The Virginian "It's In The Virginian" Campaign

The Virginian is a premier retirement community in Fairfax, Virginia, that is being brought back to life. The strategy for this renewed upscale community is to attract a slightly younger, more vibrant independent living audience. They needed a new brand and identity to re-introduce the new Virginian to the community and surrounding target markets.

The resulting brand, lead gen campaign, content, and social media created the perception that there is nowhere else this audience should be. If they weren’t, they’d miss out on a perfectly curated lifestyle for active independent seniors. This was brought to life through digital assets, collateral, and website development. A lead gen strategy and creative was developed and executed to create awareness, generate new qualified leads from the community, and re-engage with existing and past prospects.

The renovation has generated regional attention, while the new brand launch and lead generation campaign has exceeded initial goals by 157%. In addition, inquiries, tours, and conversions have set records for the 32-year-old property.