(the courville communities) profile

Location:
Southern New Hampshire
Four facilities

Industry:
Healthcare/assisted living, skilled nursing and rehabilitative care

Client since:
1996

case study
(the courville communities)

GOAL
Preserve Courville’s above-average reputation and maintain a full roster of residents at each location.

BACKGROUND
Located in Bedford, Manchester and Nashua, The Courville Communities are privately owned facilities serving as home to over 270 residents enjoying the later years of their life. All four all-inclusive communities are complimented by privacy and the best in skilled, custodial and long-term care. Temporary rehabilitative services are also available.

CHALLENGE
Differentiating assisted living and skilled nursing facilities can be tough based on industry and state regulations. However, setting Courville apart from its competition has been a main focus of the facility’s marketing for years, so much so that many other facilities often mimic the Courville marketing approach pushing the facility to re-evaluate the creative approach often.

SOLUTION
After taking a look at the marketing audience, modifications were made to include the potential resident as well as the decision-maker, in most cases the child(ren). Then, a robust annual campaign with an aggressive print and broadcast media schedule was created to promote this first-class living arrangement.

A third audience was later introduced when a successful three-dimensional mail campaign was used to reintroduce the medical profession throughout Southern New Hampshire to Courville’s skilled nursing and rehabilitative care staff.

RESULTS
Not only has Courville maintained its above-average reputation and witnessed an increase in the number of residents, but also the privately owned facility has surpassed the industry “beds filled” average.

To this day, The Courville Communities is a trusted household name throughout New Hampshire often recommended by healthcare professionals.