Goal

Responsible for managing and operating over 30 senior communities for a variety of partners, Connecting Care went through a company-wide reorganization and quickly recognized that there was quite a broad range of challenges that needed to be addressed, including support on brand evaluation potentially leading to a revised version of identity and website rebuilding.

In essence, Connecting Care sought to:

• Provide clarity of purpose and functionality;
• Present the organization as a group of modern, professional leaders to establish credibility and dominance in their market space; and
• Promote recruitment and retention

Situational Analysis

Despite the fact that senior supportive living communities were traditionally seen as the most secure investment in real estate, monetary interests in these senior living spaces have now taken on increased risk due to exposure during the COVID pandemic; government bodies and health regions considering the benefits of de-privatizing senior living so they can more effectively monitor and control outbreaks; and the fact that more seniors are opting to “age in place…” staying where they are and hiring in home supports in order to stay active and close to recreation, kids, and grandkids.

Unfussy Recommendations

Although senior residents and their families are not the primary audiences of Connecting Care, they were deemed an essential audience in the connecting of care with purpose, passion, and freedom of choice, and the cultivating of a community atmosphere rich with variety, opportunity, companionship and joy – thereby working to create demand for their services with core senior living community owners.

Also, knowing that Connecting Care functions as senior living community managers and operators, it became of critical importance to use targeted brand identity, messaging and visuals to combat a growing fear of investment in the very communities that Connecting Care needs in order to exist.

As the largest senior living provider in the province, theirs is the business of aging, and the connecting of care “For Better Livelyhoods”… which works to connect the notion of home and community with the idea of making a living and attracting greater financial return of investment. A Connecting Care managed and operated community is a better community. A more lively neighbourhood for seniors who want to choose their own adventure and be part of the action. And investing in—or working for—one of these communities is sure to create a better and more exciting livelihood than you could have ever possibly imagined…