Established senior living consulting company Bild & Co. is underway with plans to double its senior living marketing agency arm, based in Tampa, Florida.
The company, which has long provided advisory services to senior living providers, including marketing strategy and implementation, is also undergoing a rebranding effort after its 15 years in operation. The rebranding will include a new look, logo and messaging to better reflect its integrated healthcare solutions, as well as more resources devoted to its marketing agency, the company says.
“The rebrand will increase the level of sophistication of the company,” says Seth Garber, Bild & Co. CEO. “We have also brought in a very high-powered team of marketing professionals.”
The team is led by agency veteran Jennifer Ruyle, chief branding officer. Ruyle brings experience marketing and branding for fortune 500 corporations as well as for New York Life’s AARP business channel. In her role with Bild, Ruyle sees potential to bring more segmented marketing efforts to senior living clients.
“There’s potential for more segmenting and targeting the 50-plus adult child, often the influencer [of the senior living prospective resident],” Ruyle says. “We’re honing in on understanding that demographic, lifestyle, what motivates them and are using the right marketing tactics to reach them.”
Under Ruyle, Bild will build its marketing agency to double what it is currently, assembling a team of creative team members who are all employed in-house by Bild & Co.
The company has undergone several changes in recent months, including the addition of a new company CEO, Seth Garber, as well as the redefining of the company’s divisions including recruiting; training and coaching; and marketing—which its executives say are efforts aimed at helping clients drive census and revenue.
The new Bild and Co. look promises to be more contemporary, spanning traditional outlets as well as online and digital campaigns. It currently operates a social media management center, which comprises the bulk of lead generation for Bild’s clients, and is planning an interactive social media launch, which it says will be unveiled during the fourth quarter of 2014.
“It’s a much more comprehensive approach,” Garber says of the marketing capabilities. “We have scaled it up this quickly and intentionally.”
Written by Elizabeth Ecker