Watching your parents age is tough. What do you do when they need more assistance, yet they’re still living in their own home? Transitioning at the right time is a nearly impossible task. As the largest care community network in western Pennsylvania, Presbyterian SeniorCare Network® needed to stand apart and form emotional connections with adult children or caregivers.
An umbrella campaign was created to support all services and communities within the Network, including brand, HR, care communities, foundation and aging in home programs. While the umbrella campaign messaging was used in mass media, it was also augmented with impactful stories around the Network’s key differentiators, such as dementia care and rehab services.
- Brand positioning and messaging
- Print ads
- TV, radio and transit ads
- Media planning and relations
- PR and crisis communications
- Lead nurturing
The campaign resulted in over 25 million impressions in traditional media alone across the care community areas. In addition, HR efforts boosted year-over-year site visits by 17% during the time of the Great Resignation and a limited labor pool.
increase in site visits