Date Approved

6-7-2005

Embargo Period

4-19-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Bagin, Donald

Subject(s)

Congregate housing--New Jersey; Public relations personnel--New Jersey

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to pinpoint the most effective messages and channels of communication used by assisted living facilities to attract residents.

The study includes three in-depth interviews with marketing/public relations representatives from three successful assisted living facilities in Gloucester County, NJ. The author asked the representatives questions about their marketing/public relations efforts. The study also includes a content analysis of the promotional folders distributed by each of the three facilities.

The study shows that assisted living facilities should focus on building relationships with referral sources. Also, facilities should work to maintain their visibility by participating in community events and placing advertisements in local newspapers. When targeting potential residents, facilities should focus on quality of life messages. When targeting friends and family members of potential residents, facilities should focus on quality of service messages. Therefore, facilities should construct distinct messages for each target audience.

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