Case Study

Creating and Marketing a True Wellness Lifestyle

Non-profit CCRC | Applewood | Freehold, New Jersey

Solutions Advisors has provided full-service consulting for sales, marketing and digital services to Applewood, a full-service Life Plan Community in Freehold, New Jersey, since January 2015. During that time, the average age at move-in has decreased with occupancy and inquiries increasing. With the support and innovative ideas of Applewood’s Executive Director, Solutions Advisors focused on repositioning Applewood’s identity from a traditional, care-focused community, to a wellness-focused, lifestyle community embracing the six dimensions of wellness. Today, Applewood’s pioneering Engaged Living™ Program is hailed as a key differentiator, positioning Applewood as a top choice for retirement living in a highly competitive market.

The Engaged Living program embodies several components including SPA Living, the CIA (Culinary Institute of Applewood), fitness and wellness programs and a robust lifelong learning program in partnership with area colleges and universities. Solutions Advisors worked with Applewood to develop a new icon and logo for the program, create collateral for promotion as well as a microsite within the Applewood website to reinforce the messaging and positioning of wellness. Resident, prospect and team member surveys were conducted to help understand what was of the greatest importance concerning wellness and develop a strategic plan. The result is a successful repositioning of Applewood as the community of choice to live an engaged lifestyle for whole-person wellness in northern New Jersey.

“Solutions Advisors has made a huge difference in how we approach sales. It has helped us really get to know and understand our prospects. We’re learning to ask the right questions and creating solutions to their problems. It’s a tailored approach to each individual; we truly are selling a life style, not real estate.”

– Keith Grady, President and CEO, Applewood

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