The Value of PR and Senior Communities

What is a newspaper article worth...it's priceless to paraphrase the tv commercial.

In my morning newspaper a senior community was featured today and the reporter wrote about weekly pet visits from companion dogs.

A heartwarming picture accompanied the article. This article will to be remembered by families whose love ones live at the community, staff, and residents. They will talk about today and for months to come.

By comparison, another senior community ran a 1/4 page ad with the typical headline related to choice and pictures of a senior and a desert.

Which will have the greater retention? The article about pets will far exceed recall. Articles have a 70% greater retention rate than advertising which must rely on on-going exposure to net results.

The pet article is an excellent example of a community have a 'nose for news' and finding something that would appeal to a reporter.

We recommend brainstorming with activity directors and leasing teams for these tidbits. They are well worth the investment in public relations opportunities.

Longevity and Senior Communities

An excellent book entitled, The Lognevity Project, by Howard S. Friedman and Leslie R. Martin is an wonderful resource promoting successful aging. The book is based on a study of 1,500 Californians over 8 decades with plenty of self-tests to illuminate your own best paths to longer life. For example, many people who work the hardest..live the longest (think Warren Buffett); getting and staying married is not the magic ticket and prudence and persistence helps flouish through the years.

Innovative senior communities are embracing some of the principles in emphasis on stimulating activities that engage one mind and body. Just because someone chooses a community which provides security for ones' future and a wealth of conveniences and services; it doesn't mean they've stopped working. In many cases it is the contrary. They are active volunteers and still may go to the office.

Hope you enjoy reading this informative book and find some inspirations.

Janis Ehlers’ Book Receives Bronze Award

FORT LAUDERDALE, Fla.—The book, Marketing Senior Housing, written by Janis R. Ehlers, MBA, has received a bronze recognition in 20th annual National Mature Media Awards competition, the nation’s largest awards program that recognizes the best in marketing communication, educational materials and programs for adults age 50 and older.

Ehlers published the second edition of the book in November, 2010 to assist senior housing communities with marketing challenges from launch through various phases of occupancy. She draws on her career experiences having opened more than 50 communities in the country as well as serving as a consultant to independent, assisted living and continuing care communities and housing geared to the active adult population segment.

The book offers checklists and tips including a how-to guide for creating a marketing budget and plan, building an outreach network, social media and special events.

“It’s very satisfying to be acknowledged in this competition,” said Ehlers, president of The Ehlers Group, a strategic marketing and communications company with offices in Florida and Virginia.

The book is available through Authorhouse, Amazon as well as from The Ehlers Group by calling 954-726-9228.

About The Ehlers Group

The Ehlers Group specializes in senior housing, including active adult, assisted living and continuing care retirement communities. Established in 1994, the company focuses on consumers experiential experiences. Among its diversified services are mystery shopping and community audits.

The company offers varied communication services including social media. For additional information, please call (954) 726-9228 or visit http://www.theehlersgroup.com/.

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