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It’s always exciting at the beginning of a new year to start the year off fresh. It’s like a clean slate with new opportunities around the corner. Here are some suggestions for fresh ideas to consider as you begin 2012.

1. Pay per performance
As traditional media audiences are evolving and moving to online media, they’re having to come up with creative ways to remain competitive. Look for opportunities to pay traditional media vendors per each qualified lead they deliver. It will be a paradigm shift for many of them, but they may be willing to consider it. That way you hold them accountable for their results, and you both win.

2. Mobile display
As the adult child influencer is becoming more mobile, you may want to consider not only developing a mobile website, but also testing a mobile display campaign to increase awareness while they’re searching on their mobile device.

3. Branded content
The more you’re able to be a trusted resource for your potential customer and make it easier for them to interact with you, the higher your conversions will be from lead to move-in. Blogs and microsites that provide valuable information can be created and branded by your community to help people build a relationship with your brand.

4. Gamification
We’re becoming a society with gaming and points woven throughout our everyday lives. Game-like qualities have emerged in marketing programs to motivate people to remain loyal customers and entertain them, getting them to interact with a brand. Think of ways that you might be able to engage potential customers and interact with them through a reward system.

5. Augmented reality apps
Augmented Reality is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Here are some innovative ways they’re being used in marketing programs. They could be used to show activities in a community or envision seniors in their new environment. The possibilities are endless.

6. Google online video display
We’ve talked about doing more video online. It leads to greater time spent on your website and higher conversions. There are now statistics that show online video ads can be placed to drive at least 20% higher viewership of ads on traditional TV. The ads can be even more effective when local station call letters or logos are used. This increases engagement by 27% and view rates for the tune-in ads up to 30% higher. Plus, another benefit is that 70% of tablet owners and 62% of smart phone owners use those devices while watching TV, according to Nielsen stats cited by Mixpo. This places ads at the opportune time while people are watching TV.

7. Infographics
Graphics and images are retained by the human brain so much more easily than a large quantity of text. Well-designed symbols can and are being used by marketers to convey complex concepts with clarity that will be retained by the consumer. Consider testing some infographics in your marketing.

8. Social TV
More and more traditional TV is merging with social media. People are sharing their favorite programs on their Facebook pages, and television programs such as The X Factor are encouraging viewer participation on Twitter. Through websites like GetGlue.com, viewers are able to report to their social networks what they’re watching. We’ll see more of this in 2012, and it will broaden our opportunities for targeting people who are fans of particular programming and understanding their media habits.

9. E-Reader advertising
With the introduction of Amazon’s Kindle Fire and the lowering of prices on e-Readers to be supported by advertising, there are more opportunities to reach our seniors and adult children, as they are the largest-growing segments who own e-Readers. Initial campaigns were national, but there are strides being made to be able to run more local campaigns.

10. Data-driven marketing
We have access to more data now than ever before. We can learn more about our future prospects from the information we gather from our current residents. The key is to gather the information up front and document it. Make sure that people responsible for gathering the data from prospects understand the importance of data-driven marketing decisions. Make the information accessible and learn from this valuable information.

The key to any new idea is measuring its success (or failure) when implemented. Don’t be afraid to try new things, but be sure to establish measurable goals and track the results. Happy Testing in 2012!

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What a year 2011 has been! A devastating tsunami hit Japan. Billions of people worldwide tuned in to the Royal Wedding. Osama Bin Laden’s death marked a significant step in the fight against terrorism. And we lost an innovator and icon with the passing of Steve Jobs. Just to name a few.

Check out this video from Google for a snapshot of some of the most significant events of 2011.

It’s been an exciting year for senior living, too. Here are some of the year’s most interesting news and feature stories about those living and working in senior living. If you have a favorite story from 2011 that’s not included in this list, or one that highlights your community, do share.

Baby Boomers: Officially, You’re Now Senior Citizens– The Christian Science Monitor
The first Baby Boomer turned 65 on January 1, and an average of 7,000 per day are following suit. What will they do in retirement, and how will it impact society?

Man Learns to Read at 96, Writes Book - CNN
A senior living community helped inspire Jim Henry, who was illiterate until age 96, to read. Then he wrote his own book. The now 98-year-old author says he’s “the happiest man in the world.”

Sailor, 85, Crosses Atlantic on Raft with Friends – MSNBC.com
A childhood dream came true for 85-year-old British sailor Anthony Smith who dreamed of crossing the Atlantic on a raft. He and three of his friends completed the exciting journey this spring. “What else do you do when you get on in years?” he says. What an amazing tale!

Kinect Effect Reaches Into Hospitals, Senior Centers – Mircrosoft^® News Center
Have you tried Kinect for Xbox 360? This popular gaming device allows you to play Xbox games hands-free, but it also has applications that have nothing to do with gaming. Senior living communities and hospitals are beginning to use Kinect to help seniors and monitor their movements and prevent falls.

Keiko Fukuda Becomes 98-Year-Old Black Belt – Huffington Post
Sensei Keiko Fukuda’s story reinforces that you should never give up on your dreams or passions, regardless of your gender or age. She did many things for women’s judo, and after devoting most of her life to the practice, the 98-year-old earned a tenth-degree black belt, martial art’s highest honor.

A Push to Turn ‘For Sale’ Into ‘Sold’ – The Wall Street Journal
Most communities are eager to help leads and prospects sell their houses. Here are some ways communities across the country are partnering with a team of experts to help older adults transition from their house to a community.

Assisted Living Communities May Be Wise to Appeal More to Men – The Washington Post
Political discussion groups. Poker night. Happy hours. Fantasy football. In what ways does your community appeal to men? Today’s senior living centers may tend to focus more on women’s preferences, but this articles shows some are becoming more gender-friendly.

A Retirement Made for You (and People Just Like You) – SmartMoney
Are niche retirement communities becoming a trend as Baby Boomers age? This article takes a look at this growing phenomenon and highlights communities catering to five different cultures and lifestyles.

Ohio Woman, 100, Has Bank Account Dating to 1913 – Associated Press
June Gregg, 100, brings a whole new meaning to customer loyalty. She’s still has and uses a bank savings account that’s been around almost for nearly a century.

Seniors Enjoy a Bicycle Built for Two –WYFF-TV, Channel 4
Most older adults haven’t been on a bike in more than five decades, but residents at a senior living community in Greenville, South Carolina, are rolling on The Duet, a special bicycle built for two. Each week, the executive director becomes a cycling buddy for some of the residents at the community, and residents and family members are loving it.

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Throughout the year, we’ve touched on many different topics, new trends, sales and marketing tips, stories about seniors and suggestions to ultimately increase occupancy in your community. In case you missed them, below you’ll find some of the most popular blog posts of 2011.

Happy reading!

Current Trends in Senior Living

Retirement Revolution Featured on ABC’s World News with Diane Sawyer

Love for Fitness Is Contagious 

Notes from a Dimly Lit Office

Referrals Are the Easiest Leads to Close 

Does Life Really Go Downhill as You Get Older? 

Where Was This Ad When I Needed It? 

To Photograph or Not to Photograph 

Notes from a Dimly but Attractively Lit Office 

Combat In-Home Services with the Power of Community

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So many books, blogs, articles, studies, reports, surveys … there are countless resources for learning more about seniors. But how do you    know what’s most important to read to enhance your professional interactions — and your personal relationships — with older adults?
Listed below are 10 good books and blogs to get you started.

These are obviously just a fraction of the thousands of resources available on these subjects. If you have personal favorites, please share your top recommendations. After all, lifelong learning should be a goal for all of us, no matter what our age!

BLOGS

The New Old Age Blog
A New York Times blog about aging, health, finances and relationships between parents and the adult children caring for them. It’s written to and about a generation (largely Boomers) who are dealing with wide-ranging issues facing their aging parents, all the while realizing that they’ll very soon face their own “new old age.”

Boomers: A Trip into the Heart of the Baby Boomer Generation
A blog about Boomer consumers, an area that will drive American business for the next two decades. Author Brent Green — himself a Baby Boomer — is a marketing consultant, author, presenter, opinion writer and researcher, whose focus is on the cultural development, psychology and marketing habits of people born between 1946 and 1964.  

ChangingAging Blogstream
This is a fantastic resource for finding many different approaches, opinions, experiences and ideas about the subject of aging. The site’s self-description is: ChangingAging™ is a platform to challenge conventional views on aging. We believe aging is a strength, rich in developmental potential and growth. Join us and begin changing aging today. Log on and you’ll find a network of pro-aging blogs publishing updates into a single stream of content.

BOOKS

Losing My Mind: An Intimate Look at Life with Alzheimer’s
Thomas DeBaggio
Diagnosed at age 57, the author reveals a deeply personal account of his firsthand experience with Alzheimer’s, describing in vivid detail how his progressive degeneration affected both him and those closest to him.

How to Say It to Seniors: Closing the Communication Gap with Our Elders
David Solie
A thoughtful and sensible guide to improving interactions with seniors through sensitive, patient and productive communication. The author presents numerous common scenarios as settings for helping adult children talk to their aging loved ones about their independence, safety and overall well-being.

What Are Old People For? How Elders Will Save the World
William H. Thomas
Geriatrician William H. Thomas, M.D., discusses many subjects, among them the importance of learning to enjoy what aging has to offer, the need to replace today’s nursing homes with positive alternatives, and steps for building a society where aging, longevity and the wisdom of the elderly are used to build an improved life for people of all ages.

Ageless Marketing: Strategies for Reaching the Hearts & Minds of the New Customer Majority
David B. Wolfe with Robert E. Snyder
The authors document the results of a landmark research project on Boomers, encompassing their core values and buying behaviors, and emotional factors that define this segment of consumers. Among other things, you’ll learn that “empathetic connections” drive many of their purchase decisions, why traditional approaches simply aren’t effective, and how to build marketing campaigns that increase brand loyalty and improve customer satisfaction.

Designated Daughter: The Bonus Years with Mom
D.G. Fulford with Phyllis Greene
This is a refreshing and inspiring mother-daughter story about sharing late-life years together. The author tells the story of how, after her father’s death, she moved home to be close to and help her mother — a move that brought her unexpected emotional rewards.

Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement
Dave Weigelt and Jonathan Boehman
Boomers are very much attuned to interactive media, making online marketing channels a great way to connect with them. This book shows you how to build meaningful, effective online campaigns, employing emotionally driven, experiential marketing techniques that are most effective with older consumers.

Successful Aging
John W. Rowe, M.D. and Robert L. Kahn, Ph.D.
Results of the 10-year MacArthur Foundation Study, the most extensive, comprehensive study on aging in America, reveal that the way you live — much more so than the genes you were born with — determine your health and vitality. This book deals with three fundamental questions about human aging: What does it mean to age successfully? What can each of us do to be successful at this most important life task? What changes in American society will enable more men and women to age successfully?

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We’re arming you with 10 powerful, surprising, startling and interesting statistics in the field of senior living. We hope you can use them to inform those around you and make the case for why community living may be the best option.

1. Many ignore the reality of long-term care.
You may have heard the statistic that nearly 7 out of 10 Americans over age 65 will need long-term care, but did you know in a study by Genworth Financial, more than half of all respondents (55%) reported that their greatest fear regarding a long-term care illness or event was being a burden on their family. In fact, they reported being five times more concerned about being a burden than dying.

However, more than 90% surveyed have not talked about critical long-term care issues with their spouse/partner, aging parents or adult children. Perhaps this is why AARP recently launched its Decide.Create.Share.^sm  program to provide planning education and tools.

2. BINGO and sewing are not favorite activities among seniors.
At Exploritas, formerly known as Elderhostel, the proportion of travel adventurers over age 85 has increased more than 70 percent since 2004. In another study, seniors reported their common activities were reading (71%) and pursuing religious activities (53%). Other popular activities included bicycling, gardening, talking on the telephone and watching television. Even tennis, swimming, golf and exercise classes were more frequent forms of recreation than bingo or sewing.

3. Socialization is still a key to healthy aging.
Harvard School of Public Health (HSPH) researchers found evidence that elderly people in the U.S. who have an active social life may have a slower rate of memory decline. In fact, memory decline among the most sociable was less than half the rate among the least sociable.  Senior author         Lisa Berkman, chair of the Department of Society, Human Development and Health, went on to say, “We know from previous studies that people with many social ties have lower mortality rates. We now have mounting evidence that strong social networks can help to prevent declines in memory. As our society ages and has more and more older people, it will be important to promote their engagement in social and community life to maintain their well-being.”

4. Many families are affected financially and emotionally by long-term care.
The cost of long-term care extends beyond the senior. In one study, 83% of primary caregivers contributed financially during a long-term care situation – an average $8,800 for out-of-pocket care expenses. In the same study, 44% of primary caregivers experienced increased stress with their spouse during a long-term care situation.

5. Occupancy trends are looking up.
According to the National Investment Center for the Seniors Housing and Care Industry, the average occupancy rate for senior housing properties was 88.1% during the third quarter of 2011, up 0.2% from the previous quarter, showing occupancy rates continuing to recover. In fact, the senior housing average occupancy rate has risen in six consecutive quarters.

6. Staying active is important.
A study at Hebrew University Medical Center and Hebrew University Hadassah Medical School  reported that seniors who do any amount of exercise appear to live longer and have a lower risk of disability. In addition, the benefits associated with physical activity were seen not only in individuals who maintained an existing level of physical activity, but also in those who began exercising between ages 70 and 85.

7. “I wish I’d done this sooner” is still a popular phrase.
According to the 2009 Independent Living Report by the ProMatura Group, LLC, research shows that when you become part of an independent living retirement community, you’re more likely to make new friends and try new things — most report a better experience than they expected.

8. If you’re over 70, owning your house may not make as much sense as it once did.
As a long-time homeowner, maintenance costs are sure to be a future necessity. We’ve researched several websites and found the following cost estimates for maintaining your home, which may vary depending on what area you live in. According to CostHelper.com, it costs approximately $10,000 to replace your furnace and central air conditioner system. Lawn care for 10 years is approximately $25,000, according to The-Lawn-Advisor.com. Depending on size, shape and quality, CostVsValue.com says replacement windows for an average home is $11,000, and the average roof replacement using composite shingles costs roughly $20,000.

9. Not everyone dreams of retiring.  
In fact, some people are rejecting retirement all together and continuing to work into their 90s.  According to the U.S. Department of Labor statistics, there are 1.2 million people 75 and older who work full- or part-time. By 2019, more than 40 percent of Americans 55-plus will be working, making up over 25% of the U.S. labor force.

10. How does your community compare?
Washington, D.C. tops the national average cost for assisted living at over $5,700 per month. To see where your community stacks up in assisted living, nursing, adult day service or home care, check out this great resource by MetLife.

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