Category: marketing

This week’s Roundtable featured Howard Braxton, retired SVP of Marketing, Sales and Communications at The Kendal Corporation, who shared invaluable lessons from his decades-long career in senior living. With a blend of strategic insight and heartfelt experience, Howard explored what it really takes to lead, connect and build trust with older adults and their families in an ever-evolving marketplace.

“People want what they want, when they want it, the way they want it. If you can’t provide that, someone else will,” Howard noted. From digital first impressions to the rising importance of lifestyle and proactive education, he offered a candid, forward-thinking look at how providers can stay relevant, responsive and rooted in what today’s consumer values most.

RELATIONSHIPS STILL CLOSE THE DEAL

Senior living isn’t a fast sell. It’s built on trust, time, and personal connection. In a world full of emails and automation, the communities that take the time to truly understand prospects will win.

LIFESTYLE IS THE NEW VALUE PROP

Healthcare isn’t the headline anymore. Today’s prospects walk in focused on lifestyle, amenities, and how the place feels—not clinical care. Sell the experience first, then back it up with support.

DIGITAL FIRST IMPRESSIONS ARE LASTING ONES

Websites and social media are today’s front doors. If your online presence doesn’t shine, you’ll lose leads you never even knew you had. Curb appeal has gone digital.

TECH ISN’T JUST FLASH—IT’S FUNCTION

From operations to outreach, tech boosts efficiency. Whether it’s digital systems or hallway robots, the ROI isn’t just financial—it’s in time saved, staff supported, and resident experience elevated.

DENIAL IS A FORMIDABLE COMPETITOR

Seniors are aging healthier—and delaying care decisions. The key is proactive education: showing prospects why planning early pays off before a health crisis makes the decision for them.

BUILD WHERE THEY ARE, NOT WHERE YOU WANT THEM TO BE

Comfort and familiarity drive decisions. Prospects don’t want to uproot—they want to stay close to what they know. Successful communities are rooted in the neighborhoods people already love.

55+ ISN’T THE END—IT’S THE ON-RAMP

Active adult communities are a powerful feeder—not a competitor. With the right partnerships and presence, they can become your best long-term referral pipeline.

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. 

The future of CRM and marketing automation in senior living was the focus of this week’s Roundtable, featuring insights from Addie Harris, Varsity’s CRM and Marketing Automation Specialist. Addie shared how communities can use smarter tools and strategies to create deeper, faster, more personalized connections with prospects—moving beyond lead tracking to true relationship-building.

“CRM and marketing automation aren’t just tools—they’re connectors,” Addie explained. “When people, platforms, and processes align, we stop simply tracking leads and start creating momentum.” From dynamic segmentation to real-time reporting and lead scoring, Addie offered practical ways providers can better align sales and marketing, enhance performance and engage today’s senior living consumer with greater impact.

CRM IS A CONNECTOR, NOT JUST A CONTAINER

When CRM and marketing automation platforms work together, they bridge the gap between sales and marketing, unlocking real-time personalization, smarter follow-ups, and better alignment across teams.

SEEING THE FULL JOURNEY CHANGES THE GAME

Multi-touch attribution is replacing first-and-last-touch tracking. Now teams can follow the entire lead journey—every click, visit, and form fill—and use that insight to fine-tune strategies in real time.

LEAD SCORING CLEARS THE CLUTTER

It’s not about predicting move-ins with 100% accuracy. It’s about giving sales teams a clear signal on who’s most engaged so they can prioritize better and act faster.

SEGMENTS THAT EVOLVE = MESSAGES THAT LAND

Smart segmentation now factors in real-time engagement. Whether you’re using AI or pulling lists manually, dynamic segments help get the right message to the right person at just the right moment.

SMART TOOLS SURFACE WHAT MATTERS MOST

Platforms like Active Demand can send custom snapshot reports to your inbox. No deep dives required. Work with platform reps to build what’s useful, and don’t be afraid to ask partners for help cutting through the noise.

AUTOMATION GETS PERSONAL

From AI-generated emails to send-time optimization, marketing automation is helping teams deliver content that’s both timely and tailored, freeing up time to focus on relationship-building, not just message-building.

ALIGNMENT IS THE REAL ADVANCEMENT

Tech is only as powerful as the people and processes behind it. When teams, platforms, and workflows are in sync, marketing automation becomes a driver of momentum, not just another dashboard.

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. 

Christine Hall is a regular Roundtable attendee and Varsity was happy to welcome her recently as a Roundtable guest presenter.  

Christine is an award-winning marketing director with more than 20 years of experience in community development projects and senior living. She’s also part of the team that turned the 100th anniversary celebration of Franke Tobey Jones into a case study in how to celebrate a centennial in style. She shared that winning formula (and more) in a recent Roundtable. 

RESIDENTS LEND A HAND

It became clear that Christine would be handling the centennial project alone, without additional support or extra budget—quite a daunting task. Realizing the need for extra hands, she decided to reach out to the residents, inviting anyone interested to join in and help bring the centennial celebration to life.

Christine’s vision for the centennial celebration came together with an ambitious and exciting scope of work. She planned to collaborate with the resident committee, Franke Tobey Jones Senior University, and the philanthropy department to pull it all together. The resident team included seven dedicated members, led by Redmond Barnett, a historian and museum curator.  

A CELEBRATION BASED ON FOUR KEY EVENTS

Christine and the team landed on four main events to serve as the centennial’s anchor celebrations. They’d kick things off on May 22nd—Frank Tobey Jones’ birthday—with a special centennial spring tea, building on the annual tradition they already hold. 

Then, the big celebration would come on the first Friday in August, when residents and their families gather for a festive picnic. This year, it would double as the official centennial bash. Following that, they’d host a special event for the Centennial Circle donors, celebrating those who’ve been key supporters. 

And finally, in October, the centennial would wrap up with a Senior Writer Showcase, a highlight from the Senior University program. Together, these four events would mark a year of celebration, reflection, and community.

100 STORIES & FRANKE TOBEY JONES DAY

Christine asked the committee if they’d stay on through the end of the year to tackle the next big question: deciding on the “Franke Tobey Jones 100 Stories”—the key moments and memories to highlight in honor of the centennial. Thankfully, they all graciously agreed, extending their commitment to help shape the story of the community.

Later, Christine collaborated with a PR company to craft a media plan and drafted a letter to request that Tacoma declare May 22nd as Franke Tobey Jones Day. With help from the committee and a former congressman’s endorsement, they sent the request to the mayor. 

THE CENTENNIAL CELEBRATION

The centennial celebration drew 350 guests, including residents, team members, families, and city representatives. With vintage cars, a caricature artist, and a swing band, it was a lively nod to the 1920s, all thanks to Life Enrichment Director Heidi White.

On August 19th, Christine hosted a small gathering to thank the centennial committee, presenting each member with a glass plaque in recognition of their dedication and hard work.

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. 

Joy Loverde is a path carver, a keynote speaker and a best-selling author. Her book, “The Complete Eldercare Planner” helps senior living shoppers figure out “where to start, which questions to ask and how to find help.” 

She also knows what it takes to plan effective sales events for senior living communities. For more than 35 years Joy has participated in hundreds of senior living marketing events as a keynote speaker and a mature marketing consultant. She joined our weekly Roundtable recently to share some of the things she’s learned about sales events. The following are some highlights from that conversation. 

WHAT CHANGES HAVE YOU SEEN IN TERMS OF WHO ATTENDS SENIOR LIVING MARKETING EVENTS? 

There have been significant shifts, particularly in the demographics of attendees at independent living prospect events.The audience has become much younger and healthier over the past decade, with participants as young as 45 and many in their 60s and 70s who are active and healthy. Joy highlighted the presence of young widows in their 50s and 60s who feel invisible, as well as the LGBTQ+ population, who are concerned about finding inclusive living environments. 

ARE YOU FINDING THAT THE PEOPLE ATTENDING EVENTS ARE MUCH MORE EDUCATED ON THE SENIOR LIVING MARKETPLACE THAN BEFORE?

Prospects today are much more informed. Attendees, especially boomers, enter the events with extensive knowledge of the products, whether it’s assisted living or independent living. They have thoroughly researched online and are aware of various lifestyle housing alternatives. 

Many attendees have experienced caregiving for their parents or grandparents, which has made them aware of the difficulties and financial nightmares associated with end-of-life care. This personal experience has informed their decisions about what they do not want as they journey toward old age.

WHAT KINDS OF QUESTIONS ARE PEOPLE IN YOUR SENIOR LIVING AUDIENCES (PROSPECTS) ASKING NOW? 

In the past, discussions focused on the benefits of communal living and dining preferences. Today, boomer prospects express more of a desire for control and individuality. For example, customizing their personal living spaces is important to them.  

Another significant shift in questions revolves around emotional wellness. In addition to boomers, many younger widows attend Joy’s events. They ask about individual support in the areas of grief, yoga, meditation, and spirituality. Joy further explained that in general many boomers are frequently experiencing grief due to the loss of loved ones, and they express the need for ongoing emotional support.

DOES THE LOCATION OF WHERE YOU HOLD MARKETING EVENTS MATTER IN TERMS OF ATTRACTING PROSPECTS? 

Joy noted a significant shift in event location strategies. Previously, there was a focus on holding independent living events at luxurious off-campus venues like country clubs to showcase community life. Now, the trend is toward smaller, on-campus events for Life Plan Communities, accommodating up to 60 people. Smaller audiences allow for more personalized interactions and attention to individual prospects.

Conversely, events for assisted living are now often held in vibrant settings like country clubs. These venues offer a feel-good environment with healthy food and social opportunities, which can be particularly appealing to prospects and adult children facing crises. 

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.

Varsity has been selected as the agency of record for Wichita, Kansas-based senior living community, Larksfield Place. The competitive win followed an RFP process that involved several other marketing firms. 

The multi-year project involves branding research, sales consulting, development of a creative campaign and marketing for Larksfield Place and an upcoming expansion of the community. 

“We’re expanding, both as a community and a brand. Marketing that expansion is important but we don’t want to lose focus on the marketing of our existing community,” said Larksfield Place vice president of sales, Tammy Flaming of the decision to partner with an agency. “Varsity allows us to stay focused on both and develop new lead generation strategies for the new expansion.” 

Specific tactics will include direct mail, paid digital media, social media, print and out-of-home advertising and various collateral materials. 

“Larksfield Place is a leader not just in the Wichita market, but nationally as evidenced by their recent ranking as one of the best CCRCs in America according to Newsweek,” said Varsity President Derek Dunham. “We are honored to partner with the team to advance Larksfield Place’s mission.” 

The goals for Varsity and Larksfield Place will be to generate qualified leads for the expansion while maintaining or exceeding 90% occupancy in the existing community. Initial strategy is focused on awareness of the expansion and priority members for the expansion. Work will run in the Wichita and McPherson, Kansas areas.

For more information about Larksfield Place visit Larksfield.org.

Scott Townsley from Trilogy Consulting knows a thing or two about critical thinking and he shared that knowledge with us recently as a Roundtable guest. In that appearance, Scott talked about how to look deeper and ask probing questions to uncover valuable and actionable insights in a presentation titled “Hero or Heretic: The Role of Critical Thinking in Marketing and Sales.” 

Here are a few key takeaways from that conversation: 

THE HERO AND THE HERETIC

Critical thinkers ask probing questions, which can either make them heroes for uncovering important truths, or heretics for challenging group assumptions. Scott described critical thinking as the practice of asking important questions that others might be too hesitant to pose. This can lead to becoming a hero for addressing crucial issues. However, it also poses the risk of becoming a heretic, as critical thinkers may uncover answers that challenge the prevailing views of the group.

LOOKING BEYOND OCCUPANCY RATES

Scott emphasized the critical importance of understanding and utilizing data beyond occupancy rates for marketing and sales in organizations. He suggested that while occupancy is frequently discussed, other valuable data often goes underutilized. By questioning and analyzing this information, and sharing insights with others, organizations can move beyond short-term fixes and take significant steps to enhance the nonprofit senior living sector. 

DATA REVEALS ACTIONABLE INSIGHTS

Scott delved into actionable metrics and critical thinking regarding occupancy issues. He highlighted that simply attributing declining occupancy to performance overlooks deeper factors. By examining data, we learned that in one particular CCRC, vacancy rates are highest in smaller units and lowest in larger ones, a correlation often missed at the board level. This insight leads to the actionable conclusion that converting small units into larger ones is essential to address occupancy challenges effectively.

CRITICAL THINKING FOR THE WIN

Critical thinking is the act of questioning assumptions and anticipating potential challenges to current advantages. Scott emphasized the discomfort inherent in challenging the status quo due to our natural confirmation bias. He advocated for seeking disconfirmation, acknowledging that what was once believed to be true may not hold under scrutiny. Actively seeking data is important and so is asking probing questions to uncover critical insights that can drive improvement in Life Plan Communities or senior living organizations. 

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, email Derek Dunham at ddunham@varsitybranding.com.

The LeadingAge PA Annual Conference is an annual highlight for the Varsity team and this year’s event was no exception. It’s always a pleasure to meet with friends and clients and make new connections. 

We also pay close attention to the trending topics overhead at shows like LeadingAge PA. Here’s a look at four conversations we found ourselves in the middle of during our time in the Poconos: 

CONSOLIDATION – We’re seeing more affiliations, mergers and acquisitions (or at least hearing about them) than ever before, including for-profit skilled nursing systems taking over not-for-profit faith-based SNFs. The mergers and acquisitions market for the senior living industry is incredibly active and shows no signs of slowing. 

WORKFORCE DEVELOPMENT – Reducing or eliminating agency support continues to be a priority as communities recognized the importance of developing a skilled workforce and maintaining a stable team to meet the needs of residents.

REIMBURSEMENTS – The delicate balance between providing top-notch healthcare services and managing financial resources is a tightrope walk that retirement communities navigate with precision and care. Keeping pace with reimbursements for the healthcare end of the continuum is a big part of that daily struggle. 

MIDDLE MARKET STRATEGIES – The middle market is a growing older adult population and we’re seeing more conversations around strategies to target and serve those who fall into that often overlooked gap. There are some unique models that are working well. It’s a market that Varsity is intimately familiar with and one that we’ll continue to develop strategies for in the future. 

With “Live to 100: Secrets of the Blue Zones” coming out recently on Netflix, there is a renewed interest in the research and concept of Blue Zones^®, areas around the world where people live much longer than average, with the highest rates of living centenarians.

In 2004, author Dan Buettner teamed up with National Geographic and the world’s best longevity researchers to identify pockets around the world where people live measurably longer and better lives, and to see what commonalities there might be in their behaviors, practices and lifestyles that might result in this longer lifespan. They discovered five locations where people reach age 100 at a rate 10 times greater than the average in the United States: Okinawa, Japan; Sardinia, Italy; Ikaria, Greece; Nicoya, Costa Rica; and Loma Linda, California. When pinpointing these locations on a world map, Dan circled them in blue, and therefore called them Blue Zones^®.

Researchers found that the lifestyles of all Blue Zones’ residents shared nine commonalities, which they called the Blue Zones Power 9^®: Lifestyle Habits of the World’s Healthiest, Longest-Lived People. These behaviors are grouped into categories: Move Naturally, Right Outlook, Eat Wisely and Connect.

Those of us in the senior living space would love for our residents to live longer, healthier, happier lives, so the question is, “Can we replicate this philosophy and these practices in our communities?” We already offer healthy meal options, fitness and exercise opportunities, and a sense of belonging, but how do we get residents to buy into it?

Some Varsity clients have modeled their wellness programs after the Blue Zones practices. We’ve hosted marketing events to educate people on the Blue Zones philosophy and its importance related to longevity, and then four smaller events dedicated to Moving Naturally (yoga, stretching), Right Outlook (meditation, mindfulness), Eating Wisely (Chef cooking demonstration with Mediterranean diet with wine pairing) and Connection (practicing good communication skills and technology). Some communities even code the events on their activities calendars with icons representing the Blue Zones practices.

While both residents and prospects enjoy the events and agree with the concepts in theory, it’s a pretty heavy lift to get people to adhere to a lifestyle that may be foreign to them. It’s a huge culture shift that may be difficult for some to achieve. Case in point, I recall one resident that I joined for breakfast who told me that her doctor recommended she eat more fruits and vegetables, so she ordered a cherry Danish instead of her usual cheese Danish. True story.

While we would like our residents to “live better, longer,” all we can do is offer the options to do so. The choice is obviously theirs to make, and perhaps having that autonomy is more important.

Guest post by Natalie Clark, Community Manager; and Kaitlyn Mulligan, Social Media Strategist; Pavone Group

Hardly a day goes by without hearing buzz about “AI.” Generative AI is a type of artificial intelligence technology that can produce content, such as text, images and other media, in response to prompts. And this year, we’ve seen a huge wave of AI tools entering into the social media space. 

Snapchat was the first on the scene to add AI features. Since Snapchat is well known for its focus on privacy, people were a bit nervous when it introduced its AI bot. Essentially, the AI added commentary about things people were “snapping” and messaging about. Thankfully, Snapchat listened to its community and “My AI” is now solely for those who have a paid Snapchat membership. 

As for Meta, the parent company of Facebook, Instagram, Threads and WhatsApp, it is being a bit more cautious about developing AI tools. Currently, Meta is developing an AI tool that would enable you to ask questions of an AI system within any direct message. This is something that may be more useful for senior living brands in responding to clients or prospects, helping you to write better answers. 

TikTok is also looking to latch onto the AI hype with an AI chatbot, which it’s calling Tako. Different from what Snapchat and Instagram are doing, Tako can be used to find relevant TikTok content that matches your preferences or to track down videos you’ve seen before. Generally, it makes users’ lives easier. Speaking of which, AI-generated content on TikTok must now be disclosed with either a sticker or a disclaimer indicating the content has been created by AI, similar to an “ad” hashtag you’d see on Instagram.

In general, as AI starts to help users search for social content, keywords are becoming even more important for social posts. For your brand, make sure to use keywords in captions and copy, so that those using AI tools will be directed to your profile with their queries. 

While senior living prospects may be slower to adopt social media, we should always keep in mind that we also want to reach their adult children, and even the younger generation, for hiring talent. So we need to stay on top of these AI trends to connect with all these audiences.

In honor of National Mutt Day today, let’s meet the marvelous mutts of Varsity and our sister agencies. While mixed-breed dogs sometimes get overlooked, we think you’ll agree it’s pretty impossible to ignore these particular puppers. Whether a mix of just two breeds — or those veritable “Heinz 57-variety” pooches — they’re a big part of our lives, and truly our four-legged best friends.

While these happy hounds clearly have loving homes, there are so many mutts out there that are seeking adoption. Consider this our plug for all those mutts who need a home.

Here are our good bois and girls.

Jovie	Breeds: Chihuahua, American Pit Bull, Pomeranian, Toy Fox Terrier, Miniature Pinscher Human: Lyn Porter, Resource Manager Pastimes: Giving in to FOMO, barking until you cuddle with me, sunbathing, hunting fishies in the lake, cheese		L.J.	Breeds: Jack Russell Terrier, Pug Human: Valerie Penaranda, Account Strategist Pastimes: Barking for attention, eating my sister’s food, playing with my toy collection, making sure Mom is safe, sleeping, stretching
Lincoln	Breeds: Mutt to the max (a whole lot of stuff, mostly unknown) Human: Matt Campbell, Director of Broadcast Pastimes: PSU football, eating scraps, playing Frisbee, walks		Louie	Breeds: Mountain Cur, Plott Hound Human: Emily Runyon, Account Strategist Pastimes: Salivating for treats, lounging around, playing in the creek
Mia	Breeds: Boston Terrier, Doberman Pinscher, Australian Cattle Dog, Rottweiler Human: Emily Runyon, Account Strategist Pastimes: Fetching a ball or Frisbee, soaking up the sun, running around like a maniac		Mia Wallace	Breeds: Chihuahua, Jack Russell Terrier Human: Kyle Waldron, Content Designer Pastimes: Sleeping, running in circles, not making eye contact, general confusion
Mila	Breeds: Labrador, American Staffordshire Terrier, Beagle, Boxer Human: Reneé Kelly, Graphic Designer Pastimes: Napping, patrolling the yard for bunnies, begging for treats		Penny	Breeds: American Staffordshire Terrier, Australian Cattle Dog, Border Collie, Golden Retriever Human: Erica Reed, Senior Copywriter Pastimes: Walkies, sleeping, belly rubs, fending off the mailman, begging for treats
Taffy	Breeds: Border Collie, Jack Russell Terrier, Chihuahua Human: Priya Acharya, Accounting Intern Pastimes: Begging for food, play fighting with the cat, napping behind the couch, bike rides		Teddy	Breeds: Havanese, Poodle Human: Beth Harris, Human Resources Manager Pastimes: Barking at the lawn maintenance men, “hiding” my favorite treats in plain sight
Willoughby	Breeds: Dachshund, Chihuahua Human: Kyle Waldron, Content Designer Pastimes: Chasing and killing Nerf darts, vigilantly protecting the yard from passersby		Winnie	Breeds: German Shepherd, American Staffordshire Terrier, Boxer Human: Kaitlyn Mulligan, Social Media Strategist Pastimes: Ball toss, Frisbee, defending the apartment, cuddles