The Arbor Company

Research

For The Arbor Company, a group of assisted living facilities, our primary research included interviewing individuals with parents of assisted living age – those who currently have parents in and not in an assisted living facility – about their perceptions of assisted living facilities.  This research provided us with insights that needed to be overcome / communicated in our media program.  Additional primary research included in-person site visits to three competitors, which allowed us to determine key points of positive differentiation regarding how our client was different/what we needed to point out to the media/end audience.  Secondary research included Web-based research for editorials and perceptions regarding assisted living facilities.  Research goal was to bring the agency up to speed on the industry and help shape our PR strategy and identify leverage points for our program.  Secondary research allowed us insights to what the media was/wasn’t covering and how to position perceptions.

Planning

Research was leveraged in executing our program, as we identified our client’s key points of differentiation via our interviews and on-site visits.  This allowed our media program to be unique.

We conducted kick-off discovery sessions and regular meetings to uncover story lines for our media efforts, proactively.  Goal was 45 positive editorial placements.  Client was to utilize our coverage for marketing.

We told human interest stories via traditional media to bond with our target audience – females age 25-55, generally the decision-maker for aging parents.

Execution

Our media relations plan was driven by our meetings with executive directors to collect news nuggets and, thus, allowing us to garner editorials on a regular basis.  The agency managed meetings, workflow and developed associated press materials.

To overcome perceptions, we used an in-house third party expert and associated research on how/why assisted living facilities are good for mom/dad.

As we began our program, a challenge we noted was arranging media interviews with residents (senior citizens) of the communities, as they had restricted available times and/or abilities.  We worked through these challenges, as necessary, by staging photos and sending to the media vs. having the media come to the community.  This program refinement aided in reaching our goals.

Evaluation

Evaluated on editorial coverage and message content.  We generated a consistent level editorial coverage, garnering 52 editorials (all positive), 16 percent over goal.  Editorials were lengthy and included photos “like my mom/dad,” which aided in illustrating with the adult female audience and were leverage in marketing communication activities (prospect packets and social media).  Coverage also drove foot traffic.

Editorial headline highlights include Making Magical Moments, Fit for Life Wellness Programs, Valentine’s Day Love, Pet Therapy, Honoring Our Heroes, etc.  We garnered broadcast placements, including TV and three radio interviews.  As our work came to a close, one contact noted “a huge success….we have 25 attendees….I want to replicate,” which refers to our efforts of using media relations to drive prospects.  Other results included client e-mails noting our success and being rehired.