The Empire State Association of Assisted Living – Establishing Assisted Living Month
Corning Place Communications, together with its government relations partner, Hinman Straub Advisors, has had a long-standing relationship with the Empire State Association of Assisted Living (ESAAL) – a not-for-profit organization dedicated to strengthening New York State’s assisted living industry and preserving the health, safety and quality of life of its 22,000 residents.
Corning Place’s began working with ESAAL to respond to a series of articles appearing in the New York Times back in 2002, criticizing the adult home industry. ESAAL did not agree with the characterizations and worked with Corning Place to set the record straight.
Since that time, Corning Place has represented the association in various ways, including developing, managing and implementing awareness campaigns designed to elevate ESAAL’s profile as a credible industry source; define the nature of assisted living in New York; and educate consumers of the importance of state’s licensing requirements.
Early this year, Corning Place proposed to ESAAL an initiative designed to educate lawmakers and local communities about the benefits of operating and residing in a state-licensed facility. Simultaneously, Corning Place recommended that ESAAL coordinate these efforts in conjunction with national Assisted Living Week, which Corning Place successfully extend into a month-long opportunity for sustained and focused messaging.
CPC set the plan in motion with the roll-out of a new video detailing the advantages of residing in a licensed facility in combination with a news release paralleling the subject. The video and news announcement received priority placement on the association’s website along with accompanying text highlighting importance of licensure.
Visibility and notoriety were further enhanced by securing a proclamation from Governor Andrew Cuomo proclaiming September as Assisted Living Month in New York. At this time, a second news release was circulated and distributed through social media channels to reinforce ESAAL’s fundamental messaging themes.
CPC also participated in an annual industry conference by leading a seminar: Preparing for the Unexpected, designed to provide tips and techniques for cultivating relationships and interacting with the media on issues specific to an assisted living environment. In addition, a complete member information packet – a “how-to guide” for Assisted Living Month outreach and event planning – was crafted and shared with the membership.
Today, ESAAL is recognized by government, industry leaders and consumers as the leading voice in the assisted living industry. ESAAL’s membership has grown to more than 250 members and is the only association that exclusively represents assisted living in New York.