Challenge

Communicating a clear message and creating recognizable and reusable social media branding.

Solution

Building upon their existing brand by designing a suite of graphics that can be used throughout their social media campaigns and landing pages.

Context

Masonic Homes Kentucky is a set of senior living communities in Kentucky. As an established brand in their region, they have built brand awareness with potential residents and families, but were looking for help to market their brand to potential team members to grow their team. In order to recruit talented team members, Masonic offers a competitive salary with quick opportunities for growth.

Our Strategy

With Masonic's branding consisting of amazing pastel colors, we created a series of graphics showing their team members in action to present different aspects of their work life. Our goal is to promote the amazing opportunities available at Masonic, and therefore we promote the values and career opportunities that make them different, like their sign-on bonuses and job benefits.

For example, one recruitment campaign is their "Pathway to CNA" offering, which we visualized into a carrousel post. We designed a real path with signposts showing the different stages of career growth and how much team members can expect to make at each stage. With a visual like this, potential team members and even current team members can know exactly what to expect from their employment, and this transparency helps team members feel more comfortable and at ease.