Benchmark Advertising Campaign Seeks to Dispel Senior Living Misconceptions
WALTHAM, MA—Benchmark Senior Living, the largest senior housing provider in New England, launched a new advertising and marketing campaign last week in print and digital (newspapers, online and social media). The campaign encourages consumers to better understand the world of senior living by unlearning everything they think they know about independent living, assisted living, memory care and respite care.
The Family Group Text campaign showcases what’s possible when assumptions about older loved ones are put aside. It tells Benchmark’s story using images depicting the typical modern-day family conversation—text messaging.
When seniors move into a Benchmark community, most of them go from being isolated at home to rediscovering what they enjoy. Independent and assisted living community residents are featured dancing, enjoying social hours and off-site trips with their friends, participating in group exercise classes and relaxing because someone else is taking care of the cleaning.
“Often, people have misconceptions about senior living that are dispelled immediately when they walk through our doors,” said Tom Grape, founder, chairman and CEO of Benchmark. “Our communities are truly a special place for our residents and their loved ones because of the great skill, love and intention our associates put into providing our industry-leading care and experiences. This campaign is designed to showcase the fun and freedom our residents enjoy daily because of what we make possible.”
At Benchmark’s 64 communities throughout the Northeast, residents benefit from interest-oriented programs; experiential, restaurant-style dining; hotel-like amenities; personalized, comprehensive care; and access to onsite healthcare services. These are all facilitated by Benchmark associates who are hired for heart and trained for skill.
This year marks Benchmark’s 25th year of providing senior housing. Throughout its history, Benchmark and its communities have won hundreds of local, regional and national awards for being a top workplace, providing outstanding programs and dining, and overall quality. Most recently, Benchmark communities won 53 awards in U.S. News & World Report’s first Best Senior Living 2022-2023 excellence program, for Best Assisted Living, Best Memory Care and Best Independent Living. The company was among the top five of senior living providers nationwide to receive the most awards.