Marketing for Seniors Bear DE

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Delaware Business Marketing
(302) 894-3543
80 Aleph Drive
Newark, DE
Prices and/or Promotions
Marketing Coaching and Consulting

KirkDesign
(302) 661-0249
1815 Shallcross Avenue
Wilmington, DE
 
Innovations Business Solutions, Inc.
(302) 292-1900
254 Chapman Road, Suite 103
Newark, DE
 
Graphic Arts Services
(302) 477-9888
3501 Silverside Rd
Wilmington, DE
 
Miller Mauro Group Inc
(302) 426-6565
3 Mill Rd
Wilmington, DE
 
Innovations Business Solutions, Inc.
(302) 292-1900
254 Chapman Road, Suite 103
Newark, DE
 
KirkDesign
(302) 661-0249
1815 Shallcross Avenue
Wilmington, DE
 
Delaware Business Marketing
(302) 894-3543
80 Aleph Drive
Newark, DE
Prices and/or Promotions
Marketing Coaching and Consulting

Integrated Media Concepts Inc
(302) 778-1300
117 N Market St
Wilmington, DE
 
Forum of Executive Women-Delaware
(302) 792-0100
1304 Hilltop Ave
Wilmington, DE
 

Branding Retirement Communities

Retirement communities have been springing up across the U.S. for the past two decades. According to the National Care Planning Council, “The NIC National Supply Estimate of Seniors Housing & Care Properties enumerated a total of 46,131 seniors housing properties with supportive services in the U.S. with a capacity to hold more than 3.4 million seniors as of 1999-2000. Of these 46,131 properties (3,411,891 beds), 50% were assisted living communities, 34% were nursing facilities, 7% were in dependent living communities, 4% were continuing care retirement communities (CCRCs), and 5% offered a combination of property types. Seniors apartments (that is, seniors housing properties without supportive services) were estimated at 11,726 properties and 821,173 units.”

A continuing care retirement community (CCRC) is a housing community that provides different levels of care based on what each resident needs over time. This is sometimes called "life care" and can range from independent living in an apartment to assisted living to full-time care in a nursing home. Residents move from one setting to another based on their needs but continue to live as part of the community.

Retirement communities offer products and services ranging from houses, town homes, apartments, condominiums, fitness centers, swimming pools, bowling alleys, golf courses, fishing ponds, hiking paths and restaurants to financial advisors, barber shops, beauty salons, transportation services, shopping excursions, concerts, movies, physical therapy and hospice services. They also offer aging in place (or home care) services such as yard care services, cleaning services, private duty nurses, traveling libraries and meals on wheels.

These communities vary quite widely regarding major services offered (independent living, assisted living, skilled nursing, etc.), payment plans/options (entrance fee/monthly payments, rental, equity/ownership, etc.), amenities offered and number of units. Some (usually older communities) are organized more institutionally, while others (usually newer communities) are organized more residentially or socially. Some communities focus more on “active living,” while others more on assisted living. Some have a special focus on the development of body, mind and spirit.

From my experience, these are some of the branding issues most often encountered by retirement communities:

- How to establish relevant differentiation
- Whether to abandon a religiously oriented name (Luther, Wesley, Calvin, John Knox, St. John’s, St. Joseph’s, St. Andrews, Jewish Home, etc.)
- Brand architecture

o   This gets quite complicated for retirement communities that have grown through mergers and acquisitions and others with multiple properties/sites with multiple names
o   There are often questions about naming the independent living, assisted living and skilled care facilities and how those names would relate to the name of the organiz...

Click here to read the rest of this article from Branding Strategy Insider