Greco Properties – TowerLight on Wooddale
Baby boomers have never been shy about pushing the envelope, and their transition to retirement has been no different. Quick to recognize that baby boomers were soon to start demanding innovative senior housing—and a lot of it—Greco Properties set out to breathe new life into the old model of retirement communities. Its vision was to create a luxury senior living campus that keeps residents socially engaged, physically active, and plugged into the cultural heart of the local community.
IWM worked with Greco to help them develop a brand identity from scratch. Starting with the name, TowerLight, the branding campaign captured both the cosmopolitan sensibility of the nearby Minneapolis downtown and the invigorating, active lifestyle that community residents would soon enjoy. From these premises, IWM designed a dexterous integrated marketing campaign that attracted the attention of upscale seniors and their tech-savvy adult children. Persistent PR strategy and personalized outreach generated 180 qualified leads per month (900 overall) and after five months, Towerlight opened its doors at a grand opening event with more than 400 attendees. It just goes to show that what the boomers taught us is true—when you know what you want, all you have to do is ask.