BROOKDALE SENIOR LIVING

EMAILER - COMMUNICATION

INFLUENCED BY DATA

Brookdale Senior Living is looking to communicate better and reassure its customers that it is the perfect place for seniors to retire. There were concerns that was picked up through hearing social network conversations and feedback. We needed a subtle change of tactics. The creative team had to understand the findings of the data received and evolve the communication.

The
Audience

Potential customers who had elderly parents

The
Ask

To revamp the overall emailer communication of Brookdale Senior Living to suite the needs of the customer.

The
Solution

The
Challenge

Data, through machine learning and analytics, hinted to the creative team on the hierarchy of what the customers of Brookdale were concerned about . It showed that a majority of them were worried about the human touch given to the elderly, followed by costs and then the medical support and infrastructure of the care units. Prior to this the communication was focused on medical infrastructure. The creative team had to make sense of this data and put it to use.

Creative Team : 1 Creative Manager + 1 Copywriter

We relooked at the communication messaging, focused on the visual aspect by tweaking the colours that would suite the warmth which was missing in the first set. Redesigned the layout to accommodate a couple more reassuring pictures.