Cypress Springs - Case Study - Saxum

WorkCypress Springs Alzheimer’s and Memory Support Residence

 Challenge

As a community wholly dedicated to the needs of people with Alzheimer’s or other forms of dementia, Cypress Springs provides a unique memory support program paired with a welcoming and safe residence. The staff provides attentive, personalized support in a homelike environment purposefully designed for each resident’s comfort and security. Saxum was tasked with raising brand awareness for the residence that had one existing location and two more opening within the year.

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Strategy

Our team analyzed the marketplace and found that not only was brand recognition nonexistent for Cypress Springs, but community education was also needed for various topics surrounding Alzheimer’s and dementia, including the difference and importance of dementia-specific residences.

To build brand recognition, Saxum focused earned media efforts on positioning Cypress Springs’ leaders as subject matter experts to raise awareness of the disease by localizing national trends and leveraging local happenings. We also focused on educating the public about the improved model of care offered by Cypress Springs, tailored to the specific needs of their residents. In addition to media relations, Saxum utilized an integrated approach to raise awareness of the brand.

We orchestrated two grand opening events in two different states, including coordinating special speakers, spokesperson training, media relations, event planning and collateral development to ensure a smooth event that was memorable. Saxum interviewed residents’ loved ones to develop testimonial-based videos, print advertisements and trade show collateral illustrating the benefits of a dementia-specific residence over a traditional retirement community. We also scheduled speaking engagements with social, charitable and civic organizations to broaden the reach of the residence’s message.

Results

The leadership at each Cypress Springs location became thought leaders in their respective communities, and members of the media began proactively reaching out to the residence when they had a need regarding dementia. With 136 groups identified for speaking engagements, our marketing efforts also raised visibility with local charitable, social and civic organizations. Saxum generated 89 media placements with an estimated 2.9 million impressions across three geographic areas within an 18-month time frame. Additionally, we secured more than 4.2 million impressions via paid media reaching more potential customers. The integrated marketing approach helped broaden the reach of Cypress Springs’ brand and the related issues they champion.

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