Best Digital Channels to Tell Your Retirement Community’s Story

When it comes to your retirement community’s content marketing strategy, how and where you share your content is almost equally as important as what you are sharing with your audience. With countless mediums to choose from – including social media, websites and blogs – the goal is to choose the channels that will be the most successful in reaching your target audience. Rather than flooding the market with your retirement community’s content on all channels, focusing your efforts on a few specific outlets will ensure that your marketing plan achieves maximum success. 

Your Website

First impressions matter, which is why your retirement community’s website should be a priority. This is the central hub where you want to drive all traffic from prospective residents. When designing your website, you want it to be as user-friendly as possible, while also telling the stories of what makes your retirement community a great place to settle down. Follow these tips to guide you. 

  • Content – From current resident testimonials to community amenities and local attractions, your content should immerse readers in life at your retirement community. This is what retirees want to know about your community. 
  • Imagery – Everyone, especially retirees, are fond of websites that are informative and easy on the eyes. Make use of photos and videos to highlight the attributes that will attract people to your retirement community. 
  • Mobile Friendly – More than 52% of all website traffic is generated through a mobile device. Meaning, if your community’s website isn’t accessible by mobile phone you’re missing a big opportunity to reach your audience. If your website is cluttered or difficult to explore it can instantly turn prospective residents away from your retirement community. 
  • Personal Touch – Retirees are instantly drawn to businesses that make them feel like more than just a number. Consider including a tab or hyperlink for website visitors to engage and ask questions, then send a response to let them know that you’re reviewing it and will get back shortly. Offering a personalized approach can definitely be a turning point in a retirees’ decision-making process.

Facebook

A strong social media presence is essential for any content marketing plan, and for your retirement community, Facebook is king. A 2018 poll found that more than half of United States adults from ages 50-64 have Facebook pages, while 32 percent of those above the age of 65 are actively using Facebook. Knowing where to reach your target audience is half the battle, now all you need is an active and engaging presence on Facebook. 

To do this successfully, you’ll need to define a content marketing strategy that will allow your retirement community to build trust and brand recognition with this target audience. Much like your website, photos, videos, blog posts and other content can all be shared on your Facebook page, but putting a plan to what and when to share will be beneficial. Content focused on the needs of your target audience will always generate more leads. But what are those needs? 

Results from ideal-LIVING magazine’s lifestyle questionnaire found that lower property tax and lower state income tax were the most important factors among the list of reasons for relocation or property purchase among retirees, while new/under construction properties were the most popular homes. Activities were also a determining factor, with walking trails, social clubs, wellness or fitness centers, swimming and golf the most common responses. The process of defining a content marketing plan will assist you in learning more about your target group, and in turn, will help you align your content with their needs and answering their most sought after questions. 

Video

When executed correctly, the use of video can be a powerful tool for your retirement community’s marketing campaign. From storytelling to education, there’s no limit to what you can do by incorporating video. Here are some ideas on what your retirement community videos could highlight: 

  • Tours of your retirement community. Show a walk-through of some of the hot spots located in your community or create. 
  • Amenities and Local Attractions. Create a handful of short videos featuring some of the best amenities in your community, or go outside your property to highlight the proximity to local attractions.
  • Resident testimonials. No one knows your community better than its residents. Show a day-in-the-life video of a resident’s favorite weekly activities and why they chose your community as the place to retire.  
  • Live stream. Get in front of prospective residents and answer any questions they may have about your retirement community in real time. 

These days all it takes is a smartphone and a steady hand, so keep it simple. In addition to publishing on your website and sharing on Facebook, your retirement community would benefit from having videos on YouTube. According to recent reports, 79 percent of U.S. adults from ages 55-64 are using YouTube. This age group also has a high probability of sharing content that they find relatable and enjoyable. Therefore, this platform offers you not only a great way to connect with your target audience but also build brand awareness. 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.