Every community has amenities. Every community has services. But not every community has a voice—a distinct personality that captures who they are and why people belong there. During our latest Roundtable, Rob Smith, Varsity’s Executive Creative Director, explored how to uncover and amplify that voice to create deeper, more authentic connections with prospects and residents.
Rob shared strategies for identifying the traits that make your community truly one of a kind and how to express that identity through storytelling, archetypes, and consistent messaging. His insights highlighted how clarity of voice can transform marketing from transactional to emotional, helping communities stand out in a crowded senior living marketplace. Below are a few Fresh Perspectives from his discussion.
UNIQUE COMMUNITY IDENTITY
To stand out in a competitive market, it’s crucial to identify and showcase the unique traits and experiences that define your community. This distinct personality helps capture the attention of potential residents and differentiates you from competition.
ENGAGING STORYTELLING
Highlighting your community’s authentic voice through compelling stories about residents, staff, and interactions helps create deep emotional connections with prospective residents. This narrative approach is essential in turning initial interest into lasting relationships.
ARCHETYPES FOR BRAND DEPTH
Incorporating Jungian archetypes into your brand strategy helps dimensionalize and enrich your community’s voice. Choosing the right archetype or combination can powerfully convey your community’s core values and aspirations to potential residents.
DYNAMIC BRAND POSITIONING
Through qualitative engagement with community leadership and archetype exploration, identify not only what your community is today but also its future potential. Craft an authentic, aspirational brand positioning that distinguishes your community in the marketplace and resonates deeply with your target audience.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
