Insights

Sooner Station, a first-of-its-kind, alumni-based senior living community that will connect the mind, body and spirit, gets the premium marketing connection.

Nothing gets the memories flowing and faces smiling like talk of one’s college years, when every day was an opportunity to learn and experience something new and make fresh connections with people and possibility. That spirited feeling will become a place for seniors with Sooner Station, a 188-unit first-class senior living community opening early 2022 and just minutes from the University of Oklahoma’s campus in Norman.

The uncommon lifestyle concept is now connecting with its target community – Boomers that are also Boomer Sooners, i.e., OU alums. Co-developer MedCore Partners and community manager Integral Senior Living (ISL) reached out to infinitee to help bring to market this one-of-a-kind community designed to echo the energetic, can-do spirit of the University of Oklahoma. Relying on its 30 years of real estate marketing experience, the agency is driving all strategy, creative and marketing to support pre-leasing efforts leading to Sooner Station’s February 2022 grand opening.

Situated on the north side of University North Park, one of the area’s most popular mixed-use destinations, Sooner Station will offer 100 Independent Living, 64 Assisted Living and 24 Memory Care apartments. A premier senior living sponsor of the University of Oklahoma Alumni Association and developed by MedCore and The National Realty Group (TNRG), Sooner Station will offer Boomers a vibrant social events calendar and programming, elevated residential amenities and dining options, and more.

Seniors at Sooner Station share not only a desire to celebrate the golden age of life, but also an intense passion for OU. Residency includes annual membership in the alumni association, premier access, including transportation, to all campus events, the monthly Speaker Series featuring OU professors and additional onsite gameday events. In February, Sooner Station and the Osher Lifelong Learning Institute (OLLI) announced an agreement to begin course offerings on site during summer 2022.

Sooner Station residents will also benefit from ISL’s many nationally recognized amenity programs that have enhanced senior living communities across the country for decades. Vibrant Life®, Generations Memory Care and Elevate® dining will be incorporated into the new community. No matter the residents' physical or mental health, programming is developed to meet them where they are in their aging journey, maximize quality of life and keep them as active as possible within their personal restrictions.

An innovative, uniquely local and spirited senior living community delivering an unparalleled residential experience shouldn’t be served by the same old marketing plan. infinitee’s dynamic direct mail, email marketing and digital campaigns will launch in May with the goal of a 10-month lease-up. A full year before the grand opening, it launched the full Sooner Station website with data capture, lead generation digital strategy, and campaign implementation with integrated retargeting.

infinitee knows how to make Class A websites and their mobile-friendly application is the best I’ve ever seen in the senior living space, said Tiffany Cobern, MedCore Partners’ director of seniors housing operations.

The development partners tapped infinitee to strategically drill down to the most effective, efficient and innovative tactics to help spread the word about Sooner Station. In addition to the website launch, the agency contributed its creative and strategic expertise to the community’s leasing brochure and social media platforms.

All senior living developments check the various locational boxes, but what makes a community truly the place to be? More than an active adult community, Sooner Station is a destination. With an energetic, can-do spirit of its own, infinitee is proud to pave the marketing way to the first-class senior living community.

While multifamily and senior living communities increasingly leverage technology, they should always do so in service to customer experience.

You’re liable to run into gearheads at the Apple Store, auto repair shop or even on the hiking trail. Beware, if given the chance, they’ll talk your ear off about the latest bells and whistles on their phone, ride or new camping equipment. Technological innovation is important, even vital, for most industries, including multifamily and senior living, but such tools should be part of the overall customer experience – and your brand story – not the proverbial trees preventing us from seeing the full forest.

As Michael Procopio, vice president of development at The Procopio Cos., writes in RE Business Online

, more Gen Z buyers (43 percent) and millennials (35 percent) rated smart home features as “very important.” And the desire for technology will continue to grow as more enter the housing market and older generations adapt to its use. While these preferences will continue to be reflected in the design of residential communities across the country, it’s not an end in and of itself. The rising tech innovation supports the evolution of amenities at multifamily and senior living developments which, in turn, elevate the resident experience.

Of course, everyone’s experience changed in the past year under the harsh reality of the pandemic. Technology was there again, this time to help residents feel safer, keeping them connected, but at the same time socially distant. From virtual reality-driven leasing tours to various touchless capabilities and controlled access from smartphones, residential developers employed innovations for ease of use and to ease COVID-19 concerns. Procopio appropriately cautions though that it’s the goal, not the gear, that matters most: multifamily developers and operators may be tempted to “incorporate all technology… [but those] decisions should be driven by demographic trends and preferences and resident experience impacts.”

Baby Boomers, 10,000 of which will turn 65 every day between now and 2030, are redefining senior living development. This ain’t their parents’ "retirement home" situation, after all. They don’t want to be slowed down on their way to “ an engaging, entertaining life full of experiences.” Convenient tech tools, including tele-health and exclusive resident portals, allow them more time to focus on the well-earned joys of life.

For example, Peachtree Hills Place, the first and only luxury 55+, equity-model continuing care retirement community in Atlanta’s prime Buckhead district, offers a long list of community amenities. Residents can relax at the resort-style clubhouse and pool, central courtyard, rooftop patio or open-air pavilion; hone their crafts in the community garden, art studio and woodworking shop; and walk the property’s extensive trails or their best four-legged friend in the dog park. There’s a lot to focus on besides technological innovation, but that helps support and elevate the total customer experience.

To paraphrase a presidential poet, people often forget what you said or did, but they will never forget how you made them feel.

Multifamily and senior living residents want to feel comfort and experience quality and convenience. The ‘bells and whistles’ of technology may change their tune, but those core human values remain at the core of how multifamily and senior living communities should be designed, built and operated.

Retail, the most dynamic property sector, changes again – and always for the better.

For those trying to predict how the tale of retail will go, remember all of the experts and commentaries at the start of 2020 attempting just that. Those amounted to a big swing and a miss at an unprecedented coronavirus curveball. As the saying goes though, growth happens when you’re out of your comfort zone. Many retailers seized that opportunity and this one, too: never waste a crisis. Adversity is an opportunity to improve and further separate yourself from the competition, with teamwork and good ol’ thinking on those feet.

Retailers, including several of the largest chains, reacted to COVID-19 by adjusting to socially distant protocols and retrofitting stores to offer consumers alternatives like curbside, drive-thru and in-store pickups, in addition to online sales. As discussed in a recent blog, Tanger Outlets reopened their outdoor centers and saw a 90% business bounce-back from pre-COVID traffic averages. Customers have always prized convenience, which they get through the retailers’ online and in-app portals, as well as same-day pickup. And contactless pickup ensures safety through social distancing.

There’s more good news: the retail sector is accustomed to change. “Driven by continual shifts in fashion and consumer preferences, demographics, retailer innovation, and commerce technology, retail has always been the most dynamic property sector. Brands rise and fall, shopping patterns evolve, and retailers adapt. The process of ‘creative destruction’ never ceases,” according to PwC and the Urban Land Institute’s “ Emerging Trends in Real Estate 2021.”

Despite the ease of ecommerce, you can’t point and click your way to immersive “retailtainment” or even an authentic alfresco meal at your favorite restaurant. Customers value experience, now more than ever after a year of being cooped up at home. The pandemic will eventually be history, so balancing the bricks with the clicks, i.e., investing in the shopping experience to go with one’s online platform, is critical for business. Brian McGough, managing director for Hedgeye Risk Management, a Connecticut-based economic research firm, told Bisnow that “90% of retailers don't get it.”

A major question remains: how does the seismic event that made the year 2020 into a dumpster fire meme affect consumer shopping behaviors? eMarketer noted that many people either shopped online for the first time or shopped in new categories during the past 12 months. The work-from-home movement, which was called “the largest social experiment of all time” by one real estate research director, and the housing surge were definite trends away from dense living spaces and bricks-and-mortar commercial environments and toward more online consumer activity.

Retail researchers will be trying to pin down the “how many” and “how frequently” of the new consumer wave eMarketer referenced. Interestingly, the research firm also projected that ecommerce growth “will decelerate substantially this year” while overall worldwide retail will rebound to 5.1% growth, after a decline of 3% in 2020. January already showed signs of this as 23% of consumers surveyed by Coresight Research and reported by Bisnow said they purchased clothing and shoes in a bricks-and-mortar setting, a 6% bump from December, while online purchases of the same goods remained stagnant at 24%.

A retail sector on its toes? So it goes. For every pandemic punch in the economic gut, there are countless economic cycles that turn on you seemingly without warning, as well as the aforementioned tech disruptions, fickle consumer trends and other shifts, switches and transitions. Change is the only constant. For the retail sector, that’s business as usual, even amidst the very unusual.

Ancient Greek philosophy reminds us, “The only constant in life is change.” While 2021 planning may feel like throwing darts while blindfolded, one thing is certain — the new year will bring new consumer habits and major opportunities to revamp the way we engage our audiences.

Take a look at how COVID-consciousness has affected the major category of retail. A op-ed piece by Scott McKenzie, global head of the Nielsen Intelligence Unit, outlines five new types of holiday shoppers and what their differences mean for brands. For 2020, McKenzie foresees a pivotal shift in what we qualify as gift-worthy. Particularly, “Among the constrained groups, there will be opportunities for products not typically considered as living in the gift category. For example, ingredients that tie to a surge in home baking, increasingly expensive staples like fresh fruit, and DIY tools and supplies will be more than welcome for some this year.”

Meanwhile, Forbes is calling 2020 the first true “OmniHoliday” shopping experience. The article notes, “75% of the U.S.’s top 50 store-based retailers [...] are offering curbside or in-store pick up.” Target, for instance, saw a 700% jump in curbside pickups in Q3. Tanger Outlets, which also offer contactless pickup, reopened their outdoor Centers to a 90% rebound of pre-COVID traffic averages. This blend of convenience shopping (online or in-app) with the instant gratification of same-day pickup satisfies our newly-upended hierarchy of needs — the safety of social distancing, the comfort of easily accessible essentials, and the escapism necessary to navigate a winter of uncertainty — and helps retailers cope with mandates for decreased occupancy.

Online streaming services also underwent big changes. Zoom, the video conference platform now synonymous with that #wfhlife, reported that 2 trillion meeting minutes were logged in April 2020 between 300 million daily meeting participants in the same month. In their 2020 wrapup, Spotify announced a more than 1,400% increase in work-from-home themed playlists and a 180% increase in tune-ins to health and wellness podcasts. Our habits also reflected a global awakening to social justice, with more than 64 million streams of Spotify’s Black Lives Matter playlist; users created another 65,000 playlists in honor of the movement.

Shoppers are putting their money to work for causes, as well. Instagram users have tagged more than 7.5 million posts with #blackownedbusiness. This mainstreaming of minority-owned brands is reflected in our spending — Yelp reported a 7,043% YOY increase in searches for Black-owned businesses from May 25 to June 10. Of the 1.1 million minority-owned U.S. small businesses, McKinsey & Company estimates they employ more than 8.7 million workers and generate $1+ trillion per year. Last month, an American Express study revealed, “88% of U.S. consumers feel a personal commitment to support small businesses in the wake of the pandemic.” The same study estimated that small businesses recommended by our friends via social media could generate up to $197 billion in sales by end of year. Special hours, private shopping appointments, and local deliveries made by employees are among the top ways owners are working to meet this increased demand.

Examining how we shop is one thing, but understanding why is a much bigger task. More than ever, consumers are blurring the line between FOMO and YOLO, debating on a case-by-case basis whether the risk of an in-store purchase or an out-of-state trip is worth the reward. Etsy has tapped into the heart of the matter with their latest campaign, Gift Like You Mean It. As we rethink purchases and put more emphasis on finding unique items, we also ease some of the guilt and wistful thinking that comes from missing out on cherished traditions. It’s not all dark days ahead, however. Barb, our CMO, summed up the current market climate with this positive perception: America is a consuming country. We want convenience, sure, but we need the entertainment and socialization aspects of shopping as well.

infinitee is thrilled to announce that we have completed first-phase marketing for East Point Exchange (EPX) — a truly unique development that reimagines Main Street for mixed-use living. This work is the product of a partnership with Atlanta-based Kairos Development and Culture Labs. Through this collaboration, Kairos will soon break ground on the unique development designed to reflect East Point’s legacy of hospitality and hard work.

Now in the lease-up stage, our work on EPX began earlier this year. Due to the partners’ unique vision for the development, their commitment to honoring the spirit and pride of East Point, and the immense interest from key stakeholders in the city, we began with a full brand immersion to define a new way of life. From a vision and concept statement, our team built a hustle-and-grind look that is fresh and full of promise. We crafted a unique brand voice and consulted on the final development name. Our team also delivered a full-scope strategy with tiered targeting to drive commercial leasing as well as interest in the development as a destination.

Zach Williams, Marketing Director of Kairos Development, writes,

I can’t praise the work y'all have done enough. [...] It has the right language, look, and feel and it makes it very easy to believe in the future of East Point. Thanks again.

Randy Beavers, Principle at Culture Labs, adds, "Knowing how much impact this project is going to have on East Point, it is critical for us to build relationships and communicate effectively. infinitee has helped us start on the right foot by conveying our intent to create positive impact and value for the existing community, as well as for future generations, which is the spirit of this project."

Slated as a purpose-oriented and experiential community in the heart of East Point, EPX welcomes Doers of all races and creeds who want to have a hand in building a lifestyle that reflects their passions. The phased development concept will feature brand new multi-family residences, makers studios, a wellness campus, and flexible office space in restored historic buildings, as well as numerous arts and entertainment spaces, all connected by the East Point PATH. This park, trail and pedestrian system is now underway and will ultimately link the city to the Atlanta BeltLine’s southern crest. The PATH also connects EPX to the East Point MARTA station, making it a fully-walkable, game-changing alternative to in-town Atlanta neighborhoods.

We could not be more excited for this phenomenal project. This development is integral to East Point’s revitalization efforts and we are proud to play a part in bringing this community together for a beautiful future. — Barb McGraw, CMO & Founder

The full East Point Exchange website with data capture, lead generation digital strategy, and campaign implementation with integrated retargeting will go live after Thanksgiving. The leasing brochure is in-market and concept work has started for a grassroots video series that will spotlight the stories and faces of East Point’s long-time residents.

About infinitee Communications, Inc.infinitee is IN. INto advertising. INto problem-solving. INto creativity. For 30 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare, B2C and B2B brands. The full-service agency specializes in branding, strategy, marketing, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Schedule a video call with Vince Vitti, Vice President of Business Development.

‘Tis the season of jolly shopping and, as we approach the uncharted territory of COVID-cautious holiday celebrations, it’s time to find some creative solutions for those can’t-miss traditions. While an article by CSA notes that “[p]ractical splurges and gifting driven by guilt will be the big sales drivers” this year, a social listening exercise by Material+ found that hope is trending across audiences. In their “ Redefining Empathy for an Uncertain 2021” webinar (October 2020) hosted by AdWeek, they shared, “Hope is the most-expressed emotion in people’s conversations about this year’s holidays.”

From a practical perspective, this could be the push marketers need to ditch some of the traditional tactics with diminishing returns. An Adobe Advertising whitepaper revealed that fewer than 1 in 5 shoppers are likely to purchase from a new brand during this holiday season. Instead of dumping dollars to cast a wide net for new customer acquisition, consider content-rich retargeting and geofencing to engage your existing shoppers and offer them a genuine value for returning. The whitepaper also shared that nearly 3 out of 4 Boomers declared search engines to be their primary “channel” for gift-buying. Given the demographic’s high levels of disposable income and brand loyalty, it may be worth weighting your ad spend to favor sponsored shopping results with Google.

Elsewhere, businesses are adjusting to stay in front of their audiences with authentic experiences that refocus the holiday spirit inward. Due to social-distancing mandates, there won’t be the hours-long wait to see Santa this year. For Tanger Outlets shoppers, the magic isn’t lost — they’ve partnered with JingleRing, a one-of-a-kind video service, that lets you book virtual visits with Santa and Mrs. Claus and enjoy story time right in your living room. (It even comes with a keepsake photo!) What’s truly magical about this invention is its inclusivity for all children. JingleRing proudly employs a wide cast of Santas to suit any family’s needs based on preferred faith, ethnicity and language – including American Sign Language. These private, in-home video calls also make it much easier for little ones with Autism or sensory issues, and anyone with mobility issues, to fully engage and enjoy the magic of the North Pole.

Another one of our clients, Promenade at Coconut Creek, is bringing a winter wonderland to South Florida. On November 21, they'll celebrate the first-ever Holiday Lane; a very merry drive-thru experience, with falling snow and appearances from Rudolph, Santa’s elves, and St. Nick himself. Neiman Marcus stores are keeping Santa busy this year, as well. Saturdays from November 28 through December 19, he’ll personally deliver every curbside pickup straight to your car. Neiman is also upping their legendary concierge-level service with an online Gift Finder for curated shopping as well as access to gift advisors via text, email and phone.

For the third year in a row, e-comm icon Amazon is throwing it way back to the days of circling your faves in the Sears Wish Book. This year’s full-color, printed toy catalogs feature dozens of product stories with captivating copy, nostalgic styling, cute winter-themed activities — and scannable QR codes that take you straight from the IRL wish pages to the Amazon listing (complete with “Free 2-Day Prime Shipping” plug). While no marketing tactic has had a comeback quite like the 2020 regeneration of the QR code, Amazon’s scan-to-shop catalog is a lasting solution to bridge the gap between wishlisting and gifting. Didn’t get one in the mail? You may be out of luck but they’ve got you covered with the Holiday Toy List categorized by age and interest, including a seemingly endless array of STEM and Arts & Craft products.

This year, we’re all more eager than ever to make the holidays special. In the same social listening activity by Material+, one commenter summed up the kid in all of us, “[We get] to sleep in, wear our pajamas all day, cook whatever we want, play with the new presents we got one another [and] watch whatever holiday movie we want.” Other consumer trends that are gaining traction everywhere from the subpages of Reddit to the covers of lifestyle magazines include gameday tailgating via Zoom and Ding-Dong Pot Luck dinners. Multi-person video calls quickly eliminate the geographical boundaries of getting together with extended family and friends — by cheering on your favorite teams from your own living room, everyone has dibs on the best seat in the(ir) house and on the last slice of pizza. For meals that just aren’t the same without those special recipes, families that live near each other are cooking big batches of their signature or sacred dishes then dropping off smaller servings at one another’s houses. That way, they share the same meal they’ve looked forward to all year while minimizing the risk of unsafe gatherings (and skipping the major kitchen clean-up, too!)

As our team preps for sign off before the big feast, we sincerely wish you health and happiness this holiday season. For more market trends and takeaways, keep an eye out for our upcoming Year in Review post.

infinitee is excited to announce our latest partnership with MedCore Partners and Integral Senior Living for Sooner Station at University North Park, a senior living destination in Norman, OK. Through this collaboration, we’re bringing to market a one-of-a-kind community designed to echo the energetic, can-do spirit of the University of Oklahoma. Opening November 2021, Sooner Station will offer 189 residences for active adults seeking a vibrant and spirited community with the added benefit of independent living, assisted living, and memory care services. Integral Senior Living will manage Sooner Station.

Sooner Station is ideally situated just east of Interstate 35 in University North Park, with direct access to the area’s most popular shopping, dining and social events. This distinctive location ensures residents will fully enjoy an active lifestyle with the added benefit of nearby medical care. What makes this property truly unique is its relationship with its collegiate namesake. Sooner Station is the premier Senior Living Community Sponsor of the OU Alumni Association, making it a destination for events, meaningful reunions and connections, continued learning opportunities, and campus visits. This is an industry-leading step in changing the way seniors housing approaches the intellectual, social, environmental and even occupational dimensions of wellness.

"Sooner Station is taking team spirit to the next level. We truly believe in bringing the best to market for every client — and infinitee is thrilled to support this unparalleled senior living experience."

— Barb McGraw, CMO & Founder

The Sooner Station grand opening is slated for November 2021. infinitee is driving all strategy, creative and marketing to support pre-leasing efforts leading to the capstone event.

Tiffany Cobern, Director of Seniors Housing Operations for MedCore Partners, shares, “While we're just beginning the exciting Sooner Station journey with infinitee, it's been nothing short of awesome. They know how to make Class A websites and their mobile-friendly application is the best I've ever seen in the senior living space. We're excited about this partnership and bringing Sooner Station to the Norman, OK community with this great team."

The full Sooner Station website with data capture, lead generation digital strategy, and campaign implementation with integrated retargeting will go live later this month.

About infinitee Communications, Inc.

infinitee is IN. INto advertising. INto problem-solving. INto creativity. For 30 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The full-service agency specializes in branding, strategy, marketing, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Schedule a video call with Vince Vitti, Vice President of Business Development.

From myth-busting the Boomer generation to redefining wellness for a “new normal”, our INsights: Senior Living series has doubled-down on the marketing and seniors housing industries with new ideas on integrating technology, strategic perspectives, and branding best practices. This week, we’re wrapping up with a detailed look at this advice in action at Peachtree Hills Place and The Terraces at Peachtree Hills Place (its on-site continuing care residences) in Atlanta, GA.

The Vision

infinitee is proud to be the agency of record for these Isakson Living properties. Our unique blend of real estate and healthcare expertise was the fitting solution for their Peachtree Hills Place vision — an amenity-rich, independent living community focused on active lifestyles with on-site continuing care. Located on 20 acres in its namesake historic neighborhood of Buckhead, the properties offer livable luxury within easy access to the neighborhood’s finest features.

Andy Isakson, managing partner of Isakson Living, was motivated to build this one-of-a-kind development when he undertook the task of helping his parents find a sophisticated community that was also equipped for their later years. Underwhelmed by the market, Isakson redoubled his efforts and visited 75 properties around the globe to identify what elements were integral to a long, healthy and happy life. Without exception, it was the sense of belonging that helped residents stay active and feel connected to a larger purpose; that sentiment became the cornerstone for our people-first brand strategy.

The Influencers

Unlike previous generations, Boomers are taking an earlier and much more deliberate role in the decision to move into an independent living community. For Peachtree Hills Place, we targeted affluent Boomers who would join as Members. Understanding this audience went much deeper than the common senior living statistics and assumptions. As the first and only resort-styled, equity model 55+ community in Buckhead, we identified the human truths that had caused a disconnect with the existing market. Boomers want convenience, recognition, freedom and wellness programs without the pressure to feel “always on” among their neighbors. Through the brand promise of livable luxury, we elevated the concierge-level services and on-site amenities into a lifestyle story that created understanding and validated the legacy of potential residents. The RebrandEarly in our discussions, Isakson shared his game-changing realization, “It’s all about the people”. Taking that perspective to heart, Peachtree Hills Place was rebranded as a vibrant community of accomplished individuals. Inspired by the fine details found throughout the property, such as original works of art, Craftsman architecture and two regulation-sized croquet courts, the concept of “A Life Well-Played” was introduced. This sophisticated word-play paid reverence to the unique life of each Member; that nuance of seeing people for who they are, set the community apart in a market otherwise focused on who they had been.

We carried this individualized perspective through the visuals by creating a vast library of custom lifestyle photography and Member interviews. This photo/video shoot took place on-site and featured real community Members engaging with each other and enjoying the community. We also elevated the iconic monogram into a mark of excellence that is supported by chic, tessellated line art and editorial-style collateral. A bright, nature-based neutrals color palette and modern serif font carry through the polished look while maximizing legibility for aging eyes. The final design was an exclusive mix of destination marketing that pulled inspiration from hospitality, travel, fashion and culture.

The Strategy

Peachtree Hills Place offers an unrivaled equity model of membership. The lease-up strategy for this particular property had to educate audiences on two fronts: the literal value of buying into a luxury retirement community as well as the intangible value of prolonged wellbeing as a result of maintaining an active lifestyle and minimizing loneliness. Further in the pipeline, it also had to address sensitivities around inheritance versus investments and the uncertainties of off-site rehabilitation and continuing care.

Generating highly-qualified leads that accelerated the pace of home sales meant launching with an informative phase that introduced Peachtree Hills Place as the ultimate model of carefree home ownership and its many benefits. We underlined this info-heavy push with lifestyle imagery to subconsciously reinforce the sense of belonging that anchors the new brand.

A multi-pronged strategic marketing plan was activated with attention to print as well as digital. To initiate 1:1 engagement, direct mail was used to showcase upcoming events. By styling these pieces as high-touch invitations to lunches and cocktail parties, prospective Members and a guest were given the opportunity to engage directly with the property management while meeting their future neighbors. Magazine advertorials, placed in affluent regional publications, focused on the life stories of existing Peachtree Hills Place Members and highlighted the diversity and sophistication of the community. The benefits and amenities of the property were treated as supporting elements to reinforce the story.

The integrated digital campaign began with an enhanced, data-capture website that enabled a personalized touchpoint approach to the sales process. Additional tactics included pay-per-click, programmatic display, geofencing and retargeting, paid social ads, and email marketing. We created a variety of digital banners and embedded Member video testimonials to create a richer user experience and generate a higher click-through-rate.

The final element was on-property integration. To help meet goals and assist the marketing team, a marketing center was designed to support lease-up efforts. Site plan signage, interactive video screens, and an engaging sales team were all integral to increasing home sales.

The Results

This comprehensive campaign approach paid off in big ways. Goals were far exceeded with Phase 1 homes sold out months ahead of schedule as Phase 2 sales followed suit. The digital media campaign targeted 55+ adults, in five major Atlanta zip codes. Year-over-year, digital advertising generated a 41% increase in leads while the website generated a 232% increase in traffic. Display generated 26,865,599 impressions and 47,812 clicks with a .17% CTR; video generated 2,073,041 impressions with 108,433 clicks and a 5.2% CTR. As of September 2020, 86% of the 204 available homes are sold and occupied.

The success of this campaign has forecasted promising results for The Terraces at Peachtree Hills Place, as well. Due to the higher level of care offered, qualifications for residency at The Terraces required a slight shift to the overall target audience. To maximize the campaign’s impact, we targeted retirees aged 55+ in Atlanta, as well as the metro cities of Sandy Springs, Marietta, and Smyrna; we also augmented the audience to include caregivers seeking high-end assisted living.

After delaying their omni-channel campaign launch due to COVID, The Terraces hosted a Virtual Grand Opening on September 28. A 30-day review of two weeks before and two weeks after the event shows 1,328,754 total impressions, 2,654 clicks with a .20% CTR, and 160 Virtual Tours completed.

Want to learn more about our specialized lease-up strategies? Looking for advice on structuring your proforma for comprehensive marketing? Schedule a chat with Vince.

Last week Barb shared  paradigm-shifting insights for branding the senior living space. This week, our series takes a deep dive into the importance of internal marketing for senior living communities, as outlined by the International Council on Active Aging (ICAA).  

The ICAA is on a mission to change society's perceptions of aging and advocating a change of lifestyle for older adults based on seven dimensions of wellness: emotional, vocational, physical, spiritual, intellectual, social, and environmental. In response to the unique challenges that senior communities are facing due to the 2020 coronavirus outbreak, ICAA created the COVID-19 Senior Living Task Force. In August, the group released their  recommendations on “strategies and tactics to [...]  seize the opportunity to reinvent culture and services.” One major angle was to refocus the conversation of wellness — and it starts with staff.

Here are our top tips on using internal marketing to better prepare senior living communities for times of crisis:

1) Host a Culture Academy

COVID brought a surge of new hires in communities across the country — and with it, truncated onboarding. Now that new routines are established, it’s time to revisit your brand fundamentals. Take a look at how staff/resident (and staff/staff) interaction has changed due to social-distancing. Has it affected feelings of being close to one another? Have limitations on daily activities shifted your community away from a “Say Yes” mindset? Has  stress management and risk fatigue eroded the “Attitude of Gratitude” for your teams?

Ask them.

Pivoting from a needs-based model of care to one that recognizes and supports the whole person will depend on shifting the mindset of your entire community. An article from Harvard Business Review archive  notes, “Turning points are [...] ideal opportunities for an internal campaign; managers can direct people’s energy in a positive direction by clearly and vividly articulating what makes the company special.”

This exercise is essential for new and seasoned employees. Make time to sit down in groups and discuss. Create digital brand assets for your staff and workshop the changes. An animated video of your core values, your vision statement incorporated into a well-designed phone or computer background, and an overhaul on the language of your services and amenities content are easy ways to make sure everyone is on the same page for the future. You can also develop a “morning mantra” group chant to build camaraderie at the start of each shift. However you engage employees, encourage them to describe how they define wellness, purpose, independence, and meaningful work.

2) Integrate Wellness into the Workday

Ensuring your staff knows the values of your organization is critical to changing the conversation around wellbeing. Workers in the senior living industry have an innate desire to put others first. That trait is mandatory for high-touch, intimate relationships but also puts them at risk of neglecting their own health needs. Mental and physical wellness are cornerstones of active aging and the ICAA recommends that properties prioritize “health promotion and wellness education for staff, including caregivers, that focuses on real needs, such as health, finances, and stress management.” The last thing your senior living staff needs is one more thing on their to-do list. Rather than extending stand-up meetings or sending them home with a pamphlet, consider how you can integrate wellness into their days. By treating them to small, repeatable activities, it’s easy for your caregivers to identify the habits that work best for their needs. Some ideas include:

• 10-minute chair massages scheduled during coffee breaks
• 20-minute lunch and learn sessions on lifestyle subjects like art, journaling, gardening and social media basics
• 15-minute private conversations with financial advisors and mental health counselors

It’s important to note that these activities aren’t one-off solutions. These on-property activations are the payoff to a larger communication plan that builds loyalty and industry recognition. Need a jumpstart? Remind your staff that the work they do makes a difference in the lives of their residents.

3) Identify Future Leaders

The best way to prepare your teams for the future is by encouraging them to help define the “new normal”. Understanding what contributes to burnout and taking a proactive role in redefining your community’s culture are important — but you need advocates along the way. The ICAA suggests defining criteria for “top-talent” employees with leadership potential. By supporting and promoting from within, you’re welcoming new perspectives that are rooted in a common culture which promotes independence and active aging in a positive light. Developing staff members to be leaders doesn’t start with backfilling senior roles; it starts with recruiting and hiring. Aspirational staffing will ensure your teams have the ability to grow into the culture of wellness and self-sufficiency that Baby Boomers demand from the senior living communities of the future.

Need help getting started?  Schedule a video call with Vince to discuss the best recruitment marketing strategies for your brand or check out our archive of  senior living posts.

Last week, we examined the myths of marketing to today’s modern seniors. This week our series continues with a snapshot from our CMO, Barbara McGraw, of how to build, maintain and elevate a senior living brand.

Building Your Brand

The first, and arguably most important, fact to recognize about today’s seniors housing industry is that it is a business segment unlike any other. While it’s easy to default to a healthcare mindset, that’s only one facet of this vast and growing vertical that has to be taken into account. To create a truly strategic and comprehensive senior living brand in today’s marketplace, you have to also layer in elements and best practices from other high-touch verticals including hospitality, technology, and even luxury mainstays. That doesn’t even take into account color theory and other psychological components that are woven into the therapies and residential experiences, all of which have a place in your brand's story.

So, how do you actually start conceptualizing a brand for a segment with such an expansive view? The answer may surprise you.

Start where you would for any other brand building exercise — by reviewing competitive market leaders and challenging yourself with the chance to step away from the norm. Earlier this year, Visual Capitalist examined MBLM’s Brand Intimacy Study 2020 and found that Boomers resonate most with Amazon, Toyota, Lexus and Apple, respectively.

If we take brand cues from these global leaders, here’s what we’re left with:

• The customer-first/service focus of Amazon Prime delivery
• The luxury and experiential aspects of Lexus
• The future-focused, intuitive usability of Apple
• The sense of welcoming at Four Seasons hotels

These are invaluable insights into the expectations that today’s Boomers and adult children have for seniors housing options. So your brand image, story and identity all need to measure up.

Additionally, Trust, Quality of Life, Connection and Empathy are mandatory brand values across the board, whether you’re a 55+ active lifestyle community or a more long-term assisted living / independent living community. Knowing this, the challenge is then expanded to the development of a unique brand position that speaks to your particular consumer benefit and marrying your brand identity around that fundamental concept.

For active adults in the Baby Boomer generation, “quality of life” means making a difference in their community, pursuing a second career, and maintaining an active lifestyle to live independently for as long as possible. Today’s Boomers are stylish, tech-savvy, extroverted, a little mischievous and, above all, extremely influential. This generation is not bowing out. Rather, they are standing centerstage for life’s third act — but don’t just take it from me. Hear it straight from a perennial icon of the longevity movement, Jane Fonda, in her talk for TEDxWomen. She was certainly ahead of the times when she gave this talk in 2011, but it’s still incredibly relevant for today’s senior living marketing efforts.

Maintaining Your Brand

Branding is not limited to a few quick-turn campaigns and it is not a series of one-off checkboxes. True brand management is an ongoing cycle of assessment, refinement and action. In fact, the quickest way to regress the momentum of your brand is to put it on auto-pilot.

You’ve introduced the who and what of your brand and the fundamentals of why Boomers should choose your community. Now it’s time to reinforce those messages to build advocacy and brand loyalty. This means exploring the sense of place you’ve established — highlighting the cultural and social experiences that contribute to the authenticity of your community, such as a salon-style lecture series or competitive croquet league — and setting the expectation of a higher quality of life in all of the areas that are important to your residents, both prospective and current.

Speaking of current residents, don’t forget about them! They have the potential to be your best allies and brand advocates. Keep them informed as new amenities, programs and services are developed in the community and listen to their feedback. The same applies to their families.

Ultimately, this is the time to invest financially, strategically and emotionally in long-term results. Detail the amenities of the community, share personal stories and interviews with the staff, and develop your strategy for reconnecting with consumers who are now aging into your audience. Carefully assess your competitive mix and decide if your brand’s primary selling point is still unique. By devoting real resources to establishing brand awareness early in this phase, you’ll own your share of voice in the industry. This is critical for successful communication in the future. Who wants to spend their marketing dollars just trying to be heard when you could be curating your brand’s overall image and directing its impact on the market?

Elevating Your Brand

There’s no question that COVID-19 dealt quite a blow to the consumer’s perception of senior living facilities. Moving forward, it will certainly take more than a logo change or acquisition announcement to truly elevate a brand. Now, more than ever, understanding how company culture affects brand experience is vital. Prioritizing the wellbeing of caregivers and expanding on-site fitness and wellness programs for residents are just two factors that Boomers will use to weigh their decision on seniors housing.

In an interview with Forbes, Dan Hutson, former chief strategy officer for the nonprofit HumanGood, noted, “The big issue is that, as an industry, we have built a product that does not align with what the consumer wants”. REITs and developers, take note — now is the time to find your strategic branding partners and, together, commit to changing the pace and paradigm of senior living. Humans crave adventure, excitement, collaboration and opportunity. Carl Jung spelled it out for us 80 years ago with the 12 archetypes that have become cornerstones of marketing. For Boomers, the lure of livable luxury, authentic cultural experiences, and the undeniable need to be seen as individuals are quickly outstripping the housing options available.

Brands focused on today’s seniors have a once-in-a-lifetime opportunity to redefine the concept of aging and transform it into

living. For established brands, it’s especially important to reevaluate the message of “aging gracefully”. As a society, we are past the point of expecting our elders to hold their thoughts, step aside, and settle down — and the brands which empower that movement will earn themselves lasting loyalty.

Americans are living longer than ever before — and aging into the “retirement” category at an unprecedented rate. In July of 2019, the U.S. Census Bureau noted that more than 54 million Americans were age 65 years or older. It estimates another 10,000 turn 65 each day. While there are numerous factors benefiting the Baby Boomer generation (U.S. adults born between 1946 and 1964), our nationwide shift toward healthier lifestyles and mindful, positive aging is not to be overlooked.

The vitality-focused lifestyle has run through the spin cycle for just about every business vertical imaginable. From the products-and-advice empire, GOOP, to the meteoric rise of Peloton sales and subscriptions during COVID, (and don’t forget the Great Cauliflower Glow-Up!) the entire country is literally buying into the idea of better living. But marketing this new mindset takes much more than sun-lit photography, a casual script font, and carefully-styled sweat droplets.

It takes time — and empathy — to understand how this generation has reclaimed their health, their futures, and their outlook on aging. It’s time to completely reinvent the way we market to modern senior citizens.

Let’s examine some assumptions of marketing to aging populations, and how they need to change, in order to drive real value for this major target audience:

1. Retirees live on a fixed income and aren’t interested in buying non-essentials.

Sure, retirees may not be pulling down checks from a 9-5 job but the Baby Boomer generation still controls approximately 70% of the country’s disposable income. Buxton, a customer analytics pioneer, also found that shoppers age 65 and older spend “roughly 50% of all CPG dollars (including apparel).” AARP found that Baby Boomers planned to spend over $6,600 on travel and planned to take 4-5 leisure trips in 2019. Clearly, this demographic has bigger things in mind than budget shopping for basics — as marketers, we need to get comfortable with the idea that Boomers are prioritizing wants over needs and we must reevaluate the campaign language used across the board.

2. “Well, our target market is men and women, 18–55.”

Inherent ageism and strategic pitfalls aside, Baby Boomers are consistently outspending Millennials and Gen Xers — and the categories may surprise you:

• Baby Boomers make up 46.8% of pet spending
• 59% were willing to pay extra for socially compliant, sustainable products
• 49% are interested in functional foods like probiotics and vitamins
• 20% eat ready-to-eat snack food like fruit, candy bars and nuts

In their 2018 wrap-up, VISA plainly stated, “[...] the strongest future growth potential in spending lies firmly with Baby Boomers.”

3. Retired means retired; they don’t do much during the day.

Second or “encore” careers are booming. Although the financial impacts of healthcare and other life changes influence a Boomer’s desire to reenter the workforce, research respondents for the National Institute of Health also declared,

[I] want to continue working to maintain a sense of identity, fulfillment, and social connection.

Franchises, part-time work for access to better health benefits, and creative small businesses are just a few of the ways older adults are delaying retirement. Of those who have exited the workforce, social and political activism, caregiving for a spouse or grandchildren, and continuing education top the list of ways to spend their time. Moreover, this audience has a strong drive to preserve their legacy, both in terms of wealth and achievements. We have to analyze these psychological pushes and pivot go-to concepts to meet these consumers where they really are.

4. Retirees are behind on the technology learning curve.

It’s easy to underrate the advances of prior decades, but what we now consider outdated technology blazed the path for modern office life. In fact, younger Boomers that entered the workforce in the 1970s and ‘80s “came of age” at the height of office automation. Word processors, copiers, fax machines, intranets, desktop computers and mobile phones were standard equipment for this generation. But what about our recent shift to an always-on culture? Per AARP, “Surveys by the Pew Research Center found that among those 65-plus:

• two-thirds use the internet (and 75% of them use it daily)
• 37% use at least one form of social media
• 42% own a smartphone”

If we combine these habits with discretionary spending ability, it’s easy to see how valuable the Baby Boomer market can be. So how do we reach them? Brands must expand their voice and visuals, and shift tactics, to accommodate these engaged seniors.

5. The real decisions about senior living are made by primary caregivers, not the residents.

Extenuating circumstances aside, Boomers are proactively planning their own golden years in ways previous generations never considered. This shift is extremely important in the Senior Living segment. Downsizing into a retirement community is no longer synonymous with a cramped apartment in 10 shades of beige. Among other trends in senior living, residents are demanding active adult communities where independence and personalized amenities are top priority. View this market opportunity through the lens of hospitality — convenience, leisure, livable luxury, location and value for money are all major factors for seniors who are looking to relocate. Taking it a step further, corporate or clinical-sounding collateral will get you nowhere. In a 2017 survey on social marketing, Boomer women said they respond most to the campaigns and influencers that make them laugh and share real-life experiences, even on serious topics.

This demographic, perhaps even more so than Millennials, refuses to be categorized. Put simply, this is the end of your grandma’s direct-mail coupons — and that’s just how they like it. To see how we’ve busted the stereotypes of senior living and branding, schedule a meeting with Vince for a one-on-one walkthrough of our branding work with Peachtree Hills Place, a luxury 55+, equity model continuing care retirement community.

It’s that time of year again — despite the many challenges this year has brought, 2021 planning is still on the agenda. While we’re far from the other side of the pandemic, our consumers’ sense of control is slowly being revived. As we look toward making a fresh start, it’s critical that we reevaluate marketing best practices. Sure, “timely, true, transparent and targeted” will always be the baseline but as we move forward in this new normal, it’s our responsibility as marketers to acknowledge and adapt to the changing needs of our consumers.

Here are four ways our team is pivoting to build supportive content and strengthen brands:

1. Insist on Cultural & Social Relevance

Q4 is notoriously packed with messaging traps in a typical scenario. Sarcastic hashtags aside, 2020 brought an unprecedented global shift in priorities and is also an election year. Holiday campaigns and sales, travel incentives, pre-qualified financial and credit card promos, even aspirational “New Year, New You” tactics will likely fall flat this year. We must pause and reassess all programmatic content to avoid tone-deaf alienation of consumers.

Speaking of the holiday season, it’s no surprise that many rituals will undergo major changes. From tailgating (in your own driveway) to cooking lessons (via video call), some tried-and-true campaign concepts just won’t cut.

"Do your research, dig for the fascinating, celebrate the constants, and use this opportunity to discover and promote overlooked facets of your audiences’ cultures and traditions."

2. Aspire to Be “Okay”

Six months in and quarantine isolation is already documented as a primary factor in mental health setbacks across the country. Let’s step away from the spreadsheets, content schedules and acronyms for a second. Underneath the marketing tools and industry jargon, we’re all people first. That anxiety, uncertainty and endless urge for snacking are exactly what your consumers are dealing with, too. We’re so used to “pushing the envelope” and “setting the bar” that we’ve failed to realize an important fact: this year, it’s okay to just be okay. And your audience needs to hear that.

We are not advocating for mediocre content; it’s the exact opposite. Encourage interaction and boost engagement by meeting your audiences where they are — now, more than ever, your consumers are looking for understanding and they need an outlet. Find new ways to be supportive, transparent and maybe even a little raw with your messaging. This is an excellent chance to build a new layer or two into your brand voice. For example, gallows humor memes are raging across social platforms. While that likely won’t translate directly, considering what your audience finds funny and spotlighting the not so Insta-worthy human truths we’re all facing will give audiences the “in” they’ve needed to be more engaged with your brand.

3. Rethink Go-To Formats

Screen fatigue and info overload are two of the biggest hurdles facing your messaging. In the era of our all-in-one home office/classroom/break room/daycare/couches it can seem impossible for consumers to disconnect from the workday and tune in to after-dinner distractions. One way to break through the clutter is to consider alternative content formats. A few that are top of mind include:

•   Hosting live chats with your subject matter experts on LinkedIn
•   Sponsoring a fan chatroom during events such as online concerts or tournaments
•   Creating a parody Twitter account for your best- (or worst-) selling product
•   Co-creating with your most loyal shoppers through social media takeovers
•   Animating a white paper, case study or interesting research
•   Creating a TikTok challenge to reboot old-school product placement

It’s so important to remember that we are all being inundated with messages right now. Before you post, share, comment or produce, check yourself and ask, “What does my audience do with this?” If it’s just a piece of white noise or, worse, an unnecessary disruption, hold onto the content until you have a clear goal.

4. Commit to Meaningful Metrics

With so much creative experimentation happening across organizations, the standard quantitative stats may not “measure up”. (C’mon … that was a good one!) While brand awareness, sentiment and consumption often take a back seat to those easily summarized acronyms — we’re looking at you SQLs, MQLs, LTVs and CACs — it’s time to prioritize the qualitative side of things. Here are a few suggestions from our strategy team:

•   Compare your brand’s share of voice across out-of-home/in-store and digital properties
•   Analyze consumption quality such as time on page, scroll depth, and relation of links clicked
•   Assess interaction quality (comments, shares, tags) of social media audiences
•   Review backlinks and social shares and break it down by content type

That, of course, is not a free pass to ignore sales leads and e-cart abandonments but having a solid read on your brand’s perception in the marketplace will only strengthen future messaging and planning. When you’re ready to hit the ground running on 2021 marketing, we’re ready to help. Schedule a video call with Vince to get started.