BlueSpire Joins with Martino & Binzer to Boost Senior Living Marketing Presence

High Road Capital Partners is broadening its senior living marketing reach in combining with of Martino & Binzer among its family of companies. High Road’s existing senior living marketing company BlueSpire Strategic Marketing has completed the deal under undisclosed terms.

Martino & Binzer has long offered integrated marketing, sales consulting and technology services both to the senior living and continuing care retirement community sectors.

The alignment of the companies makes the partnership a “natural” one, High Road said in announcing the deal.

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“Senior living communities are increasingly relying on sophisticated marketing services, such as those provided by Martino & Binzer, to build brand awareness, increase occupancy, and drive census,” said Jeff Goodrich, High Road Partner. “Martino & Binzer’s customer base makes it a natural partner for BlueSpire. Both companies bring complementary know-how in overlapping markets and highly regulated industries.”

The company’s management will comprise current BlueSpire CEO Kathryn Hammond as CEO with Dave Martino, president of Martino & Binzer remaining as president of the Martino & Binzer business.

“We are extremely excited to partner with the BlueSpire team to extend a broader range of services to our core client base,” Martino said.

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The acquisition the transaction closed on February 21 with financing provided by Fifth Third Bank. Transaction terms were not disclosed.

To date, High Road has completed 31 transactions, comprising 29 acquisitions – 12 platform investments, 17 add-on acquisitions – and two exits since the company was founded in 2007. High Road acquired BlueSpire in December 2010.

Written by Elizabeth Ecker

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