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About the Client
Sinceri Senior Living, formerly known as JEA Senior Living, is a premier, progressive senior living management company with over 35 years of experience, operating communities all across the United States of America. With services including independent living, assisted living, and even specialized memory care, community care teams manage all levels of care, allowing residents to age in place.
The Challenge
JEA Senior Living called upon Big Buzz to assist with a comprehensive and monumental rebrand including an entirely new name. After nearly 40 years of operation, the organization’s leadership team aimed to recalibrate its messaging, communications and overall presence in the industry. It was important that the new branding reflected the strengths and differentiating factors of its current iteration to showcase its strong suits and emphasize its superiority in the marketplace.
The Solution
The Big Buzz team has considerable experience with full-scale rebranding and has developed proven, replicable processes to ensure consistent success. The agency began by conducting extensive voice-of-the-customer surveys to determine the organization’s distinct selling points in the words of its most loyal resident families. Big Buzz also collaborated with the organization to conduct employee surveys to further elucidate its differentiating factors. The survey data was analyzed and used as the foundation for the new brand messaging, including the brand essence, the positioning statement and three unique differentiators. These elements became the cornerstone of the organization’s new communications, fostering consistency among marketing assets and a showcasing of the elements that made it the most favorable among its best clientele.
The Solution
The Big Buzz team has considerable experience with full-scale rebranding and has developed proven, replicable processes to ensure consistent success. The agency began by conducting extensive voice-of-the-customer surveys to determine the organization’s distinct selling points in the words of its most loyal resident families. Big Buzz also collaborated with the organization to conduct employee surveys to further elucidate its differentiating factors. The survey data was analyzed and used as the foundation for the new brand messaging, including the brand essence, the positioning statement and three unique differentiators. These elements became the cornerstone of the organization’s new communications, fostering consistency among marketing assets and a showcasing of the elements that made it the most favorable among its best clientele.
To develop the organization’s new name, Big Buzz conducted several brainstorm sessions with its executive team and brand ambassadors to identify the words, thoughts and concepts that would best guide the naming process. Next, the Big Buzz team employed their marketing expertise to generate a list of potential names in four categories: functional, personal, brand core/generic, and brand core/evocative. A strong brand core/evocative name evokes an emotion, ties back to the differentiators for which the organization is best known and truly edges out the competition. Over 300 names were considered, each thoroughly vetted by Big Buzz for memorability, resonance with the brand, availability and potential conflicts. Ultimately, the brand core/evocative name Sinceri was chosen, a reflection of the organization’s sincere and genuine nature.
LOGO SKETCHES
BLACK AND WHITE LOGO OPTIONS
BLACK AND WHITE LOGO OPTIONS
FINAL LOGO AND COLORS
Marketing Materials Design
With the new brand and logo came the need to update the company’s corporate and community-based marketing materials. Big Buzz created dozens of assets for the client, including business cards, letterhead, envelopes, print ads, digital ads, brochures, folders, booklets, inserts, among many others.
The Results
As of September 1, 2021, JEA Senior Living officially rebranded to Sinceri Senior Living and adopted the brand messaging strategy developed by Big Buzz. The agency assisted Sinceri throughout the entire rollout and announcement process, including video production, website design mockups, revised website copy, internal and external email announcement campaigns, social media posts, and more.
Big Buzz is proud to have assisted this prominent senior living operator with such a large-scale recalibration of messaging and communications. In the time the rebrand took place, the organization acquired 10 properties, continuing to strategize with Big Buzz on how to efficiently fold new locations into the brand to continue to grow and scale.
The Results
As of September 1, 2021, JEA Senior Living officially rebranded to Sinceri Senior Living and adopted the brand messaging strategy developed by Big Buzz. The agency assisted Sinceri throughout the entire rollout and announcement process, including video production, website design mockups, revised website copy, internal and external email announcement campaigns, social media posts, and more.
Big Buzz is proud to have assisted this prominent senior living operator with such a large-scale recalibration of messaging and communications. In the time the rebrand took place, the organization acquired 10 properties, continuing to strategize with Big Buzz on how to efficiently fold new locations into the brand to continue to grow and scale.
Download the Case Study
The post How Big Buzz Renamed and Rebranded a 60-Location Senior Living Operator appeared first on Big Buzz.
