As a new and unknown brand, Townsquare NW needed to build trust and solid partnerships with local assisted living facilities, nurses, and the community. Another challenge was transportation, which had to be arranged by the members themselves. Construction delays caused the center to open six months after its intended date.
Define customer segments. Reach out to home health care providers, as well as Gen X & Y children of parents living with dementia in specific zip codes near the facility, and associations of geriatric service providers including doctors, therapists, and chiropractors. Reach the segment through mailers, social media, and local print media.
Membership increased by 112% and Austin’s main newspaper did a photo essay on the facility with members present.
Mozart’s Coffee Roasters is an Austin institution located on Lady Bird Lake with a spectacular view. For 25 years they’ve served coffee, hot chocolate, and pastries. Their annual light show features millions of LED lights and is free to the public.
Aluxa, was a concept created by a global manufacturer of cruise line tableware who also owned artisanal workshops in Mexico. Two designers were commissioned to produce artistic high-end fine jewelry lines yet there was no business model for entering the USA market.
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