Challenge
Beaumont was seen as the “Dr. Pepper” of retirement communities – totally misunderstood.
Beaumont was viewed as being closed with a long wait list, Beaumont also had limited
top-of-mind brand awareness.

Solution
The Merz Group conducted extensive consumer and resident research which led to a branding
platform based on reality (not perception): Beaumont is an upscale community with residents who
are very personable and who own and run the community. Beaumont is a place where you live your life
as you do now, only better. “Life is better at Beaumont.”

Results
Prior to campaign launch there was a 90% occupancy rate. A year after the launch, Beaumont had reached 100% occupancy in apartments and villas. Website traffic has doubled and now close to 50% of all information requests come via the web. The wait list continues to grow and Beaumont is now seen as being “open” and ready to welcome new residents.