Brookdale to Roll out “Game Changing” National Branding Initiative

Brookdale Senior Living (NYSE:BKD) announced the launch of a new branding initiative it believes will be a real “game changer” for the company.

The campaign will go through stations such as CNN, Home and Garden TV, the Food Network, and the Hallmark Channel. The company is also utilizing print ads in the coming weeks in publications such as Better Homes & Gardens, Real Simple, More, and the Ladies Home Journal.

“We think it’s going to be a real game changer,” said T. Andrew Smith, chief executive officer of Brookdale during the company’s earnings call. “We expect the branding initiative to increase awareness and preference for our services and to generate more leads and to improve our lead conversion and move in ratios.”


While Brookdale didn’t divulge how much it will be spending on the campaign, the funds will be derived by shifting resources from existing sales and marketing budgets. The company says it should see an impact relatively quickly.

“We absolutely believe it will help us improve our occupancy and will assist us in building our occupancy through the balance of the year,” said H. Todd Kaestner, Executive Vice President, Development for Brookdale.

The company posted better than expected first quarter earnings last week, with revenue of $712.3 million, an increase of 4.3% from the first quarter of 2012. As a result, the stock jumped roughly 9% as of Friday’s close


Written by John Yedinak

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