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New Ad Campaign Demonstrates the Differences in the Details
THE CLIENT:
Rae-Ann Nursing Facilities is a family-owned business that operates four skilled nursing facilities and an assisted living facility in Northeast Ohio. Rae-Ann has five facilities in the greater Cleveland area.
THE CHALLENGE:
Rae-Ann faces competition from several other skilled nursing and assisted living facilities in its primary market area, including some national companies. To develop a distinctive brand and market position in this increasingly crowded marketing environment, Rae-Ann looked to Gianfagna Strategic Marketing to create a new advertising campaign that would encourage prospective residents, their families, and hospital personnel to discover the difference that results from Rae-Ann's family ownership and dedication to excellence.
THE GIANFAGNA SOLUTION:
To spotlight the attention to detail which differentiates not only the quality of care provided at Rae-Ann but also the environment in which it is delivered, Gianfagna created a new advertising campaign showcasing individual Rae-Ann employees who exemplify the company’s philosophy. In an industry beset by high turnover, the ads also served to convey the longevity and personal dedication that characterizes Rae-Ann staff members.
The first ad in the series featured maintenance supervisor Raul Lozada, whose award-winning gardens delight residents and their visitors at Rae-Ann’s assisted living facility, the Belvedere of Westlake.
THE RESULTS:
This creative advertising campaign has helped Rae-Ann strengthen its brand identity and market position by conveying Rae-Ann’s unique value: the staff members at every level who consistently deliver the Rae-Ann difference every day.
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