Meet the residents, marketing campaign
Client: The Botanic Limited Partnership
Content Editor: Smalley Communications
Photographer: Jo Currie
Graphic Designer: TDCG
Moving into a retirement village is a big, often daunting, life change. Many retirees are concerned about how moving into a village will impact their lifestyle. The ‘Meet The Residents’ campaign was created to showcase how residents’ lives have been enriched by moving into The Botanic retirement village.
Each month, a new resident or couple living in the village is interviewed and photographed for the campaign. The body of work produced is always an authentic and relaxed presentation of real residents and their homes.
This straight-up, honest approach to presenting village life provides prospective residents and their families a ‘behind the curtain’ look at The Botanic’s retirement community and culture. It creates connection and familiarity with The Botanic village and fosters a friendly, welcoming atmosphere.
The campaign is promoted through the local Hibiscus Coast magazine as a full-page Q and A style interview. It is also pushed out as organic and paid posts on The Botanic’s social media channels as a body of social tiles. The resident interviews are also sent out to subscribers via email and shared on a digital blog.