care for seniors in theBinghamton region for more than 140 years.The charge for Varsity was to communicate a compelling vision for the CCRC while it was still in its planning stages.Through our partnership, Varsity was able to translate that vision into reality by means of an integrated marketingcommunications plan that positioned the community as the premier regional destination for retirement living. Ourwork resulted in 100 priority reservation deposits in a three-month period, enabling the organization to move fromgroundbreaking to completion well ahead of schedule. Were more than just a retirementcommunity, but not many people knewthat before we started working withVarsity. Now were well known forour rehab services and our long termcare. Thats the power of a targetedmarketing campaign. Michael Keenan, President and CEOGood Shepherd Village and Fairview Home 21. Print advertisingCREATIVE GALLERY 22. Established in 1988, Wil Hallman Retirement Development is a specialized builder of managed independent livingretirement communities. Located in Pottstown, PA, the company has built numerous communities throughout thePhiladelphia region, including Sanatoga Ridge and Buchert Ridge. Hallman communities offer a CCRC without thecontinuing care,

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