St. Paul's News

Mrs. Eleanor Dawes
DeBartolo Corp.
Mr. & Mrs. Samuel Decapito
Mr. & Mrs. David DeJulia
Mr. & Mrs. William Doernte
Mrs. Marion Donner
Mr. & Mrs. Robert Donner
Mr. & Mrs. Timothy Doran
Mrs. Lyndel Drumm
Mr. & Mrs. Edward Edwards, Jr.
Mr. & Mrs. Frank Egercic
Elizabeth Janes
Mr. Paul Ellis, Sr.
Ms. Carol Emerick
Erie County Historical Society
Erie Otters
Erie Playhouse
Erie Zoological Society
Mrs. Janet Espey
ExpERIEence Children’s Museum
Faraone Brothers Restaurant
Mr. & Mrs. Hans Fellner
Mrs. Marge Fenton
Mr. & Mrs. Glenn Ferguson
First Reformed UCC, Vandergrift
Mrs. Marion Fisher
Flagship Niagara League
Mr. & Mrs. Dennis Franke
Frick Art & Historical Center
Mr. & Mrs. James Frits
Rev. & Mrs. Edwin Fromm
Ms. Darlene Fyffe
Ganassi Racing Teams
Mr. & Mrs. Richard Garland
Ms. Gloria Gaylord
Mrs. Paula Gearhart
Nancy Gehly
Mr. Robert Gerhart
Mr. & Mrs. H. E. Gibson
Mr. L. P. Gilliland
Mr. & Mrs. Rodney Goretski
Dr. & Mrs. Arthur Gotjen
Mrs. Julie Graham
Mr. & Mrs. Keith Graham
Greenville Dry Cleaners
Greenville Giant Eagle
Greenville Motors
Greenville Symphony Society
Mr. Donald Griffen
Gulf-South Medical Supply
Mr. & Mrs. Richard Hager
Mr. Raymond Hall
Mr. & Mrs. David Harig
Harriton High School
Mr. & Mrs. Lloyd Harter
Hartstown Golf Course
Mrs. Rita Hause
Say Hello To St. Paul’s continued from page 1
second current St. Paul’s residents. The
purpose of the study was to gather insight
and information about the St. Paul’s campus,
its relationship to the community and basic
thoughts about the St. Paul’s brand. Once
the focus group studies were completed, the
marketing firm compiled all the individual
responses, analyzed the information and
provided a conclusion to its findings.
“From the beginning,” says
Clemente, “we were mostly interested in
knowing how the group would respond
to the nature of the word “home” within
our name. Psychologically, as well as
culturally, we felt that the word “home”
might conjure up thoughts of us being too
closely associated with the out dated and
particularly offensive “the old folks home.”
The study ultimately revealed that to be true.
while, some participants within the resident
focus group strongly felt that St. Paul’s was
indeed their “home,” an overwhelming
percentage agreed that the word “home”
could be considered offensive and should
be removed.
The focus groups were also
asked their opinion of the name “Cottage
Colony.”
Nearly all, and specifically those
who currently reside in the independent
living segment of the campus were strongly
against the word “cottage,” citing that they
lived in “beautiful homes,” not in simple
cottages.
“We had no idea what to expect
when it came to the Cottage Colony brand,”
said Clemente, “The residents felt that
the word “Cottage” meant they lived in a
small isolated mosquito infested simplistic
bungalow out in the middle of the woods
somewhere...and nothing could be further
from the truth!”
Armed with that information, The
Visions and Marketing Committee voted to
change the Cottage Colony brand to simply
The Colony at St. Paul’s. But one more piece
of the branding puzzle remained.
“We wanted to know from the
residents of The Colony, how they felt
about the reference to it being a “retirement
community,” says Oros, adding, “The trend
today isn’t necessarily about retirement
as much as it is creating a life-style. A
growing number of our newer residents
are still actively working and enjoying their
independence both inside and outside of
the Greenville area.”
Once again, a change was coming.
The challenge now was how to carefully
select a permanent statement that would
best define the St. Paul’s campus as one
single entity. The Visions and Marketing
Committee would once again convene
to discuss the proper language behind a
new descriptive tag-line. Based on various
statements from the focus group study along
with a few intense internal discussions, it
was decided that first and foremost, St.
Paul’s provided continuing care to all of its
residents. Add to that the elimination of the
word “retirement” and you have: “St. Paul’s
... A Continuing Care Community.” Simple,
effective, and to the point.
Finally, after hours of focus group
studies and long internal discussions, the St.
Paul’s brand had effectively redefined itself.
Gone was the notion that St. Paul Homes
was a local “old folks home.” Gone was the
concept that new residents moved to the St.
Paul’s campus only to retire. And gone was
the reference to living independently in an
isolated cottage somewhere in the middle
of the woods. The new St. Paul’s brand had
arrived...well, almost.
The final step in the branding
process of St. Paul’s was visualization,
or creatively assimilating all this new
information into a logo style. “We felt our
marketing partners did an excellent job
in creating a logo that best defined the
St. Paul’s brand,” said Clemente, “Its use
of bold fonts and existing color schemes
were vital in creating a subtle but effective
change. But the crowning jewel came with
the addition of the sweeping arc above the
name and tag-line. It seemed to galvanize the
entire campus like an umbrella protecting
every segment of the St. Paul’s brand.”
In reality, St. Paul Homes has been
affectionately referred to as St. Paul’s for
years. “Our reputation of providing quality
continuing care hasn’t changed,” says
Clemente. “We continue to add resident
programs, professional staff, volunteers
and even financial packages that make
St. Paul’s one of the most sought after
Independent, Assisted Living and Nursing
Care Communities in the region.”
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