Interim Census Building
Low census, tired building and amenities, lack of awareness and a lack of clear differentiation even though they are the only CCRC on Green Lake in Seattle. In addition, The Hearthstone had a new hybrid building that had been at 40% occupancy for several years.
In addition to some key internal operation shifts such as a new pet policy and adjusted pricing, The Hearthstone embarked on a traffic building program with 3rdThird to generate immediate interest and leads before starting the rebranding process. 3rdThird began to shift messaging to more accurately represent the product and attract the right prospects. Media channels including direct mail and print advertising were used combined with fresh creative to catch attention and build awareness.
The traffic building program and operational changes results in increased occupancy at the main campus building from 83% to 100% with a 100-person waiting list. At The Cove building has further to go but three apartments have been sold so far.