Philadelphia Protestant Home
3rd3rd repositioned Philadelphia Protestant Home as “The Oasis in the City,” transforming perceptions of urban Life Plan Community living and helping increase annual leads by more than 337%, from approximately 800 to 3,500 per year.
Challenge
Philadelphia Protestant Home faced a unique challenge in the competitive Philadelphia market: misconceptions about the safety and appeal of living in an urban setting. The community needed to overcome these perceptions, highlight its active lifestyle and give prospective residents a compelling reason to consider city living.
Solution
3rd3rd developed “The Oasis in the City,” a fresh brand positioning that reframed the community’s urban location as an advantage rather than a barrier. The concept emphasized the active, secure environment of a Life Plan Community while celebrating the convenience and cultural opportunities of Philadelphia. We brought the brand to life through an integrated marketing strategy spanning direct mail, PPC advertising, email marketing, paid social media and print advertising, creating a consistent message across multiple channels to build awareness, engage prospects and drive inquiries.
Results
The repositioning and integrated marketing campaigns helped drive a dramatic increase in market interest, with average annual leads growing from 800 to 3,500, an increase of more than 337%. By challenging misconceptions and delivering a compelling brand story across digital and traditional channels, 3rd3rd helped Philadelphia Protestant Home reach a broader audience and significantly strengthen its lead generation.
