Tapestry - AcrobatAnt

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Now an established leader in senior living communities, Avenida Partners hired AcrobatAnt early in its career to brand and market a new active adult community in Tulsa, Oklahoma. After the success of the Tulsa launch, Avenida opened an additional community under the same brand umbrella in Oklahoma City. Both communities have since been sold and are under new names and management.

The Challenge

Being a new concept in the Tulsa area at the time—an active community for adults 55 and over—the biggest challenge was to educate the community about its benefits and create demand for a new type of housing. The new brand needed to reflect the mid-to-upscale nature of the amenities while also being welcoming and friendly.

A mockup of marketing materials created by Acrobatant for Tapestry.

The Solution

AcrobatAnt developed a logo, tagline, messaging, signage, and marketing materials leading up to Tapestry’s launch and until occupancy goals were achieved. To educate in an authentic way, we hired a local person to act as spokesperson on behalf of the community. After she learned more about the community in her spokesperson role, she also pre-leased a unit in the community. The spokesperson was the face of the community at grand-opening events, on morning news segments about how to downsize (and related topics), and in advertising materials. These earned-media efforts worked in collaboration with paid media to educate and create the desired awareness in market.

The Results

Once the Tulsa property was at sustainable occupancy, we worked with Avenida Partners to launch the Oklahoma City property, Grand Tapestry. From our experience with the Tulsa launch, we were able to leverage creative and strategies to achieve pre-lease and leasing goals more quickly than in Tulsa. Additionally, the active nature of the communities spawned the creation of themed recurring events, which we also branded, including Tunes at Tapestry, ActiveMinds, and a power breakfast series.

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