Since the first resident made Treyton Oak Towers their home in 1984, TOT’s (as they call themselves) mission has always been to provide a “complete continuum of care” for a diverse community of seniors and to do so with excellence that is second to none. And that’s exactly what they have done. This hidden gem in the heart of Old Louisville has provided seniors a community in which to live an independent lifestyle as long as possible, and continues to provide a warm and comfortable home as their needs change.

What TOT needed assistance with was communicating their unique values and authentic community to their audience, in an increasingly competitive marketplace. Their messaging and marketing efforts did not reflect the welcoming and personable reality that lies just beyond their front doors.

Together, we helped reimagine and reposition their brand to reflect their true selves and arm them with the refreshed marketing tools they needed to reach prospective residents.

In late 2018, we began the process of re-imagining the Treyton Oak Towers brand. As we do with any client, we start at the foundations of the organization and attempt to understand them deeply. In doing so with TOT, we collaboratively identified the values they are most passionate about, that their community members value the most, and the unique aspects that differentiate them in a crowded market. These were their Unique Value Propositions (UVPs):

A rich, supportive community of residents and staff

When we are dealing with critical subjects such as aging, security, and housing – these values must be real and not aspirational. They are the truth of the brand.

We then detailed “personas” for their prospective audiences. A persona is demographic and psychographic sketches of a prospective resident, the audience they are wishing to attract. This led us to some critical insights that refocused their marketing efforts on seniors who year by year are becoming more and more independent and technically savvy.

With their unique values and our prospective audience in hand, we defined a new brand concept for Treyton Oak Towers:

Treyton Oak Towers and the seniors who reside there are unique and special, and their branding needed to communicate that. They needed lively and original visuals to support their focus on the arts and commitment to cultivating a rich, diverse culture.

Centered around their iconic logo, we elevated their brand by breathing new life into the supporting brand component. We expanded their color palette, assigned them new fonts and typography treatments, crafted custom patterns, and produced unique, memorable, TOT-owned photography. Treyton Oak Towers’ culture is not “stock”, and neither should their photography be.

By channeling the energy that radiates throughout their building, we enlivened their brand with vibrancy, excitement, and a hint of luxury.

Not only did Treyton Oak Towers’ website need a makeover to match their elevated brand, but the overall user experience needed improvement. Websites are one of the greatest sales tools, and theirs had been lacking. We approached the website build with the following goals in mind:

Mobile-first approach – initial research showed that the majority of our demographic was visiting the website from a mobile device

Design must align with the new brand positioning – Vibrant & Luxurious

Visit The Website

While the Treyton Oak Towers website was jam-packed with information, it did not directly support their number one goal: selling apartments to independent seniors. They were not adequately showcasing the amazing apartment homes, amenities, and the rich community that TOT provides, all under one roof. Through our collaborative design and development process, we helped our friends at Treyton Oak Towers redefine the priorities that their website must achieve, and we built them a website that allows them to help prospective residents “see themselves living at TOT." Included in this is a robust apartment listing system, floor plan visualizations, virtual tours using the latest panoramic technology, and a tour scheduling system, all built upon an easy-to-maintain content management with WordPress.

What was once just an informational website is now an accurate representation of the community, luxury, and vibrancy that they provide – and is a living and breathing sales tool that their internal team is able to use and update on their own terms. And to top it off, it’s 100% responsive for all devices and meets the WCAG accessibility standards.

By focusing on the deep, unique truths and the aspirational promise that vibrant, supportive, continuing care provides – we’ve elevated Treyton Oak Towers’ brand to something that is both authentic and incredibly motivating for residents, staff, and the wider community.

Branding

Photography

Web Design

Websites

Art Direction

Accessibility

Treyton Oak Towers

Our partner WARE, an industrial and commercial boiler rental and service company that specializes in boiler equipment rentals and sales, training, and much more, has been a long-time client of VIA Studio. Over the years, we've provided digital strategy, website management, content generation, design, and especially search engine optimization (SEO) among many other services.

There are three components of the WARE parent brand. BoilerWAREhouse is WARE’s e-commerce shop that supplies over 40,000 boiler parts. All inventory from BoilerWAREhouse is shipped to customers from WARE’s Louisville, KY location.

This case study explores a project completed for WARE’s BoilerWAREhouse brand.

In early 2022, we saw an opportunity to improve WARE’s search engine rankings for their product categories. WARE’s product category pages weren’t garnering as much traffic and VIA’s recommendation was to build out pillar page content and prioritize SEO keyword research.

is essentially content that provides an overview of a main topic with in-depth information about the topic — in this case, boiler part categories and terms. We identified that these product categories were high-converting entrance pages to the BoilerWAREhouse.com website and gave us the opportunity to crosslink with the parent website, WAREInc.com through blog articles and video content from WARE’s YouTube channel.

Our strategy team laid out two overarching objectives — the primary one being that this organic content would be indexed by organic search engine results, and the second is making educational and informative content for the end user.

Previously, WARE’s product category pages were limited in content and detail. The previous format was: product categories, subcategories, manufacturers, and most popular products.

Our team worked collaboratively with WARE’s internal team to develop highly technical content while monitoring keyword performance using SEMRush and Google Search Console. 

The pillar page content now follows the following format (see below): 

What the product is, the effects, things to consider, helpful resources (blogs and videos), and an FAQ.

In tandem with this work, we revamped an existing pay-per-click (PPC) campaign in July promoting BoilerWAREhouse.com products.

Completing both tactics on a similar timeframe gave us leverage in organic search, which typically takes a while to garner results and often takes trial and error. The PPC campaign helped elevate the pages that were underperforming the most.

We introduced these changes to pillar page content in Q3 and early Q4 of 2022, and have since seen great performance.

Since their implementation, the pillar page work has been a great success for the website. Organic search entrances to the updated pages increased by nearly +120% in the 28-day period following their publication. Additionally, revenue from users entering the updated pages also increased by more than +800%. Finally, on average, in the 28-day period after publishing the pillar page content, product category pages saw a one-position improvement in average SERP rankings.

If you need a partner in PPC or SEO work, 

 today. Let's talk about your short-term and long-term business goals and how we can help you achieve them.

Ecommerce

Marketing Campaigns

WARE

Custom Applications

User Experience

UX / UI

Air Pollution Control District 

Our highly-experienced development team handles all software development, from websites to apps to systems integrations, using the right platform and language that meets the challenge.

Development

Development: Case Studies

01

Treyton Oak Towers

02

Air Pollution Control District

Development: Blog Posts

Treyton Oak Towers

WARE