CarePatrol, the pioneer of the senior living placement industry, recently bought their competitor, Assisted Transition. CarePatrol, founded in 1995 by a social worker after observing the personal trauma experienced by a family whose loved one had been placed in the wrong type of assisted living facility, today helps families make safe choices for their loved ones across the United States.
The recent deal will give CarePatrol approximately 150 franchises by the end of the year, after converting about 60 into the CarePatrol system. CEO Chuck Bongiovanni is excited for this purchase and transition for the company. With his social worker background, he prides himself in using the social work model to clients at CarePatrol. Client phone calls are answered by Master’s level social workers, rather than “the typical call center employees.”
Franchisees must receive their national certification as a certified senior advisor to maintain their franchise license. The purchase makes CarePatrol 10 times larger than their nearest competitor in the assisted living placement industry.
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It probably comes as no surprise that the printed newspaper and magazine industries are shrinking. Less and less people are reading printed articles, and more and more are turning to online media for their news. It is interesting to learn in recent studies that the trust of your targeted audience may be diminishing as well. Recently in a Gawker.com article, an executive from Chipotle said that Millennials “are skeptical of brands that perpetuate themselves.”
There is a decreasing number of future customers who have no desire to see commercials or ads that they don’t believe are true. Traditional marketing strategies as a whole just don’t seem to be getting the job done anymore when it comes to younger generations. With social media, we are bombarded daily with a surplus of news, opinions, and advertisements. The key to successful public relations strategies now is understanding what to share and how to share it.
Which leads to content marketing. Content marketing is created when a company develops its own content in the form of articles, blogs, or videos featuring the business. The content must be professional, honest, and not self-serving. Bloggers, specifically, are becoming increasingly credible and popular influencers and can help drive products while not appearing as self-promoting as other forms of advertising.
What is your business doing to reach you target audience? Leave comments below!