Knollwood—a life plan community in NW Washington, D.C. for commissioned officers (ages 62 and better) and their families—proudly serves those who have served our nation. Since late 2018, FOVNDRY has led the execution of Knollwood’s communications efforts, sustaining the reputation of the community with crisis communication services and PR outreach, as well as providing marketing and creative services to generate interest and wait-list signups among prospective, qualified residents.Core services:
When it comes to generating leads, FOVNDRY knows reaching family members of prospective residents is just as important as communicating directly with the prospects themselves; and that the channels and messaging strategies for these two audience groups vary greatly. Our integrated approach to marketing and PR communications combines awareness, education, and reputation management across a multitude of connected media and services, including:
As with any effective communications strategy, flexibility, optimization, and an ability to adapt to the needs of the marketplace are key for our efforts with Knollwood. In early 2020 when the COVID-19 crisis hit, FOVNDRY and Knollwood leadership knew that protecting and appropriately marketing the Knollwood property during a pandemic—which affects the health of its primary target audience (older Americans)—was critical.
Through coordinated, proactive crisis communications efforts—complemented by agile and strategic shifts in marketing efforts and the implementation of new, virtual channels—FOVNDRY was integral in controlling the narrative with key internal and external stakeholders and continuing to generate and foster relationships with new leads.
As a result, Knollwood received positive coverage in the media throughout the height of the COVID-19 pandemic. Additionally, paid media and continuous marketing efforts resulted in significant performance improvements over previous years, despite the pandemic:
increase YoY in sales/tour leads
increase YoY in clicks via paid SEM efforts
Impressions from earned media efforts