Parkview at Terwilliger Plaza

Home to extraordinary opportunity.

Terwilliger Plaza engaged Think Joule as agency of record ahead of the groundbreaking of its newest campus expansion, Parkview, a 10-story, 127-unit Passive House high-rise. They needed a story that would authentically reflect the vibrant senior living community to build awareness and leasing momentum.

As content strategist and copywriter, I helped shape and carry that story across a broad range of touchpoints from a multi-channel awareness campaign and sales collateral to a physical design center, digital and print advertising, direct mail, construction banners, signage and a wayfinding system designed to scale across the entire campus.

The integrated campaign outperformed industry benchmarks and helped propel Parkview to 97% occupancy an entire six months ahead of the schedule set to satisfy the bond requirements.

Role: content Strategist and Copywriter

Developed content strategy, campaign messaging and copy across digital, print, direct mail and sales collateral that grounded the campaign in the existing Terwilliger community
Maintained a consistent brand narrative across concurrent marketing, sales and environmental touchpoints
Shaped strategy and programming for the Parkview Design Center, translating Passive House features and resident benefits into an accessible sales story

BUILDING MOMENTUM

We launched an integrated awareness campaign centered on the active, engaged lifestyle already thriving at Terwilliger Plaza, paired with the promise of Parkview’s exciting new luxury features and amenities. A limited charter membership offering helped generate early buzz and build momentum well ahead of opening.

The campaign extended across digital, social, print and direct mail, alongside a monthly newsletter and a steady cadence of programming and events designed to capture and cultivate leads.

As interest grew, the job shifted from simply generating awareness to helping the sales team turn that interest into action. We developed brochures, maps, floor plans and other sales tools that gave prospects the information they needed to imagine themselves at Parkview—and the sales team the tools they needed to keep the conversation moving.

WARM WELCOMES

To serve as a design showroom and sales center during the construction of Parkview, we integrated the brand experience into an offsite Design Center near the Terwilliger Plaza campus to give future residents and the sales team room to cultivate relationships and build trust. Hudner Strategies conducted hours of interviews and developed content for a monthly newsletter and testimonials to help tell the story and build the reputation of Terwilliger Plaza through the authentic voices of the Members who reside there.