This year our Creative Services and Marketing and Sales teams worked together to strengthen how senior living organizations connect with older adults, families, and their greater communities. Through strategy, design, technology, storytelling, and relationship driven outreach, we focused on work that increases visibility, improves experience, supports informed decision making, and builds trust. The highlights below reflect how both teams contributed to meaningful progress for our partners and helped set the stage for continued momentum.

Elevating Lead Generation with Performance Max

This year we enhanced our lead generation capabilities by incorporating Performance Max into our existing digital strategy. Performance Max is a goal-based Google Ads campaign type that uses automation to deliver ads across all Google channels and optimize for the strongest possible outcomes. Adding PMax to our established structure of paid search, paid social, SEO, and automated lead nurture expanded our reach and improved efficiency across the entire funnel.

By layering PMax onto an already strong digital foundation, we brought more data, smarter targeting, and adaptive creative into the process. This ensures that every channel works together to support stronger performance and better lead generation for our partners.

Improving User Experience with Real Time Site Wide Search

To further support digital accessibility and ease of use, we introduced real time site wide search across our client websites. This new feature gives prospective residents and families the ability to find information quickly and move through website content without friction.

Real time search represents our ongoing commitment to building websites that feel modern, intuitive, and centered on the needs of older adults and their families. It supports clearer navigation, faster answers, and more confident decision making for anyone exploring senior living online.

You can see this functionality in action at carolwoods.org.

Honoring Legacy and Innovation for ThriveMore

In partnership with ThriveMore, our Creative Services team designed a 42-page book celebrating the organization’s 75-year history. ThriveMore has long been recognized for pushing the envelope in senior care through innovative approaches and a deep commitment to community. This publication honors that legacy and points toward the future they continue to build.

Working collaboratively, we collected stories, archival photos, and meaningful moments dating back to 1951. From there, we shaped a visual narrative that reflects both the heritage and the forward-looking mission of ThriveMore. Every design decision supports their identity, values, and their ongoing contributions to senior living in North Carolina.

The final piece stands as both a celebration of where they have been and an expression of where they are going.

Capturing Authentic Stories Through Photography and Video

This year our photography and video team completed ten shoots across Florida, Virginia, North Carolina, South Carolina, and Texas. Each project began with understanding what makes a community distinct and how best to tell that story through people, place, and purpose.

Rather than relying on a single formula, our team adapted the approach for each location. Some projects centered on resident led experiences, others on creative, wellness, architectural storytelling, or community foundations, and many focused on the everyday moments that define life in a community. In several cases, we explored new interview formats and more conversational storytelling methods to capture voices and perspectives that might not emerge in a traditional setting.

This work supports digital platforms, print materials, and advertising, and reflects our continued commitment to finding more meaningful and creative ways to tell each community’s story in the year ahead.

Strengthening Engagement and Momentum at Beechwood

While Beechwood has been a collective effort across Tandem, our Marketing and Sales team made especially meaningful contributions this year through their focused work supporting the presales phase.

Their efforts centered on presence, connection, and thoughtful outreach, helping establish Beechwood as a trusted option across the greater area. Through Expression of Interest events, community involvement, and personal conversations, the team worked closely with prospective residents to build understanding, confidence, and momentum.

This relationship driven approach laid a strong foundation for future growth and reflects the impact Marketing and Sales can have when strategy is paired with consistency, empathy, and trust.

This work created a strong foundation for future occupancy growth and ensured that Beechwood continues to build momentum as the development moves forward.

Looking Ahead

This year at Tandem demonstrated what is possible when Creative Services and Marketing and Sales work together with shared purpose and commitment. The highlights in this review represent only a small portion of the thought, craft, strategy, and collaboration that happen every day across our teams. We take great pride in the work that does not always make it into the spotlight, the problem solving behind the scenes, and the collective effort that supports our partners throughout the year. As we look to the year ahead, we remain dedicated to helping senior living organizations communicate with clarity, connect with confidence, and grow with intention.