Maturing with the Times

Client	National Association of Senior Friends
Situation	Senior Friends desired an image change that would reverse its declining national membership and low member retention rate. Senior Friends asked Atkinson to revamp the existing program to make it more appealing to existing members and the up and coming generation of aging Baby Boomers -- people ages 50-64. Senior Friends needed help determining a new name, getting support from HCA management, developing an overall strategy, and managing three pilot programs.
Strategies & Tactics	Provided counsel relative to brand strategy, marketing, and a new name geared toward the stated target audience Helped Senior Friends change the focus of the organization from primarily travel to 50+ health Developed new collateral, brand materials, and other external communication strategies Recommended internal communication strategies to ensure smooth transition from Senior Friends to the redesigned program Managed three pilots under the new name and brand
Results	Based on the success of the pilots, HCA is moving forward with the restructured program under the name "H2U" starting in January 2005 HCA learned successful strategies for attracting their target audience The pilots succeeded in increasing membership and awareness of health for 50+ population