Guest marketer: Kevin McCoy, Chief Executive Officer, Independent & Assisted Living, Australian Unity

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Kevin submitted to us this week his case study on the marketing of Australian Unity’s new retirement village, The Grace Albert Park Lake

Australian Unity recently celebrated the topping out of our 19th retirement community, The Grace Albert Park Lake.

An 18-level, the $120 million development, The Grace Albert Park Lake will set new standards in vertical and independent retirement living for inner-city Melbourne.

Check it out HERE

Fundamental to the build of Australian Unity’s The Grace Albert Park Lake retirement community is an appreciation of the market and what matters most when selecting a home for retirement.

With Melbourne’s ageing population forecast to almost triple from 2011 to 2051, there is an increasing number of people seeking a future home that offers world-class design and facilities, an exceptional level of service and the potential for ‘ageing in place’, with a co-located aged care community in the planning phase.

There is also a growing market of older Victorians who want to downsize from the outer or middle suburbs and move into the city and take advantage of everything that Melbourne has to offer.

We worked on The Grace project with the full service marketing agency, Cassette, from the initial strategic planning through to the launch and ongoing project marketing activity.

The scope has included the formulation of the go-to-market strategy, brand identity and style guide creation, development of all digital and printed marketing materials, as well as development of the sales journey for the display residence and marketing fit-out of the two level custom built space.

In a recent interim public relations report evaluating the media placements that have been achieved to date, a total of 25 editorial articles have resulted, representing a total editorial value of $190,000 and providing over 7.8 million opportunities for The Grace Albert Park Lake brand and messaging to be seen.

Messaging and quality measures from the campaign to date include 100 per cent of achieved coverage has referenced The Grace Albert Park Lake messaging, 92 per cent of coverage has included The Grace Albert Park Lake imagery and 32 per cent of coverage has been secured in top tier, targeted media titles.

The first residents are due to move in by next April.

If you would like to be a guest contributor with a marketing story simply email us HERE