John Knox Village

With more than 2,000 residents, John Knox Village of Lee's Summit, MO is one of the largest continuing care retirement communities in the US. It also offers home health and hospice services to individuals, hospitals, nursing care centers and other retirement communities in the greater Kansas City metropolitan area.

John Knox Village asked us to develop a comprehensive brand strategy aimed at these objectives:

• Create brand architecture and naming conventions that maximize the potential of the brand across all current and future properties and service lines.
• Develop a comprehensive brand plan and system that complements the growth strategy and powerfully reinforces the brand’s unique promise at key points of customer contact.

Sales Brochure 1

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Sales Brochure 2

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Sales Brochure 3

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John Knox Village Brand Audit

We conducted this study to better understand John Knox Village's strengths, weaknesses, opportunities and threats. The audit was informed by:

• past research
• competitive analysis
• geographic map of John Knox Village and its competitors
• advertising
• other marketing communications vehicles
• web sites
• interviews with John Knox Village employees
• guided and unguided campus tours

Combined with customer research, this step was an important precedent to brand positioning. Learn more about our Brand Audit.

Promotional Campaign 2

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Promotional Campaign 3

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John Knox Village Customer Research

We developed 20 different brand positioning statements and then explored the degree to which they resonated with current residents, potential residents, and adult-child influencers. Learn more about Brand Research.

Email Campaigns 2

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Email Campaigns 3

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John Knox Village Brand Positioning

In a collaborative, facilitated workshop, we led key members of the management team to consensus on a full suite of brand position elements:

• target customers
• brand essence
• competitive frame of reference
• important brand benefits
• brand promise
• brand personality

Learn more about our collaborative and energizing Brand Positioning Workshop.

Direct Mail 2

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Direct Mail 3

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John Knox Village Brand Architecture

Once again, we worked to bring the client group to consensus. We addressed these components of brand architecture:

• Number of separately named entities
• Criteria for becoming a separately named entity
• Levels of relationships between separately named entities
• Naming and other brand identity considerations for each level
• Nature of relationships between the named entities at different levels

The process addressed each of the above for each current and future product service area (new continuing care facilities, products and services sold off campus, etc.) for each major type of marketing vehicle (web site, campus signing, etc.).

Learn more about our Brand Architecture services.

Flash Presentations 2

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Flash Presentations 3

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John Knox Village Customer Touchpoint Management

How to bring the brand essence, promise and personality to life at each point of customer contact? That's the purpose behind customer touchpoint management. For John Knox Village, we created brand 'proof points' (sometimes called 'reasons to believe') at current and completely new customer touchpoints. We looked at pre-purchase, point-of-purchase, immediate post-purchase, and ongoing loyalty touchpoints. Four of the seven which we addressed in detail:

• immediate post-purchase (after the contract is signed)
• campus environment/signage
• employee customer service training
• on-campus community building

Learn more about customer Touchpoint Management.

Tradeshow Banners 2

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Tradeshow Banners 3

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John Knox Village Brand Marketing Plan

Our final step in this project was to integrate all of our recommendations into a multi-year brand marketing plan. We outlined objectives, strategies, tactics, investments and outcomes.

Learn more about our Comprehensive Marketing Plans.

RadioCampaign 2

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RadioCampaign 3

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AnyType 1

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AnyType 2

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AnyType 3

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