Rebuilding Confidence. Filling Homes.

Kingsway Senior Living, The Lutheran Home Association of Belle Plaine

Renewing Confidence

Kingsway Senior Living needed to rebuild awareness and confidence while increasing occupancy following a period of transition. The internal team also needed clear, consistent branding and marketing tools they could use day-to-day. The goal was twofold: strengthen trust with prospective residents, families and referral partners, and convert that renewed confidence into move-ins.

Brand Foundation to Campaign Activation

Neuger partnered with Kingsway to create a unified brand and marketing system supported by a targeted, community-centered campaign. The work began with extensive research, including one on one interviews with residents, staff and community members. We then developed a refreshed brand foundation that clarified Kingsway’s value proposition: faith-focused living, a full continuum of care and a welcoming community designed to support aging with dignity.

From there, Neuger developed practical, easy-to-use tools for Kingsway’s internal team, paired with a multi-channel campaign designed to meet prospective residents and families where they already were. Messaging focused on peace of mind, community, safety and lifestyle rather than facilities alone, reinforcing that Kingsway offers more than rental apartments.

Key Deliverables

Branding and internal tools:

Updated brand identity and brand guidelines
Living options comparison one-pager for clear, at-a-glance decision-making
Informational tri-fold brochure for tours, churches and referral sources
Social media graphic templates for consistent, ongoing use
Updated e-newsletter template for resident and community communications
On-campus photography to reflect real life at Kingsway

Campaign strategy and execution:

Direct mail postcard series tied to seasonal decision points
Print advertising in local and regional publications
Meta advertising with highly targeted geographic reach
Church and community outreach materials aligned with mission and ministry
Campaign landing page with clear calls to schedule tours or request information

Momentum That Filled Homes

The combination of clear brand positioning, consistent internal tools and a focused outreach campaign delivered measurable impact. Kingsway reached 90 percent occupancy, meeting its primary business objective while rebuilding momentum and visibility in the community.

Beyond occupancy, the project equipped Kingsway’s team with marketing materials they could confidently use and reuse, supporting sustained engagement with prospects, families, churches and referral partners well beyond the campaign window.

Client

Kingsway Senior Living, The Lutheran Home Association of Belle Plaine

Services

Advertising
Branding