Winning Hearts Through Memory Care PR

Oakmont Management Group is a recognized leader in luxury assisted living and memory care communities across California, Nevada and Hawaii. The Ivy at Berkeley is a new community in Oakmont’s portfolio. Like other Oakmont and Ivy Living communities, The Ivy at Berkeley blends high-touch care with a warm, vibrant environment that prioritizes dignity, connection and quality of life.

Through authentic, human-centered storytelling and earned media coverage, (W)right On Communications brings Oakmont’s values to life. The stories we help surface and share allow prospective residents and their families to emotionally connect with Oakmont and Ivy communities long before a tour, influencing critical decision-making during one of life’s most personal transitions.

Staff and leadership at The Ivy at Berkeley were working with the family of a memory care resident to host a very special wedding for him and his wife of 28 years. Although Alzheimer’s disease had robbed him of his wedding day memories, it had not erased his love for his wife to whom he proposed every time she visited. The family actively wanted the story shared and all participation was grounded in consent and respect, allowing it to be told openly, authentically and with dignity—a standard upheld by (W)right On throughout the process.

(W)right On generated immediate interest in the heartwarming love story, emphasizing its humanity and connection as part of our broader senior care marketing and reputation strategy for Oakmont.

The team prioritized a small number of local San Francisco Bay Area print, online and broadcast media who could tell the story with the heart and respect. We wanted coverage that showed local people a positive living experience for a family affected by Alzheimer’s and The Ivy at Berkeley’s exceptional memory care program and staff in action. Navigating requests for exclusives and juggling multiple news cameras, our team ensured that the opportunity was maximized for our client partner while keeping our media relationships intact.

Once the local stories were published, the (W)right On team pitched national outlets and reporters who are often seeking uplifting, heartwarming news from around the country. We provided photos, video, spokesperson quotes and interviews with the family and the Ivy team. Throughout the process, we worked to ensure the story was told with care and dignity.

W)right On Communications drove media coverage across local, regional, national and international outlets, spanning broadcast, digital and social platforms. Through respectful, consent-based storytelling, the team generated an impressive ROI:

• News Stories: 25+
• Broadcast Viewers: 254,000+
• Social Media Views: 2+ million
• Social Engagements (Likes, Comments, Shares): 12,800+

This senior living PR case study demonstrates the power of human-interest PR to build trust faster than any brand claim. By leading with emotion and lived experience, (W)right On Communications helped create belief through proof, not persuasion. In a senior living and memory care category often framed around fear and decline, we intentionally shaped a narrative centered on joy, love and connection — a strategic shift that changed how audiences perceived both the moment and the brand behind it.

From a visibility standpoint, (W)right On’s earned-first, localized media strategy strengthened Oakmont’s performance across both search and GEO (generative engine optimization). Coverage tied Oakmont and the Ivy at Berkeley to place-based intent (e.g., “memory care Berkeley”), reinforced high-trust local authority aligned with E-E-A-T principles and generated credible third-party signals that search engines and AI-driven answer engines prioritize. These signals carry particular weight in high-trust categories like senior care.

Finally, this work illustrates why earned-first storytelling amplifies more effectively on social. The narrative was designed to earn belief before it ever asked for attention. Audiences are far more willing to share credible media coverage than branded posts, especially when the story is human rather than promotional. That sequencing — shaped intentionally by (W)right On Communications — is what turned earned media into organic amplification with staying power.