Foxdale Village Case Study
Foxdale Village, located in State College, PA, is a Quaker directed retirement community situated on 21 naturally beautiful acres, just minutes from Penn State University.
The community offers 148 garden homes and apartments as well as personal care and nursing services. The community is embarking on its first expansion of their community with 57 new apartments, a new wellness area, renovation of common area and dining, addition ofpersonal care and memory support, and renovation of nursing care and rehabilitation facilities.
The Role of SMS at Foxdale Village:
SMS has provided marketing consulting since 2005. SMS provided a marketing audit in 2005 with support in 2006-2008 with marketing plan development, enhancing utilization of REPS and sales systems, and assistance in hiring a new creative agency.
Repositioning of the community included new collaterals, web, print advertising and direct mail. During early Board discussion for potential expansion, SMS advised Foxdale team on strategic marketing to increase Futures List for an "informed and ready" interest list in2009. At recommendation of financial team, SMS collaborated with a larger marketing firm, The Asbury Group, to aid Foxdale Village in their expansion efforts.
SMS has served as a member of the project team since 2009 providing insight on interior design. Karen holds a Bachelor of Science in Interior Design from Virginia Tech. The groundbreaking for the expansion took place in August 2010 and opened to residents in November 2011, achieving 30 move-ins in 30 days and nearly 90% occupancy within six months. SMS is working with team on option and upgrade selections/systems, then preparing for move-in coordination. SMS participated in recruiting/interview/training of a new move-in coordinator.
SUCCESS:
It took only 60 days to reach 70% presales goal with high conversion rate of Futures list and a strong creative campaign.
Project Planning Architectural insight & reference:
Greg Scott with RPLS Architects Lancaster PA (717) 560-9501