Case Study:
The Kenney Presbyterian Retirement Community

The client:
The Kenney has been an integral part of West Seattle for more than 100 years. As a nonprofit continuing care retirement community, The Kenney offers independent living, retirement living, assisted living and skilled nursing care.

The objective:
In its first major expansion and construction since its inception, The Kenney decided to build a $5 million addition to accommodate assisted living residences, a community room and a fitness center. They hired Moore Ink. to manage communications and marketing of the new assisted living services.

The strategy:
Maintain The Kenney’s unique, comfortable, home-like appeal while focusing on its key prospective market: seniors and adult family members in West Seattle. Distinguish The Kenney from its competitors by emphasizing its nonprofit status. Use low-cost, high-impact marketing to be ever watchful of the nonprofit’s budget.

The tactics:
A detailed marketing plan included some “firsts” for a small nonprofit like The Kenney. Moore Ink. scripted informal, touching radio ads (MP3) that were broadcast on four Seattle radio stations with high ratings among older adults. Ads were placed in June 2002 and January 2003 to take advantage of the lowest-cost schedules of the year. The facility’s old-fashioned newspaper ads (PDF) were redesigned and targeted to publications within the key market area. Current residents were kept on board with enhanced communication strategies, and free media opportunities were maximized.

The results:
The new assisted living building was more than three-quarters occupied the day it opened. Radio ads were especially effective, generating dozens of leads. Moore Ink. has been retained to continue to improve and enhance The Kenney’s market position and to build a healthy waiting list of new residents.