Seniors Better Together: A Co-op, a Campaign, a Movement #SeniorsBetterTogether

Seniors Better Together: A Co-op, a Campaign, a Movement #SeniorsBetterTogether

Seniors Better Together: A Co-op, a Campaign, a Movement by DeAnne Clune, Managing Director

The State of Senior Living in 2020

The senior living industry is facing incredible hurdles during the COVID-19 crisis, including almost constant negative messaging about congregate living. This has greatly hindered marketing efforts to senior consumers. The result is declining inquiries, sales, occupancy and revenue. Meanwhile, the cost of operations has sky-rocketed, in large part due to the additional precautions needed to keep residents safe.

Like the rolling the proverbial boulder uphill, we are all facing the seemingly impossible task of convincing anxious prospects and family members that senior living is not only safe, but a great place to be. How do we accomplish this in the midst of a pandemic? We start by working together to share the multitude of positive stories happening inside senior living.

What Is Seniors Better Together and How Can It Help?

Seniors Better Together is a senior living marketing co-op, established by veterans in the industry, designed to highlight the benefits of community living – even during a pandemic. It gives senior living communities and providers a way to pool resources and therefore create massive buying power to help execute an industry-wide marketing campaign to combat current negative perceptions. It is much like the national “got milk?” campaign, which was designed to benefit regional farms and milk producers in the U.S. When done well, it will have a positive impact on senior living and help stimulate business for all.

How Does a Membership Work?

The co-op was designed to be affordable and open to communities of all shapes and sizes that serve the many cohorts of the 55 and older demographic. Community partners sign up for a 6- or 12-month commitment at a cost level that fits that community’s budget. Sponsors sign up for a package that fits their budget and level of support. Partners and sponsors will receive the campaign logo and slogan graphics for use on their social media and website for the duration of their membership. Funds from memberships are used to achieve the campaign’s goals of driving traffic to social media and ultimately to the website. Consumers will read positive stories happening in communities, testimonials from current residents, and will find links to community partners and sponsors.

Seniors Better Together in the News

Buzz about Seniors Better Together has been building and the media has taken notice. McKnight’s Senior Living published an article in early September extoling the virtues of the campaign and just this week we have an article in Senior Living Foresight and Seniors Housing Business promise more of the same. The movement is gaining traction on Facebook and LinkedIn, as well, where it will be featured on two upcoming senior living podcasts.

Got Community?

After six months of decreased sales and declining census, it has become apparent to everyone that now is the time to put competition aside and pool resources for the benefit of the industry as a whole. Seniors Better Together is thrilled that LeadingAge Washington, our Founding Sponsor, has supported this project from its inception. We look forward to welcoming many more communities into the fold.

For more information about the Seniors Better Together marketing co-op, contact: 

DeAnne Clune, Managing Director

deanne@seniorsbettertogether.com

(425) 444-0510

Join the movement at SeniorsBetterTogether.com!


 

 

 

Thank you to our NEW Sponsor! 

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November 18, 2020