Royal Oaks Case Study

 

Royal Oaks in Sun City, AZ is one of only five Fitch A rated CCRCS (the highest financial rating CCRC standard).

 

The continuing care retirement community offers 349 independent living apartments and villas and 124 nursing beds. Over the past three years, the community has invested in extensive capital improvements including addition of larger apartments, enhanced dining options, creation of a new Assisted Living area, and the addition of a Life Enrichment Center complete with indoor/outdoor pools, fitness areas and spa.

 


 

The Role of SMS at Royal Oaks

 

SMS joined the Royal Oaks team in 2010. SMS reviewed prior marketing feasibility studies, then updated research with competitive analysis and consumer focus groups for recommendations on apartment/villa refurbishments, pricing incentives and programs for enhanced move-ins.

 

SMS assisted in the recruitment, interview and orientation of a new Director ofMarketing. SMS provided a Marketing Plan workbook for advisory role in updating marketing plan and participated in Board Meeting and Retreat for strategic marketing. SMS currently has a limited advisory role through initial implementation of marketing recommendations including new collaterals, updating web site, restructuring marketing team and enhanced lead management systems.

 

 

SUCCESS:

Sales doubled in a 60 day period, reaching highest occupancylevel in the past 18 months.

 

" I value a professional network and trusted referral resources, when we first heard of Karen it was her depth of experience over the past twenty five years combined with being a team player that contributed to the right fit for Royal Oaks. Senior Marketing Solutions collaborative approach was on target and provided invaluable insight on the enhancing our marketing systems to reposition our marketing position in today's competitive market." - KendraEberhart CEO

 

"Our leadership has continued to be on the cutting edge from our Fitch A rating to our $40 million renovation and expansion of our Continuing Care Campus, however having the marketing expertise to revamp our marketing efforts required a professional team. Senior Marketing Solutions provided this resource using a marketing audit approach as the foundation to restructure our marketing department, participate in the recruitment and orientation of a Director of Marketing, and provide our leadership team and board the strategic insight we need to move forward." - Don MaysCFO

 

 

www.royaloaks.com