Legacy Retirement Communities

Gone are the days of quiet, unremarkable retirement. Today, retirees expect personal enrichment, physical activity, new friendships, and fresh, fine dining. The marketing platform for Legacy Retirement Communities conveys how engaging retirement living can be. The multi-faceted campaign includes print, PR, radio, special events, and an integrated web and social media program.

Legacy Retirement Communities incorporate elegance, superior quality of care, affordability, and thriving social activity. Legacy is well known for its stunning outdoor sculpture of deer that greets visitors as they arrive. Pickering capitalized on the sculpture’s popularity and fame by featuring the deer prominently in the logo. The logo utilizes the classic Optima font and a calming color palette to create a memorable and lasting mark.

Legacy Retirement Communities needed a website to help promote all it has to offer. The driving force behind the website was to feature the various activities that take place on any given day. The site features a scrolling slideshow of activities and includes calendars of daily activities. The site stays fresh with a blog and has font-size adjuster tailored for the target audience.

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Legacy Retirement Communities held a summer barbecue as a means to involve the community and inform. Pickering created a direct-mail campaign utilizing summer imagery and photos of activities taking place. The event helped to highlight the reasons Legacy is a leader in retirement living.

Pickering used specially targeted ads to inform potential clients about Legacy Retirement Communities. Placed in programs for the Lied Center for Performing Arts, the ads targeted a demographic that fit Legacy's target audience. The ads focused on the quality of service and care and helped to position the overall branding.

The established branding was carried through in business cards and additional print collateral.