Archives for October 2014

October 31, 2014 - No Comments!

25 lessons we learned at Leading Age in Nashville.

If you were there, your list might look like this, or not.

1. Make your hotel reservations super early; see you in Boston.
2. Food is awesome in this city, better than the music?

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3. Hatch Show Print is renewing, see it.
4. Nashville music is awesome, as good as the food?
5. Over 10,0000 attendees and exhibitors fit nicely into the new, Music Hall.
6. Weather in October is as good as the food and the music.

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7. People liked our “I’m too young to get old” mobile scooters.
8. HUD compliance continues to be a relevant issue.
9. Hiring top talent and retaining them is a well- attended seminar.
10. Branding and positioning seminars are equally well-attended.
11. The Tennessee Titans have a fab stadium near a cool pedestrian bridge.
12. You can get around town in charming, jitneys driven by charming guides.

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13. Acme Seed and Feed has killer corn on the cob.
14. The Glenn Campbell tribute was special.
15. Aging in place technology is starting to hit its stride.
16. Senior living communities must be proactive; prescience is a new job skill.
17. The Idea House could use some baked cookies.

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18. The airport is only about 15 minutes away from the Omni Hotel.
19. Maximizing occupancy is always and forever a hot button.
20. Culture begins at the top and cascades throughout.
21. Always travel with carry on.
22. Seniors only think they want to age at home.
23. Everyone wants a new website.
24. Walking the floor demands sensible shoes.
25. CCRC dining plans are moving into a new venue of pricing, flexibility, options that curry favor with residents (Using the word ‘curry’ when referring to a menu is fun.)

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Resin is the Bay Area advertising and branding experts in marketing to seniors. We’ve repositioned, rebranded and relaunched senior living communities in California, Ohio, Wisconsin, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community can be. Smarter digital and analog strategies, creative, and brand management help our clients always elevate with thinking that’s simple, fresh, and relevant.
When you want to talk to seniors, talk to us.

October 17, 2014 - No Comments!

Resin plays Nashville.

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Somebody said there’s music around here?

We’re happy to be attending another great Leading Age conference in county seat of Davidson County. You knew that, right? The county seat part? Now you do. And it’s also on Cumberland River. We’re kind of excited to meet our clients, talk shop, see, and what’s new in the senior living community and services market. We may even take in some music. We heard there’s a few places in town where we may run into bluegrass, country, rock, and whatever else the street musicians are serving up.

We may play a few tunes.

We added our own take on Nashville by hiring and by featuring not one, but two violinists; Caitlin will be playing Sunday evening outside the tribute to Glenn Campbell and Katherine is playing outside the Omni and the Music Center for three days of the show.

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The senior market.

To turn a phrase, it’s growing up, maturing. And Resin is right there and has been part of the brand development for the past seven years. We see wonderful things happening with the evolution of senior living communities; the numbers are pretty big, too. By 2019 there will be over 175 new CCRC’s introduced into the US market. The demographics are all pointing to what we’re seeing with the ongoing interest in the new paradigm in senior living. Active. Easy. Simple. Accessible. More urban, more comprehensive, more personal, more options, choices, and an entirely new way of aging with the social opportunities in a community. Writing the next best chapter is rewriting the book on retiring.

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Resin is the Bay Area advertising and branding experts in marketing to seniors. We’ve repositioned, rebranded and relaunched senior living communities in California, Ohio, Wisconsin, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community can be. Smarter digital and analog strategies, creative, and brand management help our clients always elevate with thinking that’s simple, fresh, and relevant.

When you want to talk to seniors, talk to us.

 

 

 

October 08, 2014 - No Comments!

Come on in the water’s fine.Cold, choppy, and just perfect.

Bank of Marin has twenty branches from Napa to San Francisco to the East Bay. A growing business bank with a history of strong community partnerships, they asked us to capture a more “Personal business bank” message. Nicely, the client was open to something different. Something that might involve the bay, the elements, and a rugged, record-setting long distance swimmer who can appreciate the tedium and patience required in shooting a TV spot.

So we got into the water.

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Long distance swimmer, Joe Locke.

 Joe came to our attention and was introduced to the agency. Having recently completed his record-breaking 30-mile Farrallon Islands to San Francisco swim where Joe fought unforgiving currents, frigid waters, and, oh, right, the little issue of Great Whites who regard the Farrallons as their own private eatery, open 24/7.

Joe was in the water at midnight in late July and swam for 14 hours, just making the window for the tides, and currents swirling under the Golden Gate Bridge. Joe’s got mammoth shoulders, arms and legs and can power through the chop, he also has the patience of a saint, and swam for the cameras and crew, directed and requested like any actor to hit his mark, watery and at times, choppy. Joe and crew were up at the crack of dawn, and in the ‘warmer’ bay water.

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The Zodiac Crew.

Director Mark Dwyer, dwyerproductions.net and his crew were out past the breakwater under grey skies, a slight morning chop, and Joe in the water. Director of Photography Cliff Traiman used the Sony F55, complementing Rod Hartzog behind the MoVI with a Red Epic. Shooting under grey skies, with phenomenal light provided by Mother Nature, the morning bay water was relatively calm with a very light wind. Perfect “silk” over the water. Then of course, it wasn’t. Our typical Bay Area weather shifted quickly to sunny, sparkling skies, great if you’re a tourist. Not so great if you’re shooting for continuity. Our Indian Summer punched a hole in the cloud cover and the marine layer quickly rolled back, demanding an additional early morning call for matching shots. An early dawn call completed needed footage, we had coffee, high-fived, and called it good. A brilliant final edit and color correction with Mark Dwyer and Michael Rosen of Samplistic Studios captured a very personal story: the beauty of the bay and swimmer, Joe Locke doing what they do best—pulling right along side each other.

 

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Resin is the Bay Area advertising agency that loves to produce great work for the confident and brave clients who always demand more. Give us a problem and we’ll find a solution. Offer us a challenge and we’ll hit our mark. It’s what we do.

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October 03, 2014 - No Comments!

He’s got a point.

Seniors have opinions. They should. They’ve been on the planet for a bit, and have important lessons to share. We should listen. But like most petulant adolescents, we have other things we’d rather be doing. Pity. Seniors are moving in new directions, grappling with larger issues. The old adage, “growing old isn’t for the weak” is a fact, just as importantly, we can all understand what it means when we talk about  “growing wiser” and listening to the “wisdom of the ages.”

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A few topics to consider.

Ask seniors what’s important in their life and they will come back with amazing answers that fill categories from intimacy, independence, finances, family, health, wellness, spirituality, lifestyle and a litany of other equally important subjects. Overall, they see the real value of purpose and passion over “stuff.” What does this mean to the brand trying to connect to the senior market? Get real, be smart, elevate your promise with a more cultured and refined look and voice. Daisies won’t cut it.

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Seniors. Their outlook on life.

When we developed our “most interesting senior in the world” series, our goal was to present a free-style range of thoughts that might capture the spirit and nuance of how to look at the world. Was the senior outlook optimistic, serene, curious, anxious, happy, energetic, or was the entire idea too limiting? Good question. So we wrote what we felt and believed was a smart, vibrant, philosophical perspective on how seniors might see life.

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Today’s senior. Able to leap tall buildings.

Healthier, more active, politically savvy, outspoken, well-travelled, and simply an entirely new bracket of aging that’s turning the senior living community on its ear. Not satisfied with just a place, but more inclusive of a sense of people, and the promise of a well-scribed next, best chapter, today’s senior, ages 78+ are speaking out, looking forward, and taking more ownership of their decisions, because after all, it is their life. We applaud the new aging paradigm, we think these older and wiser folks might just have it right. And we could all learn a thing or three. Just pay attention. Keep moving. And enjoy the momentum of what each day can offer.

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Resin is the Bay Area advertising and branding experts in marketing to seniors. We’ve positioned, branded, and relaunched senior living communities in California, Ohio, Wisconsin, and Virginia. Resin has increased occupancy, awareness, and brand expectations through smarter strategies, tactics, and breakthrough creative that integrates digital and analog web, print, direct response, video, broadcast, and collateral. Our passion is to eloquently elevate the senior living community. Isn’t it time your senior community brand stepped out into the brave new world of thinking differently?

When you want to talk to seniors, talk to us.