How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *

How to tell your story when you’re changing the game in senior living

Chelsea_W169It’s no secret that to effectively market senior living services, you really do need to have a quality product. You can have a high-end lobby, perfectly manicured lawns and a mobile optimized website, but if your residents are not enjoying the best possible quality of life every day, then it’s just not going to sell.

I have the pleasure of working with Jewish Senior Life, which in my humble and unbiased opinion offers the best senior living around. Working with them is actually a PR dream because they have it all: research-driven programs and thousands of individuals with authentically inspiring stories. Oh, and in June 2016 they broke ground on an $83 million campus transformation project to redefine home and revolutionize care for the individuals they serve. The project was several years in the making, and it was  expected to make a major impact on the local economy and an even greater impact on the 2,000 people that Jewish Senior Life cares for each year.

The challenge? Generate awareness and continued support for the project throughout construction, maintaining a steady drum beat of excitement without thumping our chests. Here’s how we did it.

Step 1: Have a plan

Duh, I know. But mapping out your strategy is essential to effectively reach your goal because with so many stakeholders and moving parts, something is bound to fall through the cracks if you don’t have a roadmap to keep you grounded. Together with the team and Jewish Senior Life, we developed a killer communications plan that integrated both PR and marketing communications to bring our story to life.

Step 2: Use milestones as conversation starters

Think about key events throughout the construction that would give you a legitimate reason to communicate. And within each of those events, tailor your message appropriately for your audience. Key milestones could include a groundbreaking event when construction begins, reaching a fundraising goal, and a grand opening event when construction is complete. Each of these events lends itself to human interest stories, thought leadership opportunities for executives and stories about the economic impact of the project. By segmenting out your story and tailoring your message for each milestone, you can get a lot more mileage out of the project without getting stale.

Step 3: Be a leader

So you’re executing a project that’s changing the game and you’re seeing great results so far. Use that success to help others be successful, and make your organization look smart while you do it. This past fall, our team shared our story with a room full of senior living executives, discussing how we caused a major splash with the Jewish Senior Life groundbreaking event and providing actionable takeaways for them to bring to their organizations. We’re sharing a similar presentation at the PRSA Northeast District Conference on Friday, this time focusing more in-depth on the planning, messaging and event activation. It’s exciting to be able to share what we learned with other like-minded organizations and possibly help them reach their goals as well.

Want to learn more about the project or see what we’re up to lately? Check out our progress online.

How can we help you make change?

There are no comments yet. Be the first and leave a response!

Leave a Reply

Your email address will not be published. Required fields are marked *