Preparing for a college-based Life Plan Community

Southern Benedictine Society of North Carolina, Belmont, NC

The Client

The Southern Benedictine Society of North Carolina (The Society) is a not-profit holding company that owns land in and around Belmont Abbey College (chartered in 1886) and Monastery (1884).  The Society engaged WellPointe Advisors to guide The Society and their stakeholders through the various phases of research in consideration of a Life Plan Community associated with Belmont Abbey and located adjacent to the college on a portion of The Society’s 500-acres. 

Market Assessment & Feasibility Study

WellPointe worked with The Society leadership to define the project and its scope and then provided a comprehensive report that defined and mapped the Primary Market Area (PMA) and included:

• Demographic profiles for the market area

• A review of communities within the competitive market area

• Market area segmentation and demand analysis

• Market analysis report

• Conclusions and recommendations

Consumer Research

WellPointe conducted a series of discussion groups (focus groups) with 130 qualified mature consumers in the primary and targeted secondary market areas.  The Consumer Research is used to generate, evaluate, and refine ideas, concepts, potential initiatives, and specific elements or features of a potential Life Plan Community. The discussion group sessions incorporate a PowerPoint presentation to explain and illustrate information and confidential surveys to collect personal information, answers to questions, expressions of opinions, ranking of potential characteristics, features, benefits, products, services, programs, and facilities, as well as general information.

WellPointe presented findings from the data collected to The Society and Board. The report indicated high interest among consumers, living within a 25-mile radius, for a college-based Life Plan Community, positioned within a Catholic ethos, to be developed on the campus of Belmont Abbey in the future. The Society then incorporated information from the report into its long range strategic planning.

Discussion Group Preparation and Communication

WellPointe managed the list procurement, promotion and marketing of the discussion groups, working with Diocese parishes and leadership, Belmont Abbey College leadership and the Southern Benedictine Society leadership. WellPointe also assisted with participant reservation management and inquiries.