Hawthorn Senior Living - Graphic Designer
Hawthorn Senior Living is a management company that runs over 80 senior community centers across the United States as well as a few communities within Canada, ranging from retirement living homes to assisted living centers.
With a marketing budget north of 4 million a year, one other graphic designer and I working with the CMO would create all the marketing material used for the communities across the US & Canada.
This ranged from Publications in The Washington Post, Boston Globe, The Columbian, Tampa Bay Times, etc. to Postcards used for direct mailing to “Influencers” and “Direct Inquiries.” Event Promotion for the communities, as well as home office events for staff, were also ours to create and design.
Creating and managing social media accounts for each of the communities; Facebook Postings, Facebook event promotions, google review replies, etc. also fell under our umbrella of tasks to monitor and complete.
Make it stand out.
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Digital Ads
Used on websites for advertisements; things like banners, columns, etc. Typically they were clickable links which brought the user to dedicated websites for which ever community was being promoted within the ad.
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Inserts
These were placed within magazines and local newspapers, This ranged from single pages within the issue’s spreads or as double sided leafs that were placed within the magazines & papers. We would communicate with the publicists to find the dimensions and other requirements for the inserts along with forecasting future inserts
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Postcards/Direct Mailers
With our targeted demographic being in the age range of needing a retirement home; postcards were still incredibly effective. Utilizing tracking numbers we’re able to see which promo methods where most effective with postcards often tacking the lead. We would use sites like Sherpa which contained data bases of all our potential prospects and inquiries that we would use to coordinate mail launches.
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Facebook Promo Ads
Facebook is really the only social media our demographic would use if any, Many times were were targeting the children of the elderly who were now starting to look into places for their elderly parents. We would use sites like Hootsuite to create plan and schedule marketing campaigns on Facebook.