SENIOR LIVING MARKETING
Whitcomb Terrace Senior Residences
Senior Living Brand Positioning &
Family Decision-Maker Marketing Strategy
Scope
Sub-brand development • messaging strategy • senior living marketing • print and digital collateral • decision-maker content strategy • Google Ads and intent-based advertising • awareness and occupancy campaigns
Capabilities Applied
Brand repositioning and sub-brand development · Messaging strategy and narrative reframing · Decision-maker–focused content strategy · Visual identity direction (warm, non-institutional design) · Print and digital collateral systems (brochure + downloads) · Pricing communication tools (“Peace of Mind Pricing” worksheet) · Website and landing page strategy · Paid search and intent-based campaigns (Google Ads)
The welcome packet guides the decision-maker through the top pain-points to efficiently guide the reader through the value proposition.
Whitcomb Terrace Senior Residences is a senior living community owned and operated by Aspen Valley Health. Because of its hospital affiliation, many prospective families assumed the residence functioned more like a nursing home than a vibrant community for older adults with varying levels of independence and support.
Confluence Brand Strategy created the sub-brand Whitcomb Terrace by Aspen Valley Health to give the residence a more distinct, personal identity while maintaining the credibility of its parent organization. The visual system included a hand-drawn illustration of the building and collateral designed to feel warmer, more residential, and less institutional.
We also developed messaging and brochure copy specifically for the primary decision-maker—most often an adult daughter researching options for a parent. The new materials addressed emotional and practical concerns, including a “Peace of Mind Pricing” worksheet that helped families better understand value, care, and cost.
These efforts repositioned Whitcomb Terrace as a welcoming senior residence, increased awareness, and helped build a strong waiting list.
Stationary suite with updated logo design. The notecard features a hand-drawn image of the residences.
Warm positioning. Confident messaging. Stronger demand.
Bring clarity and confidence
to how you communicate value
We help you shape messaging that resonates with decision-makers and drives action.
Build the system that drives your next phase of growth.
Tell us what you're building, where growth is breaking down, or where you want to go next. We’ll map the system to get you there.
We review every inquiry personally and respond within 1–2 business days.