Case Studies
Name
Overture
Client
Greystar
TYPE
Senior Living Multifamily
Location
National
CHALLENGE Being the first is significant. Greystar, the national multi-family leader, chose P11 (their trusted strategic partner for many years) to create their first-ever 55+ active adult apartment brand and launch it from the bottom up. Through comprehensive research and strategy, P11 created the vision, positioning, naming, implementation AND ongoing marketing that is now Overture.
TARGET Affluent, active 55+ looking for more freedom to pursue what they love
PSYCHOGRAPHICS Sophisticated, fun-loving, well-traveled, and very social
INSPIRATION World-class symphonies, performances, and art
RESULT
- This highly successful 55+ living brand continues to grow nationwide, and P11 is a huge part of that
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