Most marketing/PR people will tell you that business only happens via the web and the days of printed marketing collateral are over. But one of our clients is marketing to an audience who doesn’t live for the internet.
Applewood Estates is a senior residential community targeting 70+ well-heeled seniors. While the community offers a lovely computer room stocked with PCs, this target market still gets ink on their hands enjoying their morning newspaper.
In turn, the Applewood community sends out a very wide distribution of its printed newsletter, which MPW Communications writes and edits. Their content emphasizes the community’s commmitment to safe and comfortable homes, plentiful cultural pursuits, an active lifestyle and friendly residents. Further, while the newsletter offers several images, it also offers plenty of supporting content–understanding that this audience actually has time to read.
Bottom line: Applewood’s marketing team is reaching its target market by talking in a language it appreciates and understands–print.
Feel free to download their latest issue. It presents a classic example of varied content, appealing images and serves as a great asset to selling residences.