ANGELL JACKSON KENNEDY CHIEF MARKETING AND INFORMATION OFFICER
The Power of Marketing : Providing a voice to the seniors we serve In the area of senior care, the East Baton Rouge Council on Aging (EBRCOA) stands out as a beacon of support and empowerment for the senior community. At the heart of the organization lies a Marketing Department that, although small, delivers a mighty impact by creating impactful marketing campaigns and initiatives that resonate with the senior community. With a portfolio consisting of over 20 brands under the Lotus umbrella, the Marketing Department plays a pivotal role in developing and managing these brands with continuity and consistent messaging. From senior activity centers to housing initiatives, each brand is meticulously crafted to address the unique needs of the aging population while maintaining the organization’s overarching mission of promoting independence and well-being. Fundamental to the Marketing Department’s strategy is leveraging social media platforms to raise awareness and foster a sense of community among seniors, caregivers, referral partners, and community supporters. Through engaging content and interactive features, these platforms (Facebook, Instagram, Twitter, and LinkedIn) serve as more than just promotional tools. They become virtual hubs where seniors can connect, share experiences, and find support. By providing a voice for seniors, the Marketing Department cultivates an inclusive environment where every individual feels valued and heard.
the occasion, spearheading an innovative initiative to facilitate communication and combat social isolation among seniors – The Lotus Zone Radio Show. The Lotus Zone serves as a virtual space where seniors can tune in for companionship, entertainment, and valuable information. Through interviews, music, and community spotlights, the radio show became a lifeline for seniors and has since offered a sense of connection to seniors across the parish. The Marketing Team’s efforts don’t stop there! Recognizing the importance of staying relevant in an ever-changing landscape, they revamped and rebranded EBRCOA’s quarterly magazine, The Polished. This magazine not only highlights the organization’s programs and activities, but also serves as a repository of educational and informative articles on a variety of aging topics. EBRCOA also utilizes One Call Now to keep our seniors informed at all times. One Call Now shares information with seniors about
emergencies, weather updates, and changes to agency operations via phone calls and SMS text messages. The growth in the agency’s digital footprint, increased distribution of The Polished, and crisp-contemporary marketing is a testament to the Marketing Department’s ingenuity and commitment to upholding EBRCOA’s mission to support independence and serve seniors across the entire parish. In essence, the department’s ability to quickly pivot to adapt to changing circumstances and embrace creative mediums of communication has positioned the agency to bridge the gap between seniors and their caregivers, while also fostering a sense of belonging and camaraderie among the community we serve.
Amidst the challenges posed by the recent pandemic, the Marketing team rose to
20 Q1 POLISHED MAGAZINE | LEAPS & BOUNDS
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