Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Marketing
How Landis Communities fosters a consumer-centric culture
"Consumer-friendly" is a critical differentiator with older adults as they look at organizations and the products and services they provide. So, how do you foster a consumer-centric culture that delivers customer-friendly service and information that stand out from the crowd? According to Landis Communities' Larry Guengerich, director of communications and church relations, it’s done carefully, with thoughtfulness and intention.
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Alexis Abramson takes aim at marketing to age 50+ consumers by Colin Milner
Boomers have joined with today's longer-living older generations to create a demographic representing a wealth of business opportunities for all kinds of companies. Gerontologist and industry expert Dr. Alexis Abramson shares information and advice for marketers (and businesses) setting out to target the older-adult market or improve the success of their efforts.
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Creating ads with impact by Colin Milner
When was the last time an advertisement so compelled you that you read or watched it to the very end, then picked up your phone or went online to learn more? If you remember such a moment, the marketers did their job well. Ads that leave a lasting impression build brands and "buzz." So why is it that most marketers fail to achieve these results with the older consumer?
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Changing the way we communicate by G. Richard Ambrosius, MA
In 2013, the ICAA Rebranding Aging Awards showcased best applications of ageless marketing and advertising principles in four categories: brochures, advertising, direct mail and website design. The annual competition identifies--and celebrates--those that have learned the benefits of communicating values-based messages.
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Launching a Facebook contest by Amy Schuster, BA, and Cara Slider, MS
Social media has grown as a useful tool to engage customers and develop relationships in the senior living industry. For organizations with multiple locations, however, most marketing and public relations efforts focus on individual communities and cluster markets. Managing a Facebook page for each community could require a full-time marketing team to make updates and gather information, potentially disrupting daily community operations. Atria Senior Living, a national provider of independent and assisted living communities in the United States, opted to create a corporate Facebook presence in 2010 as a way to connect with a diverse audience, including families and employees. To increase engagement and brand awareness on this page, the Louisville, Kentucky-based organization held its first social media contest in 2012.
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Marketing matters: embracing and serving the New Consumer Majority by G. Richard Ambrosius, MA, and Helen Foster, BA
The United States is rapidly achieving a milestone: the nation’s first “mature market.” By 2050, Americans ages 65 and older will outnumber those under the age of 15, according to the US Census Bureau. While this was already true in some European countries and Japan, it is a change of epic proportion for the US. Yet little has been done to adapt marketing materials, hiring policies, sales training, or aging programs and services in response. ... This article examines our experience reviewing entries for the ICAA Rebranding Aging advertising/marketing awards competition for the last two years. The contest is part of the International Council on Active Aging’s Changing the Way We Age® Campaign, and recognizes excellence in efforts targeted to aging consumers in four categories. In the following pages we also make recommendations for improving the effectiveness of marketing campaigns based on our combined 50 years’ experience in older markets.
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