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Case Studies

100 Years of Wisdom

Holiday Retirement, an operator of more than 300 senior living communities, sought to generate interest in its retirement communities at national and local levels by showcasing the wisdom and achievements of Holiday Retirement residents.

Communications Strategy Group (CSG®) envisioned a media relations campaign that would highlight centenarians – individuals who are 100 years or older – living at Holiday Retirement communities. The campaign aimed to drive website traffic and potential resident interest.

Through a telephone survey of these 125 “super seniors,” CSG aggregated their thoughts and opinions on hot-button issues and compiled their advice and wisdom into a gated white paper, 100 Years of Wisdom: The Perspective of Centenarians.

Leveraging the Wisdom of our Elders

The white paper included “100 Years of Wisdom” on marriage, love, parenting, longevity, politics, personal finance and more. National and local media were presented the wisdom and advice of Holiday Retirement centenarians, and the opportunity to interview individual residents. The campaign coincided with National Grandparents Day 2014 and was so successful it was extended into early 2015.

Centenarians in the Media

CSG’s media relations strategy and efforts on behalf of Holiday Retirement during the “100 Years of Wisdom” campaign resulted in media hits, impressions, website traffic and lead generation that vastly exceeded expectations.

The “100 Years of Wisdom” campaign generated 70 media hits for a total of 221,950,385 impressions. Media coverage highlights included: Business Insider, MarketWatch, ABC News Online, Huff/Post50, Vitamin G (Glamour blog), PopSugar and Parade Magazine. The campaign also resulted in 6,872 website visits and generated 178 leads.

Impact

  • Secured 70 earned media stories in local and national media
  • Garnered 221,950,385 impressions across the campaign
  • Drove 6,872 visits to the campaign’s landing page
  • Generated 178 leads
"What impresses me most is that they take personal pride in their work. They get the job done on time and on budget, and they actually care about delivering the best product possible."
-Brian K. Fawkes, Director, Corporate Communications, Holiday Retirement
SEE WHAT WE DID FOR THEM

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