Website & Community Newsletter

The Spires at Berry College, a full-service CCRC, came to Inspire after launching a new website which reflected many of the same issues as the community’s overall marketing. From the consumer standpoint, The Spires felt disjointed with a lack of cohesion between the levels of living and a disconnect from Berry College, the university campus the community is built on.

Despite being a newly designed site, one of our first priorities when onboarding The Spires was to improve the site’s user experience by streamlining both content and navigation. We prioritized the consumer’s perspective when building the site architecture – simplifying the array of senior living and senior care options and providing clear, easy-to-access answers and resources.

With the launch of the new user-experience driven website, visitors are no longer overwhelmed by content and can more easily find the information they are seeking. Additionally, users spend more time engaging with the site and ultimately take the next step to contact the community in their decision-making process.

From an offline perspective, the community’s marketing program had similar issues. It was fragmented with independent living and health services having different branding and different names, despite being a CCRC. The community’s culture was not being communicated clearly or leveraged which was a tremendous missed opportunity given its unique integration with Berry College. One example of how this cohesion and connection is now being shared with potential residents and their families is the community’s monthly marketing newsletter, The Spires Summit. Now this re-imagined piece not only serves as the marketing newsletter, but is also an effective sales tool with multiple applications and an extended shelf life, used by the team to illustrate the community’s lifestyle and benefits in a way the collateral package cannot.