1:45-3:00 p.m

21-E. Rebuilding Your Marketing Engine with a Modern Mindset

Most nonprofit senior living leaders are falling short on innovation—but not because they lack vision. Instead, they are being held back by a decades-old marketing approach rooted in operations and census and built on the flawed assumption that adults 60+ are a homogenous audience. This candid session will help you rethink that approach. Two advertising agency leaders and a national marketer with roots at T-Mobile USA and Starbucks will reveal why the senior living sector is getting the basics wrong—and how a new approach could create the conditions for genuine innovation. You’ll leave with a modern playbook for restructuring your marketing function, building products for the people you want to attract, and creating brand and experience platforms that unlock growth, spark demand, and enable your organization to innovate with confidence.

• Cynthia Thurlow Cruver, President, 3rd3rd Marketing
• Timi Mafua, Senior Manager- Studio Management, T-Mobile
• Sam Tomlinson, Executive Vice President, Warschawski