WORKING TOGETHER

Prepared for Piper JaffrayOctober 21 , 2014

MICHAEL PAVONE PRES IDENT/CEO/PARTNER

E: MPavone@VarsityBranding.com

P: 717.497.8330

JOHN BASSOUNAS EVP SALES AND MARKET ING/PARTNER

E: JBassounas@VarsityBranding.com

P: 717.497.2675

DEREK DUNHAM VP CL IENT SERVICES

E: DDunham@VarsityBranding.com

P: 717.991.3268

JACKIE STONE SALES CONSULT ING/CL IENT SERVICES

E: JStone@VarsityBranding.com

P: 585.750.3864

WHO WE ARE

Varsity is the leading full-service strategic sales and marketing firm focused on winning the mature market.

WHO WE ARE

OUR EXPERIENCED STRATEGISTS SPECIALIZE IN THE FOLLOWING DISCIPLINES:

AGE/INCOME QUALIF IED

LEADS

EMOTIONALLY RELEVANT BRAND

MESSAGE

At Varsity, our in-depth research process informs strategies that express the essence of your clients’ organizations—their core truths. When we find the position that only one community can own, the prospects that respond are qualified not only by age and income, but also by an emotional connection to the brand. It’s all about quality versus quantity.

We believe that the strongest results come at the intersection of age- and income-qualified leads and an emotionally powerful brand message.

CREATIVE

DIG ITAL

PUBL IC RELAT IONS

MEDIA

INTERACT IVE

SALES CONSULTING

RESEARCH

STRATEGY

WHAT WE OFFER

WORKING TOGETHER EFFECTIVELY IS ALL ABOUT PARTNERSHIP.

We want to be viewed as a trusted adviser to the communities you serve in pursuit of occupancy goals. We have a national reputation for producing strong returns on marketing investments. We partner with communities and build their brands, drive quality leads, and, in turn, keep their living spaces full. We do this with a keen sense of what the future looks like to the next generation of retirees. Our perspective is fresh and focused on creating a competitive advantage.

COLLABORATION OPEN DIALOGUE

HONESTY TRUST

PARTNERSHIP

New York’s only equity-based CCRC sought to market a priority program that aligned with its upcoming expansion.

SOLUTION: Our propriety research approach led to the position “Destination Ownership,” which we executed in events promoted by direct mail, print, and PR.

RESULTS: The initial event yielded a 29% response rate and a 53% conversion rate for deposits. 54% of deposits were secured in the first month.

This faith-based CCRC in Carlisle, PA, needed to attract seniors with deeply held religious beliefs while making it clear that it welcomed residents of all faiths.

SOLUTION: We rebranded the organization and are currently implementing a comprehensive sales and tactical marketing plan, including sales consulting and a comprehensive CRM program.

RESULTS: There was an immediate increase in qualified traffic and the beginning of a census turnaround.

This CCRC needed to compete in the crowded Philadelphia market.

SOLUTION: We rebranded the organization and are currently implementing a comprehensive tactical marketing plan, including digital marketing and lead generation.

RESULTS: Meadowood met a 12-month move-in goal six months ahead of schedule.

Our deep understanding of the senior living category comes from our experience dating back to 1992 as well as the insights gained from our two immersive research studies, Project Looking Glass and Project Looking Glass II. The following are a few of the over 100 communities with which we’ve partnered.

This Lancaster, PA, CCRC needed to sell their existing community while expanding into new areas.

SOLUTION: We rebranded the organization and are currently implementing a comprehensive tactical marketing plan, including event management and lead generation.

RESULTS: We launched the brand with a downsizing event that attracted 106 attendees, plus an additional 20 who were placed on a list for a second event.

SOME OF OUR PARTNERS

This CCRC in Plantation, Florida, had a 66% independent living occupancy level.

SOLUTION: We distilled research findings into a brand strategy with the position “Right Where You Belong,” which informed a comprehensive tactical marketing plan, including digital marketing and tools for lead generation.

RESULTS: We generated 18 sales in four months. The parent organization ranked the community #1 out of 13 locations for 2013 Q4 sales.

THE PARADIGM IS SHIFTING—THE FUTURE IS NOW.

The expectations of communities will forever change with the next generation of retirees. Communities that embrace this change will prosper.

Over the past two decades, we have created effective strategies for many types of senior living projects—from new construction, to renovations, to expansions. We connect with prospects in ways that clearly communicate each community’s core truths, because that’s where sales lie.

We are passionately focused on giving your projects—and your investments—the opportunity to grow and prosper.

Cheers,

Michael Pavone President & CEOWHY VARSITY ?

VarsityBranding.com

@VarsityBranding

Blog: VarsityBranding.com/prime