Media Relations / Seniors / Assisted Living

After 12 years on the market, Holiday Retirement Corporation’s assisted living facility in Guilford was losing market share to newer communities on the Shoreline. The company decided to use a Health Fair to re-launch the community with a new message focusing on choices for elders and their families.

After interviewing all of the department heads at The Gables, HarveyMalis Communications developed a three-pronged approach to the marketing of the community health fair. It included aggressive media relations along the Shoreline, the purchase of advertising time on a local radio station that appeals to the older demographic and the insertion of an advertisement in the local newspaper.

Five hundred people attended the health fair, a 400% increase over previous fairs.