WESTLiving | Inspired Senior Living PR Program

The Opportunity

Since 2009, WESTliving and its 10 communities in California, Arizona and Washington State have been providing exceptional care and experiences to seniors. Through their brand promise of “inspired aging,” they strive to provide a warm, friendly and supportive environment backed by world-class service that fulfills the lives of their residents. Its communities include independent, assisted living and memory care facilities. In 2016, WESTliving sought to increase awareness and consideration among seniors and their loved ones (who are often the decision makers on senior living options) and approached (W)right On Communications to develop a comprehensive PR program supporting each of its communities.

The Solution

(W)right On Communications developed a PR plan that included traditional public relations and media outreach to drive awareness of the brand’s 10 communities and  key differentiators, promoting inspired aging and hospitality to increase the number of heads in beds. The approach leaned heavily on touching human interest stories ideal for TV news segments. The resulting TV segments profiled inspiring residents from WWII veterans to kickboxing octogenarians–a TV news story that was picked up by Fox affiliate stations and rebroadcast across the country. The WOC team worked closely with general managers, sales and marketing staff and event managers at each property to continuously source fresh and compelling stories.

The Results

Through a successful PR plan, WOC achieved the following outcomes from Aug. 2016 to Dec. 2017:

  • Earned 96 print, online and broadcast stories
  • Reached a potential audience of over 91 million
  • Were shared by viewers on social media roughly 3,000 times
  • Led to a viral Facebook video with nearly 1 million views
  • Produced coverage in local, regional and national trade publications including: NBC Los Angeles, Fox 11 Los Angeles, GoodDay Sacramento, The Press-Enterprise, McKnight’s Senior Living, Times of San Diego, NBC San Diego, KING 5 News Seattle, Fox 10 Phoenix and more.