October 28, 2020ASHA Launches Phase 2 of Public Relations Campaign
Series of three videos and advertisements focus on real stories from real people that promote positive resident and family experiences.
The second phase of ASHA’s national public relations campaign promoting seniors housing has launched with two new videos and accompanying banner advertisements promoting the seniors housing industry.
This phase builds trust in senior living communities, giving seniors and their families the confidence that the industry is making the right decisions at the right times on behalf of residents. It focuses on real stories from real people who promote positive resident and family experiences while highlighting industry expertise.
These new videos feature shared perspectives from residents; a community staff member; and from a family member, who speaks to the reassurances that come with having his parents live in a seniors community.
The videos are incorporated into banner ads as part of a multifaceted effort that includes digital-video advertising, online-display, paid-search, paid-social, and owned social advertising.
The digital campaign leads its audience to ASHA’s Where You Live Matters site, where visitors from the paid-search campaigns can learn more about senior living and advance through the sales process.
Here are links to videos:
View the banner ads here.
This phase comes after the first, conducted May through July, which reached more than 15.7 million people, engaging more than 1.3 million people.
That first PR campaign ran on major media sites such as The Wall Street Journal, New York Times, Washington Post, Boston Globe, Atlanta Constitution-Journal, Chicago Tribune, Dallas Morning News and Los Angeles Times. Messaging responded to negative media coverage of the pandemic to show senior living’s side of the story, highlighting the real-time adjustments communities are making in battling this crisis.
October 23, 2020HHS Amends Reporting Requirements, Operators Expected to Keep More Relief Funds
Changes in the guidance lean favorably to seniors housing operators. In response to the revised guidance, ASHA President David Schless, told McKnights, “[It] is more consistent with guidance that was previously relied upon by senior living operators.”
ASHA, he added, will continue to seek clarification from HHS about other reporting guidance issued in September.
October 23, 2020Several High-End Seniors Housing Towers Come to NYC with Pandemic Adjustments
ASHA President David Schless spoke to the New York Times about seniors housing trends in New York City. Post-pandemic, there could be a much bigger audience for this type of real estate product.
“New York is probably as underserved as any place in the United States,” including rural regions, said David Schless, President of the American Seniors Housing Association. “So, having more options for older adults is a really positive development.”
October 20, 2020ASHA Sends Letter to HHS in Response to Changes in PRF Reporting Requirements
Senior living industry operators that started to receive much needed funding from HHS’s Provider Relief Fund (PRF) are now deeply concerned that the New Reporting Requirements have created widespread confusion and unexpected potential barriers to retaining the funding received.
October 20, 2020ASHA President Named to McKnights’ List of Top Industry Contributors
ASHA President David Schless was recognized by McKnights as a leader in the senior housing industry as part of McKnights “40 for 40” special, which looks back at the top notable newsmakers over its 40-year anniversary.
Senior Lifestyle co-founder and Chairman Bill Kaplan, who has also been active since the beginning and was the association’s chairman in 2002-2003, describes Schless as a “wealth of knowledge and information” and “driven.”