To help reduce the distance between residents and family members, the Knollwood website and outbound newsletter kept residents and their families informed on the current state of COVID-19 within the community, as well as shared and distributed insightful community news and memos with prospective residents. These channels became a source of information and comfort for those considering a life plan community in times like this–and highlighted Knollwood's proactive, newsworthy efforts in the face of the crisis.
170+ Website Leads​

To help reduce the distance between residents and family members, the Knollwood website and outbound newsletter kept residents and their families informed on the current state of COVID-19 within the community, as well as shared and distributed insightful community news and memos with prospective residents. These channels became a source of information and comfort for those considering a life plan community in times like this–and highlighted Knollwood's proactive, newsworthy efforts in the face of the crisis. To be accessible to future and potential residents, innovative efforts were implemented and marketed, including individual live digital tours.​
170+ Website Leads​

With COVID-19 protocols and social distancing​ measures in place, Knollwood stayed in contact by shifting traditional community and outreach events to a virtual online experience. Knollwood launched a webinar series, hosted by its staff, with guest appearances by current residents and industry experts. Webinars continue to keep prospective and current residents informed and engaged on the current measures of COVID-19.​


The goal has been to provide transparency into the community's ongoing​ response to the pandemic. ​


200+ Webinar Attendees​

With COVID-19 protocols and social distancing​ measures in place, Knollwood stayed in contact by shifting traditional community and outreach events to a virtual online experience. Knollwood launched a webinar series, hosted by its staff, with guest appearances by current residents and industry experts. Webinars continue to keep prospective and current residents informed and engaged on the current measures of COVID-19, and how to reside or move into Knollwood during the pandemic.​


From the beginning, the goal has been to provide transparency into the community's ongoing​ response to the pandemic and answer attendees’ questions in real-time. ​


200+ Webinar Attendees​

Knollwood successfully secured numerous local and national earned media placements throughout this unforgettable era and was recognized for its commitment and proactive approach to offering universal COVID-19 testing within the community. Earned media placements were cross promoted such as social media, the website, and our prospective community newsletters.​
56+ Million Media Impressions​
2.6+ Million Broadcast Radio Impressions​
2.6+ Million Broadcast TV Impressions​

Knollwood successfully secured numerous local and national earned media placements throughout this unforgettable era. Knollwood was recognized for its commitment and proactive approach to offering universal COVID-19 testing within the community, and for implementing testing before it was mandated by public health officials. Earned media placements were cross promoted on various communication and marketing platforms such as social media, the website, and our prospective community newsletters.​
56+ Million Media Impressions​
2.6+ Million Broadcast Radio Impressions​
2.6+ Million Broadcast TV Impressions​

The strategy for Facebook is simple—give outsiders a glimpse into everyday life​ at Knollwood. COVID or no COVID,​ there’s always something to be learned, loved, or celebrated. And since an active​ social feed is an active community, it’s important to balance positive lifestyle posts with coronavirus-related content. Whether highlighting an activity, an event, or just the latest neighborhood news, 2 to 3 posts a week (combined with all other “stay-in-touch means”) are plenty to keep the Knollwood followers in the loop.

The strategy for Facebook is simple—give outsiders a glimpse into everyday life​ at Knollwood. COVID or no COVID,​ there’s always something to be learned, loved, or celebrated. And since an active​ social feed is an active community, it’s important to balance positive lifestyle posts with coronavirus-related content. Whether highlighting an activity, an event, or just the latest neighborhood news, 2 to 3 posts a week (combined with all other “stay-in-touch means”) are plenty to keep the Knollwood followers in the loop.

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  • Provider / Operator / Company:
    Knollwood Life Plan Community
  • Title of Campaign:
    Distance Brings Us Closer​
  • Date of Campaign:
    March 1, 2020
  • Agency or Firm:
    Van Eperen ​
  • Image Credit(s):
    Van Eperen ​