Assisted Living and Memory Care
JFG was tasked with a total rebranding strategy for Bristol Village – a nonprofit assisted living community offering residents a safe and comfortable place to call home. Bristol Village is WNY’s only free-standing nonprofit assisted living facility with 150 years of experience. Bristol Village, known for providing quality care to residents in a compassionate environment, was looking for a total rebrand to reinforce their commitment to caring for WNY’s aging population.
After working with the internal marketing team at Bristol Village, JFG developed the new tagline “Bristol Village – Experience IS the Difference.” “Experience IS the difference” puts an emphasis on what makes Bristol Village unique and identifies them as a reputable assisted living community.
While we wanted people to understand the Bristol Village difference, we also wanted to show families and potential residents that the experience is what makes the community home to the residents that reside there. Along with the new tagline, the campaign theme, “The Bristol Advantage is comfort, connection, compassion and community” was created to highlight the offerings and services experienced by the residents and their visiting families. The theme was carried throughout all marketing materials and photographs were taken to show cheerful residents thriving in a compassionate environment surrounded by caring staff.
The hallmark of the Bristol Village brand is the quilt featured in the organization’s logo. Visually, we highlighted the quilt as a key element in the campaign which embodies everything they represent. Quilts are a piece of living history, a document in fabric that chronicles the lives of past generations. Quilts often serve as a testament to a family’s story, and in the case of Bristol Village, the story of every resident. This campaign identifies how the story of each resident and prospective resident make up the Bristol Village story together.
The new campaign launched with a multi-pronged strategy consisting of a refreshed logo and tagline. It also featured revised marketing materials including a dynamic new website, radio spots, and print ads. Digital tactics included a paid search campaign and a social media strategy with organic and paid ads along with a capabilities folder for prospective residents and families showcasing Bristol Village’s offerings.