Recently on Roundtable we welcomed Jack York from TaleGate. As the chief storyteller at TaleGate, Jack has spent the past five years interviewing senior living residents in 38 states. He shared some of the lessons he’s learned from countless conversations at more than 80 communities, including lessons in sociology and marketing, and a look at where his senior living tour will take him in the future.
The following are some highlights from that conversation.
HITTING THE ROAD IN SEARCH OF STORIES
TaleGate is a company driven by a shared mission: to uncover and celebrate the essence of America through the extraordinary stories of its seniors. From coast to coast, they’ve captured countless moments with seniors who have helped shape the country. Projects include documentaries that explore the lives of residents within senior living communities and a “Vintage Voices” series that travels the nation to interview centenarians.
KEY LESSONS FROM THE VINTAGE VOICES SERIES
Centenarians show there’s no single formula for longevity—some avoid smoking and drinking, while others indulge, and their exercise routines vary. What unites them is a strong desire for independence. Many also maintain a lifelong passion for learning. Additionally, being featured in documentaries holds great meaning for them, as showing interest in their personal stories can have a deeply positive impact.
RESIDENT STORIES ARE A VALUABLE RESOURCE
Communities are discovering that residents are a valuable yet often overlooked resource. Some of the documentaries created have been funded by marketing teams, recognizing the potential to leverage residents’ stories as a powerful asset for promoting their communities. Sharing resident stories is simply the right thing to do, with a solid business case to back it up.
THINK BEYOND TRADITIONAL MARKETING METHODS
Traditional marketing methods, like trade show booths and sponsored lunches, remain prevalent, yet feel outdated. There’s a growing opportunity to innovate by capturing and sharing residents’ stories in engaging ways. This approach can offer a fresh and impactful alternative to conventional marketing strategies.
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.
