Pine Haven Christian Communities

Pine Haven Christian Communities is a nonprofit senior care organization serving Sheboygan County, Wisconsin. Founded in 1950 by a coalition of local Reformed Presbyterian churches, the organization began as a small nursing home created through community fundraising and volunteer support. Over time, Pine Haven grew into a multi-campus senior care system offering assisted living, memory care, rehabilitation, skilled nursing, and supported independent living.

When I joined Pine Haven in 2014 as Director of Marketing, the organization was preparing for a major expansion that would reshape the future of the community. The Prairie Crossing campus in Sheboygan Falls was being developed into a comprehensive senior care campus designed around modern resident needs, including long-term care, short-term rehabilitation, memory care, assisted living, and independent living—all centered around a shared village square for community life and activities.

My role was created to move the organization beyond traditional “senior living sales” and toward a strategic marketing approach focused on reputation, education, and community engagement.


Repositioning the Brand
One of the first challenges was that the organization’s name—Pine Haven Christian Communities—did not clearly communicate what the organization actually provided, especially to families moving into the region who were unfamiliar with its long history.

Working with leadership, I developed a brand positioning strategy that emphasized Pine Haven’s core mission of compassionate care rooted in faith.

This work included the creation of the organization’s tagline:
“Servant Hearts, Caring Hands, Inspired Living as You Age.”
Later, we changed this to "Christ-led Care for Inspired Senior Living."

The messaging reframed Pine Haven as a place where residents come to live fully and thrive, rather than the traditional perception of senior care facilities as places people enter only at the end of life.


Integrated Marketing Strategy
Prior to my arrival, most marketing production—including advertising, print, website, radio, and television—was outsourced to agencies, resulting in high costs and limited strategic cohesion.

I transitioned the organization to a more integrated in-house marketing model, allowing us to create more authentic storytelling and respond quickly to community needs.

Campaigns and communications were coordinated across multiple channels including:
• print and collateral materials
• radio and television advertising
• digital marketing and website content
• community partnerships and events
• church outreach and donor engagement


Brand System & Marketing Materials
To improve clarity for prospective residents and families, I redesigned the organization’s collateral system.

Key improvements included:
• modernizing the organization’s logo for clearer reproduction
• creating a color-coded service line brochure system that organized information by type of care rather than by building location
• redesigning marketing collateral to reflect a more contemporary and welcoming brand identity


Community Engagement Strategy
Because the best way to understand Pine Haven’s culture was to experience it in person, I developed programming designed to invite the public into the community.

These included monthly educational and social events such as:
• coffee tastings
• nature talks
• game nights
• educational presentations and screenings

These events helped reposition Pine Haven as a vibrant community rather than simply a care facility.

I also expanded Pine Haven’s participation in regional organizations and events, including:
• local chambers of commerce
• senior center programming
• the Walk to End Alzheimer’s

Our Alzheimer’s fundraising initiatives became some of the most successful in the area.


Video Storytelling & Media Production
Recognizing that the most compelling way to communicate Pine Haven’s impact was through the voices of residents, families, and staff, I began producing the organization’s television advertising in-house.

Using interview-style storytelling, I filmed and edited testimonial-based campaigns featuring caregivers and family members sharing their experiences.

Despite being produced with modest equipment, these ads became some of the most emotionally powerful and authentic pieces of media the organization had ever used.


Major Capital Expansion Support
During my tenure, Pine Haven completed the development of the Prairie Crossing campus expansion, which introduced state-of-the-art facilities designed specifically around the mobility and accessibility needs of residents.

The campus included:
• long-term care nursing home
• short-term rehabilitation center with therapy gym
• memory care wing
• assisted living community
• supported independent living apartments
• village square with café, beauty shop, and general store
• community chapel and gathering spaces

I supported the expansion through marketing materials, community engagement initiatives, fundraising support, and event programming designed to build awareness and encourage community participation.


Faith & Community Partnerships
Pine Haven’s founding churches remained central to its mission, but the organization sought to expand its network of supporting congregations and donors.

I developed an affiliate church partnership program that expanded the organization’s support network more than 300% beyond the original governing churches, strengthening both fundraising and community engagement.


Community Outreach & Fundraising Initiatives
In addition to traditional fundraising events, I helped create community-centered initiatives that connected Pine Haven with local families.

One example was a Christmas program supporting lower-income families in the area. The event provided handcrafted wooden toys, gifts, and holiday meals for young children and their families while also creating meaningful intergenerational connections between residents and the community.


Scope of Work
• Brand Strategy & Messaging
• Logo Redesign
• Integrated Marketing Campaigns
• Television Advertising Production
• Community Event Development
• Donor Engagement Programs
• Multi-channel Marketing Management
• Marketing Materials & Collateral Design
• Community Partnerships & Outreach


Impact
Through integrated marketing, storytelling, and community engagement initiatives, Pine Haven strengthened its reputation as one of the region’s most trusted senior care organizations while supporting the successful launch of its next-generation Prairie Crossing campus.