The Brief

Stonehill Communities is a multi-acre aging services complex located in the Midwest. Plaid Swan was tasked with providing the organization with a new, vibrant brand as well as creating a marketing strategy to better communicate that Stonehill was not a “nursing home.” With services ranging from Independent living, assisted living and Hospice to outpatient therapy, a state-of-the-art Wellness Center, and so many more outpatient services, the challenge was to capture local and feeder markets so they would view this campus as a valuable component to their healthcare strategy.

Our Solution

Plaid Swan collaborated closely with the client to determine how they were currently perceived and what emotion they wanted a new brand to generate. The previous logo was dark and religious in nature. Plaid Swan created a vibrant red logo using a lotus flower for the icon as this flower represents rebirth. A strategic marketing plan was created to change the vocabulary, messaging, and market position of the organization. Advertising was revamped to show success vs need and active, vibrant older adults were shown in photography along with moving lesser-known services to the forefront. Plaid Swan continues to be the agency of record for Stonehill Communities, ensuring that the brand stays the course.

The Result

The community’s perception of this campus changed in a massive way in a brief period. Stonehill Communities quickly moved from “Old, tired and nursing home” to becoming the go-to place for everything to do with ageing services. The feeling at the campus becomes active, busy, and vibrant. The organization quickly moved in to the most respected #1 spot among their competitors. Since the rebranding and marketing efforts were put in place, Stonehill has undergone a large expansion and remodeling, adding a Caregiver Resource Center for people taking care of family members at home and most recently the all new Stonehill at Home. This service is provided in home, non-medical care for older adults that choose to remain in their homes.

Noteworthy wins:

  • During COVID, Stonehill continued their marketing efforts and advertising while other facilities turned everything off. This resulted in them remaining full during the virus and coming out of the pandemic with a waiting list of residents.
  • They are clearly the most respected older adult aging services facility in the tri-state area.
  • Stonehill was able to get through the post-pandemic employment slump without ever using Agency (traveling nurses) They held on to their team and continued to attract valuable new employees due to their reputation in the market.

Cedar Rapids, IA
Dubuque, IA

(563) 556-1633 ext. 2


P.O. Box 1623
Dubuque, IA 52004

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