Acts Retirement-Life Communities

Naming | Consumer

The Situation

Headquartered in Fort Washington, PA, Acts Retirement-Life Communities is the nation’s largest not-for-profit owner, operator, and developer of continuing care retirement communities (CCRCs). Spanning nine states, from Pennsylvania to Florida, Acts operates a family of 26 campuses that are home to nearly 10,000 residents. With a vision founded in faith and guided by a commitment to integrity and “Loving-Kindness,” Acts has been setting the standard for excellence in senior retirement living since opening its first community in 1972.

Acts’ campus in Matthews, NC, formerly named Plantation Estates, combines the most desirable aspects of North Carolina retirement community living with the convenience of a gated suburban campus. Acts has expanded the community with a new 45-acre residential neighborhood that adds modern and spacious apartments, stand-alone villas, park-like green spaces, lighted walking paths, and life-enhancing amenities.

Because of the potentially negative connotations associated with the term “plantation,” Acts commissioned Brandsymbol to develop a new, distinctive, and memorable verbal brand identity for Plantation Estates that effectively communicates the community’s key attributes, ambitions, and differentiating advantages.

The Solution

Utilizing our proprietary i4 Methodology, Brandsymbol worked closely with the Acts team to identify the key tactical considerations to rebrand Plantation Estates, including conversations regarding the marketplace, the community’s profile, Acts’ current naming architecture, the competitive landscape, and trademark considerations. Brandsymbol then created and screened over 600 names, presenting the most highly vetted names in progressive creative presentations. A Final Presentation to Acts’ corporate and local teams and the community’s resident council included our final recommendations based upon a comprehensive Name Viability Report—outlining potential trademark, common law, and URL conflicts—as well as our Internal Stakeholders Survey results.

“Thanks Mike and everyone at Brandsymbol for assisting us through this naming process. It was not only a historic day for Matthews Glen but also the Acts organization, as we had never renamed an existing community. We enjoyed participating in your thorough process and appreciated your willingness to allow for collective brainstorming to find a suitable name. We successfully achieved our mission in positioning this beautiful campus with a name that falls in line with our desire to be more open, diverse, and respectful to all.” -Jerry Grant | Chief Executive Officer | Acts Retirement Life-Communities

The Success

In less than 6 weeks Brandsymbol produced a world-class name that conveys the key attributes and advantages of the community while positioning it favorably within Acts’ overarching naming architecture and the local competitive landscape. The new name, Matthews Glen, leverages the positive associations of the Town of Matthews as well as the beautiful nature surrounding this top-tier life-retirement community.

brand new thinking:

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