We’re excited to announce that our own Amy Selle, Managing Director of corecubed, has been invited for the second year in a row to serve as a judge in the National Mature Media Awards on Friday, July 8, 2016. As the largest awards program in the U.S. that honors the best of the best in marketing, communications, and educational materials targeted to the 50+ age demographic, this year marks their 25th anniversary. Those in the industry know it as the most prestigious awards program of its kind.
The senior care marketing arena in and of itself has grown and changed by leaps and bounds, with more in-home care providers than ever (as many as 12,400 of them in the U.S., according to the CDC’s latest stats) vying for the attention of the rapidly-growing senior population, numbered at around 46 million today but projected to double by 2060.
There’s also been a radically extreme shift in how seniors view themselves, a far cry from the rocking-chair-on-the-porch mentality. Today’s seniors are retiring later (if at all), increasing their level of activity and adventure by checking off items on their bucket lists, and refusing to allow age to slow them down.
Paul Taylor, author of The Next America: Boomers, Millennials, and the Looming Generational Showdown, sums up life for this generation of seniors after age 70 like this: “For maybe the first time in human history there is a sense that there is a lot of gas left in the tank. There is the potential to reimagine and reshape life.” He adds that there is a growing movement among seniors to immerse themselves in volunteering, which, in his opinion, “…would be an enormous last chapter.”
As such, seniors are now much more likely to embrace technology, with a full 71% of those 65 and older browsing the web every day or almost every day. Marketing successfully to seniors today involves much more than placing an ad in the Yellow Pages. In order to effectively reach this demographic, it’s crucial for marketers to step up their online presence – one of the criteria judges like Amy will be considering, along with format, content, creativity, relevance, and overall quality.
So, how does your senior marketing measure up? If your marketing efforts are anything but award-worthy, contact the senior care marketing experts at corecubed for help!