Capital Senior Living Launches New Online Branding Campaign

Capital Senior Living Corporation (NYSE: CSU) announced on Tuesday a branding overhaul that unites the identities of the company’s 100-plus communities and helps simplify the online search process for senior care services.

The new branding strategy and website redesign marks the first time in almost 20 years that CSU has undergone what it terms a “such a dynamic shift” and comes on the heels of Brookdale Senior Living’s national TV and print branding initiative, announced during the company’s first quarter earnings call with analysts. 

Visitors to CSU’s newly-designed website will find easy-to-use pull-down menus the company hopes will simplify the process of searching for independent living, assisted living and memory care communities.

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“Our branding strategy and our new website solidify our commitment in ensuring value to our residents providing quality senior living services at reasonable prices,” said Lawrence A. Cohen, CEO.

The company’s new look includes an integrated marketing program which includes a refreshed corporate logo, enhanced marketing content, new responsive website and a new color palette and image scheme.

“While our website has undergone a dramatic visual change to make it easier to navigate, we also are providing our residents, their families and future residents with more quality content to help them view the inter-workings of our communities,” said Cohen.

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The revamped website also allows visitors to read content about a community’s features, services, amenities and dining options, including floor plans, common areas, and exterior features of the building. 

Users can also learn about apartment and community features as well as planning resources and funding solutions for families via the company’s newly refurbished website.

As of the first quarter of 2013, CSU operates 102 senior living communities in geographically concentrated regions with an aggregate capacity of approximately 13,700 residents, coming in at number nine on the Assisted Living Federation of America’s 2013 list of largest providers. 

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The complete makeover of CSU’s branding strategy and site unites the company’s communities under a single new corporate identity, while also facilitating the assimilation of newly-acquired communities. The company did not disclose how much it spent on the redesign. 

Written by Jason Oliva

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