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Congregate Extreme Make-Over: Targeting Today &Marketing to Boomers Tomorrow

This presentation discusses how senior centers and existing congregate meal programs in Delaware are targeting new consumers, specifically baby boomers. It explores successful models of congregate meal programs in Delaware and highlights the changes and strategies implemented by Modern Maturity Center in Kent County and CHEER in Sussex County to meet the needs of changing demographics. The presentation also presents marketing techniques used by these programs to attract and engage boomers.

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Congregate Extreme Make-Over: Targeting Today &Marketing to Boomers Tomorrow

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  1. Delaware Health and Social ServicesDivision of Services for Aging & Adults with Physical Disabilities Congregate Extreme Make-Over: Targeting Today &Marketing to Boomers Tomorrow Nirmala Abraham, MS, RD 4th State Units on Aging Nutritionists & Administrators Conference – August 2006

  2. Delaware The First State… Fighting Blue Hens

  3. Delaware… A Small Wonder • 3 Counties… • New Castle • Kent • Sussex Walk Delaware… 96 miles in length 35 miles in width

  4. New Castle CountyWilmington…A Place to Be Somebody Located just 30 miles from downtown Philadelphia

  5. New Castle CountyWilmington…Largest City in DE Located on the Delaware River... Banking Capital Chemical Industry Pharmaceuticals Blue Rocks Baseball

  6. Kent County Dover…State Capital Legislative Hall Dover Air Base Manufactures Spacesuits

  7. Sussex County Agriculture & Poultry Industry Coastlines & Beaches

  8. 28 miles of Coastline 1 of the top 5 “Dream Towns” per recent AARP Survey

  9. AGE WAVEThe 1st Wave of Boomers turned 60 in 2006 U.S. Census Bureau65+ Population Statistics

  10. Why Delaware??? Among top 10 retirement states …resort areas, affordable housing, tax benefits, proximity to major metropolitan areas, moderate climate… In-state residents are choosing to retire closer to home

  11. In the News… News Journal March 16, 2006 “Population Booming in Southern Delaware” June 6, 2004 “Developers bet seniors will move downstate” 55-plus communities lead surge in housing • Proposals have been made for sites north of Dover and just south of Milford that could add 1,700 homes for active adults by 2010.

  12. The Challenge… • How are senior centers & existing congregate meal programs in the First State targeting new consumers…Boomers? • How are they diversifying to meet the needs of rapidly changing demographics?

  13. Name Change Facilities Wellness Center Strategic Planning Networking & Outreach Marketing Techniques Congregate Meal Programsare meeting the challenge... HOW???

  14. 2 Successful Models of Congregate Meal Programs in Delaware Modern Maturity Center Kent County CHEER- Sussex County Senior Services

  15. This is NOW… That was THEN… • “MMC” …Name Change in Progress • Modernized facility, multiple rooms • Increased hours of operation • Diversified environment • Variety of menu options • Modern Maturity Center • 1 large multi-purpose room (multiple activities) • Limited hours of operation • Cafeteria-style dining • Limited & traditional menu items

  16. MMCFacility & Congregate Program Make-Over • Facility renovations: softer colors, more greenery, artwork, better signage • Removed bulletin boards & similar items from dining areas to eliminate school cafeteria image • Upgrades to existing snack bar: includes bistro seating & a lighter menu fare as an alternative to full meal

  17. Congregate Meal Program Make-Over • A New Dining Experience… • Staff wears uniforms & are trained in customer service to provide more of a restaurant feel • Beverage stations for tea, water, cups & napkins • Dinner dances twice/month with banquet type meal, buffet, dancing… • Music provided before & during lunch • Classes, meeting, support groups & education setting set to end at 11:30 so participants may stay for lunch

  18. More Changes… • A New Dining Experience… • Dining room renovated with softer colors, artwork , greenery to create a more casual dining setting • Tables decorated with seasonal centerpieces • Ethnic meals offered to tie in with cultural celebrations • Picnic meals offered during summer • A hostess circulates throughout the room & sends each table to the buffet line rather than using a loud speaker…

  19. Wellness… Fit for Life Delaware Senior Olympics Fitness Center Walk Delaware Challenge Fitness Activities Pool

  20. “MMC” Medical Services Building • The new MMC Medical Building opened in March, 2006. • Services include: • Hope Clinic • Delaware Curative Physical Therapy and Rehabilitative Services • Generations Home Health Care • Bayhealth WalkIn Clinic Ribbon Cutting MMC Medical Building March 2006

  21. “MMC” Markets to Boomers… • New ads depict active adults in sports or fitness setting to create a new image of today’s “senior” • Use of term “ active adult” vs. “senior citizen” to reinforce image of vitality • Advertise in new venues (Delaware Today Magazine) to reach a different demographic • Partner with local television & radio station with younger demographic to target adults still working • Use of “MMC” rather than “Modern Maturity Center” in advertising…More focus on programs & services…not the location.

  22. CHEERSussex County Senior Services

  23. 8 locations throughout Sussex County

  24. CHEER is Targeting Boomers… Newest Resort Locations Pelican Cove Ocean View Leisure • Bright, clean, NEW centers • Fitness centers • Expanded & weekend hours • Building rentals to Boomer groups

  25. Older Facilities Hours:Mid-day hours Meals: traditional menu Volunteers: Meals on Wheels Activities: Health screenings/immunizations, bingo, cards, Bible study, arm-chair exercises… New Facilities Flexible hours & weekends Alternate menus, light fare, special breakfasts & dinners Services: Health screenings, support groups, counseling Volunteers: non-traditional roles Education: Seminars on investments & computer, Defensive Driving. Leisure: Short trips, Movies, Arts, Music, Dance, Bridge Clubs, Cookouts CHEERThen & Now

  26. CHEER Congregate Meals Make-over Banquets, Dances, Conferences, Seminars, Special Events Modern facilities

  27. Wellness www.ndep.nih.gov Small Steps….diabetes prevention programs completed at Delaware congregate programs; Evaluation showed behavioral changes related to positive lifestyle changes. Diabetes support and education groups at sites focus on management of diabetes. The trend with chronic disease is to provide resources on both prevention and management.

  28. Moving Forward… • Boomers & Challenges for the Future… • Aging in Place • Living Longer • More Diverse • Challenge for Congregate Programs: Integrating & responding to needs of multiple generations & cultures…

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