Easy living apartments where wellbeing is the focus

The Alba   |  For Australian Unity
One Fell Swoop - Case Study - The Alba reception
One Fell Swoop - Case Study - The Alba bar and lounge
One Fell Swoop - Case Study - The Alba restaurant
One Fell Swoop - Case Study - The Alba apartment living room
One Fell Swoop - Case Study - The Alba apartment hallway
One Fell Swoop - Case Study - The Alba apartment kitchen

Australian Unity’s The Alba Apartments

The Alba Apartments is part of Australian Unity’s innovative Albert Park Lake seniors’ living precinct. It offers luxurious, easy living apartments with flexible support and meals services. Our longstanding partnership with Australian Unity ensured that we worked harmoniously with all stakeholders, while providing a full suite of services.

From initial concept to project completion, we have been an integral part of the development team. We delivered practical, actionable advice, revealed customer insights through focus groups throughout the development program, ensured pricing and accommodation were correct to return outstanding results, developed and costed service and staffing models, created engaging campaigns, have achieved great sales and will continue to champion the brand.

One Fell Swoop - Case Study - The Alba Display suite wall
One Fell Swoop - Case Study - The Alba website
One Fell Swoop - Case Study - The Alba brochure pages
One Fell Swoop - Case Study - The Alba brochure inserts
One Fell Swoop - Case Study - The Alba EDM campaign
One Fell Swoop - Case Study - The Alba brochure covers

Research & Advisory

Our Research & Advisory team provided a wealth of vital pre-build information to assist our client, Australian Unity, in having a smooth development journey. Consumer focus groups were conducted to gain valuable insights into the older seniors’ market and to understand their pain points. Our Advisory services delivered the service model and pricing for the apartments, along with exit feel modelling.

Design & Development

We assisted our client in curating assisted living accommodation where seniors flourish and every necessity is catered for. Throughout the design and development process, we collaborated closely with Australian Unity and their project teams to ensure The Alba’s offerings were accurately priced and positioned, guaranteeing an unparalleled experience for residents.

Marketing

It was vital that our campaign captured the uplifting, liberating nature of the offering and spoke in Australian Unity’s warm, inclusive voice. We launched across a variety of platforms – website, social media, video, print, brochure, out of home, radio and direct mail, along with a curated program of events to target prospects, their family members and referrers, in order to create a funnel of warm leads for our sales team. Branding and colour palettes spoke to the premium nature of the development, while imagery and language delivered a sense of warmth and welcome.

Sales

While The Alba Apartments were under construction, we implemented a bespoke 3D display wall, complete with TV screen and curated objects. The resource served as a workspace for our Sales team at sister community, The Grace. This allowed early prospects and their families to better understand the new easy living offering and facilitated conversations with our Sales team about the support available at The Alba. The fact that Australian Unity’s residential aged care community, The Alba Care Suites, is located right below The Alba Apartments has proven to be a heartening option for many purchasers whose partners have differing care needs from their own. Our Sales team recognises and understands this, as it means couples can stay together while receiving the support or care that suits them.

One Fell Swoop - Case Study - The Alba guests at lunch

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