E4: “Not Your Grandma’s Retirement Home”: Marketing to the Next Generation
Wednesday, June 18 | 3:15 PM - 4:15 PM
This program has been submitted (but not yet approved) for Continuing Education for 1.0 total clock hours from NAB/NCERS.
In support of improving patient care, this activity has been planned and implemented by AXIS Medical Education and LeadingAge NJ/DE. AXIS Medical Education is jointly accredited by the Accreditation Council for Continuing Medical Education (ACCME), the Accreditation Council for Pharmacy Education (ACPE), and the American Nurses Credentialing Center (ANCC), to provide continuing education for the healthcare team.
How many times have you heard a senior living operator market themselves as “not your grandma’s retirement community”? It’s typically a true statement – today’s providers are offering vastly different services. But these providers fail to define and market exactly how they are catering to today’s vibrant senior living prospect. What are the features, programming and overall approach that truly separates an active adult community from the retirement homes of the past? And how do you intentionally position and market your community as such, while actively rejecting outdated stereotypes? This session will explore the profile of tomorrow’s retiree and how these preferences shape senior living communities’ unique sales proposition, differentiating them from outdated stereotypes of senior living. Attendees will learn how strategic storytelling, tailored messaging and community engagement build senior living communities’ reputations as active campuses tailored to the needs of Baby Boomers and Gen Xers.
Learning Objectives
- Develop a clear framework for strategically aligning and marketing innovative offerings to match prospect profiles
- Discover a multi-step approach to thought leadership that moves the dial on perceptions of your senior living community
- Understand the six elements of a newsworthy story and how to leverage them to build your reputation as “not your grandma’s retirement community”
Speaker Information
Vice President, AKCG – Public Relations Counselors
Angelica Flynn, APR, is Vice President at AKCG – Public Relations Counselors, leading the firm’s media relations practice. A seasoned public relations professional, Angelica oversees the firm’s team of skilled media relations specialists while working collaboratively with organizations to build and execute bottom-line driven communication plans. Angelica has led projects for clients across senior living, healthcare and higher education, helping organizations bolster their reputations and reach their most important audiences. Angelica earned her accreditation in public relations (APR) from the Public Relations Society of America. She is a member of the Philadelphia Public Relations Association and an inaugural fellow of the IPREX Academy, a leadership program designed for members of IPREX, a global network of independently owned communication agencies.
Chief Marketing and Innovation Officer, FellowshipLIFE
As Chief Marketing and Innovation Officer of FellowshipLIFE Liz Fandel is responsible new strategic initiatives, marketing and sales for Life Plan Communities and Home and Community Based Services including hospice, private-duty homecare, concierge, care management & coordination and therapy at home services as well as a continuing care at home program. As an innovative leader, with strong organizational skills and entrepreneurial spirit, she spearheads innovative projects to help further the mission of FellowshipLIFE and to enhance our services and programs to benefit all those we care for and serve. Mrs. Fandel is a member of LeadingAge and is a graduate of the Larry Minnix Leadership Academy. With over 30 years of progressive business and development experience, Mrs. Fandel is a strong and strategic leader who is a highly effective, results-oriented senior-level professional with extensive business management, marketing and sales expertise. Mrs. Fandel recognizes that brand awareness and marketing penetration is key to drive sales. Having a diverse digital presence with an engaging website design and content, remarketing tactics, strong social media presence, optimized keywords, and targeted pay per click campaigns is essential in today’s marketplace.
