How to Effectively Communicate Your Message to Baby Boomers (Part Two) 

How to Effectively Communicate Your Message to Baby Boomers (Part Two) 

How to Effectively Communicate Your Message to Baby Boomers (Part Two) 

By: Anthony Herring 

This article continues the subject matter first introduced in “How to Effectively Communicate Your Message to Baby Boomers (Part One)”. 

1 – Changing Times  

With baby boomers willing to understand the newer technology present nowadays, it’s clear that they are a viable part of the market. (This is important to note, as it goes against the misconception that they aren’t, which Alex Shvarts at Forbes magazine further explores in detail.) 

Marketeers always seek the best way to communicate with prospects and their adult children, and while success can be found with radio, billboards, social media, and sponsorships, the holy grail still remains the basics.  

2 – Methods of Communication 

With boomers now in a better position technologically speaking, just how exactly do they use it to communicate? Well, rather than use tools such as social media platforms, they prefer more direct lines of communication—as both Ryan Jenkins of Entrepreneur and Rachel Pelta of FlexJob discuss in their respective articles—such as face-to-face interactions, phone calls, mail, and email. 

There’s the old motto “If it ain’t broke, don’t fix it,” and it seems that boomers are living by that. The days of their youth were dominated by analog devices—as discussed in Part One—so it is understandable why they’d opt for speaking with someone over the phone instead of speaking through direct messages (or “DMs”) on X. (That being said, there are probably boomers who are more willing—or perhaps even more accepting—of the changing times, and are open to using newer communication methods. Imagine a boomer replying to their grandchild’s story on Instagram, or even finally sending that Twitter DM to a distant cousin!) 

3 – Heart of the Matter 

Now, to finally answer the central question: how can you effectively communicate your message to boomers? In our opinion, the three strongest avenues to do this are through still remain to be television ads, direct mail, and emails. On the surface, all three methods are wildly different in terms of execution and possible engagement, but they all can act as a method of direct communication. 


  • Television ads have been a mainstay for decades, and an optimal way to reach boomers. There is a directness to TV that is difficult to replicate: the viewer watches a person or a group of people doing everyday things, like going to the park, hanging out with their family, walking their dog, etc. Seeing these experiences onscreen can personally speak to the viewer, as it can be relatable to them. Let’s use an example. 
  • Marion Smith is a seventy-six-year-old woman who is contemplating going to a retirement community. Her current house isn’t as accommodating as it used to be—what with her back and knee problems—and she needs assistance. As someone who isn’t the best at using newer technology to find places, and the older analog methods not working for her, she has been in a rut. One day, she turns on the TV and sees an ad for a retirement community, where a woman her age is talking about her body aches. Marion called the community’s phone number, scheduled a tour, and was blown away by the services provided. She ended up becoming a member, much to Marion’s joy. She identified with the woman in the ad.  


  • Much like with TV ads, mail has been a decades-long mainstay. It is a surefire way to reach many people, and while it doesn’t have that same level of visual engagement that TV does, it can be made more personable. The letter sent to an individual is mailed specifically to them, for starters, as it has both their name and address on it. This captures the recipient’s attention, making them go, “Hmm, this is for me? I wonder what it’s about,” causing them to open the letter. The letter—unlike the ad—won’t be able to show a visual to help relatability. Still, it can give specific details about what services the sender can provide to the recipient. 
  • Mason Harrison is a stubborn seventy-eight-year-old man who is set in his ways. He prefers to talk on his phone and receive mail than even participate in receiving emails and texts from family and friends. Unfortunately, his family feels that he should be in a community, but they have difficulty reaching him as his cell phone is rarely handy. They have been finding places for him but can’t send him emails with more information. One day—after a heated argument with his son, Ben—Mason receives a letter from a community in his neighborhood. He opens it, feeling a bit guilty about the argument. The mail details the community’s services for retirees, and as he reads on, Mason finds himself intrigued. He writes down the number and email in the letter, and while he isn’t entirely sure he wants to go, he is willing to look more into it. He calls Ben back and gives him the info, telling his son to investigate the email while he will try calling. 


  • Email is essentially the next phase of mail’s evolution. It’s digitalized, it’s faster, it creates less clutter, etc. Much like with mail, however, it is personable: email is sent to users’ email accounts, where they can interact with it directly. They want to respond? They can go right on ahead. They want to ignore and / or delete it? They can do that, too. Unlike TV and mail, email can provide links, attachments, and even images regarding the subject that the sender wants to discuss with the recipient. The recipient can respond or ignore these add-ons if they so choose. Let’s explore one final example. 
  • Sheila Marks is a sixty-eight-year-old woman who retired a few years ago. She is actively looking for retirement communities to be a part of, having grown lonely in her cramped apartment complex. More tech-savvy than Marion and Mason, Sheila—with the help of her granddaughter, Mara—has had no luck browsing for communities online. One day, while browsing her Gmail account, Sheila saw an email from a local community. It was sent to her as a part of an AARP promotion, and after scouring the email, she believes she finally found her dream community. With Mara’s help, Sheila makes her way to the community’s website through a link on the email, and together, they navigate it—though Mara must make sure that she doesn’t go too quickly or else Sheila will be left behind! 


Conclusion – Good Luck 

We hope that Part Two has helped to illustrate not only how boomers’ relations with tech have changed, along with showing the three avenues that you can take to spread your community brand’s message. We wish you all the best of luck! 

The details present in this blog article were comprised of information gathered from the sources listed below. I want to give credit where credit is due. 


Man in Blue Long Sleeve Sweater Using Cellphone · Free Stock Photo ( 

The Misconception Of Baby Boomers And The Age Of Technology ( 

Baby Boomers & Tech – How The Pandemic Changed The Relationship – GWI 

Four Ways Millennials Can Help Boomers Use Digital Tech at Work ( 

How to Improve Communication Between Generations in the Workplace | Entrepreneur 

How to Bridge Communication Gaps Between Generations | FlexJobs 

How to Effectively Communicate Your Message to Baby Boomers (Part One)

How to Effectively Communicate Your Message to Baby Boomers (Part One)

How to Effectively Communicate Your Message to Baby Boomers (Part One)

iStock-1428223018-2 copy

By: Anthony Herring

Introduction – The Task at Hand

Communication is a wonderful skill. It has allowed us to forge relationships, establish connections, and bond with our fellow humans on a personal and professional level. It takes care, diligence, and, ultimately, trust, to communicate effectively and honestly.

Unfortunately, it has its flaws. It can be used to harm and misinform. It can be weaponized for abhorrent purposes. It can be warped and misshapen to the point where the intended message is unrecognizable to both those who received it and those who created it.

When considering these advantages and disadvantages, it’s of the utmost importance to fully understand the power of communication—especially as a member of the marketing industry. Communicating your brand message to consumers is a pivotal step in creating a relationship with them.

What ultimately makes the consumer base complex are the demographics, and since we work in senior living, our primary demos include baby boomers and members of the Silent Generation. While Silent Generation members make up a substantial portion of the retirement community population, baby boomers are the ones who will begin to think about staying in them. So, it’s key to understand how to properly communicate your branding to baby boomers so they’ll take your communities into consideration (and hopefully choose to stay in them).

1 – Who are the Baby Boomers?

Before we can discuss that, however, we must answer one important question: just who are the baby boomers?

According to the website Investopedia, the baby boomer generation was the cohort of children born in the eighteen-year period of 1946 to 1964. They are the successors of the Silent Generation (1928 – 1945) and the predecessors of Generation “Gen” X (1965 – 1980). They are given their name due to the eponymous “baby boom,” a result of the end of World War II. When the war ended, many were happy that a time of such destruction was finally over, so they celebrated by creating new families.

As of 2023, boomers are the second oldest living generation (the first being the Silent Generation, who would be in their eighties and nineties now). Thanks to this, boomers are either reaching or firmly in retirement age (as USA Today notes), making them the prime candidates for retirement communities!

2 – Boomers and Tech

Let’s just say that baby boomers and technology aren’t…the best of friends. Unlike their younger counterparts in Gens Z and Alpha—and even Millennials / Gen Y—boomers aren’t digitally literate. They have difficulty grasping the latest technological trends, often requiring help in attempting to use newer devices.

This isn’t surprising, as—like Jan Golden of the Huffington Post discusses—boomers grew up in a time when smartphones, social media apps, and the Internet were nonexistent. Back in their heyday (the seventies and the eighties), phones, mail—or “snail mail” due to its delivery speed—and fax machines were the dominant forms of technology. (Sure, the Internet did come around during the eighties, but it was a much different beast compared to the juggernaut that it is now.) Their brains are hardwired to the analog days of old, and because of that, attempting to adapt to a more digitized world is a rather difficult challenge.

However, the challenge is not impossible. Boomers have shown that despite their conflict with digitization, they are willing to work alongside it (perhaps knowing that they’ll have to accept it eventually, as change is inevitable). As the software platform Xeven Solutions touches upon, boomers over the past several years are open to welcoming assistance learning about new technologies. They understand it can benefit them despite how difficult the learning process can be.

Conclusion – To Be Continued

With that, Part One is concluded. We hope this article has helped to give you a better understanding of baby boomers and how their relationship with technology has changed over the years. Part Two will go into more detail regarding how to use this information to communicate your brand messaging to them effectively. Stay tuned!

The details in this blog article comprised information gathered from the sources listed below. I want to give credit where credit is due.


Young woman helping senior man with payment on Internet using laptop · Free Stock Photo (

Assisted Living Statistics: Population & Facilities in 2022 | A Place for Mom

Baby Boomer: Definition, Age Range, Characteristics, and Impact (

Baby boomers: Age range, years and the generation’s impact on society (

Why do baby boomers don’t understand technology? – XevenSolutions

The Real Reason Baby Boomers Hesitate with Technology | HuffPost Post 50

How A.I. Can Improve the Lives of Seniors in Retirement Communities (Part Two)

How A.I. Can Improve the Lives of Seniors in Retirement Communities (Part Two)

By: Anthony Herring

This article continues the subject matter first introduced in “How A.I. Can Improve the Lives of Seniors in Retirement Communities (Part One).”

1 – A Solid Pairing

As mentioned at the end of Part One, A.I. has already been implemented within senior living: two prominent programs are used by retirement communities that are quite beneficial to its residents.

The first program, dubbed “Minerva,” is mentioned by the retirement website myLifeSite in a piece they wrote; the program was created by the tech company TSOLife. Minerva acts as an A.I.-based software that collects data on residents within retirement communities. (Said data is collected with residents’ consent.) This software is in use by the retirement organization known as Benchmark. (The U.S.-based org is responsible for maintaining dozens of smaller communities on the East Coast.) They have a program called “Something in Common,” which is a project that aims to connect residents through mutual interests; Minerva is used to collect data on the residents and find possible matches for them through the project.

The second program, created by the tech company CareSmartz360, is called…well, “CareSmartz360.” This software is based upon A.I., and is used for home care usage within retirement communities. As detailed by the company itself, CareSmartz360 helps residents maintain their daily lives through multiple avenues: sending reminders for taking medicines, providing communication methods with friends and family, etc. Not only that—and this is probably the tool’s most beneficial feature—CareSmartz360 is capable of monitoring residents’ activities, which can potentially prevent emergency situations from happening.

For example, take the passive sensor technology that was discussed in Part One. An A.I. system like CareSmartz360 can be applied within a retirement community as a method both to help detect when a resident is about to fall on the floor or perhaps even predict the likelihood of a resident falling (a similar estimation made for if A.I. was applied to smart tech like Google Home in Part One). Depending on the situation, community staff can enact measures based on what CareSmartz360’s data determines and act accordingly.

2 – Proceed with Caution

As with every new technological advancement, there are grounds for caution—and A.I. is no exception. With the software’s usage growing at a rather alarming rate, it is unsurprising to see that people are worried at how frequently it’s appearing in our day-to-day lives.

Sadly, this means that seniors—the most vulnerable demographic regarding technology—are at great risk. A.I. is an incredibly malleable tool, so much so that it can be manipulated to spread misinformation, which the media company Decrypt has discussed in an article on the subject. The author, Nathan Reiff, notes that artificial intelligence can be used to create false news articles, blog posts, videos, etc., and that among certain circles, these pieces can spread like locusts. If seniors were a part of these groups—or even just generally browsing the Internet—and found these pieces, they might actually believe that they’re real. Now, if their loved ones were able to catch them in time, then they can prevent them from falling for misinformation in the future. (However, if they can’t, then these seniors might fall deeper down the rabbit hole, believing these pieces more and more to the point of disaster.)

Another notable danger is one that hurts everyone: the scam. Scams have grown more sophisticated since the Internet became more prominent in our lives, and unfortunately, they show no signs of stopping—especially when A.I. gets thrown into the mix. A.I. is capable of fabricating voices, so scammers can make it sound like anyone they wish. Their cousin? No problem. President Joe Biden? No brainer. Your little brother? Of course. It is a scary and dangerous practice, and with seniors as more-than-possible victims, they are easy targets.

One particularly troubling scam aimed at seniors is called “the Grandma scam,” which Forbes deliberates on in an article regarding A.I. According to its author, Carolyn Rosenblatt, this scheme involves scammers using A.I. to trick seniors into giving money to their “grandchildren.” The “children” in this instance aren’t that at all, and are actually the scammers using fabricated voices. Since seniors aren’t able to tell that the voices are falsified, they fall right into the trap.

Conclusion – Time Will Tell

A.I. is here to stay, and with it now being a part of senior living, it can be an incredibly helpful tool for seniors. Unfortunately, it is important to remain mindful of how it can be manipulated to harm them, and to take the necessary precautions. We shall see just how far A.I. goes in this industry.

The details present in this blog article were comprised of information gathered from the sources listed below. I want to give credit where credit is due.


A Bearded Man Playing Chess · Free Stock Photo (

Artificial Intelligence Used in Senior Living Communities (

TSOLife | Happier more connected senior living community

TSOLife | Minerva–AI for Improved Senior Living

Benchmark Senior Living | Assisted Living and Memory Care Communities

Home Care Management Software for Home Care Agencies | About Us (

Cloud-based Advanced Home Care Agency Software Solution (

Artificial Intelligence Enhancing Home Care for the Elderly (

Cloud-based Advanced Home Care Agency Software Solution (

What Are the Dangers of AI? – Decrypt

Will AI Help Or Hurt Our Aging Parents? (

How A.I. Can Improve the Lives of Seniors in Retirement Communities (Part One)

How A.I. Can Improve the Lives of Seniors in Retirement Communities (Part One)

By: Anthony Herring

Introduction – A Sudden Surge

Over the course of 2023, you’ve no doubt heard about a particular tool that is popping up in various industries: A.I. (short for “artificial intelligence”). With it seen as an eventual technological advancement, this surge was inevitable. A result of that inevitability is the growing presence of A.I. in the senior living industry. It will no doubt revolutionize the way retirement communities take care of their residents, acting as a platform to improve their experiences. Before we can further discuss said improvements, an important question must be answered.

1 – What is A.I.?

The technology firm McKinsey and Company defines A.I. as “a machine’s ability to perform cognitive [thinking and reasoning] functions we usually associate with the human mind.” From this definition, McKinsey considers A.I. to be a part of a long line of “smart machines,” which include devices such as calculators and personal computers.

As mentioned earlier, A.I. has been increasingly utilized in many different industries, and Forbes contributor Bernard Marr talks about these specific usages. He details that the retail sectors have been able to create more specific marketing practices and customer service chatbots; financial companies receive help with financial planning, wealth management, and fraud detection; security divisions can make more powerful surveillance networks and threat detection technology; healthcare providers can better customize treatment plans, collect patient data, monitor mental health, and so much more.


2 – What Technology is Present in Communities?

With A.I. making its way in senior living, it’s important to know what technology is already in use to see how this will soon embed itself on a larger scale.

In an article from December 2022, HealthTech Magazine reported that there will be a substantial digitalization of senior care in 2023. Its authors, Jessica Longly and Liz Cramer noted that there will be a rise in audio and video devices—such as FaceTime on Apple products—that can help seniors to communicate with their family and friends, along with allowing them to interact with smart technology, such as thermostats. Longly and Cramer also discussed how the implementation of A.I. could help with what they called “passive sensor technology,” a tool that can aid workers in preventing senior injuries such as falls.

With 2023 now here, was HealthTech right in their predictions? Well, yes, they were (and there is an example to prove it)! President and CEO Mike King authored an article about his retirement community, Jewish Senior Life, and the advancements it has made it using digital devices. He talks about how residents are able to use a plethora of audio and video tools to converse with friends and family, particularly Google Home (a smart speaker) and a computer system named “It’s Never 2 Late” or “iN2L” (a computer system that can help tailor residents’ interests).

Now, while A.I. doesn’t appear to be directly mentioned as part of Jewish Senior Life’s digital devices, it is easy to see how its presence could be applied: both Google Home and It’s Never 2 Late are smart tech, so A.I. could be used to predict what residents might plan to do that day or perhaps change their pre-adjusted schedule (Google Home) and provide specific—or even block—content based on what residents engaged with in the past (iN2L).

Conclusion – To Be Continued

With that, Part One is concluded. We hope this article has helped to give you a better understanding of A.I.’s growing presence and how it can affect the current technology in use at retirement communities. Part Two will go into more detail about two A.I. programs that certain communities are already using, and the potential dangers that could arise. Stay tuned!

The details present in this blog article were comprised of information gathered from the sources listed below. I want to give credit where credit is due.


A Robot Holding a Cup · Free Stock Photo (

What is AI (Artificial Intelligence)? | McKinsey

15 Amazing Real-World Applications Of AI Everyone Should Know About (

3 Senior Care Tech Trends to Watch in 2023 | HealthTech Magazine

Smart Technology Takes Hold in Retirement Communities (

Smart home automation from Google | Google Home

iN2L | Senior Engagement Technology

Virtual Doors Open Literal Doors:
 10 Characteristics of a Truly Outstanding Senior Community Website

Virtual Doors Open Literal Doors:
 10 Characteristics of a Truly Outstanding Senior Community Website

The very first web page went live 30 years ago. It was dedicated to Tim Berners-Lee’s World Wide Web project. While it was bland and uninviting, in retrospect, we know that this first URL opened the door to today’s websites, which virtually open the door to the whole wide world. 

With nearly two billion websites in existence, the competition to attract the attention of the 4.72 billion web users across the globe is staggering. Unless you’re Craigslist or Wikipedia, whose unattractive physical look is so embedded in public awareness it would be foolish to change design, a modern website needs some curb appeal – and a whole lot more. 

Four years ago, we blogged about the all-important home page. A killer home page is still paramount, but let’s take a fresh look at the multiple characteristics of a truly outstanding website – one that visitors will remember and return to time and again, one that builds trust in your brand and leads visitors to take action. 

For the purpose of this blog, we will focus on the senior living industry. Indeed, most of the features that make a great senior community site apply to all websites, but the onus on the senior space to provide an exceptional online experience is particularly great. As literal doors have been closed to visitors, virtual doors must do the lion’s share of the work attracting prospects. 

Ten Things That Make Your Website Outshine the Rest

  1. Virtual tours. Because COVID has severely restricted (if not completely prohibited) in-person tours of senior communities, virtual tours of indoor and outdoor spaces, common areas, amenities, and individual apartments are absolutely essential. Engaging online tours are more than still photographs; they are interactive, three-dimensional, and offer a 360-degree perspective – as close to the real thing as if one were walking through your property. 
  2. Navigability. Getting lost in an illogical, disorganized website is like driving in a strange city and not knowing your way around – with one major difference: you can immediately click out of a website, never to return again. A move to senior living is one of life’s major decisions and, unfortunately, one that is sometimes made during crisis. The first point of entry should be an easy, orderly glide through your community. Studies have shown that the eye tracks text in a certain pattern, and visual hierarchy in the arrangement of your site’s elements points to what is most important and how to seamlessly find subsequent content. Main and sub-tabs designed with first-time visitors in mind guide prospects through a well-organized, stress-free visit.  
  3. Clean, simple design. An unfussy, uncluttered design throughout your entire site, but especially on the home page, makes for a pleasant, positive user experience. Simplicity in design is fresh, timeless and soothing. There’s also great business benefit in a simple design, as several studies have shown that minimalism garners more conversions by establishing legitimacy and confidence in a brand. Endless clicking and scrolling is distracting and comes off as amateurish and “salesy.” On that note, if at all possible, avoid sponsored ads on your site. 
  4. Uniform branding. Along with a clean design goes visual uniformity across your entire site, including color schemes, typography, logo, and other graphic elements unique to your brand. “Cookie cutter” designs are a dime a dozen and will do nothing to distinguish you from the nearly 30,000 other senior communities in the U.S. 
  5. Animation and interactivity. Today’s Internet users are seeking an “experience,” particularly now when in-person visits and events at your senior community are limited. Animated and user-driven interactive elements bring life to your site and create memorable journeys throughout your pages and in your visitors’ minds. These elements also increase engagement with your community and more clicks to discover what’s around the next corner, so to speak.  
  6. Readability. Small type and hard-to-read fonts are a no for any website, especially those serving older adults whose eyesight may be compromised. A simple, legible font scheme (consistent across your entire site) will serve your visitors’ needs and keep them engaged. It will also lend a more professional, sophisticated appearance, establishing trust and credibility in your brand. 
  7. Great Content. You can use the most awesome typestyle and graphics in the world, but without great content on your site, it may as well be gobbledegook. At its core, the “king” – content – is information that benefits your audiences on its own merit – a takeaway, so to speak, that is meaningful regardless of a lead. Great content creates a positive connection between you and your visitors, the ripple effects of which can be boundless. 
  8. Response Time. Sites that load slowly will be abandoned quickly. Optimal load speed is under three seconds; 40 percent of consumers will reportedly abandon a site if it takes longer than three seconds to load. Response time is a function of underlying infrastructure (e.g., a good content delivery network) and design element choices, among other things, and it is essential not only to keeping visitors on your site, but good SEO. 
  9. Mobile friendly. A whopping 90 percent of Internet users across the globe access the web from their mobile devices. Websites that adapt to whatever device one is using allow for significantly greater reach and more shareability among visitors. In essence, you can’t survive without a mobile friendly website. 
  10. Expert designers. Achieving all of the above is a tall, but very necessary order. It is not a layman’s endeavor, nor the work of a pre-fab template. Professionals trained in web design and management on both the front and back ends are a must for a truly outstanding website. 

IVY’s team of experts in the senior living space can bring excellent web content and design to life, bringing prospects to your virtual community and in your literal doors. 

Contact us today at 630-790-2531 or visit


Looking to Senior Living in 2021 with 20/20 Vision

Looking to Senior Living in 2021 with 20/20 Vision

If we could have foreseen what was coming in 2020, we might not have believed our eyes.

But, as hindsight is 20/20, we have a long and clear view of a year like no other – and we can use that perspective to enter 2021 focused on what needs to happen in senior living.

But first, let’s take a look back at the remarkable achievements in senior communities across the country.

Professionals in senior living have created countless ways to keep residents active and engaged. They’ve adapted to restrictions and limitations with novelty and inspiration. They’ve learned to utilize technology in far-reaching ways and proven that not only is necessity the mother of invention, it is the springboard for programming that doesn’t stagnate in the face of sudden change; it flourishes.

Staff in senior communities were unsung heroes long before that became the standard praise. They have continued to come to work, day and night, keeping residents safe, entertained, cared for, and loved. They’ve rolled up their sleeves and taken on roles and responsibilities unique to this unprecedented time.

So, what does informed retrospection mean for your community in 2021?

Three things:

  1. Your good news needs to be shared.
    The media have not been kind to the senior living industry during the pandemic. Negative stories and statistics have flooded the news, reflecting senior living in an unflattering light, largely unfairly. The good happening in senior communities far outweighs the bad, and that message needs to shine for all to see.Change the narrative by telling your positive stories! Share your news of ever-vigilant safety measures, security and healthcare…of continued high quality of life amidst an unfathomable turn of events, intense scrutiny and epic challenges…of connections made and kept strong.Content marketing comes with a fully stocked toolbox of print and digital communications. By definition, this type of marketing does not explicitly promote a brand but is intended to stimulate interest in its products or services. Whether you’re targeting a hand-picked group of just a few or the broadest of audiences, quality content marketing can reach your prospects with impact and personal relevance.The tools of the content marketing trade run the gamut from social media, press releases, feature stories and videos to blogs, podcasts, webinars, e-blasts, print and electronic newsletters, infographics, direct mail, ads, white papers, case studies, and more.

    Leveraging the various channels of content marketing will counteract the steady stream of negativity surrounding senior living and put your good news in the spotlight.

  2. Your staff needs to feel valued and appreciated.
    Staff longevity is a key criterion for prospective residents and their families looking for a senior living community. Happy staff members stay, and happy staff members are those who feel heard, respected, engaged, recognized, and cherished.The pandemic has presented unparalleled opportunities for stress and burnout. Letting your team know that you truly value them requires more than a smile or a passing word of thanks (though that’s certainly a good start). Intentional employee communications programs boost all-important staff retention, especially if they’re tailored to your unique community, culture and common causes. Regular incentives, initiatives and department/individual recognition tactics created specifically for your human resources will improve your bottom line by honoring your top employees.Because past and current staff members sometimes turn to employee websites to air grievances in the workplace, it is paramount to monitor those sites to stay apprised and ahead of potential conflict.
  3. Reputational damage must be mitigated.
    All the world’s a stage” is a line from a Shakespearean play, but it could also describe the endless opportunities social media affords anyone, anywhere, to speak their mind. Often, these words are not particularly praiseful. COVID-19 presents an even greater reputational risk to senior living communities, and appropriate response to reviews or comments on employee sites or social media is crucial to mitigating reluctance to move in or a drop in census.An even greater risk is actual crisis of any kind in a senior community, such as fire, contagion, cyberattack, etc., or a smoldering crisis (the most common), such as neglect, mismanagement, scandal, and the like.Regardless of the severity of onsite crisis or online reputational harm, negative attention on your community requires trained communication with all stakeholders. Crisis response is an art that cannot be ad-libbed or issued extemporaneously, lest even further damage be inflicted.

2021 is just around the corner. With 20/20 vision looking forward and 30 years of experience behind us, IVY Marketing Group can tell your great stories, inspire your teams, and provide trained response to – and monitoring of – reputational risk.

Let us start changing the sightlines of your community today! And watch for our new video about our 20/20 vision for 2021!


It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!


IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.


As a hybrid graphic and digital designer/web developer with over 17 years of experience, I am always on the lookout for innovative digital and print visual communications. IVY Marketing Group’s broad range of projects keeps my job challenging and rewarding, as each campaign is a new and exciting opportunity to effectively communicate our clients’ messages and help them achieve their goals. It’s my passion!

My body of work encompasses a diverse design style and wide base of clients, ranging from national associations, small businesses and big name brands like Hyatt and LiftMaster. I firmly believe that form follows function and highly value the communicative power of simplicity. 

Areas of professional expertise include Photoshop, InDesign, Illustrator, Word Press, Responsive Design, CSS3, and HTML5. The industries I’ve served include senior living, health care, hospitality and finance.


All my life, I have loved writing. As a child, I could often be found in my room “writing a book.” While “novelist” is not (yet) on my resume, I am a storyteller. I believe that everyone and everything has a great story, and it is my joy to find that story and share it with the world.

After earning my bachelor’s degree in journalism and completing my master’s studies in the same field, I joined a small advertising agency with powerhouse clients in the hospitality industry, such as Hyatt, Hilton International and Carnival Cruise Lines. I began as a proofreader and achieved the position of senior copy writer within a year.

After my first son was born, followed by two more, I started a freelance writing business that included (among several others) such clients as Advocate Health Care and Coldwell-Banker Realty. Clients in the education arena included DeVry University’s Becker CPA and Stalla CFA Reviews, DePaul University, and Naperville School District 203, for which I won two state public relations awards.

For nine years, I was employed as Communications Director for a large faith community, where I managed all aspects of internal and external communications. I was writer, editor, designer, web master, and content manager.

As such, I am experienced and comfortable writing multimedia for a broad variety of industries, products and services.

I joined IVY Marketing Group in 2013, when I began writing client press releases on a freelance basis. I loved the work—and my teammates—so much, I was thrilled when I was invited to come on board in a greater capacity.

I have immensely enjoyed getting to know our valued clients in the senior housing industry, the people they serve, and telling the many wonderful stories that come out of content marketing done right—with the love and care our IVY teams puts into everything we do.


It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.


Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!


Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!


Keeping up to date on new public relations strategies, online engagement tactics, and promotional tools is my passion.

With my hospitality background in marketing top Chicago restaurants and hotels, I was eager to bring fresh concepts and communication strategies to our clients and have really enjoyed learning various industries.

Our clients have such exciting and unique events and programs, which really makes it motivating for me to make the most of their content.  Results like increased sales leads, website visits and social media connections make everyday rewarding and interesting.


I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.


My bio has a big blank in the beginning—Mom and Dad rescued me in Wisconsin, and no one really knows my origins. They were probably ruff. What matters though is where I am now, running IVY Marketing Group. There are humans here who think they’re in charge. In truth, they do actually have amazing experience in content marketing and public relations, but I’m super important and the center of attention. I mean, look at this face. Right? And I know I’m the top dog because honestly, I’m the only one allowed to sleep through staff meetings and eat things that people drop on the floor.

The fact is though that I truly love staying awake at staff meetings. Everyone talks and laughs and they’re always excited. That surprises me a little because it’s not like anyone has thrown a ball to play fetch or anything. But I guess what gets my pack of peoples’ tails wagging is their work and their clients. I don’t know what a website or a blog is, but I do know that my pack must be good at them because they’ve earned all sorts of awards for these and other things. My bed had to be moved because the framed certificates were taking up so much room. Despite the inconvenience, I’m proud of these awards!

I serve several important purposes at IVY. I always let Mom (and the world) know when the mailman is here. When people come into the office, just one (usually) quick non-invasive (usually) sniff, allows me to determine important characteristics…like if they had anything good for breakfast, own any pets (pet owners are the best!) or if they stepped in anything on the way in. (It’s sort of like me conducting a first job interview.) I generously share my tummy because I know people like to give it a good scratch. I always give kisses, whether one is feeling lonely or not. And I’m always happy to share someone’s meal, especially if they’re trying to lose weight. My pack describes me as being engaging, amusing, and entertaining. (When I hear a siren, I “sing” along and it makes them laugh.) NPR talks about the benefits of having a pet at the workplace. Studies show pets lower stress hormones and improve morale and productivity. I wholeheartedly agree that a dog in the workplace is the best thing since rawhide bones.

As for my pack of people at IVY…they are amazing and always make my tail wag!


I could not be more thrilled to work alongside the IVY team.

For over 25 years, I have been employed in top executive positions across the Chicago area and have consistently built profitable businesses, generated sales, and developed and launched new product lines.

Strategically positioning companies and commodities for growth is a strong suit I’m eager to bring to ResponderHub™, IVY’s new crisis communications solution. I’m also excited to help expand IVY’s reach in the senior marketing industry.

I believe people are more open than ever to thinking outside the box and looking at new ways to reach their customer base, while at the same time reducing their cost of sale. The senior industry is exploding, and IVY is perfectly positioned to respond to the need for innovative, quality content marketing services and effective crisis communications.


I love being able to use my skills to help improve other people’s lives, and with a growing elderly population, it’s important to create meaningful and user-friendly digital solutions to aid the senior living industry.I have a wide range of technology and design skills with a deep interest in Human-Computer Interaction– helping IVY provide outstanding web design and print design services. IVY has a long-proven track record of excellence, and I’m proud to be able to help carry on that tradition.