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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

 

Three reasons to give your marketing a makeover by Colin Milner-5715

Three reasons to give your marketing a makeover by Colin Milner

How often have journalists and researchers called Boomers "a lightening rod for change" over the past 70 years? These professionals constantly use this label because it’s true. Boomers have disrupted society all their lives, and their later years are sure to be the same. For marketers and business owners within the active-aging industry, the challenge is--and will remain--how to keep up with the juggernaut of change. How do we ensure our products, services, environments and marketing stay relevant to and support both Boomers and their parents, as their expectations of later life and attitudes toward this life stage shift? We need to ask ourselves constantly what factors are driving these changes and how they will impact what we do.

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Marketing

Leading with lifestyle for marketing and sales success by Kimberly Hulett, BA, and Erin Read, BA-5640

Leading with lifestyle for marketing and sales success by Kimberly Hulett, BA, and Erin Read, BA

"The Boomers are coming! The Boomers are coming!" For a decade, this has been a common theme of conference presentations, media headlines and board meetings. Many of those offering housing and services to actively aging adults have felt stumped by this "new" consumer--the 50- or 60-something Baby Boomer. The reality is that with the rising age of entry for residents in continuing care retirement communities and other senior living settings, the "new" consumer is just as likely to be a 70-something member of the Silent Generation. There is one marketing technique that works with active adults of both cohorts. Lifestyle.

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Marketing

Share your adventure: Ensure your Active Aging Week events get the attention they deserve by Jeff Bell-5501

Share your adventure: Ensure your Active Aging Week events get the attention they deserve by Jeff Bell

In the world of business, deadlines are a part of life. We create and meet deadlines every week and, chances are, you’ve been working with your share of deadlines as Active Aging Week approaches. The act of organizing the upcoming week can be stressful, but organization isn’t necessarily where it stops. An event this significant and unique deserves promotion. It deserves news coverage. And yet, there’s that deadline creeping ever closer. What do you do?

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Marketing

How Landis Communities fosters a consumer-centric culture-4991

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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Marketing

Alexis Abramson takes aim at marketing to age 50+ consumers by Colin Milner-4982

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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Marketing

Creating ads with impact by Colin Milner-4960

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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Marketing

Total items: 50

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