Let's cut through all of the noise about social media and identify some simple truths about what the new media paradigm means for companies that serve mature consumers, and in particular for senior living communities.

1. The shaping of your brand is no longer in your control. Your community will be talked about in the social media arena whether you engage in the conversation or not. You can choose whether to be afraid or opportunistic.

2. Mature market media trends show high consumption across digital as well as all media types and rapidly growing engagement in social media.

3. Think about media as a spider web, not a straight line – the new focus is on media integration and cross-marketing. The neat little media silos we were used to are gone. It's no longer about choosing one or several media strategies and evaluating which one provides the best cost per lead and cost per sale. It's now about creating a web of interconnected messages.

4. Content-driven strategy is key. Digital media is about content and community. By offering content that your target wants you can build loyalty and increase your social media community.

5. Relationship-driven strategy capitalizes on social media's appeal. Especially in today's economy, consumers take time to develop trust with brands before making buying decisions. The "courting time" between consumer and brand is lengthened and now more important than ever. This is especially true for large and important lifestyle buying decisions – such as moving to a retirement community. Social media is an effective means to building trust and developing a long-term relationship with a prospective buyer.

Our hometown, Richmond, VA, was recently privileged to be one of three cities (along with Seattle and San Francisco) to host the Picasso exhibit, Picasso: Masterpieces from the Musée National Picasso, Paris.  The Virginia Museum of Fine Art chose The Martin Agency of Richmond to promote the exhibit.  The following ad shows an especially apropos and visually innovative use of QR codes.  Each of the scan-size QRs takes the reader to content about specific works of art or other information about the exhibition.  Kudos to our friends at Martin!

Whitney Center "Whole New Light" campaign

As Whitney Center began counting down the months to the opening of its expansion it wanted to convey momentum and excitement in the marketplace.  This campaign was launched just as the hope of spring was being felt in New Haven, CT, where the winter had been exceptionally hard.  The campaign ties to the architectural design of the expansion, which has huge windows, a glass-walled Main Street and lots of light and energy.  It’s part of a crescendo that will culminate in the opening of 88 new apartments and an array of community amenities in September.

>> View "Bubbles" Ad (PDF)  |  >> View "Balloons" Ad (PDF)  |  >> View Direct Mail (PDF)

Westminster Village Collateral (Direct Mail)

Westminster Village, a Life Care community in Spanish Fort, AL, recently launched a new logo, brand identity and collateral package.  The community targets local residents who have lived in the area all of their lives, as well as a large group of Mid-western snowbirds who have made an annual pilgrimage to Gulf Shores and the surrounding area.  The design of the collateral featured lifestyle photos coupled with nostalgic postcards and invited both groups to retire at Westminster Village, where “Life’s great adventure has a past, a present and a future.”