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.
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