To address staffing challenges, Capri Communities launched a 4-Day Work Week program for part-time and full-time staff. Part-time employees, who usually worked three days, could earn full-time pay by picking up one extra shift.
Before promoting the program, Capri needed bold, youth-focused marketing to attract applicants aged 16 to 25. I led the campaign, creating visuals and messaging that would catch the attention of a younger audience.
The program launched at Village Pointe Commons and quickly expanded to multiple other Capri Communities. The first two communities saw a 100 percent increase in applicants, with more responses in two months than the previous two years.
Best of the Best Argentum Award
Capri Communities’ Four‑Day Work Week program received national acclaim in September 2024, earning the prestigious Best of the Best Award from Argentum, the leading trade association in senior housing. This honor recognizes Capri’s innovative pilot, funded by a Wisconsin DHS grant, which introduced a flexible four‑day, 32‑hour schedule with full-time pay. Not only did the initiative improve employee well-being, reduce burnout, and boost scheduling flexibility, it also maintained a high standard of resident care.
Process
Before starting the project, I researched designs targeting a similar audience and promoting job opportunities. I noticed common themes like vibrant colors, clear messaging, and highlighting key perks to quickly connect with viewers. I also spoke with my design team to get their initial thoughts and insights. After my research, I began exploring different design concepts. I shared my ideas with coworkers for feedback and, after some discussion, moved forward with a clear direction.
The final design featured a calendar behind the “4-Day Work Week” text, with two colors representing working days and days off. I incorporated simple icons to keep the design clear and consistent with Capri’s branding. Once finalized, I adapted the flyer into a full campaign, including social media posts, banners, postcards, digital ads, and more.
Social Media Teaser Campaign
To grow excitement around the 4-Day Work Week, five social media posts were created leading up to the big reveal. Each post highlighted a key benefit of the program, building interest and engagement over time. The content was shared across Capri’s Career Instagram and Facebook pages, as well as the individual Communities’ Facebook pages, helping to reach both current staff and potential new applicants.
WISN Partnership
Capri Communities partnered with WISN to promote the 4-Day Work Week positions through a multi-channel campaign. The promotion began with targeted Facebook posts and TV spots, then expanded to include digital display ads, increasing visibility across multiple platforms.
Staff Incentive Program
To build excitement around the 4-Day Work Week, Village Pointe Commons launched a fun incentive program. Team members who shared the initiative on their social media accounts earned a chance to pull a prize from the community prize board. This boosted internal engagement and increased word-of-mouth visibility.
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A flyer was created to promote the incentive program to staff. It highlighted how to participate, what prizes were available, and matched the fun, energetic branding of the 4-Day Work Week. The clear, eye-catching design was displayed in the staff areas.
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Village Pointe Commons wanted a prize board with 45 prizes to play off the 4-for-5 Work Week theme. I designed several colorful variations with blank backs, then laminated them so the team could write in prizes using Expo markers and reuse them for future campaigns.
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To help engage a younger audience, we created a Snapchat filter that was available for use at Village Pointe Commons. This allowed staff to use the filter and share it on their stories or with friends, helping spread awareness in a fun wa
