As an organization focused on transforming the senior living experience, Christian Living Communities (CLC) strives to communicate our mission of “Creating communities where aging is honored and celebrated” in the best and most effective way. With that said, we are proud to announce that the Aging Media Network has awarded CLC with a 2024 Aspect Marketing and Advertising Award for a second consecutive year. This year’s recognition is for outstanding rebranding of the organization’s website.
About the Aspect Marketing & Advertising Awards
The Aspect Awards, recognizing excellence and innovation in senior care marketing, received more than 60 submissions spanning categories including Behavioral Health, Home Health & Home Care, Hospice & Palliative Care, Senior Housing & Senior Living, and Skilled Nursing (SNF). This year’s judging panel included ten distinguished experts in advertising and marketing, ensuring a rigorous evaluation process.
CLC rose to the top amidst tough competition, showcasing unparalleled creativity, impact, and results in its approach to web redesign. As a leader in the industry, Christian Living Communities continues to set the standard for top-notch marketing.
CLC’s Award-Winning Website Redesign
In 2023, Christian Living Communities (CLC) unveiled a vibrant, user-friendly website to better reflect our organizational commitment to revolutionizing aging services, the aging experience and community life.
Leading up to this, CLC celebrated two milestones in 2022: our 50th anniversary and the introduction of a refreshed logo and color palette. These inspired us to align our website design with this fresh perspective on the future of CLC.
Our new logo and branding really conveys the vibrancy and life of our vision, creating communities where aging is honored and celebrated. The website needed to also reflect the life and relationships found in each of our communities and services. We worked to break the stereotypical norms for senior living websites. The look, feel, and functionality of the new site really tied together our intentions and provided us a wonderful platform to connect with all our constituents. ”
– Pam Sullivan VP of Communications and Philanthropy
Because our site is visited by older adults and their families, representatives from other senior living organizations, and job seekers, the goal was to create a website offering content relevant to individual journeys, prioritizing site accessibility, and connecting authentically through photography featuring actual residents and team members.
The CLC marketing team avoided the traditional senior living “look and feel” in favor of something that would represent the dynamic personalities of residents and team members of CLC communities. Because website templates designed for senior living tend to look very similar and “soft,” the team made the unexpected choice to use a vibrant extreme-sports template to better communicate the opportunities, optimism, and adventure that older adulthood can offer.
To make the site easy to read, a text size of 16 pixels was chosen along with high contrast font and background colors. An Accessibility Tools menu was also implemented, allowing website visitors to individually adjust how the site displays to best accommodate their needs. Additionally, every page was evaluated for user-friendliness and solid content, reorganizing and rebuilding each from the ground up.
All aspects of the CLC website redesign were completed by CLC’s in-house team, recently renamed Cappella Digital Marketing Services (CDMS). The project was managed in three phases including form and function, content evaluation, and building and testing prior to making the website live.
CLC recently formed the Cappella Digital Marketing Services (CDMS) division to help other non-profits improve their websites and better leverage their digital efforts.
As CLC embraces the present and prepares for the future, we will strive to align our vision, mission, and values with innovative marketing solutions for the ever-changing preferences and needs of the senior adult population.