Foil blocked brochure cover
A sample of the Audley approach
A set of product brochures
A full set of brochures for Audley Mote House
An Audley retirement village provides a luxurious quality of life for those who value their independence, yet recognise the worth of personal help and nursing care if needed.
Audley sells a lifestyle. Rather, it offers a lifestyle - those inclined to listen are not the people who want to be sold anything. This is no impulse decision. When you’re considering your immediate future, you think hard and take time over the decision. Especially when that future acknowledges the passing of time and the need to think about things you’d rather not consider.
As it stood, the brand was predictable and cliched. A competitive audit revealed the language targeting this audience was patronising. We needed to stand apart.
The task was to find credibility, consistency and trust. To excite and engage with facts and substance.
With every aspect of communication, it goes without saying that a deep understanding of the people you’re talking to is important. In this case, it was paramount.
Of course, the visual aspect would play a key role. It needed to be striking, yet distinguished. A clear, classy reflection of the quality of living on offer from Audley.
But the more we looked at the profile of an Audley resident, the more we came to appreciate that the tone of the copy would provide a crucial platform for the whole marketing approach.
It was important to look not only at current customers, but also ‘family influencers’ – those who would possibly have as much input into the buying decision as the buyers themselves.
In constructing a profile of the buyer, we looked at their needs and expectations. Their views of the society in which they lived. What they would be leaving behind and what they would be moving to. And how they would be influenced by loved ones.
Research and interviews helped to solidify an impression of the people Audley’s marketing would be speaking to. It provided the insight that allowed us to answer their thoughts and desires without having to guess or patronise.
A tone of voice emerged that was not only clear, respectful and personal, but also unique to Audley. With a new look that elegantly introduces this clear, confident voice, the company offers sense, empathy and insight. Who wouldn’t respond to that?
Since the introduction of the new branding across all marketing materials, each of the Audley retirement villages has seen an increase in calls, appointments and sales.
Revamping a brand is more than just changing a logo. Knowing the audience is everything. That’s why it’s especially pleasing for us that Audley’s national marketing manager has praised our “depth of understanding for the brand and how it needs to be communicated to the public”.
The website that Voyage designed and built has been instrumental in overhauling awareness of the Audley brand – Voyage have a real depth of understanding for our brand and know how it needs to be communicated to the public.
- Maureen Wickerson, National Marketing Manager