DEVON MANAGEMENT

Branding

Devon is unique, in that properties are developed, built, owned, and maintained by them. This connection with their properties from the very beginning gives them an edge over their competition, being completely invested in the success and longevity of each location.

With expectations of tripling in size within the next three years, Devon Management was at the point in its evolution that it required a thoughtful and strategic approach to its marketing communications.

We developed strong, comprehensive and well thought-out brand tactics to unify all properties under the Devon brand umbrella, attract interest and tenants, help maintain a low vacancy rate, and build a foundation for the future.

In a nutshell, when people are looking for senior or workforce housing in the Hudson Valley, we want them to say “I want to live in a Devon Community.”

Campaign

Collateral and direct marketing serves the important role of complementing sales and marketing efforts. Two Devon communities needed that extra support. As a visual representation of Devon that could well establish the first impression prospects had, we had to make sure that the direct marketing we developed not only looked great, but spoke to the needs and concerns of those prospects.

Web/Digital

Charged with providing web consultation and content development services, we conducted a full site review and provided a comprehensive outline to their IT team that detailed ways to better utilize photography, update the site’s look and feel, improve navigation, and help create a better sense of who Devon is and why a Devon property is the best choice for affordable senior or workforce housing.

We supported our recommendations with specific content development geared to improve engagement, and shift the site’s voice from bare-bones institutional to warm, friendly, and informative. We combed through residents’ letters to create a stockpile of real testimonials that would speak to the hearts, minds, and trust of their target markets, and developed simple videos that highlight the interiors and grounds of each community.

Most recently, we provided organic SEO content strategy to improve search results for terms and phrases common to workforce and senior housing, address commonly asked questions, and better educate site visitors.

Case Study

The Context:

Devon Management was growing rapidly, and its management understood the value in marketing to ensure future growth and success. With an underdeveloped brand, a lack of consistency across collateral and marketing tools, and a static website that was dated and lacked charisma, Devon Management was looking for a marketing agency they could partner with to create a mature brand that would grab attention and convey who they are and what they are passionate about — providing safe, affordable, high quality, and well-maintained housing for seniors and the workforce.

Devon also enjoyed a low vacancy rate – 1% – across its properties. But as the construction market heated up and Devon continued to develop new communities, creating more choices for consumers even within its own inventory, we knew Devon would have to work harder to maintain a low vacancy.

In addition, as Devon builds more workforce housing, we would need to position the company properly to attract the best of tenants to its communities.


The Solution:

A strong, comprehensive brand and well thought-out marketing program serves to unify all properties under the Devon brand umbrella, attract interest and tenants, help maintain a low vacancy rate, and pave the way for future growth.

We work closely with the in-house marketing team, providing web consultation and content development, organic SEO strategy, creative services, video production, marketing strategy, and brand positioning.

In a nutshell, when people are looking for senior or workforce housing in the Hudson Valley, we want them to say “I want to live in a Devon Community.”