Heritage Pointe Communities (HPC) has locations in Warren, Huntington and Fort Wayne, Indiana. It has been a privilege to work with the team at Heritage Pointe Communities to continuously improve its overall digital marketing presence.
Below is an example of some of the results we were able to achieve.
One third of all website visitors come from an organic search — meaning, they found Heritage Pointe Communities by searching for related terms.
As a whole, Heritage Pointe Communities has seen a 20% increase in its census across the three communities in the past 12 months.
Each of the three communities saw an increase in their Facebook following – the largest growth for Heritage Pointe of Huntington at 25%.
Top left: Former Heritage Communities logo. Top right: New Heritage Pointe Communities logo. Bottom left: Former Heritage of Huntington logo. Bottom right: New Heritage Pointe of Huntington logo (each location has its own).
Branding and Logo Design Project
Heritage Pointe Communities has been around for over 100 years. It is strongly rooted in its Christian tradition. The first of the three Heritage Pointe Communities was built in Warren, Indiana as the United Methodist Memorial Home. It was later named Heritage Pointe.
Next, what was formerly known as The Heritage of Huntington was built. Fast forward several years – Heritage of Fort Wayne was built and open for residents. With the Warren location as the root of the corporation as a whole, it made sense on a marketing level to rebrand all three of the communities’ names to equivocate with the history and tradition of the original “Heritage Pointe” name.
Therefore, the corporation of Heritage Pointe Communities represents all three of its locations. The communities are now named Heritage Pointe of Warren, Heritage Pointe of Huntington and Heritage Pointe of Fort Wayne. Brand consistency is now well-established.
From there, our team modified the already recognizable logos to reflect the name change. The image here shows the former logos on the left with the new logos to the right.
With three communities exist three distinct personalities on each campus. After listening to the people of Heritage Pointe Communities and learning the differences (sometimes major!) amongst them, it became clear that each of the three communities should have its own website.
In order to make sure branding remained consistent and ensure consumers would understand all three communities belong to the one corporation, the root website LifeAtHeritage.org was redesigned and simplified. It serves as a landing page to guide the website visitor to their preferred location to learn more and to communicate career opportunities.
The URL names for each location were also important for branding. Therefore, the three brand new sites exist at HeritagePointeofWarren.org, HeritagePointeofHuntington.org, and HeritagePointeofFortWayne.org.
Video and Photo
Heritage Pointe Communities needed updated photography and videography for usage on both web, print collateral, and television. The Clear Elevation team tackled a multi-day, multi-location, multifaceted photo and video shoot to capture necessary media. The client owns all of this media for use in any present or future marketing endeavors.
The photography is being used on the website, on printed marketing materials and on social media channels.
The video footage was edited into two, 30-second commercials that aired on Fort Wayne television. Additional footage is, and will continue to be, edited to suit the needs of HPC.
Director of Marketing, Heritage Pointe Communities
We began working with Clear Elevation a little over a year ago. From my very first meeting with Amy, to meeting the team, to present, it has been evident that they strive to not only meet our needs, but are willing to go the extra mile to meet our expectations.
Clear Elevation has assisted us in completing several projects since our relationship begin in Jan. 2017. Some of them include: four new websites, development of social media on Facebook, blogs, LinkedIn etc…Development and design of new logos, television commercials, newspaper ads, radio commercials, campus maps, all new brochures and sales folders, and photography.
We chose Clear Elevation, partly because we felt a genuine connection with Amy since she has had family reside at our campus; therefore, we felt she had a solid understanding of our heritage. We also felt that being from Roanoke, Clear Elevation would understand the local market we are in.
While we still have room for improvement with our census, Clear Elevation has helped us grow our census, and I firmly believe it is due to the all the new marketing endeavors we have accomplished with their guidance. We have never tried blogging, Facebook (on a regular basis), billboard advertising, along with a few other new marketing strategies.
Amy is a true gem, and I appreciate her passion for meeting our marketing needs. I also appreciate the rest of the Clear Elevation team. They are always polite and professional and strive to exceed our expectations.