In 2019, California-based nonprofit HumanGood affiliated with Philadelphia-based Presby’s Inspired Life to become the country’s sixth-largest nonprofit senior living organization. We’ve worked closely with the HumanGood marketing team on consumer and trade earned-media outreach. Varsity’s well-crafted writing, skillful pitching and strong relationships with the media have been critical in telling the HumanGood story. Here are some examples of the impactful PR that has resulted from our partnership:
The HumanGood/Presby’s Inspired Life Affiliation Announcement
Working alongside HumanGood’s and Presby’s affiliation teams, we drafted talking points and quotes from Presby’s senior leadership, pitching spokespersons and securing interviews with Philadelphia journalists and trade media. Impressions: 8,050,900
A year after launch, HumanGood rolled out their rebranding in the Philly market, including renaming two communities. We drafted press materials and secured interviews with senior leadership to announce the rebranding. We also highlighted the many ways HumanGood is engaging residents during the pandemic, which influential regional media and trade media picked up and published. Impressions: 891,300
We’ve provided PR support for all four of HumanGood’s communities in the Philadelphia area:
For Rydal Waters (under the Presby’s brand), we developed press materials and messages, and staffed the groundbreaking event for the Rydal Park expansion.
For Rydal Park (under the Presby’s brand), we helped prep the executive director for interviews about SAGE certification and the importance of being more inclusive with the LGBT community, which resulted in two feature mainstream and trade articles and a reach of 8,001,700 potential impressions. We also secured an interview with CBS This Morning on video gaming, which included a quote from a Rydal Park resident, with a reach of 56,000,000 potential impressions.
For The Mansion at Rosemont and Spring Mill Pointe, we secured publicity for the communities’ creative initiatives to engage residents during shelter-in-place orders through news articles and op-eds with local print and trade outlets including Suburban Life Magazine, Main Line Times, Main Line Today and LeadingAge Magazine.
Varsity promoted grand-opening events for two new affordable housing communities in Philadelphia. We developed all press materials, staffed the events, pitched local and regional media, and secured print coverage in The Philadelphia Inquirer and other local papers and broadcast affiliates. Impressions: 8,001,700
LeadingAge Senior Housing Rally
Due to our solid working relationships with the media team at LeadingAge National, we secured a spot for Vidhi Anderson, executive director of housing and land development at HumanGood, to speak at the LeadingAge Affordable Housing Rally at our nation’s capital in 2019.
Cupboards of Care
This philanthropic program helps affordable-housing residents improve food security and establish healthy-eating habits through nutritional counseling and quarterly grocery cards. Varsity pitched local media outlets, set up interviews with program participants, arranged a photo shoot and secured placements in ThePhiladelphia Inquirer and Generocity.com. Impressions: 8,048,000
Cupboards of Care gives seniors access to healthier food options
"The team at Varsity PR is hardworking, passionate, responsive and has excellent contacts in the media. They’re a great thought partner and a pleasure to work with."— Edie Burge, Communications Manager, HumanGood