Senior Living Public Relations

Portfolio from Craft & Communicate

One of the best ways to communicate your story is to get your residents and your communities on the local news. Craft & Communicate’s senior public relations team works diligently to ensure not only local coverage – but front page, national coverage. Our success rates in senior PR are outstanding.

In addition, we know that when you call saying a memory care resident has eloped, we know they haven’t gotten married. We get senior living. Crises happen, and we’re here to help with press statements and media releases when they do.

USA Today

for Pegasus

“Diane Wright opened the door of an apartment at The Oaks at Inglewood, the assisted care facility in Stockton where she is the executive director.

Inside, three people busily went through postal trays crammed with envelopes near a table heaped with handmade gifts, military memorabilia, blankets, quilts and candy.

Operation Valentine has generated a remarkable outpouring of support from around the world for retired U.S. Marine Maj. Bill White. Earlier this month, a resident at The Oaks, Tony Walker, posted a request on social media to send Valentine’s Day cards to the 104-year-old World War II veteran and recipient of the Purple Heart. Walker believed White would enjoy adding the cards to his collection of memorabilia. The response has been greater than anyone ever thought possible.

‘I wasn’t expecting anything like this,’ White said. ‘It hit me like a ton of bricks. I still can’t get over it.’

‘Up until about a week or two ago, I was leading a quiet life. … Now all of a sudden all hell has broken loose.’

The goal of Operation Valentine was 10,000 cards. On Tuesday alone, 28 trays with 400 to 500 cards in each, about 14,000 total pieces of mail, were delivered by the U.S. Postal Service to The Oaks, where a vacant apartment near White’s has been turned into a makeshift mail room. In little more than a week, more than 20,000 cards and easily 200 packages have arrived, and more are delivered every day.”

McKnight's Senior Living

for Veritas

“John Payne is the first to participate in a new program in Chattanooga, TN, called The Victory Lap that helps transition teenagers aging out of foster care into a new support system. They place into senior living communities people 18 to 21 years old who have aged out of foster care.

The Victory Lap says that it is trying to help these teens avoid becoming under-educated, under-employed and, in some cases, homeless.

Payne joined East Ridge Residence as its newest and youngest resident on July 12. He was met by residents wearing special t-shirts and cheering for his arrival with pom-poms.

In addition to living there, Payne will be working in the dining room. He is enrolled at Chattanooga State Community College and will begin taking classes this fall in the hopes of one day becoming a technical analyst for the FBI.

Payne says he’s most looking forward to having his own space, especially after living with 11 other boys in foster care.”

for Atlas

“Birmingham’s Atlas Senior Living is expanding into three states.

The company announced it will begin construction next year on communities in Georgetown and New Braunfels, Texas, to open in the fall of 2021. Each will have 231 units, with 175 independent living, 40 assisted and 16 memory care. In addition, the company will open a Venice, Fla. facility with 167 units, with 114 independent living, 38 assisted living and 15 memory care.

Atlas expects to hire more than 100 people at each location.

The company is also planning a 110-unit expansion of its Greenville, S.C. facility, Fairview Park, which should be completed by September next year.

Atlas Senior Living operates 11 retirement communities in Alabama, Georgia, South Carolina, Tennessee and Kentucky, with independent living, assisted living and memory care services.”

KENS Channel 5

for Sodalis

“A local woman reached a huge milestone with her 101st birthday, but instead of accepting gifts for herself, she asked that toys be brought for charity.”

Birmingham Business Journal

for Atlas

“Birmingham-based Atlas Senior Living has a new chief marketing officer.

Greg Crutcher has been promoted to the role after serving as the company’s vice president of sales and marketing since 2015. He started consulting with the company in 2013 and played a key role in its start and growth.

Prior to his roles with Atlas, he was area director of operations with Sagora Senior Living, divisional sales director with Century Park Associates and regional sales manager and sales and marketing director with Brookdale.

Atlas Senior Living currently has nine communities across the Southeast in Alabama, Georgia, South Carolina, Tennessee and Kentucky.”

Senior Housing News

for Pegasus

“When Dr. Sandra Petersen joined the health and wellness team of Pegasus Senior Living as a consultant in early February, she expected to help roll out a new memory care program. Then came Covid-19, and everything seemed to change overnight. Petersen credits Pegasus co-founders Steven Vick and Chris Hollister, its regional and executive directors and all of the company’s frontline and clinical staff for meeting the challenge head-on. Though she is working long, hard days, she’s not alone in her efforts, as other team members are in consultation with her from early in the morning until late at night.
At the same time, she’s also juggling her duties as a professor with the University of Texas System and as a private-practice geriatrician who makes weekly house calls and telehealth visits.
Petersen credits Pegasus co-founders Steven Vick and Chris Hollister, its regional and executive directors and all of the company’s frontline and clinical staff for meeting the challenge head-on. Though she is working long, hard days, she’s not alone in her efforts, as other team members are in consultation with her from early in the morning until late at night.”

ABC | WAPT Channel 16

for Pegasus

“A Flowood woman celebrated her 102nd birthday Wednesday at Castlewoods Nursing Home in Brandon.

Clementine Tina Ianelli spent her birthday with family and friends. Live music was brought in for the occasion as well.

When asked what leads to a long life, Clementine said, ‘You never get mad at anybody. Que sera sera.’ That’s Italian for ‘What will be will be.’

Ianelli believes a calm demeanor and her family to her long and happy life.”


for Pegasus

“New Year’s Day 2020 was a very special one for Queensbury resident, Cecily Geraghty. She turned 100 years old and celebrated by dropping the puck at an Adirondack Thunder Game. Not only that – she received a birthday card from Queen Elizabeth II. Cecily was born in England but lived in the states most her life. When a British citizen hits the century mark they receive a letter from the Queen. ‘I was thrilled to death, I was! I’m going to write back to her!’
“A New Year’s Day baby in the year 1920, Cecily is now one of the most beloved and well-known residents at The Landing in Queensbury, an assisted living home.
‘I have a lot of friends here.’ Cecily says. ‘But I’m more out than in!'”

The Mesa Tribune

for Pegasus

“Vivian Bickford of Mesa marked a birthday on Sept. 1 that few people can even hope to see: 103.

Vicki, who moved from Hawaii to Broadway Mesa Village Assisted Living and Memory Care in 2018, just a bit before she turned a century.

The Montana native and her late husband owned a ski shop in California for more than 40 years.

Victor Valley News

for Pegasus

“An assisted living community in Apple Valley is housing a therapy pet that squeals rather than barks. Meet Sox, Whispering Winds of Apple Valley‘s mini potbelly pig.

Sox was born on July 18, 2019. When Gloria Passo, our Life Enrichment Director, visited her good friend’s farm in Victorville, she fell in love with the pigs that were born the day she visited. Since she was a child, Gloria has always dreamed of training and connecting with animals of all sorts. Six weeks later, Gloria took Sox home and introduced him to the residents of Whispering Winds of Apple Valley.

Gloria asked the residents for assistance in training Sox and coming along on his journey to be a certified therapy pig. Once Sox receives his certificate through the AMPA pig therapy program, the residents will form a group and take him to hospitals, schools, homeless shelters and other senior communities around southern California.

A lot of the Whispering Winds residents grew up on a farm and love having a pig in their home. One resident even crocheted a replica of Sox.

Sox knows nine tricks so far: saying bye, shaking hands, sit, spin to the right, spin to the left, playing basketball, walking through a tunnel on command, step-ups on a pedestal and pig kisses. He is always participating in the weekly walking clubs, and residents request special visits to their apartments if they cannot visit him in the lobby. Sox is always bringing smiles and laughs to residents, associates, and families, providing invaluable emotional therapy for all.”

Sun City West Independent

for Pegasus

“Older adults are among those at higher risk for more serious complications from COVID-19, and one Sun City West retirement community is focusing on lifting the spirits of its residents during pandemic precautions. While residents are staying safely self-quarantined and group activities remain on hold, Sun City West Assisted Living, at 13810 W. Sandridge Dr., is asking the public’s help to maintain its residents’ spirits. And while many members of the public are self-quarantining themselves, they, too, may have extra time to devote to the cause.
‘Help us give back to our seniors with Operation Smile,’ Sun City West Assisted Living Life Enrichment Director Judy McNeill stated in a March 24 email. ‘Why not share a joke, make a card, write a poem or send a favorite story to our seniors? Your correspondence or gift will bring a smile and brighten their day!’
Skradski said the retirement community decided to launch the full-fledged calendar after originally planning to use the photo shoot as a relationship-building exercise. The team at Broadway Mesa Village decided to dedicate the calendar to Marilyn Pell, who passed away after a long battle with cancer shortly after the initial photo shoot. Both Skradski and the residents decided their calendar proceeds would go toward the American Cancer Society in Pell’s name. Residents have already starting receiving artwork from Girl Scout members and from the Young Rembrandts, which is an after school club in Surprise.”

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