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Marketing and Motivating Boomers and Beyond
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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.

TV viewing “remains solid among older age groups”

September 30th, 2014 Posted by Erin Read

MarketingCharts.com recently posted an analysis of Nielsen TV viewing data. The upshot? Traditional TV viewing is dropping substantially among US 18-24 year olds. Yet our favorite people — baby boomers and seniors — continue to log significant time in front of the boob tube.

The up & right-ward slope of the maroon and gray lines in this chart show a gradual increase in traditional TV viewing by older adults:

Chart - Traditional TV Viewing By Age - MarketingCharts.com

Source: MarketingCharts.com

Click here to see an interactive version of this chart.

MarketingCharts notes that, contrary to every other age group, 65+ seniors increased their TV time. And while 50-64 year olds decreased traditional TV hours for the first time since the third quarter of 2013, the losses in TV consumption by baby boomers and GenXers are smaller than the losses within the Millennial cohort.

Bruce Springsteen sang “57 Channels (And Nothin’ On).” Today’s marketers are choosing not just between 57+++ TV channels but between traditional broadcast and newer channels such as social and Internet.  Data from sources such as MarketingCharts and Nielsen can help those marketing to baby boomers and seniors make better choices.


READ the article: http://bit.ly/YGPW2b


* Boomers are more influenced by advertising than their Gen Y children http://bit.ly/1wUeTmL

* Use of buzzed-about Instagram and Snapchat vs. TV News, by age http://bit.ly/1mLbypj

* TV and newspapers trump social networks for influence on seniors http://bit.ly/14nGboA


Landing Pages and Boomers – Mature Marketing Links of the Week

September 29th, 2014 Posted by Beth Mickey

Happy Monday!  Let’s jump right into the mature marketing stories that had people talking, clicking and shaMature links of weekring this past week.  Have something to share?  Please be sure to add to the comment section.

MOST SHARED:  At Creating Results, we work with a number of clients on how to best leverage the web to convert visitors to prospects. Inevitably this includes a strategically designed and messaged landing page that includes a form for information capture.  For mature consumers, paying attention to each aspect of the layout and content is especially important, as they are concerned about privacy and need to have a particularly good reason to provide personal information. An article by Jacqueline Thomas recently explored what she outlined as 10 Essential Elements of a Landing Page.  

According to Thomas:

Unlike the rest of your website, a landing page operates like an island. It’s not connected to the rest of your website and it only has one focus: convince the visitor to do the one thing you want them to do.

Some of the elements identified include navigation (or lack of), layout (very important in our book too!), incorporating colors that convey a desired emotion and more.

Discover other elements here.

MOST CLICKED: AARP recently conducted a new survey of where boomers reside as well as some other fun facts, including:

*The largest concentration of boomer females call Delaware home
*Boomers in North Dakota are most likely to still be working
*Utah is home to the most married boomers
*Those that live in Washington, DC are most likely to not own a car

Knowing who your mature consumers are is half the battle, and will help you most effectively craft a message that will resonate with your target market.  After all, you wouldn’t necessarily want to tout a work-free life to folks in North Dakota since many are still on the job.

See the full survey here.

Content Theft, Copyrights and Common Courtesy

September 25th, 2014 Posted by Erin Read

Recently, one of our agency’s competitors sent me (and their entire email list) a message with the latest research into what boomers and seniors do/don’t want from websites. The research they shared? Creating Results’ Social, Silver Surfers study.

After a hearty laugh, our results-focused team decided to use this as a teaching opportunity.

Share and Share Alike …

Some say we’re moving to a “sharing economy,” sharing or re-using goods, services and resources. It certainly is easier than ever to share content and ideas.

A quick click on the tools below and you could share this post with your networks via email or via roughly 300 social networks. (Try it! We’d love it.) We can embed photos, video and audio (as we did on this blog two days ago). Copy/paste, scanning, screengrabs, save link as …

The ease with which we can share means marketers have to work harder to balance sharing and caring (about others’ intellectual property).

What Is “Content Theft”?

This post from Ann Marie van den Hurk offers a very clear description of content theft: http://bit.ly/1ungovw. For me, the key statement is:

“[It} is content theft when someone reads a blog post online and decides to share it. Except they curate it in a way where they copy and paste the entire post into their blog or website with a tiny print attribution with a link to the actual author. Done without asking the author if they would be OK with sharing their work. What is happening there is plagiarism where someone is taking someone else’s work or ideas and passing them off as one’s own.”

A real world example: Often organizations get excited about news coverage and copy/paste the entire article from that news outlet into their own site. This is content theft. It doesn’t matter if they include an attribution line or what size that attribution to the source is.

In this case, Creating Results didn’t get any attribution at all.

What Are the Rules for Attribution?

Because we’re marketers, we really do WANT people to share our content. It extends Creating Results’ brand reach and — we hope! — elevates the quality of marketing aimed at boomers and seniors.

For this reason our Social, Silver Surfers ebook included this note on page 6:

Source: "Social Silver Surfers 2013: An Updated Look at the Attitudes of Baby Boomers and Seniors Towards Websites and Social Media"

Because we’re marketers, not lawyers, we asked an expert about attribution.

Jodi McLane, Partner at Dingman, McInnes & McLane LLP, has extensive experience in trademark infringement litigation and in protecting intellectual property. She shared a link to a recent post by Corey Eridon of HubSpot that, as she puts it, “does a really good job of explaining internet etiquette regarding attribution:”  http://bit.ly/1DxlvMc

Jodi went on to say:

“It is important to provide proper attribution to an author, but giving attribution does not relieve you of the obligation to not copy someone’s work in a manner that would constitute copyright infringement. For example, it is one thing to quote a statistic from an article and give the proper attribution (probably ok), it is quite another to copy the entire article and re-post it on your site (even with proper attribution). Attribution does not cure the copyright infringement.

Not giving proper attribution and making it appear the work is your own is often called ‘Plagiarism.’ However, the legal liability associated with plagiarism is copyright infringement. If a work is copyright protected (such as original works of authorship), it does not matter whether they are published in print or online. If you copy them absent an exception it is copyright infringement.”

So what does that mean for marketers? Before you share someone else’s work ANYWHERE, look for and respect their copyrights. Creating Results’ Social, Silver Surfers research, for instance, is copyrighted. As is the executive summary our competitive agency picked up at a tradeshow before they incorporated our findings into their email.

Note that this blog post does not constitute legal advice. Please consult your organization’s lawyer with questions or reach out to experts like Jodi.

Lawsuit or Hissyfit?

How should Creating Results … or any organization … respond when copyright infringement is suspected?

A few years ago an outlet called Cooks Source took the work of blogger Monica Gaudio and printed it in their magazine. When challenged, the editor responded “the web is considered ‘public domain’ and you should be happy we just didn’t ‘lift’ your whole article and put someone else’s name on it!” [Editorial note: the author shouldn't be happy and the editor was just plain wrong.]

Linda Holmes of NPR wrote about what happened next in her post, “The Day The Internet Threw A Righteous Hissyfit About Copyright And Pie.”

Should we sue? Throw a hissyfit? Neither seems the Creating Results way. We chose to use this experience to hopefully educate clients, colleagues and those concerned.

Did we make the right choice?

Please sound off below. Share your experiences, comments or questions. We’ll address other sticky content sharing/intellectual property questions on this blog in the coming weeks.

Editor’s Note: As we want to keep the focus on the importance of proper attribution, we have removed an image seen in an earlier version of this post.

Mature Marketing Links of the Week – Landing Pages, Pictures

September 22nd, 2014 Posted by Erin Read

Monday morning and your to do list is already full. To help you get better results from your many efforts, let’s jump right into our top mature marketing links of the week, based on social media clicks/shares/+1s/etc.

1. MOST SHARED: A tie!

* Pictures are proven to motivate 50+ consumers. But how can you make an impact when email images get turned off? A case study from What Counts on a very clever effort for “A Place for Mom:” http://bit.ly/1v8jFM0

RELATED: Free ebook from Creating Results with insights into WHY photos are so powerful with older adults and tips for HOW to choose the images that will connect with baby boomers and seniors: http://bit.ly/50Photo

* The 10 essential elements of a landing page: http://bit.ly/1pokkEr. As writer Jacqueline Thomas notes,

“The only purpose of a landing page is to sell. Either you’re selling your design services or you’re selling your information for their email address. Your information comes in the form of newsletters, downloadable books, design freebies, pay-what-you-can fonts, courses, etc. … No matter how you use a landing page, the goal is to convert visitors into clients or community.”

At Creating Results, we love landing pages, especially when deployed as part of strategic integrated programs such as this one for CCRC Westminster at Lake Ridge. You’ll note that a critical element to its success was photography, #4 on Thomas’ list. This campaign featured original, authentic and engaging images of community residents (including a four-legged one!).

Photo - CCRC landing pages

Offline direct mail and print ads drove to online landing pages in a CCRC (continuing care retirement community) campaign that boosted leads 267%.

(Click here or on the photo to read the case study.)


2. MOST CLICKED: Why don’t advertisers value seniors? Public radio’s Marketplace tapped CreatingResults for an answer: http://bit.ly/1mp7xGU


And here are two articles that should have gotten more attention. They include new statistics to inform your mature marketing decisions:

CHART - The seven leading causes of death among elders* Snapshots of US 65+ seniors. Ronni Bennett calls out a few stats from the new Census Bureau report, “65+ in the United States.” Her post shares a few report highlights on life expectancy, income, and the seven leading causes of death among elders:

“Death rates declined for the 65-plus populations (other age groups too) between 2000 and 2010 but it was the same old, same old diseases – heart disease and cancer being the top two – that carried elders away.”

Read more: http://bit.ly/1uSee5U

* What does the “Boomer Nation” look like? Thanks to the AARP, you can explore an interactive, state-by-state snapshot.

It includes top 10s for the highest concentration of baby boomers, where the richest boomers live and where Spanish-speaking boomers are most likely to live. Haga clic aqui para aprender mas: http://bit.ly/1uYKsLL


Feliz Lunes! Happy Monday! (Whatever language you prefer, please share your comments and thoughts below. Gracias!)

Mature Marketing Links of the Week – Seniors Unhappy With, Ignored by Advertising

September 15th, 2014 Posted by Erin Read

Monday, Monday … you sneaky thing. Already a new week is upon us and, with it, our recap of the articles and links that got the most attention from marketing and advertising professionals this past week.

With ads like this, is it any wonder seniors don't feel they're represented with respect?

With ads like this, is it any wonder seniors don’t feel they’re represented with respect?

1. MOST CLICKED: Seniors say they don’t like the way they’re portrayed in advertising. It’s either “too good to be true” or “sick and feeble.” As MediaPost reported (http://bit.ly/YLcbVA),

“A mere 47% said they felt that seniors are portrayed ‘as people to be respected.’ It probably doesn’t help that most find ads targeting them uninformative, with just 31% finding value in ads for senior living and financial services, and 29% for ads pharmaceuticals.”

Wow. As sometimes happens, even more insights are found in the comments on this article. Richard Hammer wrote:

“I am the target audience that these advertisers are trying to reach. I am here to tell you that I am totally turned off by the ads targeted towards my age group. And that’s because of the three categories that these ads fall into. Senior Living. Pharmaceutical. Financial Services. Old age. Sickness. Poverty. Actors portraying stereotypes that belong to my fathers generation, not to mine. I am in my 60s and things still go better with Coke, The Pillsbury dough boy pops out of my oven on occasion. And Mr. Clean is alive and well and living under my sink. What I wouldn’t give to see a spot for Coca Cola with 60 somethings playing frisbee on the beach.”

Coincidentally, public radio’s Marketplace called Creating Results on Friday to ask why it is that Coca-Cola and other big companies don’t do just that.

Here’s what our team had to say about advertising to seniors on Friday’s show:

What do YOU think? Why would advertisers NOT want to reach viewers, simply because they’re in their 60s? Share your comments below.

2. Also of note:

* Almost half (48%) of older adults participating in the 2014 United States of Aging survey said they would move to an assisted living community if they could no longer care for themselves. Read more via LeadingAge: http://bit.ly/1uOvtTM

* Maine Rallies for Totally New Approach to Senior Care. The package of proposals tries to strengthen aging in place resources that go beyond traditional senior housing options like assisted living. Read more via Senior Housing News: http://bit.ly/1y6fVAu

* 13 Writing Rules from the terrifically-talented Ann Handley of MarketingProfs: http://bit.ly/1uA0s7y


All About Housing: Mature Marketing Links of the Week

September 8th, 2014 Posted by Beth Mickey

Happy Monday!  Let’s jump right into those mature marketing stories of the week that had people talking around the water coolers.  This week’s focus is all about housing.  Have something to add?  Please note in the comments below, we’d love to hear from you.

MOST CLICKED: Don’t blame the Millennials for housing market woes.  At least that is the sentiment in a recent article in Market Watch.  The article is based on new housing purchase insights released by Zillow.  Many homeowners are suffering from negative equity issues, which are preventing them from putting their current homes on the market.  This is especially the case for Millennials and Gen Xers, with the number of underwater homes for these cohorts nearly twice that of baby boomers.  For Sale

While boomers may not be as impacted directly by negative equity, they are still feeling the effects. Those boomers who want to sell homes and downsize are unable to find buyers, as Gen Xers and Millennials aren’t in a position to want to upgrade to a larger home.

According to the director of UCLA’s Richard S. Ziman Center for Real Estate:

Many millennials don’t have the resources to compete with cash offers or engage in bidding wars with older buyers, he adds. “The reality is, negative equity is part of the new normal, and finding creative solutions to keeping homes affordable, available and accessible to this generation will be critical,” he says.

There is good news, however, the article concludes: as home prices rise the negative equity issues decrease.

Read the full article here.

MOST SHARED:  An article referencing the recent report “Housing America’s Older Adults – Meeting the Needs of an Aging Population” discussed the current housing shortage for seniors. Specifically, that there are not enough affordable options that offer senior-friendly accessibility and are well-located.

Some points of the report included:

*  1/3 of boomers and beyond spend more than 30% of their income on housing, which could make it difficult if additional care/support is required as they age.

Younger baby boomers, those now in their 50s, are of special concern, since they’re less financially secure than generations past — thanks to the Great Recession, according to the report. This is a group of people with lower incomes, wealth and home ownership rates, who may struggle to afford housing and long-term care in retirement.

*Most seniors’ homes don’t have accessibility features to help them as they age, including no-step entries and single-floor living.  This makes either substantial renovations or moving required.

*For many seniors there is a  lack of amenities within close proximity to their current homes.  This is especially important as people become unable to drive and require easy access to nearby health-care and opportunities to remain socially active.

Click here to read the full article.


Laboring Baby Boomers

September 2nd, 2014 Posted by Erin Read

Yesterday, the United States celebrated Labor Day. According to the United State Department of Labor, “Labor Day … constitutes a yearly national tribute to the contributions workers have made to the strength, prosperity, and well-being of our country.” Each year, fewer of those workers are baby boomers, as millions of the cohort have retired in recent years. 

With the aging of baby boomers, we see three labor force trends.

Decline in labor force participation by people 55+

Between the fourth quarter of 2007 to the fourth quarter of 2013, about 5.5 million more people retired. Business Insider reported this as a 16% increase. Despite this, the publication notes, “the labor force participation rate for those 55 years of age and over has only been falling for the last year, whereas the total labor force participation rate has been falling for over five years.”

Chart - baby boomer labor force participation - Business Insider

Source: Business Insider / Matthew Boesler

USA Today reports:

About 76% of those leaving the workforce in 2013 last year represented people over age 55 who say they don’t want jobs, the Labor Department estimates.

“Arithmetically, the Boomers will keep pushing (participation) down done for another 15 years,” said Dean Maki, economist at investment bank Barclays.

Rising 55+ entrepreneurship

Many of the baby boomers who are “retiring” may actually be redefining employment by starting their own ventures. Their age group (born 1946-1964) has had the largest increase in entrepreneurial activity over the last decade, per the Ewing Marion Kauffman Foundation. A 2011 study by Civic Ventures found that  25% of Americans ages 44 to 70 were interested in starting businesses or nonprofit ventures within 5 to 10 years.

Encore careers – a match made in economic heaven?

Boomers are also pursuing new jobs, whether full- or part-time, often called “encore careers.”women-wPlant

Non-profit organization Encore.org reports that boomer interest in encore careers rose 17% between 2011 and 2014.

“More than 25 million Americans 50 to 70 years old are eager to share their skills, passions and expertise in encore careers that address social needs, typically in education, health care, human services and the environment, according to a 2014 study by Encore.org and Penn Schoen Berland. Of this larger group, more than 4.5 million, or 6 percent, are already working for social impact. Another 21 million are ready to join them, nearly six in ten within the next five years.”

Why should boomers want to try a second act, a new chapter in employment? As we noted in a 2012 post called “Re-Thinking Retirement: 6 Lessons For Marketers,” “Work during retirement provides a paycheck … and much more.” 

Baby boomers pursue these encore careers for a mix of reasons, primary among them a sense of purpose. Meeting financial needs and/or earning enough to maintain their lifestyle are also important. 


Now that the Labor Day cookouts have ended, and we’re all back to work (sigh), marketers should consider what impact these trends will have on boomer lifestyle and purchase decisions. Then apply those insights to your marketing program. You’ll find your own labors become more effective.

RELATED:  Re-Thinking Retirement: 6 Lessons For Marketers

Can You Communicate the Landis Way? Senior Living Spotlight, Part Three

August 26th, 2014 Posted by Beth Spohn

“We can’t be creative – senior living is such a highly regulated industry.”

“Our communications are so challenging. We have adult kids AND seniors.”

Stay Fly Shop - what senior living can learn from global leadersAs Creating Results spoke to senior living conferences this year, sharing the best practices of global leaders like Southwest and Nordstrom, we heard a lot of reasons for why senior living communities didn’t have consumer-friendly information.

We pointed out that airlines are indeed highly regulated businesses. Then we offered an inspirational example from within senior living: Pennsylvania’s Landis Communities.

For the last section in our “senior spotlight series” (links below for parts 1 and 2), Larry Guengerich, Director of Communications & Church Relations for Landis, provided some insights into how Landis Communities leadership ‘allows’ team members to be creative. How do they keep it simple and display such joy within a highly regulated environment?

Intentional Consumer-Centered Culture

Guengerich sums it up:

“You can’t build a culture of trust by force of will – it grows over time. But you can damage it quickly. The leadership team has to talk openly, then you can create space to be joyful and creative. Be intentional – it is not happenstance.”Team with thought bubbles

Creating Results couldn’t agree more! When working with our clients to reposition their community or to implement a marketing initiative, we’ve found building a common understanding with all community stakeholders – board members to CNAs, as well as residents and their families – ensures the greatest success.

Landis does this to make sure that EVERYONE in the organization understands the big picture of how they can each affect the lives of older adults.

The Landis “Communicate, Communicate, Communicate” Strategy

Guengerich recommends:

1. Members of the leadership team should hold “Conversations with the President:

  • Hold the CONVERSATIONS during every shift.
  • Make it paid time and the meetings will be well received, well attended and productive dialogs. The objective is to hear ideas for improving residents and employees lives by encouraging open, productive dialogs with all employees.

2. Understand and respect your multiple audiences. For example with team members, not everyone is comfortable sharing with “the boss” in an open forum. So set up an email that goes directly to the president. Then read and respond to every email.

3. Keep communications clear and consistent:

  • Compile answers into a FAQ document.
  • Distribute FAQs through multiple channels to all audiences (with tweaks as needed) – newsletter, website, community boards, and more.

4. Multiple-channel communications are important during major projects as they:

  • Encourage open dialog,
  • Create a sense of community.
  • Put people at ease.

Your Turn

Does your organization have a great “communicate, communicate, communicate” strategy? Use the comments section below to let us know, so we can share it!

A very grateful thank you to Larry Guengerich of Landis Communities for sharing his experiences and perspectives!



* Part 1: How Landis Excels at Customer-Friendly Service, Information

* Part 2: What it Means to be Values-Driven

* Aligning Brand with Mission – slides from the 2012 LeadingAge Annual Meeting, with insights on the “alchemy” between culture and brand

Mature Marketing Links of the Week – Class In Session

August 25th, 2014 Posted by Erin Read

Around the US, many elementary and secondary education kids are going back to school this week. Seemed an appropriate theme for this week’s round-up of links and resources for mature marketing “kids”!

ELDER logo1. MOST CLICKED: Todd Harff and I are thrilled to be teaching a course for Lasell College: Developing a Mature Consumer Strategy. Designed for professionals in elder services, the class will cover the fundamentals of strategic marketing so that emerging leaders can understand and support organizational marketing efforts. 

The course is offered through the new E.L.D.E.R. certificate program at Lasell. E.L.D.E.R. features eldercare and 50+ market experts from retirement communities, day health, adult learning and more teaching alongside Lasell’s excellent faculty. The result is a variety of unique management learning experiences, and Creating Results is proud to be a part of this initiative.

Find out more: http://bit.ly/1ntoElT

2. Several people clicked through to read what LifeHealthPro, an online resource for life and health insurance providers, suggested in its educational post called “5 Ways to Sell to Seniors.” Their tips include:

- Differentiate yourself online - agreed! (Insights for doing so: http://amzn.to/HSH0yD)

- Be patient, not pushy – agreed!

- Be an educator – agreed! (Our thoughts on baby boomers & lifelong learning: http://bit.ly/1soJxla)

I like to participate in classes, so I cheekily suggested a 6th way to sell to seniors: skip those tired, stock photos. (The article had a few, sadly.)

Read the item in LifeHealthPro: http://bit.ly/1p5m312

3. MOST SHARED: It never fails. At the end of a week, the tweets that are most frequently retweeted or favorited (another way of sharing with your followers) are those in which we thank people! We express our gratitude to someone for becoming a follower, or for sharing one of our posts, or for sharing great content … and they will RT or favorite that item.

What lesson can you learn from the behavior of this class?

Never underestimate the power of a “thank you.” Especially with Silent Generation seniors, who were raised in an era where manners mattered. Do your sales and marketing team members thank folks for their time? For their referrals? For attending an event? For considering your brand  (even if they didn’t purchase)?

In The Cluetrain Manifesto, thesis #2 is that “Markets consist of human beings, not demographic sectors.” A “thank you” is a great way to connect with the humans your brand wants to motivate.

thank you blog post

How frequently does your brand say “thank you,” on- and offline?


With that, I want to THANK YOU for subscribing to this blog! Happy Monday!

What It Means to Be Values-Driven: Senior Living Spotlight, Part Two

August 21st, 2014 Posted by Beth Spohn

Joy, Compassion, Integrity, Stewardship, & Community. These were the values that Pennsylvania’s Landis Communities uncovered as they set out strategically to build an organization that excels in customer-friendly service and information.

For this “senior living spotlight” series, we talked to Larry Guengerich, Director of Communications & Church Relations at Landis. He says those values aren’t just stated. They drive everything Landis does.

Putting Values Into Practice

Be the kind of leader that you would follow.Values Based Leadership: It is easy to just attribute an organization’s success to a single charismatic leader. But Guengerich says that what makes Landis successful is that it takes a TEAM. “The entire leadership team (director level and up) uses the principles of ‘Values Based Leadership.’”

Landis is one of the 17 members of the Anabaptist Providers Group (APG) that trains employees and helps instill their values within all aspects of leadership development. They also make attending and participating at conferences a priority. Being active in APG, LeadingAge and other organizations brings value to the Landis organization as well.

Marketing: You’re not following Landis Homes on Facebook? Then you’re missing a master-class in values-driven communications. A great share on YouTube explaining their stream restoration project: http://youtu.be/S44V9QtQDQg

Recruiting: Before hiring for a new position, Landis’ leadership thinks carefully about the type of people they are seeking: This is true for ANY person – a high school intern to the CFO.

They want to find people that exhibit joy in their work as well as Landis’ other values. As Guengerich notes, “You can train someone to have skills to perform a job, but it is much more difficult to teach someone values.”Landis Communities employees on Saint Patrick's Day

Landis’ HR team or, the “value finders” are responsible for identifying new employees that fit this bill.

Each candidate receives a copy of the mission and vision statement at their interview. They are asked to pick one of the values that they feel their closest family and friends would say they emulate, and describe a time they exhibited that value.

After team members are hired, Landis celebrates the small victories with ice cream, free meals, coupons, public recognition of their time in service and more.

Partnerships: One of Landis’ latest projects, Steeple View Lofts, shows how forming unique partnerships creates innovative and customer-friendly offerings.

As many senior living organizations know, not everyone can (or wants) to move to a traditional CCRC in the suburbs. Landis’ solution was to develop an apartment community with amenities within downtown Lancaster, PA. Steeple View Lofts has retail space, an art gallery and ample common space that helps create a greater sense of community among residents. Not to mention amazing views from the apartments!

Steeple View Lofts, Lancaster

Landis created this high quality housing thanks to a partnership. A land planning developer working with Landis on another project happened to meet a developer interested in purchasing the old tobacco warehouse. Landis’ vision was so clear that the developer was compelled to make an introduction to Larry Zook, CEO of Landis Communities, and Steeple View was born.

Guengerich’s Three Tips for Value-Driven Partnerships

1. Be intentional – look for partners that can help the organization answer “WHERE ARE WE HEADED.”

2. Make creating partnerships a strategic goal. That gives your team the “right and the duty” to explore and form them.

3. Meet with LOTS of groups/people, but set some parameters. You never know how or when the planting of a partnership seed will grow into a value tree.

Larry said it this way: “Take a meeting with someone even if you don’t have a clear idea of what the end result will be, but stay within a couple hour drive for in-person meetings.”

Your Turn

Do you share your organization’s mission, vision and values with your partners? What kind of amplification have you seen from doing that?

Please use the comments section below to contribute. Or stop by our booth (#524) at the LeadingAge Ohio conference next week, and share your thoughts in person!


* Part 1: How Landis Excels at Customer-Friendly Service, Information

* Hear Todd Harff speak about partnership marketing at the 2014 LeadingAge national conference in Nashville

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