The Organization—The Francis E. Parker Memorial Home, a 110-year old aging services provider established by members of the J&J family, now with six campuses in and around New Brunswick, NJ.

The Challenge—Parker wanted to grow regionally, change perceptions of aging and build a reputation for leadership in aging services.

The Insight—The power of branding to eradicate stereotypes. Based on our analysis we revealed Parker’s history of leading aging services was under-leveraged through an entire misrepresentation in brand positioning, design and communications. In parallel we confirmed an entirely new and more positive view of aging among today’s seniors living longer, healthier lives.

The 4Cs Shift—We applied our 4Cs discipline to reimagine:

1. Conversation: Move the conversation from internal to external and to make aging part of life, a requirement for older demographics in the USA.
2. Clarity: Define Parker’s business as a great organization and experience rather than a basic operation.
3. Currency: Position Parker to extend to those 65 and older, who increasingly don’t see themselves as aged. This demographic will grow by 38 percent from 53 million to 73 million by 2030.
4. Culture: Train 800 employees and converted their sense of self from being only caregivers to also life givers to residents, their families and the community, alike.

The Result—Parker is transforming the business, delivering on the brand through extensive revisions in communications, services, customer experiences, and through a newly minted #WithIt campaign.