National Senior Living Company
Receives Recognition for Brand Campaign
Emeritus Senior Living was bestowed the Assisted Living Federation of
America’s (ALFA) honorable 2009 “Best of the Best” award for their sales
and marketing best practice as the company launched its new brand
identity. ALFA recognized the company’s strong partnership between human
resources and marketing in identifying that a company’s brand identity
must reflect the company’s culture and achieve employee buy-in to
successfully build public recognition of the brand.
The company established its new brand identity “Our Family is Committed
to Yours” by asking employees what they wanted the public to think of
when they hear the brand name, Emeritus Senior Living. Through a
company-wide contest, employees consistently associated Emeritus with
the words: family and commitment. Emeritus also created its seven
“Family Values” in order to help employees identify behaviors to live by
that reflect the company’s new brand promise. The company incorporated
the new brand in all employee and customer related touch points and also
reinforces this new culture through new employee recognition programs.
The company has also begun changing the names of all of its communities
nationwide to incorporate the Emeritus name.
“We are proud of the Emeritus Senior Living name,” says Jayne Sallerson,
Senior Vice President of Marketing at Emeritus Senior Living. “All
across the country, Emeritus is known for its commitment to making a
positive difference in the lives of the people it serves by fostering an
atmosphere of family and community among its staff and residents. The
Emeritus brand name reflects our ideals of respect, community, teamwork
and value.”
“We are honored to receive ALFA’s recognition of our sales and marketing
best practices for our new brand identity. Our marketing and human
resources teams understood that the community employees who work
directly with our residents on a day-to-day basis needed to
“operationalize” our company’s new Mission, Vision and Family Values in
order to successfully launch our brand promise to our residents and
families,” said Granger Cobb, President and Co-CEO.
For more information on Emeritus Senior Living, please contact Liberty
Stansberry, Vice President of Human Resources at (800) 429-4828.
ABOUT THE COMPANY
Emeritus Corporation is a national provider of assisted living and
Alzheimer’s and related dementia care services to seniors. Emeritus is
one of the largest and most experienced operators of freestanding
assisted living communities located throughout the United States. These
communities provide a residential housing alternative for senior
citizens who need assistance with the activities of daily living, with
an emphasis on personal care services, which provides support to the
residents in the aging process. Emeritus currently operates 309
communities in 36 states representing capacity for approximately 27,200
units and approximately 32,400 residents. Our common stock is traded on
the New York Stock Exchange under the symbol ESC, and our home page can
be found on the Internet at www.emeritus.com.
ABOUT THE ASSISTED LIVING FEDERATION OF AMERICA
ALFA is the largest national association exclusively dedicated to
professionally managed assisted living communities for seniors. ALFA
serves as the voice for senior living and advocates for informed choice,
quality care, and accessibility for all Americans needing assistance
with long-term care. Go to www.alfa.org
for more information.
Emeritus Senior Living
Liberty Stansberry, 800-429-4828
Vice
President of Human Resources
