On Lok

Project Description

Challenge

On Lok, Inc. is a 46-year-old, community-based, not-for-profit senior healthcare organization based in San Francisco. Its mission is to keep seniors in their homes – where they can lead independent, active lives – for as long as possible. On Lok hired Landis Communications Inc. (LCI) in 2015 to drive communications efforts as it seeks to increase overall awareness, donations and participation in its programs and services.

Strategy

LCI developed an extensive PR campaign which sought to leverage:

* On Lok Lifeways’ role as the innovator of the Program for All-Inclusive Care for the Elderly (PACE), helping shape a new model of care for low-income, frail seniors

* Relationships with civic leaders and key government organizations to keep On Lok “top of mind”

* 30th Street Senior Center – largest center of its kind in San Francisco, improving the lives of seniors from all ethnic groups

* On Lok’s Bay Area expansion/renovation projects, as evidence of a growing company that’s working to meet the needs of seniors

* The stories of those using and benefiting from On Lok’s services

* Myriad events and activities sponsored by one of On Lok’s six Bay Area locations

Tactics

LCI employed a number of tactics to drive brand awareness, increase exposure for fundraising opportunities and position On Lok’s senior team as thought leaders in senior healthcare. Among them:

* Insert commentary from On Lok’s senior leadership team (led by newly appointed CEO, Grace Li) into the regular news cycle – to ensure that stories regarding key policy discussions which impact seniors will feature the organization’s perspective

* Manage an ongoing bylined article campaign to magnify the executive team’s voice across relevant publications, as well as through On Lok’s multiple social media channels

* Identify and pitch for coverage of On Lok’s multiple business units, including 30th Street Senior Center, On Lok House and multiple Bay Area PACE Centers

* Facilitate introductions to Bay Area movers and shakers – from the Mayor’s office to the Dept. of Human Services’ Office on the Aging – to ensure On Lok’s perspective is part of conversations that are shaping policy decisions which impact seniors

* Drive interest in fundraising events, including the Sustainable Long-Term Care Conference, Boomers and Beyond and On Lok’s annual gala

* Extend coverage opportunities by targeting key ethnic and other special-interest media

Results

LCI’s ongoing efforts help to ensure On Lok maintains and increases its position as a leader in senior care. For example, the team:

* Secured On Lok commentary in local/national senior healthcare-related stories, including:

- Front-page story in the San Francisco Chronicle

- The New York Times, The Washington Post, Huffington Post, POLITICO

* Secured multiple bylined articles, written by On Lok senior executives and published via LinkedIn and vertical publications such as CIO Review

* Encouraged local government officials to participate in events

* Achieved a tenfold increase in brand awareness through:

- Media sponsorships and PSAs

- Numerous media placements with local/regional TV, radio, ethnic media, local/regional newspapers/magazines, business publications and more

- Event coverage

- Special interest publications (ethnic media, senior publications, etc.)

- Thought leadership program, via trade publications and social media

To view more coverage, please click here.

Testimonial

“LCI has done a phenomenal job for On Lok. We’re very, very happy with your team’s work, which has been noticed from the very top of the organization. The initiatives LCI has undertaken ensures that we get down deeper and make better connections within the organization and with the community at large.”

- Roy Alojado, On Lok, Inc.

Project Details

Date:

Client:

Skills:

Category: