Best PR White Paper

A colloquial tone sets Varsity’s white paper apart

The branding firm is conversational and sensitive in its well-researched report about marketing to seniors in the social media age.

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Senior citizens are no monolithic group. People assume too much about them. The people who are populating retirement communities now have a wide array of interests and come from different generations. 

That’s the core idea behind marketing communications firm Varsity’s white paper, “Generation Engaged: What Forward-Thinking Marketers Need to Know About Today’s Mature Market: Findings From Project Looking Glass II.” Researchers lived at continuing care retirement communities and came back with stories from real people, who were looking for a real sense of community and belonging. They also did interviews with seniors at supermarkets and other stores.

The depth and sensitivity of the research, along with the readable, conversational tone of the report, made Varsity the winner of the Best PR White Paper category of the 2013 PR Daily Awards.

Not only did researchers discover that seniors are quite open to learning about and using new technologies, they also found that seniors are looking for activities that keep their bodies and minds stimulated. They don’t simply want a place to sit around all day.

Respondents differed on the politics of health care, but universally wanted comprehensive care.

Results from the study informed the future marketing efforts of several clients in the retirement living and health equipment businesses, including Sodexo Senior Living, American Standard Brands, and Delta Health Technologies.

To request Varsity’s white paper, click here.

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