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How to Stand Out in a World of Pocket Folders – A Case Study

Hickory Valley Senior Living Community approached Collective Design Works about updating their pocket folders.  Like most of the senior living communities and apartment communities in the region, Hickory Valley has always depended on a pocket folder with several inserts detailing different amenities and rates.  Linda Shriver-Buckner, the Hickory Valley Sales Director, was searching for a new look that would create a lasting impression.

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Our design team had an idea – get rid of the pocket folder!  Instead, we will design and print a book to encompass all of your marketing material in a high end yet cost-efficient format.  The book format would also allow more personalization and  more photos.  It also addresses a common complaint from the community about the pocket folders that , “many times the inserts from the pocket folder would fall out or get lost.”  After discussion, one compromise was made to the book format.  The book itself would contain an interior pocket to hold rate cards.  This way the books could be ordered confidently in large quantities as a permanent piece, and yet still allow for rate changes.

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The end result is a spiral bound book with a luxurious feel due to the linen textured cover.  The colorful pages full of pictures highlight the community.  Sales director Linda Buckner adds, “The books have been a creative alternative to the standard pocket folders used by other communities.  They balance our need to stand out and share important information about our community to our prospective residents. ”

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