TV Creative Concept Presentation by dani.bourassa

2023 ENTERPRISE TV CAMPAIGN CONCEPTS

O6.20.22

Melissa Borgerding, Copywriter

Dani Bourassa, Art Director

Zach Cheney, TV & Digital Content

Next Steps

Recap • Considerations • Concept 1 • Concept 2 • Concept 3 •

AGENDA •

RECAP

• Develop a TV campaign designed to create awareness, educate and motivate prospects to learn more about ESL communities.

• Each individual spot will have a total package message.

• Creating :60, :30 and :15 versions.

• With all executions, the final spots will ensure a strong brand presence.

CONSIDERATIONS

• We worked with Studio Center in the preliminary concepting phase.

• Due to trends in media buying, we will create and present the :30 first and build the :60 after approval. The :60 will follow the same execution but have time for additional messaging.

• For multi-community spots, ESL verbiage will be in the body of the commercial. The closing voice over will state both communities and the backpage will feature combo logos.

• For trio :60 spots, the first half of the commercial will the :30 campaign spot, and the second half will be the :30 locator spot. For :30 spots, the :30 locator spot will be used in place of the :30 campaign spot.

CONSIDERATIONS

• Based on design competitor watch findings, when shooting we will look for opportunities to use brand colors in the environment.

MORE THAN SENIOR LIVING

Concept 1

MORE THAN SENIOR LIVING | Concept 1

Using vibrant lifestyle footage and an upbeat voice over, this concept shows that the scope of Erickson’s services, combined with our focus on well-being and financial value is a key differentiator. By heavily integrating brand colors and fonts, this concept further distinguishes Erickson and our communities as premiere senior living communities and so much more.

MORE THAN SENIOR LIVING | Concept 1

Visuals

MORE THAN SENIOR LIVING | Concept 1

Concept Script

VO: Highland Springs is more than senior living.

VO: We’re North Dallas’ premier community for active living.

VO: Healthy living.

VO: Easy living.

VO: Secure living.

VO: Vibrant living.

VO: More than senior living: this is Highland Springs living.

ANNCR: More freedom. More value. More peace of mind. Get more from your retirement at Highland Springs. Call or visit us online for your free brochure.

MORE THAN SENIOR LIVING | Concept 1

Inspiration

MORE THAN SENIOR LIVING | Concept 1

Benefits

• ESL and community colors and fonts are boldly used throughout spot, increasing brand recognition.

• Strong callouts allow the spot to convey messages visually even without audio.

• Short, concise lines allow for more messaging points.

• Gives us the ability to highlight different aspects of retirement: social, active, quiet in apartment, etc.

• Easily adaptable to different messaging, including weather.

• The clips of footage used in the spot are not dependent on one another. That makes replacing and/or updating footage to refresh spots, or to comply with resident retention policies very easy.

VOICEMAIL Concept 2

VOICEMAIL | Concept 2

Through the juxtaposition of visuals and voiceover, this concept allows us to showcase the vibrancy and breadth of offerings at an Erickson community, while also dispelling common misconceptions about CCRCS. In addition, the concept uses a bit of humor to emphasize why a move to one of our communities is the smart decision.

VOICEMAIL | Concept 2

VISUALS

VOICEMAIL | Concept 2

Concept Script

VOICEMAIL BEEP

DAUGHTER VO: Hi Dad. Just calling to check in. I know you were nervous about moving to a retirement community. You were always so busy with the house and keeping up with the yardwork. I hope you are enjoying your free time and keeping busy. OK, well, call me back when you can. Love you.

ANNCR: Make the right call for your retirement. Highland Springs is the premier senior living community in North Dallas. Enjoy vibrant living with peace of mind—at a value that may surprise you.

VOICEMAIL | Concept 2

Concept Script

VOICEMAIL BEEP

FRIEND VO: Hi Carol. I’m calling to say I won’t make it to lunch tomorrow. My furnace went up—wouldn’t you just know it! And now I have to wait around all day for the repairman. It’s always something with this house. I’m starting to think I should move to a retirement community too. Oh, I have to go! The plumber’s calling. (Sigh) But that’s a whole other story.

ANNCR: Make the right call for your retirement. Highland Springs is the premier senior living community in North Dallas. Enjoy vibrant, maintenance-free living—at a value that may surprise you.

VOICEMAIL | Concept 2

Inspiration

VOICEMAIL | Concept 2

Benefits

• Acknowledging misconceptions allows us to better combat them.

• With different versions of this spot, we will be able to focus on single men, single women and couples making the series relatable to all prospects.

• Seniors using technology is front and center, combating another misconception about residents

• Illustrates that moving into an ESL community can alleviate stress for adult children and family members.

• Would be a strong execution for weather messaging. Message from children examples: “I have to shovel myself out to get to the store. Let me know if you need anything.”

• The Announcer portion allows us to bring in more footage so spot is not completely dependent on one resident/couple.

IN A WORD Concept 3

IN A WORD | Concept 3

As the spiritual successor to the A Promise Fulfilled campaign, this concept utilizes vibrant footage, an energetic voice over and residents delivering lines to the camera. Unlike previous executions, the spots in this concept are all built around a single word that repeats in different contexts throughout each script. This tactic adds to the uniqueness and memorability of the concept while also drawing positive associations between our communities and words/phrases that resonate with our audience.

IN A WORD | Concept 3 VISUALS

IN A WORD | Concept 3

Concept Script

VO: This is Highland Springs in North Dallas. We think you’ll love it here.

VO: Here, we have everything you need for a vibrant retirement.

VO: Looking for on-site health care? That’s here. Social groups and amenities? Those are here too.

VO: Oh, and there is also delicious dining.

RESIDENT (lifting glass to camera): “Here, here!”

VO: Need an apartment with room for an art studio? How about here? Or even here?

VO: Or need space to hang your collection of travel photos? How about here, here, and here?

VO: There’s really only one thing you need to know about Highland Springs.

RESIDENT: It’s all here.

ANNCR: Highland Springs. Vibrant senior living at a great financial value. Get your brochure today.

IN A WORD | Concept 3

Script Samples for “Better”

BETTER:

VO: At Highland Springs in North Dallas, we want you to have a better retirement.

RESIDENT (excitedly leading the walking group): “C’mon, we better get going!”

VO: So what do residents have to say about Highland Springs?

RESIDENT: (to camera) It doesn’t get much better.

IN A WORD | Concept 3

Script Samples for “Living”

LIVING:

VO: At Highland Springs in North Dallas, you’ll find everything you need for vibrant senior living.

VO: Like amenities to help you stay well, feel great, and keep on living your best life.

VO: Life here is free from maintenance, so you can spend less time worrying—

RESIDENT: (to camera) And more time living!

IN A WORD | Concept 3 INSPIRATION

IN A WORD | Concept 3

BENEFITS

• The spot directly points at different amenities.

• Not only lists amenities, but also points out how these amenities can benefit a prospect.

• With the style of the spot and number of amenities highlighted, the community will have an overall vibrant feel.

• With residents talking to camera and a faster pace this campaign is reminiscent of the Promise ads that have been airing. This makes the audience identify them quickly as an Erickson spot.

• This campaign lends itself well to a weather message. A completed spot can be updated adding in a winter message. For example:

o Here version:

o VO: And the community is completely connected so you never have to worry about the weather.

o Resident (walking with friend in link) “I hear its bad out today” *shrugs*