The Timbers on Blackwell Creek Grand Opening Campaign

The Timbers, a new state-of-the-art assisted living facility nestled in the North Georgia mountains, sought to activate a heartfelt marketing campaign designed to promote their upcoming ribbon-cutting and grand opening efforts. In order to differentiate their location from other assisted living facilities in the immediate area, we implemented an integrated marketing campaign that helped reimagine how prospective residents and their caregiving families view assisted living.



At its core, we launched a marketing campaign that did not emphasize the medical aspects of the facility, but instead positioned The Timbers as a place that offered a lifestyle filled with connection, dignity, and joy. From enjoying chef-prepared meals to discovering new hobbies, forming friendships, and thriving with the right care, each piece of creative emphasized independence, choice, and belonging, which exuded trust, quality of care, and the promise of a vibrant assisted living experience.



With this marketing approach, we created a mix of hyper-targeted print and digital strategies to reach and tug at the heartstrings of adult children researching the right facility for their parents. From downloadable informational brochures and local newspaper print ads to digital event listings, as well as geo-targeted Google and social media ads, we intentionally created and distributed pieces that made a seemingly stressful concept easy, approachable, and at the personalized level of care any child would want for their loved ones. Our local sponsorship strategy rounded out our efforts by activating word-of-mouth and press coverage, further credentialing The Timbers within its tight-knit community.



The results? They exceeded our expectations. Our website traffic increased by more than 50%, tour requests rose by 325%, and event attendance sold out. More importantly, occupancy at the new facility began to grow. Furthermore, by moving the conversation beyond “care” and into “quality of life,” we reshaped the perception of the facility and created a brand that continues to feel welcoming and inspiring, fostering an emotional connection with its target audiences and local community. After a successful launch, The Timbers is one of the fastest-growing assisted living facilities in North Georgia.