Wednesday, July 9, 2014

Same Sex Marriage Legalized: How This Affects Lancaster County Retirement Communities


I had the opportunity to sit in on a group of marketing executives this morning from surrounding retirement communities in Lancaster County. It was a great experience and I was able to leave with great perspective.

The recent legislation that permits same sex marriage in the state of Pennsylvania seemed to come out of nowhere. I was not aware that such a large policy change would happen so soon.

Many businesses have to decide new procedures when it comes to allowing same sex couples as residents. Being an intern in the retirement community world, there is so much talk about what is trending and what is not.

It is important to understand today’s culture and what has changed as you are making these decisions. The fact that the state has mandated that same sex marriage is allowed, it is crunch time for many marketing professionals.

The decision to “allow” same sex couples or even unmarried couples in general into the communities is an interesting conflict. In my mind, there is no conflict because God calls us to love everyone and “rejecting” someone because of their specific beliefs and lifestyles is unethical to me.

However, this is clearly not the case with most communities. Creating new policies is a hassle but then again, not dealing with the conflict is not smart either.

In my eyes there are two options: take a stand and do not allow same sex couples at all, or decide to change policies and allow it. Being wishy-washy with this topic is not an option.

Public relations in a faith-based community are centered on honesty, loyalty, ethical decision making. Putting a policy like this on the back burner is not doing anyone any favors.


Conclusively, it is a beneficial strategy to be open and inviting of all types of prospective residents as a retirement community. The laws will come and go but being open to change is something that people appreciate. 

Saturday, July 5, 2014

Recent News Project

Below is a compilation of news summaries I did a few semesters ago. It was a project for one of my writing classes but it really helped me boil down news articles and figure out what was the most important information. This is a skill that is used all the time in advertising and public relations and I am glad that I had the opportunity to practice it. 


Prince Guillaume of Luxembourg Weds Belgian Countess Stephanie de Lannoy

Prince Gillaume and his new wife wed in a two day celebration over the weekend. Many royals were in attendance to the lavish nuptials. Guillaume is the last in his family to wed, so many family traditions were present.

NEWS: Link

Monster Energy Drink-Death Connection Possible In 5 Cases Since 2004, Report Shows

The popular energy drink is now getting sued and possibly recalled for potentially being tied to 5 deaths in the past. A 14-year-old girl died of "cardiac arrythmia due to caffeine toxicity," and her mother is suing the company. When researching about Monster Energy Drink, the mother found it has been looked at before for causing death in extreme cases.


Survivor's Dana Lambert: Leaving Due to Illness Was 'Heartbreaking'

On Day 12 of Survivor one of the contestants, Dana Lambert had to throw in the towel due to illness. She left because she was constantly vomitting and blacking out and she needed to get better. The hit show expects contestants to deal with extreme climate and energy conditions and it got the better of Lambert.



Mike Tomlin expects stars on D back

Summary: The Pittsburgh Steelers are eager to have back Troy Polamalu and James Harrison for the next game. They were both out for injuries but will more than likely be playing Sunday. The Steelers Coach, Mike Tomlin, said that he has watched them both play, and they are ready to get back into the game.

Link: NEWS

NHL lockout: No progress, no agreement—no October games?

Summary: NHL players are holding a lockout to increase their pay to 52 percent out of the 3.3 billion revenue that comes in to the owners. There has been no progress for this stakeout in the last few weeks. All preseason games have been cancelled which will last till October 8 and there is talk of cancelling all October games.

Link:NEWS

The Jay Cutler personality debate is over

Summary: There has been some questionable actions on the Chicago Bears quarterback, Jay Cutler. There was a recent incident where he ignored his coaches request and was deemed emotionally unstable by many people. Now, Culter is back on track and will hopefully use this win to boost his attitude.

Link: NEWS


Strong Storms a Risk for DC, Baltimore, Cincinnati

Summary: Heavy storms including hail and strong winds will be continuous during the week and also the weekend. Some of the big cities this storm will hit include Washington, DC and Baltimore, Maryland.

Link: NEWS

Climate Extremes: Arctic Sea Ice Melts to Record Low

Summary: The NSDIC claims that the artic is losing 35,400 square miles of ice everyday. This is a record low since 1979 an can produce some major issues in the future.

Link: NEWS

Lack of Rain, Low Humidity Fuels Wildfires

Although the East Coast is experiences many rain storms, the West Coast however is hitting a major dry spot when it comes to weather. The dry weather is still causing huge wild fires like the one in Idaho right now that is consuming over 340,000 acres and is only 25 percent contained.

Link: NEWS


26 killed in Mexico pipeline fire near US border

Summary: A large fire started close to the US border at a natural gas pipeline distribution center; however it was extinguished in 90 minutes. Twenty-six people were killed in the chaos, and 46 more were injured. There is investigation being done about whether or not it was an attack on the company.

Link: NEWS

Suicide Bomber in Afghanistan Strikes Minibus, Killing Mostly Foreign Workers

Summary: As a result of a reply to the parody video "Prophet Muhammad," 14 people were killed by a suicide bomber in Minibus. Mostly were foreign workers who were working for the U.S. government. The act was said to be carried out by an 18 year old woman.

Link: NEWS

A Faded Piece of Papyrus Refers to Jesus’ Wife

Summary: Karen King, a Harvard Professor, has in her possession a piece of papyrus that is under investigation to see if it really talks about Jesus having a wife. The script on the paper talks about the woman being Jesus' disciple. The text was written in Coptic and is from the 4th century.

Link: NEWS

Robbery suspects toss cash into air during pursuit

Summary: The Bank of America in Santa Clarita was robbed and during the high speed chase the suspects threw money out of the car. The suspects were known to be the kind of people that would steal from the rich and give to the poor. They were finally caught and arrested, but people who witnessed the madness said that it was a riot watching the money fly.

Link: NEWS


As Chicago Teachers Strike, Students Are on the Loose and at Loose Ends

Summary: Chicago teachers have been on strike to better their school environment and the students are suffering the consequences. They are having to go to school in unfamiliar environments like churches and neighboring schools. Parents are being affected because of the cost of child care and loss of work, so some are wondering if this strike is worth it anymore.

Link: NEWS


Military trainer in Texas acquitted of sex assault

Summary: An airforce instructor was found not guilt of sexual assault in court. The Staff Sgt. from the Lackland Air Force Base was thought to have sexually harassed a boot camp graduate. He did however plead guilty to other accusations in order to reduce his jail time to 14 years.

Link: NEWS


Virginia Tech football team helps freshman move into dorms


Summary: Some of the Virginia Tech football players took time out of their busy schedule to help new students move in. It is this kind of community service that keeps Virginia Tech among the most valued schools. The team was happy to help the new students as they started a new chapter in their lives at Virginia Tech. 

Link: NEWS

Veggie Tales creator shares about spiritual challenges in his career

Summary: Among many of the favorite Liberty University Convocation speakers is Phil Vischer, who was the founder of the children's television series, The Veggie Tales. His first time at Liberty he spoke about dreams and explained his rocky journey to follow his. This time he shared about the burdens that come with following your dreams, and it was definitely a speech to be remembered. 

Link: NEWS

Appomattox bank robbery first in decades

Summary: Recently there was the first robbery in 94 years at the Appomattox Farmer's Bank. The robber was chased by car and then by foot before being arrested. The bank wants to assure everyone that all codes were followed during the chaos of the robbery.

Link:NEWS

Isaac on 'verge of becoming a hurricane' as it closes in on Gulf Coast

Summary: Hurricane Isaac has been building up power and is very close to actually striking land. The rain is what is affecting people in that area the most; although, the rainfall could amount to 14 inches which is very dangerous. Also, many millitary bases and whole communities are being evacuated due to the high risk and relocated to a safer area.

Link to article here: NEWS



Robert Wayne Gladden Jr., Perry Hall Shooting Suspect, 
Posted Ominous Facebook Status

Summary: Robert Gladden has been suspected of shooting another classmate on the first day of school. His Facebook status that day which says, "First day of school, last day of my life,"gives police some evidence towards him being the culprit. His lawyer claims that he brought a gun to school to ward off bullies; however, there is still speculation when it comes to if he was the one who shot the fellow student. 

Link to article here: NEWS

Is a Penny Rounded a Penny Lost? Ask Chipotle

Seeing as there is a new Chipotle in Lynchburg, it will be interesting to see what people think of this new "rounding" theory that the franchise has. According to The New York Times, Chipotle has been rounding to the nearest nickel in order to cut down on transaction time. Many debate whether this is a fair or worthy tactic, or if Chipotle should just take the time to distribute the change like every other store. 

Link to article here: NEWS


The Persuaders' Critique

While watching The Persuaders, it was interesting that so much research goes into a single companies advertising campaign. Consumers don't realize that what they are seeing in advertisements has been specifically designed to evoke a certain emotion in them. In the "World's Most Famous Commercial," the Apple commercial, the company was trying to get their customers to feel powerful by buying a Macintosh computer.


The Persuaders also highlighted the research of Delta Airlines' Song campaign and how the research was used. The director, Douglass Rushkoff, really elaborated on every detail of the brand name in order to show consumers how a brand is created. It helped his film to show the different steps that have to be taken in order for a company to launch a new program.


As consumers we only see the brands that are succeeding such as Apple and Nike. The New York Times wrote an article about the Song failure, and it talks about the next step for Delta Airlines after filing for bankruptcy. I believe that since the company spent too much money trying to be a "luxury" airline, it really cost them. They could not compensate with ticket sales because they were also trying to be cost efficient with ticket prices.


Another thing that stuck out to me when it came to persuasive techniques from the movie was the Acxiom Company. The fact that Acxiom has information on every person and can tailor advertisements to a certain demographic from that information is unreal.

The Persuaders explained in detail how Acxiom works and even has interviews with people who have used the service to try and understand the concept better. Acxiom has information on things such as:

· magazine subscriptions

· personal information (i.e. address, phone number, and e-mail address)

· information from online surveys

· anything "public" on the internet

Other than Acxiom, there are also less invasive ways of getting consumer information. I think that Douglass Rushkoff did a great job of interviewing important people in the advertising world and having them explain their motive when advertising.


Many companies use focus groups to gain insight for their company. The Persuaders interviewed Frank Lutz(right) to show the focus group aspect of research. This segment really benefitted the video because it showed consumers how certain words really make a difference in advertising.

In my opinion, Douglass Rushkoff did an excellent job of showing consumers what happens behind the curtains of advertising. He used his contacts to interview major advertising giants, explained important advertising techniques, and also showed a wide variety of information on the topic.






Content Marketing Article Review

http://thenextweb.com/socialmedia/2014/06/29/6-ways-content-marketing-changed-way-pr/

The article above is a solid piece that made me reanalyze the way that marketing is being pushed in today's society. Not only do many companies promote their own work, but they also are sending content to publications where they can get easy earned media.

There are a billion things trending right now in the advertising world, but something that is ever evolving is content marketing. Like in the article where it talks about how everyone is a contributor, this is many times the case in new publications.

It is easier than ever to publish something or contribute to someone's work. This gives people practically free exposure and personal advertising of their skills. Some individuals overuse this concept, but for professionals just trying to get their work out to the public eye, it is a great asset to utilize.

In general, I thought this article had some helpful points and I liked how it highlighted the difference between business goals and PR goals. This is super important to remember.

Lots of companies have overarching goals for the future but realistically, PR goals are different and less glaring.

This post identifies 4 key elements to getting content out:

  1. Tell a story
  2. Help journalists stand out among their competitors
  3. Create captivating content that customers and journalists are going to find valuable
  4. Do extensive research to find where the audiences are, and distribute your content there
Some of these points seem obvious, but it is good to remember them as a content marketer or PR professional. The main concept is to advocate for your client and produce quality content that the general public find entertaining, interesting, or captivating. 

The fourth idea of doing extensive research is sometimes overlooked because this generation is in a constant battle for firsts. Being the first company to release a new idea or product is key, but without proper research to back up your decision, the innovation is practically useless. 

Conclusively, I enjoyed this article and its opinions about the ever-changing world of content marketing. I am glad that someone took the time to generate a valid analysis of this topic. 

Friday, July 4, 2014

Marketing Strategies of Lancaster County Retirement Communities

I have been given the opportunity of working with two excellent retirement communities in South Central Pennsylvania this summer. It has been a great journey that has expanded my reach and knowledge of advertising and marketing.


There is an excessive amount of competition in the Lancaster County region for retirement communities. It is an amazing, scenic place to retire and many seniors feel comfortable here. The marketing strategies that I have learned about through my internships are very interesting.


I have done personal research about the target audience that senior communities should be targeting and it is definitely shocking. Many organizations try and slant their research and marketing money to pertaining to the senior community and the aging. This is not necessarily the right way to go about it.


There is so much research about targeting advertisements and social media posts to the families of the prospective residents. It is important to include them in the decision and also market to them as well.


Social media is inundated with ads and exposure and if the local retirement communities can utilize this outlet, it can greatly increase their reach. The younger generation is clearly tech-savvy and it is obvious that they know how to use social media networking sites such as Facebook and Twitter.


Twitter is an understated asset to retirement communities. The use of crisis communication and general event notifications on Twitter is something many companies do not remember to do.


Creating crisis communication hash tags for natural and emergency disasters is so important. The main reason for this is that getting the word to families and residents can be both a marketing strategy and also quality service.


Facebook is slowly fading in popularity; however, it is still important for a retirement community to post regularly in order to keep families, employees, and partners informed about changes and events.


In conclusion, there are many strategies that can be utilized that can seriously be an asset to a retirement community. It is very obvious to target the elderly, but it can be equally successful if you decide to target the families of these individuals.

Providing Quality Local Options For Seniors


Merging of School and Retirement Lifestyles

Lancaster County is fortunate to have an abundance of choice when it comes to local community and school event such as plays, fundraisers, and football games. These give residents a chance to interact with the younger generation and also be a part of the local community.
Many retirement communities offer scheduled transportation to events with supervision. This is definitely a great option for residents who seek off-campus activity. 
Blending school events into the retirement community’s activities is something that is done by many organizations and is exceedingly successful. This is because of the positive atmosphere that the occasion presents, and in turn it presents the residents with an optimistic view on life.
It is crucial to allow residents a way to stay active in the local community and also be in a safe environment. This gives them a sense of purpose and positive encouragement in their daily lives.

Affordable Senior Living


Affordable Living


It is pertinent to the older generation to have access to continued care with a reliable organization. There are many options that can be considered when attempting to market to seniors. Creating affordable plans is one of the main ways to generate interest. 

 Occasionally seniors are turned off to the idea of retirement living due to the cost or fear of unexpected expenses. This is understandable and Lancaster County retirement communities tend to have a good handle on this situation. 

 Most plans incorporate an entry fee or at least application fee in order to secure potential residents. Continued care communities are a great option because it provides a level of security that older adults and their families greatly value. 

 The main focus when it comes to providing care for seniors is finding a loyal organization that offers quality care for an affordable price. Most communities value these things and exemplify them through their nursing care and company goals. 

Baby Boomers Redefined


How Have Baby Boomers Redefined What Retirement Looks Like?

Baby Boomers are a unique generation who are leading more active lifestyles. Most retirement communities in the area offer amenities that allow residents to regain their independence. 

Continuing care communities provide greater freedom for Boomers to pursue their special interests and hobbies.This is definitely a valid marketing technique because that is a main concern when down-sizing, that independence will be lost and turned over to nursing care or home care providers. 

I have found that Baby Boomers are more likely to continue employment though at a slower pace. Retirement is a time for rejuvenation and relaxation; however, more and more the mature adult community is going back to work.

It is a way for residents to feel useful and appreciated. All communities in the Lancaster County area value the work that their residents do and encourage them to continue to work while living on campus. 

Third Generation Residents

Third Generation Residents


The idea of third generation residents is something that has come full circle in recent years. Many people choose their continued care provider according to their families past experiences.

Lancaster County finds an increase in third generation residents and employees because of the satisfaction and fulfillment their family members or friends have found with these communities.

Some of the main reasons why this is a trend in the retirement community is because of resident’s preference for loyalty, trustworthiness, and a sense of tradition. These are all qualities that are valued by the local communities.

The market penetration rate for individuals who already reside in a retirement community is unusually high in the Lancaster county region. Some factors that contribute to this remarkable rate include the appreciation for a trustworthy and faith based organization which many communities have.

It is important to remember to market to the families of residents because someday they will be in a situation where they need to choose a retirement community for themselves. Limiting marketing to the senior population might not be enough to gain access into the younger generation.