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.

September 04, 2014 - No Comments!

Don’t just stand there.

We talk to a lot of seniors. We should. We need to know what they’re thinking, feeling, doing, and saying. As an advertising agency with major clients in the field of senior living communities that like any brand, must stay ahead of competitive set, we’re always looking for an edge. Work that’s simple, fresh, and relevant. We want to produce excellence by capturing a story with thinking that’s slightly ahead of the curve.

Our brand and advertising campaigns must hit another level of ‘best.’
To that point, we submit our third in series of “The most interesting senior in the world.” Admittedly, we’re biased, but we can be, because we found actor Arye Michael Bender and saw something terrifically special in how he could represent today’s senior.

By 2019 there will be nearly 170 new CCRC’s.
The competition for the independent, smart, cultured, and world-traveled senior, the successful seniors who are making the move to a CCRC, well, the competition is fierce for this prospect. By 2019 there will be nearly 170 new CCRC’s on the market attempting to satisfy the huge numbers of boomers attracted to the idea of living in communities where everything is taking care of; boomers who will be seniors and demand a new level of concierge status services. Staff, apartment design, cuisine, programs, culture, social engagements, amenities, and healthcare will need to be at the top of their game.

Smarter, more lifestyle directed, more person-centric, more socialized.
Importantly, the senior living community must vocalize and stand for a way of living that connects with the senior who is thinking about their passions and purpose in life. What they want to write in their next, best chapter. And the better senior living community brands are speaking to their audience. Smarter, more lifestyle directed, more person-centric, more socialized, and with more zest and passion for a new way to think about aging and what a community means to their residents and prospects.

We think Arye Michael Bender is on to something when he talks about action, movement, and the desire to do something more. Words to live by, and real wisdom, no matter your age.

Resin is the Bay Area advertising and brand agency specializing marketing and advertising to seniors, boomers, and adult children. Resin has repositioned, rebranded and relaunched senior living communities in California, Ohio, and Virginia. We’ve helped more people move into senior living communities than any other advertising agency in California.

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

August 27, 2014 - No Comments!

The story. Your brand is writing it. Showing it. Telling it.

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Take a look around and what do you see? Branding. Lots of it. The brand behavior today is more than a logo mark, more than an ad, even more than a really fabulous, marvelous ad. Look closer, what do you see? More video, more content, more narrative, more customer input, insight, information, and a lot more feedback from your customers. They’re weighing in and becoming your brand. Maybe that’s why in today’s market place, your customer is your brand.

Faster, please.

The speed of your brand story, the narrative of what’s special, unique, a point of difference,(good and bad) is spinning at the speed of the Interwebs, that auspicious platform that works for both good and evil. Nonetheless, that’s where your brand is. Now here’s the part where we could fill buckets of data about brand legacy, equity, and meaning, but you already know this: your brand is only as good as your brand content. The story behind your brand. The story within your brand. The story you and your customers give your brand. The dialogue the customer has that connects their lives with how your brand lives. The brand connection you cultivate with content that connects. That means video, audio, animation, bringing your brand to life with the technology and the medium that motivates, and amazes.

Today’s seniors and your brand.

Now, let’s look at your brand style guide. The bible of what makes up your brand that includes and covers assets, icons, logo marks, legal lines, usage, relationships of marks to key lines, etc. This is the brand framework. So how does this apply to the brand behavior? It lives and breathes on brand consistency for one, internal team buy in, and the acceptance and embrace of management that these are the brand characteristics that help define our brand in print, video, direct mail, email, web, banners, collateral, digital, broadcast, signage, events, and the sales center. Everything we do is for the brand.

Now with senior living communities, the heat is on to be better,repeating the way its always been is not going to cut it. The CCRC is a hot market that is only now beginning to see and respect smart brand and advertising that elevates, at every touch point. From 2014-2015 17 new CCRCs will be introduced throughout the country, by 2019 over 69 will be knocking on doors looking for the same prospect you are. What does this mean? Get faster, move smarter, be quicker, and look to the minds and talent that can make your senior living communities more engaging, more connective, and relevant to a tsunami of over 10,000 a day turning 65 for the next 19 years. Big numbers of prospects who are and have been educated about some of the most relevant and interesting advertising changes from the early sixties to present day. Apple, VW, BMW, IBM, Braniff, TWA, PanAm, well, you get the idea. Just watch Madman and you can see what the generation was weaned on. Now it’s quicker content, visual and copy that look and feel different, ideas that spark your story, and concepts that create more dialogue. Maybe it’s the conversation that connects? Absolutely. Because the brand moves instantly around their lives, and with their families; today’s senior is smarter, healthier, more cultured, and better travelled than the generation before. That means your brand has to be, as well. So the question is, what’s your story. Simple, fresh, and relevant? It better be, or you need to rewrite it with the help of your most important brand champions: your prospects.

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, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community can be.

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

August 05, 2014 - No Comments!

What every senior wants.

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The transition into the ‘golden years’ is tricky, to say the least.

Most often, moving well into the elder status, comfortably, is a matter of financial position and health. For sake of argument, let’s assume that the portfolio, pension, savings, and home equity are the top of the game, and wellness and health are holding steady. No major illnesses, no surprises. It’s all good, But what about planning for the future? One might scoff at a 78 year old thinking ‘future’ but don’t. Here’s why: statistically if a senior has the financial foundation and is relatively healthy, there are more than a few very good years to be lived. The question is, how does a senior want to live them? What kinds of plans can a senior start to develop, think of, enjoy, and put into place so the years truly are golden.

This is where a well-recognized senior living community might come into play and we do mean play. Because generally at say a good, reputable Life Care community, everything is taken care of; from the weekly linen service to all levels of healthcare under one roof. Wake up to morning coffee, breakfast, and get out there and enjoy the freedom that comes with living well; cultural events, programs, transportation, exercise, brain fitness, and the kind of amenities that take care of everything under the sun, and then some. Granted, entry fees are not cheap and there are monthly fees to pay but from financial standpoint, the value-added perspective is not too far off when looking at cost comparisons to running a home with maintenance, taxes, and the time spent caring for the family home.

Downsizing is part of the equation. And while overwhelming to think about, doing it is actually pretty basic and there are more than a few professionals who can help with the task of getting back to the basics so seniors can get on with their lives.

A few notes on the social and connectivity of a senior living community. No question the community lifestyle where you are part of a “neighborhood” is much better for health, spiritual wellness, and sense of being. The adage, “it takes a village” is not far off from the benefits of a connected community where people watch out and care for each other.

The top ten list of why a senior living community stands as the beacon of a thoughtful, smart, and rewarding lifestyle.

1. No need to maintain home – maintenance-free living is a real advantage
2. Community and social connections – part of the “neighborhood”
3. Programs that stimulate – always learning, active minds are young minds
4. Predictable costs/expenses – foresight is big for future thinkers
5. Healthy, nutritious and well balanced meals – you are what you eat
6. Health and wellness activities – stimulate endorphins
7. 24/7 safety and security – stress-free living
8. Caring and supportive staff – tenured staff is important
9. Access to healthcare – peace of mind is part of your community
10. Not a burden to family – what every senior wants

Resin is the Bay Area advertising and brand agency specializing in marketing and advertising to seniors, boomers, and adult children. Resin has repositioned, rebranded and relaunched senior living communities in California, Ohio, and Virginia. We’ve helped more people move into senior living communities than any other advertising agency in California.

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

July 29, 2014 - No Comments!

Shooting. Take one, scene.

We were really lucky to have found our version of “The most interesting senior in the world” with veteran Bay Area actor, Arye Michael Bender.

Resin wanted to focus on a narrative that showed how a senior might see themselves, without being preachy. Arye Bender gave us ‘real’ and talked directly to impart his own sense of “being here now.”

Sometimes the universe conspires with you and the vision, and voila, you can get some particles of magic along the way.

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Shooting was on a tiny budget. And we were our own client, so yeah, we had to work faster, smarter, and hope that we could find talent that wouldn’t cost us a fortune, shoot at a location that wouldn’t cost us anything, and find color correction people, editing and music. Nicely, it all came together; and with the right glue, duct tape, and more than a few fingers crossed. We think we got what we wanted.

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Simple lessons that are part of a senior’s perspective on aging, learning, knowing, experiencing, and yes, discovering. A primer of sorts from an elder who lives in the present because they have a history, and a past.

July 22, 2014 - No Comments!

Your brand. What it isn’t.

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What’s your connection to your customers? Pricing, value, service, celebrity, legacy, history, newness, problem-solving or? Maybe it’s that mysterious intangible that somehow and in some way has carried your customers and your brand into a blissful union of consumer and consumed. Brand halo. Brand cache. Inexplicable brand goodness we happily lay at the altar of all things marketed and wonderful. The CMO is joyous. Shareholders wildly toast. The agency is king. Long live the brand. Let’s do this again.

It can happen.

Xerox had it. Nike still has it. Apple drives it. Microsoft wants it. Chevy and Ford are still fighting for it. Audi and BMW are gunning for it. Stoli lost it to Absolute that lost it to Grey Goose that lost it to Kettle One and now hats off to Smirnoff who’s making a run at all of them.

Branding isn’t just the product, it’s not a logo, it’s not a thing.

Branding is a story, a history, a personality, and a promise.

Branding is what you stand for and why. Branding is a precious concept, really. Some might lobby it as too lofty a goal, others are invested in selling, selling, selling. But smart marketers get the brand and do everything in their power to protect it from the daily rigors of the market and fickle customer behavior.

It doesn’t take a genius to flip through the history of a brand to see what’s been done right, or wrong.

Remember, it’s all about your customer and your true vision that’s going to excite, enthuse, and embrace what they may not even know they want; branders have to share a vision. And where your brand lives: in your customers’ mind and in their heart. Brand is not selling, it’s presenting, it’s playing, it’s narrating, it’s motivating, engaging, encouraging, and tapping into the connection you want to make and the connection you want to keep.

Lost that and guess what? You become a product that can be made anywhere, sold by anyone, at any price. In short order your brand becomes nothing more than a me-too commodity and then you are no longer a brand, most certainly something that few of your customers will think about any more. And really can’t remember. Pulling a paraphrased page from the famous UNCF/ Y+R 70’s campaign, a brand is a terrible thing to waste.

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, and Virginia. Resin has increased occupancy, awareness, and brand expectations on what a senior living community brand can be in a world of commodity brand promises. Isn’t it time your senior community brand stepped out into the brave new world of thinking differently (thank you Apple).

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

 

June 30, 2014 - No Comments!

How we see today’s senior, a new video perspective series.

Resin is proud to introduce a new video series of narratives that frame the universal truths offered by today’s senior.

We wanted to capture a new attitude and perhaps even a new way of showing seniors that see life, their life, ideologically, philosophically, and something like “a renewed point of view.” It was important that we find someone who could provide the expression, the ‘read’ and the emotional engagement to capture the agency’s narratives on how today’s seniors see themselves, Or think about life. Or see life. Or? We kept the subject matter open and broad.

Fortunately we auditioned Bay Area actor, Arye Michael Bender, who understood the concept immediately. He got it. We did some audition footage and Arye offered a few different reads, not what we were expecting, happily so. The result is a series of six video ‘narratives” each under two minutes that capture a way of looking at this chapter in a senior’s life; granted we wanted to show a loftier, wiser, and sagacious piece of video where Arye could engage and speak to what’s important as you progress through life, and with the wisdom of the ages, how to see life. Less of grandpa’s cracker barrel and more “the most fascinating senior in the universe” take on a personable, smart, worldly senior who’s been around. The viewer is allowed to read between the lines on what this all means. There’s no spoon-feeding here. A more cultured, leaner but no less rewarding lesson on how to look at life; a quick primer or reminder on how we can appreciate his point of view.And maybe even our own.The Resin Narratives offer a hint of stardust, but based on the reality of what’s important: remember to take time to really come to understand the universal truths as we go through our day. Life has a way of sliding by if you let it. Don’t.

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, and Virginia. And Resin has helped more seniors make the decision to move into senior living communities than any other advertising agency in California.

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

June 09, 2014 - No Comments!

Seniors want it all. And they deserve it.

Consider a lifetime of memories housed in the family home. Consider the proactive decision-making process it takes to move into a senior living community, not because the senior needs to, but wants to.

Imagine what it takes to downsize from the substantial footprint of a house to the small space of an apartment.

What to keep, what to pack, what to store, what to sell, let go of, give away and generally move through and de-clutter, organize, and finally call the new community, the new address. Cherished memories, family heirlooms, collectibles, and the 25,0000 items generally found in an average three bedroom, two-bathroom home are sifted through, tagged, labeled and boxed.

That’s a lot of stuff. But the decision is made to move, and we have to applaud the senior for taking the bull by the horns and taking charge of their life so they can write their next chapter the way they want.

Seniors demand more from their community.

So when seniors make the decision to move to a senior living community where they can enjoy the best of independent living in a community rich with healthcare, dining, housekeeping services, features, amenities, neighbors, and staff, what are the top ten “wants” listed by seniors?

Top ten “wants” independent seniors desire in their dream community.

  1. No Need to Maintain Home – Maintenance-free living is important; seniors have done that been there. They want better things to do with their time.
  1. Community and Social Connections – People and the socializing is available when they want it, it offers comfort, camaraderie, things to do and conversation. New friends are part of a new life.
  2. Programs that Stimulate – Learning new things keeps everyone engaged, connected, and part of the community.
  3. Predictable costs/expenses – Financial independence and smart financial decisions have been part of their retirement so no reason to stop now. Seniors want to know where the money goes.
  4. 
Healthy, nutritious and well-balanced meals – Wellness, cuisine, menu options, are just a part of the social connectivity that keeps seniors happy, healthy, and part of the community. Dining is a social event, and a wonderfully prepared menu is part of it.
  1. Health and Wellness Activities – Seniors want to get going and stay limber, healthy, active, vibrant, and fun, event and well-run activity calendar is important. Move, flex, and stay sharp with exercise.
  2. 24/7 Safety and Security – Worry-free living means safety and the security of the community is important. That means a caring staff, smart personnel and a community that is organized and knows the seniors don’t want to think about their security.
  1. Caring and Supportive Staff – The best senior living communities keep good people. They usually have tenured staff that builds relationships with residents so it feels like home when seniors need support.
  2. Access to Healthcare –Peace of mind when you need it – under one roof, again, tenured healthcare professionals; all levels of care under one roof? The new way to age with peace of mind.
  3. Not a burden to family – This is frequently at the top of the list and a priority as seniors consider their legacy. Again peace of mind message is important to most seniors in a CCRC

Resin is the Bay Area advertising and branding agency specializing in marketing senior living communities. We’ve repositioned, relaunched, and rebranded senior living communities in California, Ohio, and Virginia. And Resin has helped more seniors make the decision to move into senior living communities than any other advertising agency in California.

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

May 08, 2014 - No Comments!

Active is the new retirement.


In our advertising and brand work for many of the leading senior living communities in Northern California, Ohio, and Virginia, we talk to the residents, we tour the grounds, check out the living spaces, speak with staff, meet with management, listen to focus groups, and generally stick our collective nose in just about every nook and cranny to see what the community feels like. Sure, what a community looks like, the appearance, profile, location, buildings, and aesthetic are hugely important, but we want to see something more, something we can “feel.”

It feels active.

By and large, we see one, constant and continuing thread that all communities share: active, independent, happy residents. People who are doing things. Stuff. Learning, discovering, and getting out there and pursuing their dreams; and why not? Travel is big, so is volunteering. Exercise, yoga, jazzercise, and a host of mainstream athletic challenges from running a marathon, to just walking with friends, or hiking are top of the list. They’re at cooking classes, pottery classes, poetry slams, photography workshops, painting, illustrating, lecturing, and basically showing us all how you can continue to write your own narrative, your own story as beautifully wise, and gracious elder who decided that now is the time to do what you love, no matter where it takes you. We’ve had the good fortune to meet with seniors who are educated, successful, world traveled ambassadors and citizens of the this big, blue marble, and they’ve shown us their love of art, music, literature, cuisine, and their fellow neighbors.

 Where is everyone?

They’re out doing. Let’s face it, today’s seniors are better educated about their health, nutrition, and the connective social tissue that builds a more focused and capable senior. These folks want to feel better so they can do more. They aren’t standing still (and if they are it’s usually at a yoga class) waiting for something to happen, they are seizing their lifestyle. Our active, energetic seniors enjoy the benefits and advantages of no-hassle living at senior living communities where everything is taken care; maintenance-free apartments, dining options, staff, and services that allow seniors to get out and get moving.

And the idea of retiring? Not even close. It might better serve to call it re-inventing.

Resin is the Bay Area’s most experienced ad agency specializing in senior living community branding and advertising. We’ve repositioned, rebranded, and relaunched senior living communities in California, Ohio, and Virginia. We can show you how to increase senior living occupancy rates. We can prove return on investment, event attendance, response, and measurable results in print, web, video, direct mail, broadcast, and strategic planning.

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

 

May 01, 2014 - No Comments!

Seniors are online, well, kind of.

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Data, being what it is, seems to morph every other day into new and interesting statistical facts. In this particular case, we asked about seniors and their online behavior. For the first time ever, more than half of U.S. adults over the age of 65 are online, from surfing the web to checking email, 53% of seniors use the Internet; this segment of the population is flocking to the web more than ever before.70% of seniors say they go online every day, as well.

  • Internet usage tends to drop off after age 75.
  • Only 34% of adults over 75 access the Internet and only 21% have broadband capabilities at home.
  • Seniors are mobile and at least see a cellphone as a security measure. About 70% own a cell phone; up from 57% only a few years ago.
  • More seniors are accessing social networking sites.
  • About 34% of Internet users age 65 and older use sites such as Facebook and Twitter — and 18% of this group do so each day (A high number, considering 66% of all adult Internet users access social networking sites.)

Resin is the Bay Area’s most experienced ad agency specializing in senior living community branding and advertising. We can prove return on investment, event attendance + response, and measurable results in print, web, video, direct mail, broadcast, and strategic planning. We’ve successfully repositioned, rebranded, and relaunched senior living communities in California, Ohio, and Virginia.

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