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Generating Awareness, Interest and Sales During Construction for a Continuing Care Retirement Community

The Opportunity

BG was hired to generate continual awareness, interest and sales during the two-year construction period for a continuing care retirement community (CCRC) in Dedham, MA that promised to change the way people think about aging. Hebrew SeniorLife, a national nonprofit leader in the field of senior care, contracted BG with telling the story of NewBridge on the Charles, it’s newest and most innovative CCRC. BG told this complex lifestyle and healthcare story over a 24-month construction period without giving away the entire story at any one time.

The Strategy

BG activated and educated influencers, potential clients and client family members during a major real estate downturn about this high-end, innovative development and model of care through an aggressive media relations campaign.  Highlighting a number of interesting aspects of the community, BG placed design stories about the upscale cottage style housing, the Northeast’s largest environmentally friendly geothermal well field, and a K-8 school on site that was designed for intergenerational education.

BG focused on Newbridge’s three phases of development and identified key stories to communicate as each phase was introduced.

The Result

BG positioned NewBridge on the Charles as the premier continuing care retirement community in the Greater Boston area. BG’s media relations campaign secured exceptional, consistent media coverage about NewBridge on the Charles over the two-year construction period in the Boston Globe, WBZ-AM, NECN, Wall Street Journal, Urban Land, and the Boston Business Journal.