Carmen Fronczak, Chief Revenue Officer and President of FV Ventures, Friendship Village
In the dynamic landscape of senior living, operators face a unique set of challenges and opportunities. Beyond providing exceptional care and comfortable environments, attracting and retaining both residents and staff are paramount to sustained success. When Friendship Village was ready to take our community to the next level, we knew the key to unlocking significant growth and overcoming critical hurdles would be forging a powerful partnership with the right marketing agency.
Our Friendship Village team understood marketing wasn’t simply about communicating amenities, activities, and benefits; it was about using our brand to articulate, reflect, and, ultimately, build our culture. We needed to find a way to communicate the Friendship Village story and the experience we were inviting residents and staff into. To do this, we recognized the need to elevate our overall brand, refresh our messaging, and create a cohesive look and feel across all touchpoints. This was about more than aesthetics; it was about authentically telling our story and connecting with our target audiences on a deeper level.
The right partner would go beyond communicating the quality and intentionality we’ve worked so hard to build into our communities, from great benefits for staff to resort-quality amenities for our residents. An agency partner would help us drive a culture that reflected the care, support, joy, and respect every person, staff or resident, can expect when they step foot on either campus.
Our agency selection was made thoughtfully and intentionally. While it may sound simple, the decision was based on a gut feeling – a crucial element easily overlooked or undervalued in business decisions. The Friendship Village team felt strongly that our agency’s team understood our narrative and possessed the ability to articulate and capture our unique value proposition. To fellow operators looking to engage with an agency, we cannot overemphasize the importance of chemistry and shared vision when selecting a marketing partner.
Since engaging with our agency partner and taking a holistic approach to our marketing, we’ve experienced two key outcomes:
- Resident Acquisition Through Authentic Storytelling:
The core purpose of any senior living community is to provide a fulfilling and enriching experience for residents. Friendship Village’s aspiration to “create this next best chapter of your life” needed to be more than just a tagline; it needed to be woven into the fabric of our brand narrative. Our agency partner proved adept at capturing this essence and translating it into compelling storytelling. This authentic approach has resonated deeply with prospective residents and their families, building trust and driving occupancy. Since engaging our marketing agency, Friendship Village’s independent living occupancy has increased 15%.
- Revolutionizing Recruitment to Overcome Workforce Challenges:
Perhaps the most striking outcome of this partnership was the dramatic improvement in staff recruitment. The senior living sector has long grappled with workforce shortages, often relying on expensive agency staff. Friendship Village proactively addressed this challenge by applying marketing and sales principles to their recruitment efforts.
The marketing agency challenged their thinking, asking a pivotal question: “What would success look like?” The answer, for Friendship Village, was the near-complete elimination of agency staff. This ambitious goal was achieved through a strategic marketing approach that involved:
- Crafting a compelling employer brand: Highlighting the values, culture, and benefits of working at Friendship Village and while reflecting the joy and personal connection of our team.
- Targeted recruitment campaigns: Reaching the right talent pools with engaging messaging and recruitment campaigns.
- Employee testimonials and storytelling: By showcasing the positive experiences and giving potential staff an accurate look behind the scenes, we’ve been able to recruit and retain our staff.
The tangible results – a significant reduction in open nursing and dining server positions and the low turnover rates – directly translated to improved financial outcomes for Friendship Village. Reduced reliance on agency staff lowers costs and fosters greater stability and continuity of care.
The Takeaway for Senior Living Operators:
The success story of Friendship Village serves as a powerful testament to the strategic value of partnering with the right marketing agency. It’s no longer sufficient to view marketing as a peripheral function. Instead, marketing must be seen as a core driver of resident acquisition, talent management, and community culture.
When selecting a marketing partner, it is imperative that senior living operators seek an agency that:
- Demonstrates a deep understanding of the senior living landscape: Including the unique needs and motivations of both residents and staff.
- Possesses exceptional storytelling abilities: Capable of capturing the authentic voice and mission of the community.
- Offers a comprehensive suite of services: From branding and messaging to digital marketing and recruitment strategies to be able to reach audiences across touchpoints
- Prioritizes collaboration and a shared vision: Acting as a true extension of the operator’s team.
- Is results-oriented: Focused on delivering measurable outcomes that positively impact occupancy, recruitment, and the bottom line.
In conclusion, the journey of Friendship Village underscores a crucial truth: in the competitive world of senior living, the right marketing partnership is not an expense; it’s a strategic investment that can unlock significant growth, overcome critical challenges, and ultimately empower operators to fulfill their mission of providing exceptional care and vibrant communities. By embracing the power of authentic storytelling and strategic marketing, senior living operators can build stronger brands, attract more residents, and cultivate a dedicated and thriving workforce, paving the way for a successful future.