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Presbyterian SeniorCare

Scope of Services:
Presbyterian SeniorCare (PSC) is western Pennsylvania’s largest regional network of living and care options for older adults and/or persons with disabilities. Through its innovative Longwood at Home program, three main campuses – Longwood at Oakmont, Oakmont and Washington – and more than 55 senior housing affiliates under its SeniorCare Network umbrella, PSC delivers quality care and services to 6,000 older adults each year. For 80 years, the organization has offered a variety of living and care options, including its world-renowned Woodside Place, dedicated to serving people with Alzheimers and other related dementias. PSC holds the CARF-CCAC’s highest accreditation for an aging services network, which reflects its commitment to excellence.

PSC executives engaged A to Z Communications as agency of record to create a new brand identity and increase marketplace awareness for the organization and its affiliates. A to Z was determined to emphasize the award-winning care, individuality, respect, diversity, wellness and quality of life PSC offers.

Initially, we discovered the overall organization and its divisions were represented as disparate and separate brands. A unified brand was the first order of business. A to Z also developed primary and secondary key messages and a family of logos. A complete family of literature and collateral materials were designed and printed, all reflecting the new, cohesive branding.

Once a media plan was approved, A to Z began to create television and radio spots. Mindful of the budget, A to Z produced spots that highlighted the new brand and offered strong messaging centered around “The Gold Standard of Care” and most recently around “For a Life as Unique as You.”

Results:
Creative by A to Z boosted inquires, effectively elevated awareness of Presbyterian SeniorCare and has positioned the organization as the leading senior care facility of choice in the region.

Since 2005, A to Z has handled all aspects of marketing communications including: a family of branding messages and logos; positioning and branding of corporate and divisions; media planning; brochures and collateral materials; advertising; employee relations and recruitment; television and radio spots; annual report; and The Presbyterian SeniorCare Foundation materials.

The relationship between A to Z Communications and Presbyterian SeniorCare continues to be one of mutual trust and strength.