Building a Communication Strategy That Generates Awareness for Your Senior Center

A senior center serves as a hub for older adults in a community to gather, enjoy activities, and offer support and friendship to one another. To ensure that your organization reaches the people who would benefit most from its programs and services, it’s essential to have an effective communication strategy in place. A well-executed communication plan will not only raise awareness of your center but also build trust within the community.

If you haven’t done this type of planning before, or if you need a refresher, here are some key strategies.

Developing a Strategic Communications Plan That Targets Seniors

• Understand Your Audience

The first step in building an effective communication strategy is understanding your audience. While it may seem obvious, senior citizens aren’t a monolithic group. They come from a variety of backgrounds, have varying levels of comfort with technology, and differ in how they like to receive information. For instance, some seniors may favor traditional methods, such as print media or direct mail, while others might engage more with social media and online newsletters.

To make your communications more effective, conduct surveys or hold focus groups to get insights into how your audience prefers to take in their news. By segmenting your target audience based on these insights, you can tailor your approach to address their needs and tastes.

• Leverage Multiple Communication Channels

Once you know how your audience consumes information, try to use multiple communication channels to reach them. This comprehensive strategy will ensure that you connect with people where they are, whether that’s in person, on social media, through emails, or in local publications.

For example:

• Social media: Platforms like Facebook, which has a large demographic of older adults, and Instagram are ideal for promoting events and services. Regular posts, live videos, and event invitations can keep your senior center top of mind. 

• Email newsletters: It’s a myth that older adults aren’t tech savvy. While some are more comfortable with digital platforms than others, a Pew Research survey found that 90% of adults over the age of 65 use the internet regularly. It’s no surprise, then, that email is one of the most popular online destinations for seniors. Digital newsletters are a direct avenue for sharing updates, event information, and news about your senior center. If your newsletter printer doesn’t automatically offer a digital option for your organization to distribute your printed newsletter digitally to people’s inboxes, LPi’s newsletter service does!

• Print media: Older adults may still rely on newspapers and local publications like weekly church bulletins or community newsletters for information. Including a column or advertisement in local print publications can help spread the word. Be sure to build that into your budget. In fact, placing an ad in your local church’s bulletin is a great way to build awareness about your services with neighbors who may perfectly fit your target audience! 

• Website: Finally, think strategically about how to use your website. Fresh content can help you build a presence with key search engines, especially Google. If your website presents a challenge for you or your team, using a tool like WeConnect that’s designed specifically to manage senior center/community center websites is the solution! 

Using a variety of communication methods ensures that your message reaches your audience through their preferred medium, thereby increasing your engagement.

• Create Compelling Content

Your communication efforts should focus not only on providing information but also on creating content that resonates with your audience. Instead of merely listing services, consider telling stories about how your senior center is improving the lives of its members. Sharing these through social media, newsletters and on your website can create an emotional connection that attracts new members. So, don’t neglect to incorporate these into your communication plan!

• Increase Visibility Through Community Events 

Hosting or participating in community events is a great way to raise awareness for your senior center. Whether you staff a booth at a local health fair, organize a senior-focused open house, or participate in local parades, events provide you with opportunities to reach your target audience. Offering health screenings, a speakers bureau, and social gatherings can attract attention and spark interest.

As you build out your communications strategy, be sure to explore the opportunities available near you. The chamber of commerce, agency on aging, and local library can be good resources to help you identify events.

• Offer Educational Content and Resources

Many seniors are looking for resources that can help them navigate aging, healthcare, or financial challenges. Partnering with local experts to offer free educational workshops, webinars, or informational sessions on relevant topics like Medicare, eldercare, or managing chronic conditions can position your senior center as a valuable resource. It’s also a great way to help you build relationships with other senior-friendly providers.

• Track and Evaluate Your Efforts

A key aspect of any communication strategy is tracking its effectiveness. Use analytics to monitor the success of your social media posts, website traffic, and email open rates. Additionally, gather feedback from attendees to understand how they heard about your events and what communication channels they find most useful. By regularly assessing your efforts, you can refine your strategy and ensure your communications are consistently reaching the right people.

Don’t Sleep on This Free Resource

If you are part of a senior center team that’s trying to stay up-to-date on the latest trends and resources in communications and marketing, we encourage you to subscribe to our Vibrant Community Newsletter. This free monthly email shares advice, ideas, and expert resources that makes community outreach easier and more efficient for senior organizations.