There are so many communities offering the same services as yours. How do you stand out in an oversaturated market?
It's not just about avoiding negative reviews, but also about actively promoting the holistic well-being that your community fosters. You already know that your community has great staff, excellent food, and an awesome location. But how can you promote the rest? Here are some creative marketing ideas to showcase your community’s offerings:
Develop robust activity calendars that encompass all dimensions of wellness – physical, emotional, social, intellectual, spiritual, occupational, and environmental. Highlight these diverse offerings to showcase your commitment to providing a well-rounded lifestyle for residents. Make them public to showcase all the hard work of your activities team: they are the lifeblood of the community after all.
With strong programming at the forefront, organize virtual wellness workshops that cover topics such as fitness routines, mental health strategies, and nutritional guidance. Invite expert speakers to contribute to the educational aspect of these workshops, positioning your community as a hub for lifelong learning.
Encourage residents to lead clubs or interest groups that align with the dimensions of wellness. Whether it's a book club, gardening group, or meditation circle, resident-led activities foster a sense of empowerment and community engagement.
Launch health and fitness challenges that cater to varying fitness levels. This could include walking challenges, yoga marathons, or even friendly competitions between residents, promoting physical well-being and camaraderie. These also make great social posts - just make sure to get permission to post.
Forge partnerships with local wellness professionals and organizations. Collaborate with fitness instructors, therapists, and nutritionists to offer on-site services, creating a seamless integration of wellness into your community's lifestyle. Cross-promote these partnerships for maximum impact.
Organize art exhibitions, musical performances, and cultural events that contribute to emotional, intellectual, and spiritual wellness AND open them up to the wider community. Celebrate the diverse talents within your community and foster an environment that supports residents' creative expressions.
Engage in philanthropic endeavors that promote social and environmental wellness. Whether it's community service projects or partnerships with charitable organizations, demonstrate your community's commitment to making a positive impact on a broader scale. Everyone loves a bake/craft sale, especially when it's a great cause.
By intertwining wellness-focused programs and activities into your marketing strategy, senior living operators can effectively showcase the vibrant and holistic lifestyle their community offers. At the end of the day, prospective residents and their families will be drawn to a community that prioritizes their well-being across all seven dimensions of wellness.
Katie is a member of Welbi’s Customer Experience team! She has a background in communications and recreation and is passionate about older adults, exercise, coffee and people.
Holly is a member of Welbi’s Marketing team! She has a background in communications and marketing, and is a compassionate individual who loves team work, story telling, and wellness.
Wendy is a student in the Honours BA in English program at the University of Ottawa, where she has won numerous awards for her writing.
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