Bayview
3rd3rd developed a creative, integrated marketing campaign for Bayview, a nonprofit Life Plan Community in Seattle, turning ongoing construction into a compelling selling point and generating 138 attendees at a single event, eight deposits and a 104:1 return on marketing investment.
Challenge
With 79% occupancy in independent living and 28 vacant apartments, Bayview needed to generate new deposits while undergoing a major renovation. The challenge was attracting prospective residents despite ongoing construction and securing the deposits needed to qualify for additional financing.
Solution
3rd3rd developed a bold marketing strategy that embraced Bayview’s transformation rather than hiding it. Creative campaigns positioned construction as an exciting opportunity to get in early, while chef-led events and culinary experiences showcased the community’s lifestyle. Integrated direct mail, digital marketing and event campaigns helped attract qualified prospects and build excitement around Bayview’s future.
Results
A single event attracted 138 attendees and generated eight deposits totaling $2.4 million, delivering an impressive 104:1 return on marketing investment. The campaign helped Bayview strengthen its market position and attract a younger audience, with the average age of new residents dropping by nearly ten years.
