ECS Senior Living
Re-envisioning a new corporate brand strategy for a century-old company
reading view
visual view
Industry
Real Estate
100
Years of operation
500+
Employees
600+
Residents
167M
In assets
The case
A non-profit real estate, luxury life plan community management organization facing new market competition and out of date systems from tech stack to marketing, had to re-envision their organization to stave off a reduction in revenue.
Evolving with
the times
When you’re a 100 year old non profit organization, it’s easy to stick to doing things the way they’ve always been done. With for-profit competition with dozens of major national outlets, ECS needed a change. They had 5 websites and multiple communities that acted more like individual fiefdoms rather than a cohesive organization. Creating a new brand foundation and streamlining processes with tech stacks has led to an amazing partnership with YoY growth and revenue resilience.
Brand evolution as cost savings
The brand had fractured over the decades with each community creating their own version and interpretation without oversight. The c-suite needed to regain control to maintain costs and compete with national for-profit corporations. 3FO worked closely with the President and the board to rearchitect and update the brand, giving employees and residents a cohesive, easy-to-use guideline with boundaries. This alignment created time and cost savings and streamlined spending from HR onboarding to sales packets and advertising campaigns.
Tech stack
modernization
Transitioning to a unified digital presence was a complete transformation, requiring a fresh start. We consolidated multiple sites into one, rethinking user journeys, architecture, and content strategy. The sitemap was streamlined, and a content audit ensured only the most impactful material remained. Operationally, we shifted from five separate teams to a centralized system with clear governance and efficient workflows. On the backend, we worked closely with ECS’s IT team to manage servers, integrations, accessibility, updates, and cybersecurity, driven by robust reporting and analysis of performance.
Streamlined sales and marketing
The organization had a sales department based on face-to-face networking and individual contributors creating marketing. Working to update concepts of sales funnels and marketing integration, we created a robust one-stop multi channel marketing calendar, regular touchpoints and processes around sales events, and streamlined ownership of deliverables and assets. This included digital asset management systems, assets that were good for more than a single use, and compliance with regulatory requirements such as HUD and HIPPA.
Client brags
“”We literally combed the entire country for the best partner, and you guys prove that we landed with The Best, every day!
— Jennifer Sonnen, ECS Marketing Manager
Future, forward
3FO continues to support ECS as we move forward into mixed channel marketing, ICP targeting, and digital campaigns.
Whole organization branding increases sales
ECS now executes the brand from the bottom up, reshuffled positions and responsibilities internally, and applied it across departments. As CFO Charlie Rahilly has said “You've built such a good brand foundation, finding all the items we need to optimize, now we are just moving into the practice of marketing”.
Impact and results.
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