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Leveraging YouTube and Producing Video for Continuing Care Retirement Community

The Opportunity

BG was tasked with creating compelling video vignettes and using YouTube to demonstrate the unique features of NewBridge on the Charles, a new continuing care retirement community (CCRC) in Dedham, MA, which aims to change the way people think about aging.

The Strategy

BG developed storyboards for video content and cast Len Fishman, CEO, as primary spokesperson for NewBridge on the Charles. We focused the vignettes on key topics to differentiate the organization, such as tours of the cottage style housing, progressive environmental policies, quality of long and short term care, recreational resources for seniors, and intergenerational educational and volunteer opportunities.

The Result

BG provided the HSL team with a long-term, inexpensive solution for generating awareness about the organization and the NewBridge on the Charles continuing care retirement community. The video campaign helped to strengthen HSL leadership in the market, as well as bolster client and community relations.