“Stories matter most—in particular, customer or personal stories—when you want to make an impact and build a relationship with your audiences.”
The American Senior Communities Story
I was hired to produce, write and provide the voice-over for six service-line videos for American Senior Communities, which operates 29 senior living communities in Indiana and Kentucky.
The Plan
I researched American Senior Communities (ASC), learned about each of the six services, pre-interviewed the directors for each provided service, and solidified stories to tell from seniors who have had life-changing experiences because of ASC’s programs.
Stories matter most—in particular, customer or personal stories—when you want to make an impact and build a relationship with your audiences. If people emotionally connect with you because of your stories, it is a game changer. Some studies have shown as much as 90% of our decision to buy is based on the emotional connections we feel through business’s stories.
As a journalist, I identified the specific story angles that would emotionally connect with other Seniors looking for a home in their older years. Then, I put together a production plan to go on-site with a photographer to produce each story.
Results
American Senior Communities used each story to help attract more seniors to choose their living communities.
