1:00-2:00 p.m

57-A. Messaging Roadmap: Aligning Corporate and Community Branding

It can be challenging for a marketing team to strike the right balance between promoting a provider organization's corporate brand and advancing the brand identity of one of its senior living communities. During this session, a multi-site senior living leader and a marketing consultant will team up to present primary research on how prospective residents perceive corporate senior living brands compared to the brands of individual communities. Presenters will share a roadmap to help you refine your brand identity, boost occupancy, and create a unified, compelling message that reflects both corporate values and local charm. You'll take home tips for ensuring your brand stands out in a competitive senior living market.

• Dana Keilman, CEO/Co-Founder, Morning Light Strategy — Naperville, IL, USA
• Mary Cate Spires, Vice President of Marketing & Digital Strategy, The Arbor Company — Atlanta, GA, US