Looking to elevate its social presence online, Cogir Senior Living decided to go to the source, putting out a call to older adult social influencers to share authentic experiences of what it’s like to live in a senior living community.
The company recently launched a search for a content creator through a “Granfluencer Residency” program, an immersive experience that will place a selected individual or couple inside a Scottsdale, AZ, Cogir community for a month. Cogir Senior Vice President of Sales, Marketing and Engagement Heidi Brashear told McKnight’s Senior LIving that the goal is to challenge outdated stereotypes about the sector by providing an authentic view of daily life inside a senior living community.
Cogir is sharing information about the program and recruiting participants from social media, LinkedIn and its website. Employees also are being asked to share information with their friends and family members, to amplify the call’s reach.
The content creator, who must be 65 or older and able to live independently, will document authentic moments of everyday life while living among residents and staff members. Cogir said the program is designed to give a behind-the-scenes look at the relationships, routines and experiences that define modern senior living.
“At Cogir, we believe the best way to understand senior living is to experience it,” Brashear said in a statement. “The Granfluencer Program allows us to open our doors and share the real stories, meaningful relationships and engaging lifestyle our residents enjoy every day.”
The chosen content creator will share experiences across Cogir’s and his or her own personal social media and digital platforms, highlighting resident stories, staff connections, wellness programs, dining experiences and community traditions. For Cogir’s outlets, a team will review content and identify the photos and videos that best represent its audiences.
The granfluencer will be encouraged to actively participate in the community’s programs and events while also creating content that reflects the individual’s own interests and what resonates most with that audience, Brashear said. With multiple communities in the area, the granfluencer also will have the opportunity to attend events across locations, capturing a broader range of experiences.
Although the residency, which begins in May, is expected to last for one month, Brashear said the program could be extended based on how it progresses. The provider also said it will consider hosting another residency in the future based on the success of the inaugural initiative.
At the conclusion of the residency program, Cogir intends to continue the collaboration with additional storytelling designed to help adult children and families of prospective residents navigate the senior living search.