Background:
The Palmettos is a new line of premier assisted living communities specifically geared toward South Carolina residents. The facilities are being developed by the National HealthCare Corporation (NHC), an innovator in quality long-term care for more than 35 years. NHC contracted DNA to design the communities' brand, implement the brand through various advertising and PR efforts, and to provide event planning services for the Grand Opening of the first SC facility, located in Mauldin.

Goals:
To brand The Palmettos as a premier assisted living community; create awareness of the new community through advertising and PR; showcase The Palmetto's services and amenities through a variety of sales tools; and drive attendance to Grand Opening events.

DNA Results:
DNA developed a signature brand for The Palmettos and all of the supporting materials necessary to promote that brand, such as a letterhead package, brochures, sales kit, web site, promotional materials and signage, as well as print and online advertisements. Additionally, DNA is planning four days of targeted events to celebrate the Grand Opening of The Palmettos in March. Current PR efforts in promoting the events continue to be very successful.