Positioning Audit + Event Promotion + Social Content Strategy + Messaging Development + Copywriting + Website & Brand Strategy

Sundance Memory Care is a Montessori-based community focused on providing innovative care to people living with Alzheimer’s disease and dementia. For many living with Alzheimer’s disease and dementia the industry perception is discouraging and negative. Matthew Stanley, founder of Sundance Memory Care, knows the importance of living life to the fullest despite adversity as he had a family member affected by the disease. Many lose their sense of purpose and identity, which is why Sundance Memory Care focuses on allowing residents to be independent, encouraging them to make their own decisions and treating each resident with respect, dignity and equality.

Sundance Memory Care came to Red Fan looking for new brand messaging that could be built into a new website that would better display their mission and attract more residents and brand awareness alike.

Red Fan conducted an extensive brand positioning audit, interviewing Sundance Memory Care’s internal executive team to determine how the brand wanted to be perceived among residents, families and other audiences.

After settling on a unique positioning statement that would help Sundance stand out among other memory care facilities, Red Fan drafted website copy outlining the Sundance Memory care approach and mission. Sundance Memory Care’s messaging was largely built on the notion that the company was founded with the Montessori approach.


Similarly, Red Fan crafted the website copy with an emphasis on the day to day activities of Sundance Memory Care residents that went hand in hand with the brand’s narrative. Red Fan worked with Merrygood, a local design company, to create a brand new website that would better showcase the residents and the heart warming story of Sundance Memory Care. Chelsea Francis, local Austin photographer, was also hired to capture the face of the company and the day to day activities at the residences.

After creating a stellar face for the company, Red Fan worked with Stanley to craft a social media and outreach campaign in support of a benefit concert hosted by Sundance Memory Care.

Following the devastation of Hurricane Harvey, Stanely wanted to give back so he partnered with Katy’s Cane Island community to host a benefit aimed at bringing the people of Houston together for an evening of joy and hope. The event included live music, food trucks and more. The event was free to attend but donations were encouraged and benefited the Ballard House and Hope for the Heart/HOPEworks Counseling. Red Fan landed press hits in Community Impact, Houston Press, Katy Magazine, Visit Houston and more.

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