Roddie,
Here are three spots I put together for a local Good Samaritan retirement community. FWIW, I invested several hours of research and interviews with the client and many residents (including a group meeting arranged by the PR person) before we ever discussed the ad schedule.
The first spot is intended to provide a context for folks approaching that time of life when all those burdensome home maintenance chores begin to take their toll. The second and third are testimonials I put together from interviews with residents.
Time of year? My recommendation is that they advertise every day of the year. This is not a seasonal business (though the older folks get, the more they seem to hate winter with its short days and nasty weather).
Major media used? Radio. (Why go anywhere else?)
Demo? The direct prospect/candidate is the senior who will be living in the retirement home; the indirect, but vital prospect, is that person's adult children. I believe you need to win them both.
Hope this helps.
-Rod
Rod,
Thank you very much. I am looking forward to putting your advice and information to use for this category.
Roddie
