Tag Archives: senior living industry

Hillcrest and 3rd3rd Reframe Senior Living Marketing at LeadingAge California Conference

Marketing Leaders Share Strategies for Building Trust and Driving Demand

PALM DESERT, Calif., May 18, 2026 (SEND2PRESS NEWSWIRE) — At the LeadingAge California conference for aging services leaders, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, share real-world marketing insights, results and actionable strategies in two sessions: “No Re-Branding Required to Win Residents” on May 20 and “Inclusive Storytelling: Strengthening Trust in Aging” on May 22, 2026.

Image caption: At LeadingAge California, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, discuss how senior living organizations can achieve measurable growth through targeted marketing and inclusive storytelling.

Both recognized senior living marketing experts, Thurlow and Turner, discuss their approach and results in tackling the challenges senior living organizations face, including:

Navigating unintentional pervasive ageism
Positioning your product to appeal to Generation Jones, the younger end of the baby boomer generation
Leveraging resident-centered storytelling and strategic PR

“Today’s older adults are aging in different ways, focused on healthspan, independence and meaningful living, not simply longevity. They want a positive aging experience, on their own terms,” says Thurlow. “Senior living communities should communicate the joy of living and aging. Our presentation explores how Hillcrest exceeded its goals without changing its offerings, simply by formalizing its marketing strategy through updated positioning and messaging.”

Hillcrest’s experience offers a roadmap for communities to tailor this approach to their circumstances. With fresh messaging, targeted events and updated sales strategies, it achieved record-breaking sales in 2025.

“Working with 3rd3rd, we were able to debunk the myth that you need a full rebrand to boost census and sales,” says Turner. “We empowered our sales and marketing teams to try new approaches and unlock momentum.”

Thurlow and Turner help senior living communities break the marketing status quo by reshaping perceptions, building trust and driving demand.

“If your community is not proactively telling its story, someone else, often the media, will tell it for you,” says Thurlow. “Your organization risks being mentioned negatively in other stories if it doesn’t have a clearly communicated identity or mission.”

“Hillcrest embraced a culture-first public relations strategy that generated headlines, built awareness and impacted revenue. By incorporating PR into its marketing plan, Hillcrest established itself as a community rooted in purpose, inclusion and positive resident stories,” says Turner.

About 3rd3rd Marketing

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

About Hillcrest

Hillcrest is an upscale 501(c)(3) nonprofit continuing care retirement community (CCRC) centrally located in the San Gabriel Valley, less than 30 minutes from Los Angeles, Anaheim, Pasadena, and San Bernardino and at the gateway to the Inland Empire. Located in a quiet residential neighborhood just off Foothill Boulevard in La Verne, California, Hillcrest offers independent living, assisted living, memory care, and skilled nursing with an emphasis on wellness and health. For more information, visit https://livingathillcrest.org/

MULTIMEDIA:

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MEDIA CONTACT:
Shonne Fegan-Ehrhardt
3rd3rd Marketing
shonne@3rd3rd.com
847-962-9879

NEWS SOURCE: 3rd3rd Marketing

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3rd3rd Marketing Shares the Stage at National Conferences to Redefine Senior Living Engagement

The team will share key concepts, including aligning marketing with mission to strengthen brand reputation

SEATTLE, Wash., March 12, 2026 (SEND2PRESS NEWSWIRE) — 3rd3rd Marketing, the nation’s leading “Un-Senior Living Agency,” is kicking off its 2026 conference season, sharing insights into how senior living communities connect with older adults. Led by CEO and President Cynthia Thurlow, the 3rd3rd team will highlight senior living marketing strategies that challenge assumptions about aging as more adults enter the “third third” of their lives.

Image caption: 3rd3rd Marketing, the nation’s leading “Un-Senior Living Agency,” is kicking off its 2026 conference season, sharing insights into how senior living communities connect with older adults and tell their stories to stand out as community benefit organizations.

“Senior living nonprofit communities face more scrutiny than ever from the press and taxing entities,” says Thurlow. “We look forward to sharing practical strategies that help mission-driven organizations celebrate aging with authenticity and tell their stories to stand out as community benefit organizations.”

The team will share key concepts, including aligning marketing with mission to strengthen brand reputation, deepen resident engagement and communicate community impact, at the following conferences:

AJAS Annual Conference | March 15-18 | San Francisco

3rd3rd’s Thurlow will join AJAS CEO Ruth Katz at the organization’s “Creating Tomorrow, Together” conference, which brings together leaders who are shaping what’s next in the Jewish aging services community. In addition, 3rd3rd’s business partners will be presenting: Stuart Hamilton, Founder and CEO of Amba, will discuss personalized care and data-driven insights; and Susan Ryan, CEO of AgingIN, will present “Empowering Leaders, Empowering Care: Building Culture” at The New Jewish Home-Manhattan, respectively.

LeadingAge SC | March 16-18 | Kiawah Island

At LeadingAge South Carolina, Amy Estridge of 3rd3rd Marketing will join Ezra Hall and Richelle Grimes of The Woodlands at Furman for “From Nonprofit to Community Benefit Organization: How Powerful Community Engagement Builds Your Brand and Protects Your Tax Status.” They’ll cover the successful launch of the Max and Trude Heller Center for Community Engagement, which helped create a structured, measurable way to connect residents and volunteers with 10 Greenville-area nonprofit organizations, including local food banks and schools.

MHS Association’s The Gathering | March 24-26

Indianapolis – At this conference, which brings together human service leaders from five faith traditions: Presbyterian, Mennonite, Quaker, Methodist and United Church of Christ, Thurlow will address how nonprofit organizations benefit from becoming known as Community Benefit Organizations along with Colleen Ryan Mallon, Frasier Life Plan Community, Chief Growth Officer and Aaron Rulnick, HJ Sims, Managing Principal.

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

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NEWS SOURCE: 3rd3rd Marketing

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3rd3rd Marketing and AgingIN Tackle Senior Living’s Workforce Crisis

Complimentary Webinar Addresses Care Team Retention and Resilience

SEATTLE, Wash., Feb. 17, 2026 (SEND2PRESS NEWSWIRE) — As senior living communities continue to navigate workforce challenges that directly impact care quality and operations, 3rd3rd Marketing and AgingIN are partnering to present a timely webinar: “Workforce That Stays: Creative Strategies to Attract, Inspire, & Retain a Mission-Driven Team” on Friday, February 27, geared toward senior living executives, HR professionals, and community leaders looking to build a sustainable workforce.

Image caption: 3rd3rd Marketing and AgingIN present a complimentary webinar on strengthening care team retention and resilience in senior living.

This practical session is designed for senior living leaders who are ready to move beyond short-term staffing fixes and build a culture where people choose to stay and feel proud to do so.

With the industry at a crossroads as it prepares for more than 15 million more people to join the 75+ age group, it is confronting a widening gap between the number of older adults and the shrinking number of available caregivers. The caregiver-to-receiver ratio, once more than six to one, will soon fall to four to one. At the same time, new construction for care settings continues to decline.

“The senior living workforce crisis won’t be solved by quick fixes or louder job postings,” said Cynthia Thurlow, President and CEO of 3rd3rd Marketing. “It’s solved when people understand why their work matters and feel genuinely connected to the mission. The webinar will provide tools and insights for communities to tell their story in a way that attracts the right people and gives them a reason to stay.”

Drawing on real-world experience, experts from 3rd3rd Marketing, which helps senior living communities globally, and AgingIN, an advocacy group focused on the evolution of eldercare, will explore how thoughtful storytelling, purpose-driven communication, and intentional culture-building can transform recruitment and retention outcomes. Attendees will gain actionable strategies to attract candidates who align with their mission, reduce burnout across care teams, and strengthen engagement at every level of the organization.

“Retention is built in the everyday moments around how leaders communicate, how teams are supported, and whether people feel seen and safe at work,” said Zoie Garza, presenter and Project Coach at AgingIN. “When organizations invest in culture with the same intention they invest in operations, burnout decreases and commitment grows. This session gives leaders practical tools they can use immediately.”

ATTENDEES WILL LEARN HOW TO:

Use modern storytelling to position their community as a place people genuinely want to work
Attract purpose-driven candidates instead of filling roles with “warm bodies”
Clearly communicate their organizational WHY so employees feel connected and invested
Build pride, belonging, and shared identity across departments
Create a culture where team members feel safe, supported, and heard
Reduce burnout, stress, and conflict within care teams
Understand the true financial cost of turnover and how retention protects long-term budgets

Registration is now open for this complimentary webinar.

ABOUT 3RD3RD MARKETING

3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations to build authentic connections, increase engagement, and achieve lasting impact. For more information, visit: https://3rd3rd.com/.

ABOUT AGINGIN

AgingIN is a global nonprofit dedicated to being the catalyst for person-directed living and empowered cultures in the community of one’s choice. Their consulting, technical assistance, and education services empower aging services providers to implement lasting change and transformation that is meaningful and measurable. Formerly known as the Center for Innovation, AgingIN was born from the merging of two of the most influential voices in eldercare transformation: Pioneer Network and THE GREEN HOUSE® Project. For more information, visit: https://aginginnovation.org/.

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Image caption: 3rd3rd Marketing and AgingIN present a complimentary webinar on strengthening care team retention and resilience in senior living.

NEWS SOURCE: 3rd3rd Marketing

To view the original story, visit: https://www.send2press.com/wire/3rd3rd-marketing-and-agingin-tackle-senior-livings-workforce-crisis/

UpsideHōM Launches In South Florida

FORT LAUDERDALE, Fla. /ScoopCloud/ -- UpsideHōM has officially launched in the United States. The fully managed, shared living concept for senior citizens is an entirely new approach to senior living. The company utilizes standalone single-family homes in lively neighborhoods and provides a turnkey and frictionless living experience for those who desire simplified living, later in life.

Currently, there are 11,000 people a day turning 65 in the US and loneliness among seniors is an epidemic that's putting a tremendous burden on the healthcare system and families alike. According to the Harvard Business Review, loneliness is as damaging to a person's health as smoking 15 cigarettes day. UpsideHōM recently launched with living accommodations in Broward, Miami-Dade and Palm Beach counties, with the goal of scaling nationally by mid-2020.

"In dealing with my own family members, I saw first-hand how vast this problem of social isolation was and thought that there had to be a better way," says Jake Rothstein, UpsideHōM's Founder and CEO. "Seniors today, from the time their kids move out until the time they require full-time care, simply lack sustainable and viable options. We knew we needed to create suitable and enjoyable living arrangements for the senior citizen population - from there we started looking at the statistics and realized just how massive the need for a creative solution was, now more than ever."

UpsideHōMs are standardized across markets and meet a strict set of criteria to maximize safety, comfort, mobility and design. All UpsideHōMs include interior and exterior maintenance, housekeeping, basic cable/internet, companionship visits, a dedicated UpsideHōM Manager and single-bill simplicity. Modern furniture options are also available. Leases are individualized by bedroom for convenience and affordability. UpsideHōM managers offer residents a single point of contact and handle everything from coordination of basic repairs to rides for personal errands. Additionally, they can arrange and organize dozens of other senior-focused activities and services. Because UpsideHōMs are shared, each location is able to provide the incredible benefits and amenities of facility life for up to 70% less than the cost of traditional independent senior living.

UpsideHōMs are now available in all South Florida counties. Interested senior citizens and their families can reserve UpsideHōMs in their desired locations at https://www.upsidehom.com/.

For more information contact Jake Rothstein at press@joinupside.com or at 754-300-1928.

"Senior Living, Remodeled."

About UpsideHōM:

UpsideHōM was founded on a simple premise; to enhance the quality of life for all people in their golden years. We are doing so by building the first and only fully managed, shared living concept for seniors in the nation. Because life is better together. Learn more at https://www.upsidehom.com/.

UpsideHōM has officially launched in the United States. The fully managed, shared living concept for senior citizens is an entirely new approach to senior living. The company utilizes standalone single-family homes in lively neighborhoods and provides a turnkey and frictionless living experience for those who desire simplified living, later in life.

Related link: https://www.upsidehom.com/

Chad Anfinson Joins Zanthion as Chief Strategy and Business Development Officer

SAN FRANCISCO, Calif. /ScoopCloud/ -- Chad Anfinson is Zanthion's newest recruit who has accepted the role of Chief Strategy and Business Development Officer. Chad comes to Zanthion by way of the Senior Living Industry. He began his career in the late 90's as the sales leader for newly constructed Assisted Living Communities in Florida.

After 2 years of successfully leasing up multiple projects he set his sights on the operations side of the house. Under the guidance of Southeastern VP and Regional Director of Operations he learned the ins and outs of operating a senior living community. In 2001 he accepted his first Executive Director role of a 120-unit Independent Living Community and 2 years later became Area Director for North Florida.

As his skill set grew, he assumed the role of Regional Operations Specialist and traveled extensively to consult and troubleshoot for Emeritus Senior Living and Summerville Senior Living. Over the course of the next few years he worked at the right hand of Senior Vice President and handled multiple communities throughout the east coast. In the mid-2000's his entrepreneurial side had him leaving the Senior Living world and he became the owner of a home health operation.

During this time, he took what he learned from being on the side that home health presented to and used this as a tool to grow a business to over 600 clients on average. After selling his home health business he entered back into Senior Living Operations and worked with Emeritus and Brookdale Senior Living. He has held Regional Vice President and Vice President of Ancillary Services in Senior Living, developing many value-added and revenue generating programs.

Before joining the Zanthion team he developed a senior healthcare consulting company with a focus on building and developing new class b projects across the southeast. Chad's experience gives Zanthion a profound insider knowledge of how Senior Living Communities operate from the trenches all the way to corporate offices. He has a passion for innovation and providing proactive care planning for seniors. His expertise in this landscape allows Zanthion to see things from all angles and set us aside from the competition.

We differentiate ourselves not only by our technology but also by our people. We understand what you do every day and we get how to provide you with the solutions you need for your seniors and business.

Zanthion "we will be there when no one else can."

About Zanthion:

Zanthion is an AI digital healthcare company specializing in PaaS, the integration of an extensible architecture of sensors, wearable devices, and environmental equipment for group senior living and aging in place-a combination of ridesharing (Uber/Lyft), smart homes, fall detection, and senior care. Zanthion exists to create new and disruptive solutions for seniors and their families to track and detect possible issues and injuries for today's seniors, using technology to provide a better quality of life for everyone involved.

Zanthion is a pioneer in changing our social environment with future vision, providing solution-based systems that improve the world based on an open source, transparent, crowd-sourced platform and social processes that accurately assess what happened, inform the correct resources, provide resources to the problem efficiently, and keep track of the efficiency of fixing the problem. Zanthion embraces a responsible future.

Visit https://zanthion.com/

VIDEO (YouTube): https://youtu.be/GfWuvNbzHXU

Chad Anfinson is Zanthion's newest recruit who has accepted the role of Chief Strategy and Business Development Officer. Chad comes to Zanthion by way of the Senior Living Industry. He began his career in the late 90's as the sales leader for newly constructed Assisted Living Communities in Florida.

Related link: https://www.zanthion.com/

How One Senior Living Company is Dedicating Themselves to Tradition

SAN ANTONIO, Texas /ScoopCloud/ -- In the assisted living and memory care industry - is it possible to honor your residents as well as pass on their traditions? The answer simply is yes! This is what Aventine Hill Communities has done with their new assisted living and memory care community - The June!

"This senior living campus caught our attention because to its strong community sensibility and directly ties to the rich tapestry of culture in San Antonio. These factors make it the perfect spot to begin our new corporate expansion," said Beverly Janco, CEO of Aventine Hill Communities. "Our company mission is steeped in tradition and we believe in the power of passing these traditions from generation to generation in order for our loved ones to learn, to grow, and thrive."

To honor this dedication to tradition, they made the decision to name each of their new Assisted Living and Memory Care communities after influential loved ones of their core staff members. This way the memories and traditions of each of these beloved individuals will be able to be passed on for years to come.

"When we decided on this concept, Teri was the first one began telling us about her grandmother, June. We immediately knew she was the perfect person for The June," added Janco.

The Teri in question is Teri Showalter, a long-standing member of the Aventine Hill Communities team. Her grandmother, June Eileen Smith, was one of the most inspirational women in her life. "My grandmother June was a wife, mother, artist, and all-around compassionate individual," said Terri. "When it comes to caring for her family, she would go that extra mile." June was born on June 19, 1913 and when she was in her teens she was the caregiver for her great aunt after her mother died of the flu. During this time she met her husband, Miles Anthony Connor and they were married in 1934 at the tender age of 21.

June's husband Miles was an officer in the United States Air Force and they had four children: Miles, Martha, Michael, and Marilyn. During his time in the Air Force, the family traveled the world as he was stationed overseas and domestically. Miles retired in 1966 after serving for over 24 years as a colonel. Once retired, they moved to San Antonio, and eventually spent their final years together in an Army Residence Community.

"My grandmother had such a zest for life and was such a dedicated caregiver," Terri adds. "But she also knew how to take time to care for herself. You could always find her swimming at the beach, and she just loved to travel from San Antonio to Padre Island. She was also an avid oil painter and even did a mural in her home of Padre Island. She wanted to share her art with everyone and loved to participate in the Starving Artist Shows on the Riverwalk."

To honor the late Mrs. Smith, Aventine Hill Communities will be adding her lineage of traditions to the community at The June.

"To ensure that June's memory is served well, we are adding treasured pieces of her artwork throughout the community in addition to incorporating her own recipes to our scheduled menus," said Janco. "It is a meaningful way to infuse our community with the spirit of a woman who really made a lasting impact to everyone who interacted with her."

Aventine Hill Communities is planning a large renovation of the highly popular San Antonio Assisted Living and Memory Care community located at 4315 Rogers Road. An entirely new calendar of events, wellness program, dining program, and other surprises are expected to roll out over the next few weeks and months.

"We don't want to disturb our dedicated residents in any way, so will be gently enhancing their daily life with community updates that will bring more joy, ease, comfort, and security to their daily lives," Janco said.

To learn more about The June and the Assisted Living and Memory Care services offered at their community, please reach out to the community directly by contacting Nichole Andrade on 210-681-8638, via email at nandrade@aventinehc.com and by visiting The June online at https://thejuneseniorliving.com/.

Follow The June on social media at:
- Facebook: https://www.facebook.com/TheJuneSeniorLiving/
- Instagram: https://www.instagram.com/thejuneseniorliving/

In the assisted living and memory care industry - is it possible to honor your residents as well as pass on their traditions? The answer simply is yes! This is what Aventine Hill Communities has done with their new assisted living and memory care community - The June!

Related link: https://aventinehc.com/