International Council on Active Aging
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Sales & Marketing
Invite older adults to the active-aging lifestyle
Active aging means living as fully as possible. Older adults have the capacity to maintain or improve their functional abilities—mental and physical—to go to school, sew a quilt, serve on a school board, anchor a television broadcast and enjoy their families. How do you relay the message that older ages are a time for engagement in life, rather than a time for decline?
For an organization, explaining how your services and your staff are the best sources of a fulfilling lifestyle is the first step in gaining new clients—and keeping them. With the ICAA resources, you’ll find language, images and campaigns to aid your marketing efforts. You’ll also find suggestions for positioning your messages so that older adults are better able to receive them.
- Marketing (along with segmentation and market research), sales and client retention are all categories in ICAA’s Articles Archive. These topic areas have been a special focus of ICAA since the organization was founded.
- Publicize the age-friendly commitment of your facility or service on the ICAA Facilities and Services Locator. The online locator identifies places that welcome older adults.
- Promote your organization and services through Active Aging Week. This annual health promotion event uses local and national publicity to advertise your events focused on “fun” and “free,” a combination proven to attract new people to your site. Many examples of the week’s successful promotions and partnerships are available on ICAA’s website and Facebook page.
- Add reliable numbers to your marketing plans and brochures by sourcing ICAA’s industry surveys that show how wellness programs are becoming a key component of person-centered care.
- Available as free PDF downloads, “How to select an age-friendly fitness facility” and “How to choose an age-friendly personal trainer” are brochures ready for your use.
- Join your colleagues at the ICAA Active Aging Conference. There is always a track of seminars covering marketing and sales. In addition, in sessions on wellness culture and programs there are many ideas that become components of campaigns and sales presentations.
- The value of wellness, along with current trends, is available in ICAA Research Review, the e-newsletter published 45 times a year that summarizes polls, surveys and clinical research of special interest to active-aging providers.
- Piggyback on ICAA’s outreach to the national media. ICAA produces a stream of press materials to raise awareness of the value of active aging.
To learn more about becoming an ICAA member, click here or call toll-free 1-866-335-9777.
