SHAG-Senior Housing Assistance Group

Stevenson Advertising was hired by SHAG to develop a creative approach that would generate phone calls and inquiries for low income senior housing in the Seattle market.

Assignment:Stevenson Advertising was hired by SHAG to develop a creative approach that would generate phone calls and inquiries for low income senior housing in the Seattle market.

Objectives:The main goal of Stevenson Advertising’s marketing plan for SHAG was to lease up entire senior apartment complexes in a limited time period.

Strategy & Creative Execution:To achieve the objectives for SHAG, Stevenson Advertising enlisted a senior icon, former Black Angus Restaurant owner, Stuart Anderson as spokesperson. The strategy was to invite seniors to take a look at the senior apartments as invited by Anderson in his trademark cowboy hat. The commercials focused on the amenities, low rent and included utilities, with a tag from Anderson, “Tell em Stuart sent you.” The commercials were also aimed at qualifying seniors since only lower income seniors could rent at SHAG.

Media strategy:Research told us that seniors over 61 were watching a lot of daytime television and lower income seniors had a number of favorite daytime shows. By doing high frequency schedules at a time when seniors could pick up the phone and call, the SHAG phones were overwhelmed with calls and leasing increased greatly.

Campaign Achievement:Since these early days, SHAG has been using television to lease apartments and has successfully filled over 28 senior housing apartment complexes in Washington. Although SHAG has increased its overall marketing volume adding newspaper, direct mail and online advertising, television remains its most successful lead generator.