55 Plus Resource Guide
The 55 Plus Resource Guide is a new print guide designed to connect adults ages 55 and older with trusted businesses, local resources, and services that support retirement planning, healthy aging, and independent living. This guide represents a strategic pilot project for Pinnacle Marketing Group. The goal is to expand our reach, diversify our product offerings, and serve communities in new ways.
Our Work Includes: Brand identity and style guide development, print guide design and production, messaging and content guidelines, ads and digital promotions, sales materials, the guide website, distribution materials, and building a Custom GPT to support brand aligned content creation.
The Challenge
This project brings us into a new market where we do not have existing recognition or a partner telecommunications company to help introduce Pinnacle Marketing Group. Instead, we are building the brand, establishing credibility, and creating community relationships entirely from scratch.
At the same time, we are developing the guide itself. This means identifying distribution partners, recruiting new advertisers, crafting a brand identity that resonates with adults ages 55 and older, and creating early awareness before our sales team enters the market in January. Because this is a pilot project, there is added pressure to build a system that is both effective for Bismarck and replicable in future markets.
The Strategy
Our strategy began with creating the brand. The team developed a complete brand system and style guide with aligned visuals, wording, and tone across all printed and digital pieces. This included color choices, logo design, typography, and a friendly, supportive messaging style. We also built a Custom GPT to help produce consistent, brand aligned content at scale.
We created a marketing plan that introduces the guide to Bismarck residents and supports early advertiser recruitment, preparing the sales team for their January launch. Alongside this, our team began early outreach to potential distribution sites to secure locations that will carry the guide once it is released. Bismarck, North Dakota was selected as the test market because it is a larger community with a growing population of adults age 55 and older.
Finally, we are building community relationships by joining the Bismarck Mandan Chamber EDC, giving us access to press releases, ribbon cuttings, and advertising credits that help raise awareness.
Our Approach
We created a kind, approachable brand paired with clear messaging, a friendly visual style, and materials that make the guide easy to understand and use. Combined with a distribution plan centered on senior-focused locations, this approach helps the guide reach the people who need it most.
Visit 55plusresourceguide.com
View the Full Brand Guide
The Results
The 55 Plus Resource Guide now has a strong and dependable brand system, a clear guide structure, and a coordinated promotional plan that prepares the Bismarck market for its launch. The guide will feature easy to understand information that highlights businesses and services related to retirement and aging. The promotional materials are designed to increase awareness, support advertiser recruitment, and guide people to the guide.
Most importantly, this pilot creates the foundation for a new product line at Pinnacle Marketing Group. The brand system, marketing structure, and internal tools built for this project will streamline the development of future 55 plus guides in additional markets. The work done here introduces a new opportunity for Pinnacle to support communities with helpful, easy to access information.