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This one day symposium will bring together sales, marketing and communications members from DC, Maryland and Virginia.
What to Expect
- Deep dives into timely topics like omnichannel marketing and communications around building projects
- Peer-driven roundtables to surface real-world solutions and share what's working now
- A behind-the-scenes tour of Westminster Canterbury Richmond’s recently completed major building project
- Networking throughout the day with professionals who speak your language
Who Should Attend?
- Marketing & Communications Professionals
This event is open to provider members, non-member providers, sponsors, and business members. Opportunities like this are just one of the ways we invest in our sponsors and business members, by offering meaningful connection, visibility, and shared learning.
Not a member yet? Let’s talk about how joining can open the door to events like this…and so much more. Email us to set up a call today and learn more about Sponsorship and Business Membership.
Cost
$179 for members | $379 for non-members | $279 for business members/sponsors
Hotel Room Block
Hilton Garden Inn
4050 Cox Road, Glen Allen, VA 23060
Click to Book Online
Dinner
Our friends at FIVE19 invite provider attendees to join them at a local restaurant for a fun evening of catching up and networking over a delicious meal on September 16. When you register for the event, let us know you’re coming so we can save you a seat and send you all the details!
Don't Delay!
- Registration closes one week prior to the event on September 10, 2025!
Agenda
| 8:30 - 9:00am |
Registration and Light Breakfast
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| 9:00 - 9:30am |
Headlines & Human Moments
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9:30 - 10:30am
(Presented by FIVE19)
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How to Ensure Your Marketing Performs Well on Any Platform: Measuring ROI on Senior Living Marketing Tactics
You’ve invested time and resources into marketing, but how do you know it’s truly working?
If you’ve ever questioned which tactics are paying off and which need rethinking, this session is designed with you in mind.
In this session (that includes opportunities for hands-on work!), you’ll have the opportunity to assess your current marketing efforts, set clear KPIs, and uncover the strategies that are driving results in senior living today. You’ll
walk away with a sharper understanding of what’s working for your community, what’s not, and how to optimize for better performance across any platform.
Whether you’re leading marketing efforts solo or as part of a team,
this session gives you the tools and clarity you need to move forward with confidence.
Learning Objectives:
- Implement best-performing marketing tactics for senior living communities
- Identify key tactics you will implement for your marketing efforts
- Have established KPIs for your marketing efforts
- Have a greater understanding of what is working well for your community and what needs improvement
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10:45 - 11:45am
(Presented by Spark + Buzz Communications)
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In the Age of AI, Humans Matter More Than Ever
From auto-generated content to chatbot tours, AI is flooding the marketing space with promises of speed, scale, and personalization. But in senior living, where decisions are deeply emotional and trust is paramount, AI often falls flat—or
worse, damages relationships.
In this candid session, we’ll dive into the good, the bad, and the ugly sides of AI—examining what truly works and where it falls short. We’ll separate the hype from reality, exploring both the promising breakthroughs and
the pitfalls, all while reaffirming that authentic human connection—not just algorithms—is the heart and soul of effective marketing.
Learning Objectives:
- Evaluate the risks and rewards of AI in senior living marketing.
- Understand where AI can streamline operations and where it can erode trust or harm your brand reputation.
- Spot the red flags: when AI is inaccurate.
- Learn to double-check AI's facts, as well as the accuracy of any images it creates.
- Build a human-centered AI strategy rooted in empathy and integrity.
- Walk away with practical guidelines for using AI as a tool—not a replacement—for authentic, compassionate communication with older adults and their families.
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| 11:45 - 12:45pm |
Lunch and Tours of Westminster Canterbury Richmond
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12:45 - 1:45pm
(Presented by Atlantic Shores Retirement Community)
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Throwing Out the Playbook: A Fireside Chat with Cameron GwaltneyWhen Cameron Gwaltney stepped into his role as Director of Marketing & Sales at Atlantic Shores, he didn’t just adjust the marketing playbook—he tossed it out completely. In this fireside chat, Cameron will share how fresh, bold strategies reshaped Atlantic Shores’ marketing approach and led to extraordinary results. From creating dynamic reels that showcase authentic resident and team member engagement to building stronger relationships through storytelling, Cameron’s modern vision demonstrates how innovative marketing can transform community visibility and impact. Learning Objectives: - Understand how reimagining traditional marketing strategies can drive engagement and results.
- Learn practical approaches to leveraging digital platforms like reels to strengthen community storytelling.
- Explore ways to cultivate deeper resident and team member connections through authentic, people-first marketing.
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2:00pm - 3:00pm
(Presented by John Burns, President & CEO of Westminster Canterbury Richmond)
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Innovative Communication Strategies for Complex Construction Projects: A Case Study from Westminster Canterbury Richmond
Construction projects are inherently disruptive—often loud, messy, and unpredictable. But communication around them shouldn’t be. In this session, attendees will explore Westminster Canterbury Richmond’s strategic approach
to planning and executing effective communications during a large-scale construction initiative. From community engagement to transparent messaging across diverse channels, the discussion will highlight methods used to maintain resident
satisfaction and boost staff morale amid ongoing disruption. Participants will gain actionable insights into proactive planning, stakeholder alignment, and message consistency—essential tools for navigating the challenges of construction
with confidence and clarity.
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Download the Full Agenda
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