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Albright Care Services, a faith-based not-for-profit corporation, offers a wide spectrum of care options throughout

Pennsylvania’s Susquehanna Valley.

The organization operates two CCRCs, a HUD-approved housing complex, and LIFE Centers offering community-based

services. This diversification of products and services led Albright to partner with Varsity to clarify the branding and

communications strategy for its six locations.

Varsity guided the client through our unique Brand Odyssey process, uncovering internal and external insights that

ultimately resulted in a cohesive brand architecture and strategy.

“ Varsity had a real understanding of our

brand challenges and opportunities. We

felt that their process and capabilities

not only aligned with the needs of

Albright, but also with the evolving

landscape of the senior market.”

– Seneca FootePresident and CEO

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Affordable options. Levels of expert care. Personalized activities and opportunities to nourish mind, body and spirit.

When it comes to providing ready access to abundant senior life – from independent living services to continuing care – our commitment runneth over. As a faith-based nonprofit organization, it is our heritage and our mission to serve seniors with the highest quality care and most meaningful services.

So whether you’re seeking options for your own retirement living or helping a loved one find a caring place, visit Albrightcare.org today. You’ll find am-ple opportunities for the abundant life.

Senior Life in Abundance

When you’re considering where to make the most of your retirement, you want a place that can offer an abundance of opportunity.

Our continuing care communities were created with those opportunities in mind – providing a continuum of care from independent living to skilled nursing and short-term rehabilitation. With experienced, skilled staff dedicated to offering the best of hospitality, security and care, Normandie Ridge of York and RiverWoods of Lewisburg provide ample individualized options to nourish the mind, body and soul.

Imagine affordable retirement living that provides a wealth of opportunities. You’ll find it at RiverWoods. Visit Albrightcare.org today for more information and to schedule a visit.

Senior Life in Abundance

RiverWoods Senior Living Community | 3201 River Road Lewisburg, PA 17837Telephone: (570) 522-6234 | Email: [email protected]

Asbury partnered with Varsity to assist in the development and execution of its strategic initiative named Advancing

Organizational Excellence (AOE). In the past, Asbury had what it called its “brand pillars,” which were segmented

initiatives across the organization. AOE is the initiative to tie them all together. The new brand position of Anticipate

More now guides all Asbury interactions, processes, learning and growth to be measured.

We launched this effort internally at a leadership conference with a video and presentation accompanied by collateral

explaining the premise. It is rolling out more extensively at each community, along with a new identity system – logos

that unite each community under a common look while maintaining an independent, local spirit. We’ve also extended

this position to the marketing communications to prospects at select communities under the Asbury umbrella.

PMS 654 PMS 7550

Original Logos Redesigned Logos

PMS 654 PMS 7550

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Comprehensive identity system

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Employee awareness signage

VISION:

CORE VALUES:

MISSION:

anticipate moreCommitment to residents, associates, volunteers and partners

Stewardship and financial strength

Quality and innovation

Integrity

Advancing excellence— each moment, every hour, every day.

Doing all the good we can by:

• enriching the lives of those we serve

• encouraging continued growth and learning

• embracing individuality

• enabling personal fulfillment and dignity through the entire span of life


VISION:

CORE VALUES:

MISSION:




Integrity

Doing all the good we can by:





VISION:

CORE VALUES:

MISSION: Doing all the good we can by:








Integrity


Closely affiliated with The Alliance, an international, missionary church, Chapel Pointe is a continuing care

retirement community located in Carlisle, Pennsylvania. Varsity’s challenge was to communicate to potential

residents that seniors who held deeply felt spiritual beliefs would be most comfortable here, while making it clear

that all are welcome under its roof.

The agency worked closely with the leadership and the residents to develop a strategy that reflected the nature of the

community. Logo design, theming, language and color palette were then created; all were evaluated based on the degree

to which they reflected that strategy and the degree of enthusiasm they generated among both staff and residents.

The new marketing materials were married to a string of strong promotional events and 70th year anniversary offers.

The result was an immediate increase in qualified traffic and the beginnings of a census turnaround.

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Logo redesign

Original Logo Redesigned Logo

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Redesigned website

Original website Redesigned website

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Direct mail

FOOD FOR THOUGHTTHE MOST IMPORTANT PART OF OUR COMPLIMENTARY HARVEST LUNCHEON

Learn about your Medicare options.

Open Enrollment ends Dec. 7.

Chapel Pointe at Carlisle770 South Hanover StreetCarlisle, PA 17013

APPETIZER Presentation and Q & A:

“Your Medicare Options During Open Enrollment,” by Chapel Pointe Insurance

Counselor Jerry Slothower

MAIN COURSE Delicious fall fare served in a festive setting

DESSERT Tour our beautifully landscaped 8-acre campus,

spacious independent living apartments and The Households, our innovative nursing concept.

DATE AND TIME Tuesday, November 19 at noon

EMAIL: [email protected]

Space is limited, so please RSVP today at 717-249-1363.

Our Complimentary Harvest LuncheonMenu NONPROFIT ORG

US POSTAGEPAID

HARRISBURG PAPERMIT NO 583

Sales kit

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Located in sunny Lakeland, Florida Presbyterian Homes is a welcoming, close-knit neighborhood situated on the

banks of Lake Hunter.

While the community enjoys the advantages of full capacity, an active waiting list and a solid capital improvements plan,

it remains focused on demonstrating value to both current and prospective residents on an ongoing basis.

Varsity has been working to redefine the brand as a true representation of its commitment to a resident-centered culture.

While research conducted with current and prospective residents informed us that this concept resonated with our

target, we needed to take the idea one step further.

What resulted is a positioning centered on “tailored retirement living,” with communications demonstrating how that

concept applies to every aspect of residents’ lives from the moment they set foot on campus.

FLORIDA PRESBYTERIAN H O M E S

FLORIDA PRESBYTERIAN H O M E S


Logo redesign

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Website

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Direct mail

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Located at the foot of the Rocky Mountains in Boulder, Colorado, Frasier Meadows offers the unique combination of

natural beauty and the full continuum of retirement living.

While the community’s population remains strong, its aggressive growth goals present a significant marketing challenge.

Additionally, Frasier Meadows struggles with how to target and attract the attention of younger demographics.

Varsity is working with the community on new brand positioning and accompanying creative materials – a new logo,

website, ad pieces and location photography – that will reflect the active, healthy lifestyle of the region, resonate with

current and potential residents, and remain relevant for years to come.

Logo redesign


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Print advertising

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Website

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Good Shepherd Village, the first fee-for-service retirement community in New York state, was the vision of its parent

company, Good Shepherd Communities, a name that has been synonymous with quality care for seniors in the

Binghamton region for more than 140 years.

The charge for Varsity was to communicate a compelling vision for the CCRC while it was still in its planning stages.

Through our partnership, Varsity was able to translate that vision into reality by means of an integrated marketing

communications plan that positioned the community as the premier regional destination for retirement living. Our

work resulted in 100 priority reservation deposits in a three-month period, enabling the organization to move from

groundbreaking to completion well ahead of schedule.

“ We’re more than just a retirement

community, but not many people knew

that before we started working with

Varsity. Now we’re well known for

our rehab services and our long term

care. That’s the power of a targeted

marketing campaign.”

– Michael Keenan, President and CEOGood Shepherd Village and Fairview Home

Print advertising

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Established in 1988, Wil Hallman Retirement Development is a specialized builder of managed independent living

retirement communities. Located in Pottstown, PA, the company has built numerous communities throughout the

Philadelphia region, including Sanatoga Ridge and Buchert Ridge. Hallman communities offer a “CCRC without the

continuing care,” on the premise that healthcare should be an option residents can seek out independently.

Although Hallman had a vision for the expansion of new neighborhoods, the company was not in a position to

market that plan creatively.

Through our process, Varsity developed a name, logo, brand expression and print campaign to support the client’s

evolution. The name “Hallman Retirement Neighborhoods” now captures the essence of the brand’s current product,

while positioning the builder as the premier creator of neighborhoods through its turnkey development process.

Logo redesign


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The Army Distaff Foundation and Knollwood have strong ties and a shared mission. Located in Washington, D.C.,

Knollwood is the first military retirement community in the country. Since Knollwood opened its doors in 1962, it has

been owned and funded by the Army Distaff Foundation, a non-profit organization that was founded to care for retired

military officers and their families.

Our challenge was to update the brands of both organizations while paying homage to their roots. We were tasked with

facilitating the strategic planning process, establishing a new brand identity, and developing a comprehensive website

that would serve the needs of both groups. It was important for the new branding to reflect the close relationship

between the two organizations while keeping their needs in balance.

The agency worked closely with leadership to develop the new branding work, which included logo design, color palette,

brand standards and an integrated, easy-to-navigate website. The ultimate result was well received by both Knollwood

residents and the Army Distaff Foundation staff. We are currently implementing a comprehensive tactical marketing

plan to roll out the new branding, including digital marketing and tools for lead generation.

Logo redesign

Original Logos Redesigned Logos

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Website

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Sales kit

“ The location is wonderful.

You’re in the nation’s capital,

but tucked away in a green,

quiet setting.”

– Knollwood resident

GARDENS

Private garden plots allow residents to create and

maintain their personal gardens.

PUTTING GREEN

A professionally groomed, bentgrass putting green is

maintained in the center of Knollwood’s grounds.

ROCK CREEK PARK

Knollwood overlooks and borders Rock Creek Park,

the country’s second largest urban park. Maintained

by the National Park Service, Rock Creek Park

features a public golf course, riding stables, ball

fields, picnic areas and miles of paved trails for

walking, biking or jogging.

DISCOVER THE DELIGHTFUL NATURE

of our communityWALKING PATH

A walking path circles Knollwood’s perimeter,

winding through the 745 trees on campus.

ACORN FALLS

Residents can enjoy a relaxing break by the tranquil

waterfall that flows into a pond on our patio.

“ The location is wonderful. You’re in the nation’s capital, but tucked away in a green, quiet setting.” – Knollwood resident

GARDENSPrivate garden plots allow residents to create and maintain their personal gardens.

PUTTING GREENA professionally groomed, bentgrass putting green is maintained in the center of Knollwood’s grounds.

ROCK CREEK PARKKnollwood overlooks and borders Rock Creek Park, the country’s second largest urban park. Maintained by the National Park Service, Rock Creek Park features a public golf course, riding stables, ball fields, picnic areas and miles of paved trails forwalking, biking or jogging.

DISCOVER THE DELIGHTFUL NATUREof our community

WALKING PATHA walking path circles Knollwood’s perimeter, winding through the 745 trees on campus.

ACORN FALLSResidents can enjoy a relaxing break by the tranquil waterfall that flows into a pond on our patio.

ADMISSIONS PROCESS

Application is submitted, along with documents verifying military eligibility and $1,500 application fee.

Applicant receives Disclosure Statement and mandatory enclosures, as required by the District of Columbia’s Continuing Care Retirement Communities Act of 2004.

Applicant submits signed Disclosure Statement Acknowledgment.

Priority number is assigned.

Admissions Committee reviews application. If application is accepted, approval letter and contract are sent to applicant.

Applicant returns signed contract with $3,500 contract deposit toward admission fee.

Applicant’s name is placed on waiting list in priority number order.

All money deposited earns interest, which is credited toward admission fee balance when an applicant becomes a resident.

A Foundation representative informs applicant when an apartment of his/her choice will become available.

Applicant accepts or rejects offer without forfeiting priority number.

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MAP TO KNOLLWOODNorthwest Washington, D.C., Area

In 1959, the Army Distaff Foundation was founded to provide impoverished widows

of Army officers with affordable housing. A seal was created to express the Foundation’s mission. Both the seal and its motto, “Colent Arma Militum Uxores,” which means “Let Arms Honor Its Women,” symbolize the Foundation’s commitment to these unsung heroes of the military.

In 1962, eligibility for housing and services was extended to other female relatives of retired Army officers. In 1989, the residential campus was named Knollwood, and eligibility was further extended to retired military officers of all services and to their female relatives. In 2013, eligibility and admissions expanded to include the male relatives of retired officers. The Foundation’s services continue to evolve, but its dedication to the American military family remains unwavering.

OUR STORYArmy Distaff Foundation

THE SEAL THAT STARTED IT ALLThe Army Distaff seal shows Martha Washington’s silhouette on a pearl-edge, white diamond, superimposed upon a gold pentagon. The pentagon represents the house, and the diamond symbolizes its female side. The pentagon’s five points represent civic promotion, cultural endeavors, philanthropy, heritage and the spirit of combined effort. The colors of the seal are black for dignity, white for purity and gold for achievement.

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Brochure

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Established to improve the quality of life for seniors, Sodexo Senior Living’s HealthAbilityTM program does much more

than meet basic physical and nutritional needs by taking a multidimensional approach to keeping people healthy, engaged,

active and, therefore, happy.

Sodexo looked to Varsity to develop sales materials that would communicate the unique offerings of the program –

something of a departure for the company.

Our communications plan for HealthAbililtyTM, bolstered by a number of strategic media mentions, has helped to raise awareness

of the product and has solidified Sodexo Senior Living’s position as a thought leader in the retirement living category.

“Varsity has been focused on getting to

the core of HealthAbility and strategically

aligning it with a broader business

development strategy. They immersed

themselves in our business and sales

process. The result has been a branding

strategy guided by a fresh, insightful

perspective on our customers and their

potential residents. We’re poised to emerge

as a thought leader in the category of

wellness and expand our market share.”

– Cindy Lauer, National Service DirectorSodexo Senior Services

8 DIMENSIONS of WELLNESSPhysical Social Spiritual Community

Intellectual Emotional NutritionalEnvironmental

Wellness icons

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86 HOPMEADOW STREET

SIMSBURY, CT 06089

800.969.7696

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