Repositioning an Overlooked Brand

During our time working with Harbor’s Edge, a premier senior living community in Norfolk, VA, we collaborated with outside organizations Strategy Shop and 99 Natives to create a series of videos with the goal of updating the brand positioning of the community. 

When we began working with Harbor’s Edge, their month-to-month memory care rentals were overlooked, living in the shadow of their reputation as a high-end LifeCare community. We wanted to shift this perception to bring memory support back into focus. 

We embarked on this video project as an addition to the Resident Satisfaction message on the heels of being recognized as one of U.S. News and World Report’s Best CCRC’s in the nation. 

Our main goals with this video project were to rebrand memory support to celebrate the Montessori-based care and newly designed, Center for Memory Support, tell resident stories to showcase how residents came to the decision to be part of Harbor’s Edge, and highlight the Parade of Sail event, a signature event for the community. 

Through collaboration with Dave Martino of Strategy Shop and video production professionals from 99 Natives, we were able to create a series of videos to help reach these goals. Our video on the Center for Memory Support can be found on the Memory Support page of the Harbor’s Edge website. Our resident testimonial videos are on the new Resident Satisfaction page, and the Parade of Sail video is posted to the Harbor’s Edge YouTube channel along with the others.

We also collaborated with reCreative + Co. to determine how to best position Harbor’s Edge by sharing these videos to YouTube as well as posting them on the website to increase visibility and expand our reach through the utilization of video content. 

We’d like to thank everyone who worked on this project for their contributions that made it such a success!