Authentic Ad Campaign Features Familiar Faces
If you’ve ever been slightly suspicious of the super smooth faces in senior living ad campaigns, you’re not alone. Faced with the need to create fresh new ads, Carillon was a bit put off by the standard selection of stock photos featuring “seniors” who looked to be anything but.
Why not feature real residents alongside our really excellent executive directors, we wondered. After all, what better way to promote Carillon’s brand of uncompromising care than to highlight the community leaders who bring that brand to life day after day on behalf of our residents.
“It’s so refreshing to show people what Carillon Assisted Living is really like from the inside looking out, rather than the other way around,” said Laurie Sawyer, executive director of Carillon Assisted Living of Hillsborough. “What I love about the photo of Mrs. Brenda Skinner and I is that it’s obvious that we’re both happy. I can’t think of a better testament to Carillon than that.”
The authentic ad campaign is also an opportunity to highlight our executive directors’ depth of experience and acumen in their respective senior care market. Sawyer, for example, is the most accomplished and longest-serving assisted living executive director in and around the town of Hillsborough. That is typically the case, as Carillon strives to build and retain a stable team of executive directors at the company’s 19 communities statewide.
Indian Trail Executive Director Theresa Hayes with resident Robert Andrews.
Posted in Sage Stories on March 26, 2015