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.”

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.