IVY Marketing 'MAPS' success for new senior housing

The oldest baby boomers are expected to move into a retirement community within the next 10 years, with the youngest about 30 years away. Ten years ago, there were nearly 40,000 senior living communities in the U.S. (including all levels of care). Given that there will be 71 million Americans over the age of 65 in 2030, that number is sure to rise dramatically.

Undoubtedly, the competition among senior living communities stands to be fierce as supply meets growing demand. These developments will have to announce themselves early and often to be heard above the jackhammers and power saws building more and more senior housing.

While new construction projects create a literal "buzz" on their own, there is much more to successful marketing than hulking cranes and a few signs heralding a fabulous new community on the rise, according to Debra Sheridan, founder and president of IVY Marketing Group in Glen Ellyn.

"The time to think about marketing for senior housing is well before the foundation is laid, beginning with a market study and plan after building is approved by the city," said Sheridan. "Also, marketing for new construction senior housing is considerably less generic than other arenas and requires 'wheelhouse' experience and ground up tactics germane to the industry."

With nearly 30 years of niche expertise in marketing senior living, IVY has honed a robust marketing approach called MAPS, an acronym that stands for market study, advertising, public relations and special event services. "MAPS is a comprehensive, turn-key marketing solution based on solid market research identifying strengths, weaknesses, opportunities and threats to one's project," said Sheridan.

According to Sheridan, market study discovers opportunities based on field and statistical examination of existing market needs, cultures and competitors, while advertising encompasses the development of a marketing plan, name, logo and brand identity.

Public relations drives strategic, seductive online content to build consumer awareness and search engine optimization, bringing web traffic to new senior housing developments long before residents move in. As for special events, Sheridan asserts that seeing is believing, and there is no better way to show prospects the unique features of a new community than by hosting pre- or mid-construction events.

"We're excited to help clients occupy their fabulous new communities with equally fabulous new residents and friends!" said Sheridan.

IVY Marketing Group is an award-winning boutique agency specializing in marketing, public relations, advertising and special event services for blue sky and existing senior housing, commercial real estate, health care and nonprofit organizations. For further information, visit www.ivymarketing.com, email info@ivymarketing.com or call (630) 790-2531.