As we approach a new year, now is the perfect time to think about refreshing your visual assets or creating new ones to keep your marketing efforts strong.
How To Decide When You Need New Assets
Regularly assessing your visual content keeps it relevant and effective. You should consider refreshing your photos and videos every 3–5 years, especially if your community has undergone significant changes like renovations or new additions.
Updating visuals ensures your community is accurately represented and reflects its current state. Major updates or new services are also ideal times for a new shoot to highlight your community’s ongoing growth and vitality.
The Planning Process
Effective planning involves setting clear campaign goals, managing the budget and timing, and addressing specific client-partner needs. This collaboration ensures the shoot runs smoothly and produces the desired content.
Essential Elements
- Shot Lists: Outline the key scenes and moments to ensure comprehensive coverage of your community.
- Mood Boards: Provide visual guides to convey the desired aesthetic and tone.
- Schedules: Plan shoot days to minimize disruption and capture all necessary shots.
Highlight Unique Selling Points
When you’re planning the photo shoot, it can help to focus on what makes your community unique, whether it’s the beautiful grounds, social activities or welcoming atmosphere. Including resident testimonials adds authenticity and relatability.
How Much Content Should You Capture?
When it comes to content, more is often better. A well-executed shoot should provide a wealth of photos and video footage that can be used across various marketing platforms.
Aim for a three-day shoot to ensure comprehensive coverage. During this time, capture hundreds of still photos and hours of video footage that depict various aspects of community life, from dining experiences to social gatherings and architectural highlights.
In addition to standard footage, consider including b-roll for social media and other uses. Drone footage can offer unique and dynamic perspectives. Clearly communicate your video goals to the editing team to ensure the final product aligns with your vision.
Tips for Working With Resident Talent
Select residents who are comfortable on camera and embody your community’s spirit. You can encourage natural interactions by involving their friends to create a relaxed atmosphere that resonates with potential residents.
A relaxed environment is essential for capturing genuine moments. Treat testimonials as conversations by asking open-ended questions and following up on responses to capture heartfelt stories. Complement these testimonials with b-roll footage that visually represents their experiences, and remain flexible to capture spontaneous moments.
Keep in mind that including as many residents as possible will ensure a diverse range of content.
Partner With SageAge To Elevate Your Marketing
At SageAge, we specialize in creating marketing strategies that go beyond beautiful visuals. Our expertise in the senior living industry allows us to craft comprehensive plans that effectively tell your community’s story and resonate with your target audience. Whether you’re refreshing existing materials or launching a new campaign, our team is here to support you every step of the way.
Now is the perfect time to update your visual assets. Partner with SageAge to ensure your photos and videos are strategically aligned with your marketing goals. Contact us today at 877-439-7243 to showcase the vibrant life within your community and attract new residents. Let SageAge elevate your marketing and help you connect with your audience in meaningful ways.
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