INTEGRATED CAMPAIGN–PRINT/DIGITAL/SOCIAL

Resident referral program rebranded & reignited

The Refer A Friend resident referral program has been in existence for many years but was in need of a refresh. Coordinating with multiple cross-funtional teams, a brand-elevating, prospect-engaging, response-driving experience was developed:
• Creative developed a modern look applied across all touchpoints
• The digital team created a new digital registration touchpoint
• Operations streamlined the fulfillment process
• Marketing created robust training materials
Following the relaunch, the reinvigorated Refer-A-Friend program realized record leads, tours and move-ins.
In-community posters and a variety of print delivarables helped amplify the benefits of the program.
Downloadable Outlook email templates could be customized to invite leads into the community. The Refer A Friend program was included in new resident "Welcome" emails. Monthly Facebook posts encouraged participation in the program.
Resident birthday parties included Refer A Friend branding on print and digital invitations and party favors. Staff wore pins reminding residents and families to take advantage of the $1,000 credit.