Challenge: A national REIT decided to consolidate its senior living portfolio under one operator in order to enhance profitability. This meant that the remaining operator would need to on-board 10 new communities into its portfolio within a three-month period. Both the REIT and the operator wanted to share news about the consolidation with senior living industry publications and local news organizations where the communities were located. They also wanted to create a seamless digital transition on social media.
Senior Living Crisis Response
Challenge: A senior living operator faced a crisis over a situation at one of its communities in which a resident passed away after an altercation with another resident suffering from dementia. The situation around the matter was very sensitive. Gray Ryan Communications was brought in to assist after the family of the deceased resident sued the senior living operator and held a press conference to announce the lawsuit. Our team crafted a comprehensive plan in a short period of time designed to mitigate the fallout from the lawsuit and protect the reputation of the operator and community.
Virtual Dementia Experience
Challenge: Dementia is one of the fastest growing diseases in the United States. Approximately 140,000 Virginians suffer from Alzheimer’s Disease or other forms of dementia and that number is expected to grow 35% by 2025. Commonwealth Senior Living wanted to highlight this statistic and to provide medical professionals, first responders, family caregivers, and interested individuals an opportunity to learn and gain a better understanding for the challenges those with dementia face. Commonwealth partnered Second Wind Dreams to offer its Virtual Dementia Program at its two dozen senior living communities.
Challenge: A new independent living community in Charlottesville, Virginia was failing to meet its occupancy census and goals. The Independence offered residents over the age of 55 spacious apartment homes, terrific amenities, and a highly skilled support staff. However, the community was not attracting its target audience and was at risk of closing its doors.