St. Catherine's Village, Mississippi's premier Continuing Care Retirement Community (CCRC), was struggling with an image problem. First, it was perceived as being too expensive and exclusive. Second, potential residents did not understand the value and benefits of a continuing life care community.
Stevens & Tate refined the message in all outreach marketing to be more welcoming, focusing on all the positive things that lie "beyond the gates" at St. Catherine's Village. The agency also created a tag line to promote the property's value and a graphic icon to illustrate Continuing Life Care in a simple, easy-to-understand manner. These elements were carried through new collateral materials and into the website, as well supported by a media buy, to establish a cohesive brand for St. Catherine's Village that would resonate with today's seniors.