TO: Rose Cicak, Otterbein Homes RE: Avalon Clearcreek ... · Confidential Not For Distribution 1 of...

Confidential Not For Distribution 1 of 17

e) [email protected] Navianz & PR~Link p) 859-431-9090 w) navianz.com pr-link.com

8190 Beechmont Avenue #361 ~ Cincinnati, Ohio 45255 f) 859-431-5880

TO: Rose Cicak, Otterbein Homes FROM: Pamela Gilchrist, President RE: Avalon Clearcreek Media Relations Summary Report

Overview: The media relations campaign for the launch of Avalon by Otterbein Clearcreek resulted in:

• 10 media placements

• More than 1.7 million impressions (2.5 million if May Enquirer story is included) • Placement value index (PVI) of more than $56,000

Placement highlights include two stories on the 6:00 p.m. news on WHIO, a front page story in the Franklin Chronicle, and a full page of photos from the dedication ceremony in the Springboro Star Press. Prior to the Clearcreek opening, PR~Link worked for several months to negotiate inclusion in a special Baby Boomer report in the Cincinnati Enquirer. The feature ran as the top, above the fold, front page story in the Sunday, May 18, 2008 edition; and continued on A10 for another full page. The retirement living story included Avalon and quoted SVP Hreben. The Sunday edition has a readership of 808,500 according to its website. By adding the July launch impressions and the Cincinnati Enquirer feature story in May, the combined impressions total 2,552,020. Three additional placements that were pending at the time the report was developed could have resulted in an additional 321,500 impressions and additional placement value of $14,972. Additionally, there were four future opportunities which could be followed up on if media relations efforts continue. Media Relations Results:

OHI Avalon Clearcreek Launch Media Placements

Media Outlet Date Audience PVI

Cincinnati Enquirer Sunday Edition 5/18/2008 808,500 $7,200.00

Lebanon Western-Star 7/10/2008 16,000 $29.10

WHIO-TV: NewsCenter 7 at 6:00 (live remote) 7/11/2008 73,610 $14,000.00

tcnewsnet.com (Springboro Sun Web site) 7/14/2008 n/a n/a

Franklin Chronicle 7/17/2008 3,000 $1,260.00

Cincinnati Enquirer 7/18/2008 440,000 $800.20

WHIO-TV: NewsCenter 7 at 6:00 7/18/2008 73,610 $14,000.00

Dayton Daily News 7/20/2008 173,200 $558.00

daytondailynews.com 7/20/2008 917,100 $65.00

Springboro Star Press 7/24/2008 2,000 $2,550.00

Cincy Magazine 9/00/2008 45,000 $16,050.00

Total 2,552,020 $56,512.30

December 18, 2008




Pending Placements

Cincinnati Magazine September 297,500 $14,875.00

Lebanon Western-Star Unable To Track 16,000 $29.10

Springboro Sun Unable To Track 8,000 $27.90

Possible Future Placements

WCPO - Carol Williams Health Segment

WKRC - Liz Bonis Health Segment

WVXU

WYSO

Preparation:

• Developed strategy of focusing on media day with follow-up surrounding dedication with Otterbein communication team

• Managed project list and action items for media day • Booked videographer and photographer for Otterbein Lebanon residents’ visit to the

neighborhood for use in marketing materials. The photographer was a backup that PR~Link obtained with less than 24 hours notice.

• Directed videographer and photographer on materials needed from Otterbein Lebanon residents’ tour

• Developed b-roll from video of residents’ tour, formatted tapes of b-roll for each Cincinnati and Dayton television station’s preference

• Created display boards from photos taken of Otterbein Lebanon residents’ tour

• Developed media kit materials for media day, including: media alert, news release, research summary, Jill Hreben’s bio, and a b-roll description

• Created maps and directions to neighborhood, posted on PR~Link’s Web site in lieu of OHI’s Web site, which didn’t have posting capabilities

• Developed media list for Cincinnati, Dayton and Warren County targeting key reporters interested in launch from aging, health, Warren County growth and business growth angles

Pre-Launch:

• Drafted 3 different media pitches focused on a variety of news angles, sent out as e-blasts to media list

• Conducted media outreach to more than 35 media outlets in the Cincinnati and Dayton markets – more than 175 individual reporters.

• Delivered media kits and b-roll to all Cincinnati and Dayton television stations • Staged house day before media day, including setting up loop tape on a large screen monitor • Had pre-event meeting with Otterbein communication team

Launch (Media Day):

• Held Media Day Friday, July 11 • Results included: live remote with WHIO, interviews with three local newspapers on site

• Conducted on-site office calls, scheduling • Liaison between media and OHI • Adjusted on the fly when spokesperson’s schedule changed abruptly • Stood in as spokesperson when back-up spokesperson was double-booked

• Cleaned up house at end of media day Launch (Dedication):




• Created media kit for Avalon by Otterbein Clearcreek dedication event, including: news release, media advisory, fact sheet, research summary and Jill Hreben’s bio

• Distributed news release on Marketwire to all Ohio media outlets – including links to photo album

• Conducted follow-up outreach to all media outlets, with a strong focus on media who were unable to attend media day

• Created map and directions to parking for dedication, posted on PR~Link’s Web site in lieu of OHI’s Web site, which didn’t have posting capabilities

• Attended dedication event • Managed media in attendance at dedication

Post-Launch:

• Buttoned up outstanding items for reporters and OHI • Monitored coverage

• Sent thank you notes to reporters • Developed tracking reports • Prepared coverage report and clip book

Challenges: There were several large events occurring during the Clearcreek launch that competed for media attention, including:

• Obama visited Dayton

• Extreme Makeover Home Edition was in West Chester all week with live remotes from WCPO, who is normally a strong media partner

• The NAACP conference was hosted in Cincinnati • McCain visited Cincinnati

• Warren County Fair Next Steps:

• Offer new angle, such as resident move in, for pending interviews: o WCPO o WKRC o WVXU o WYSO

• Review plan to date • Identify fall focus areas • Monclova media relations




Avalon by Otterbein Clearcreek Launch Clip Book




1. NewsCenter 7 At 6:00 DMA: 62WHIO-TV CH 7 (CBS) Dayton 07/11/2008 06:00 PM - 06:30 PM Est. Audience: 73,610

[CC] 00:05:03 As people age the meaning of home takes on a new perspective. In Centerville there’s a new community that could offer family a different setting for an elderly or sick loved one. News Center Seven’s Anton Day is live with the story Anton? This neighborhood looks like one you would find almost anywhere...however these are nursing homes. Rosemary Cicak comments about the Avalon and what the goal of the neighborhood is. Talks about training and the staff. The kitchen and bedrooms offer a new, safe way of living. This is the third facility of its kind in Ohio. 00:05:38




REAL ESTATE NOTEBOOK

Green building on agenda for Otterbein event By Tim Tresslar Staff Writer Sunday, July 20, 2008

Decked out with fireplaces, dens, dining rooms and backyards, the new Avalon by Otterbein concept being rolled out in Warren County doesn't exactly scream "nursing home." At least that's the hope of Jill Hreben and other Otterbein executives. Hreben said the homes are meant to appeal to people who don't want to live in a more institutional setting with such features as shared rooms, nursing stations and set mealtimes. Otterbein plans to open the Avalon in Clearcreek Twp., Warren County, in early August, she said. A similar one on the Atrium Medical Center campus should be completed this year. Otterbein executives also want to develop a fourth center in Warren County, possibly around Loveland, but haven't selected a site, said Jill Hreben, a vice president with Otterbein. While the Avalon is meant to provide a more homelike atmosphere, it also is a licensed skilled nursing home with nurses and other professionals available, Hreben said. Advanced Technology Systems renews lease Advanced Technology Systems Inc. has renewed its lease at the Acropolis at Fairfield Commons for one year, according to the property's owner. The lease covers a 2,500-square-foot space in the Acropolis, located in Beavercreek and owned by TIC Properties LLC, a Greenville, S.C.-based company. TIC purchased the seven-building commercial complex in 2006 for $34 million. The properties are 93 percent occupied, said John Skul, a spokesman for TIC Properties. Green building symposium scheduled A green building symposium will be held in Miamisburg on Aug. 8-9. The two-day event is being presented by the Home Builders Association of Dayton and the Miami Valley as well as the Energy and Environmental Building Association. It will be held at the Holiday Inn, 31 Prestige Plaza, near Dayton Mall, organizers said. For additional information on times, classes or fees, visit www.HBADAYTON.com or www.EEBA.org. Staff writer Tim Tresslar covers commercial and residential real estate for Dayton Daily News. His Real Estate Notebook appears every Sunday. He can be reached at (937) 225-7317 or via e-mail at [email protected].

Find this article at: http://www.daytondailynews.com/b/content/oh/story/business/2008/07/19/ddn072008realestate.html




Issue Date: My Turn June 2008, Posted On: 5/22/2008

Home, Home on the Ranch More and more aging boomers and empty nesters say 'No stairs, please' http://www.cincymagazine.com/ME2/dirmod.asp?sid=2CE771F28E0D4281817E2E034A9C57C6&nm=Archive&type=Publishing&mod=Publications%3A%3AArticle&mid=61465020993F438B9FCD60C66CC58CDC&tier=4&id=A55567BE0BD54043A6FF23061D171835 Felix Winternitz The single-level home — that staple of post World War II suburbia — appears to be making a healthy comeback. While single-story houses fell out of favor with ever-expanding families in the 1980s and '90s — in other words, those who favored McMansions where the kids could practically disappear into the upper level rooms — the trend is now reversing. Chalk it up to a need for aging baby boomers to simplify and downsize, and a desire to avoid falling on stairs — the most common cause of injuries among Cincinnatians of a certain age group. The Avalon by Otterbein — a set of four “small house neighborhoods” in Warren County — is representative of the trend. “These are single-level ranches,” points out Don Gilmore, president and CEO of Otterbein Retirement Living Communities. The Avalon is a residential community setting with all the health care services of a traditional nursing home, but with a twist: Each Avalon neighborhood is designed as a cul-de-sac of five houses with 10 residents in each house. A maximum of 50 residents will share each neighborhood. “The small house model will be much more acceptable to boomers than the traditional nursing home setting,” continues Gilmore. “You get up when you want to get up, you eat lunch when you want to eat lunch. The focus is on autonomy and choice.” James Burton, owner of Home Instead Senior Care in Mason, totally agrees: “It’s often the case that people have to move out of their home of 30 or 40 years expressly because of the stairs.” Retirement communities aren’t the only example of single-level living. Now homebuilders are getting into the “The trends for baby boomers is to downsize from a current large home and move into a single-story home with lots of upgrades available to them,” says Susan Neff, sales and marketing director for Liberty Grand Villas in West Chester. “We like to say ‘upgrade your downsize’ because this group is looking for a new lifestyle.” At the Woods on Wilkens, a $30-million condominium development from Gridiron Developers in Deerfield Township, the single-level aspect figures very much in the marketing of the community. The two-bedroom, single-floor condos feature cathedral ceilings, comfy dens and sun rooms, and such features as low bathtubs and cabinet space to accommodate aging homeowners. General manager Peggy Singson notes that a clubhouse and fitness center assures “there’s a sense of community here. The clubhouse, which is open 24/7, is where residents can meet other seniors and even have coffee together at breakfast.” “We serve the empty-nesters, ages 60 to 80,” adds Gridiron President Mike Gates, explaing The Woods’ mission. Residents such as Elizabeth and Cliff Klutts, both in their mid 60s, put a face on the lifestyle decision. Upon buying their condo at The Woods for $300,000, they quickly sold off their two-story, five-bedroom home in Lebanon.




Other local development companies are following suit, offering ranch condominiums at subdivisions such as the Heritage Pointe community in Mason, The Grove of Montgomery, Villages of Classic Way in Hamilton Township, and Walden Ponds in Fairfield Township. A recent study by Vista Market Intelligence, in fact, indicated that 89 percent of the baby boomers surveyed said they’d prefer a master bedroom on the main floor of their next home, and 79 percent wanted a one-level house. As boomers turn into their 50s, 60s and 70s, the appeal of the single-story home is obvious: Homeowners can save on heating bills, get rid of the household clutter, and perhaps most importantly, cut down the risk of falling. Older buyers and empty nesters who are looking to devote less upkeep on the exterior also contribute to the trend. A condominium “will provide them more leisure time, in that they no longer want to worry about shoveling snow, mowing grass and exterior repairs,” agrees Neff at Liberty Grand Villas. “A condominium community serves this purpose in allowing them a new home, freedom from the daily exterior work and, best of all, new friends and a clubhouse with pool, fitness center, media room and a social calendar.” COMING FULL CIRCLE “One-level living is an exciting new trend in real estate that offers home-buyers a variety of options from smaller spaces to conveniently accessible floor plans to sprawling open spaces,” suggests Realtor Phyllis Alexander abut the homebuying trend among aging boomers. In fact, the Census Bureau reports that 74 percent of all boomers spent at least some of their childhood in a one-level home, meaning the decision now to return to a single level is a means of coming full circle. The ranch style has its origins in the Spanish colonial ranchos of the early 19th century, which were adobe dwellings with deep overhangs to block out summer sun. Architect Frank Lloyd Wright developed the style into his broad, horizontal Prairie School homes, especially the modern Usonian homes he designed for his middle-class clients (including one such home in the Gaslight Clifton district). As American soldiers returned from World War II and received federal help to purchase their starter homes, builders sought to fill the tremendous need by favoring the ranch as simple to design and economical and quick to construct. The GI Bill helped finance the suburban home trend as well as the boom in babies. Flash forward to 2006, when the Census Bureau announced the oldest of the baby boomers – the generation born between 1946 and 1964 – officially began to enter their 60s. Some 7,918 Americans now turn 60 every day, and all are looking to chip away at the average $2,695 they spend on medical expenses every year. FEAR OF FALLING The single-level lifestyle can be, at least in part, a medical decision. Among the materials that at least one builder hands out to prospective homeowners is a photocopy of a report that states falls account for 90 percent of all hip fractures among seniors. Consider this: In Hamilton County alone, falls are responsible for more emergency room hospitalizations of older adults than any other cause, even outpacing traffic accidents. The highest rate of Cincinnati hospital stays due to falling occurred among females ages 55 to 64 years, according to a Hamilton County Health Department survey of hospital records for the years 2000 to 2004. As older adults look to reduce their risk of falling and cope with the realities of aging (knee surgeries, arthritis and other impediments to climbing up to a second story), single-level homes seem an obvious way to go. Some developers are using the catchphrase “transitional living,” which is defined as a floor plan connecting into one flowing space. Spaces in a transitional home as largely clean and straight, with only a few curves. The transition to the single-story house has even spawned its own magazine, Atomic Ranch: Midcentury Marvels, devoted to celebrating stylish living in what was the most popular style of home for half a century. Stories in the current issue include “Atomic Aussie: New Construction Down Under Channels the 1950s” and “Russel Wright, 20th-Century Tastemaker: The Designer’s Daughter on Growing Up Wright.”




The magazine’s editors seek to bust the myth that all such homes are simple single-story boxes with uncomplicated angles and no sense of style. In other words, ranches don’t necessarily have to be humble. “My belief is the boomer population will really redefine retirement living,” concludes Gilmore of Otterbein Retirement Living Communities. “It will be entirely different than that of their parents or grandparents.” Or to put it another way, flat is just fine by them. Retirement Checklist As you plan for your retirement, keep these agenda items in mind: Update wills, put in place trust agreements, and powers of attorney for healthcare and financial concerns Explore long-term disability care insurance Review life insurance policies Estate planning – make sure all beneficiary designations are correct (I.e. “current spouse”) and minor children are covered by custodial account or trust Understand that insurance (like an Irrevocable Life Insurance Trust) can be a great tool for replacing some of the wealth lost by Federal estate taxes




Issue Date: My Turn September 2008, Posted On: 9/5/2008 http://www.cincymagazine.com/ME2/dirmod.asp?sid=2CE771F28E0D4281817E2E034A9C57C6&nm=Archive&type=Publishing&mod=Publications%3A%3AArticle&mid=61465020993F438B9FCD60C66CC58CDC&tier=4&id=614CDD73870E4465AA499B91CC7EC03A

Smaller Houses Grow Big Avalon by Otterbein, others join the trend By Sarah Beckman It’s a difficult transition for everyone when an elder reaches the point in life when living on his or her own becomes too difficult to manage. For family of the elder, the decision of whether or not to place their family member in a nursing home is a stressful one. For the elders, the feeling of losing their independence, their home, and their own routine is discomforting. Southwest Ohio, however, is seeing a revolution in elder care through the Otterbein Retirement Living Communities, which is opening an Avalon by Otterbein small-house neighborhood in Warren County.

The Avalon by Otterbein small house neighborhoods combine al l of the amenities of home so that elders can maintain as normal of a life as possible, despite being in nursing care. While traditional nursing homes are designed in a hospital style, the Otterbein neighborhoods look like traditional, suburban neighborhoods located within familiar residential locations. Each Avalon by Otterbein neighborhood is a group of five one-story homes grouped around a cul-de-sac. Jill C. Hreben, senior vice president for strategic management, discusses the benefits of small houses for nursing care, saying, “The hospital mode is not designed for people who want to stay for a long time. Otterbein has been on the forefront to change long-term care … Human beings, by nature, aren’t designed to live in institutionalized settings. The hospital model [of nursing homes] will evolve into a smaller home setting.”

Each 7,000-square-foot house is home to 10 residents, who each have their own private bedroom and bathroom. Each of the residents has the freedom to pick their own paint colors and to bring their own furniture for their private room. The homes each include an open living-dining room and kitchen, a den, a great room with vaulted ceiling and fireplace, a residential cooking area, and a spa/physical therapy room.

Because the small houses are houses and not large, institutionalized buildings, the distances are short and easy for the residents to walk. “It’s restoring rehabilitation. People who weren’t walking in a traditional nursing home are walking now,” comments Hreben.

There are many benefits to the small houses being home to only 10 residents, the most important being the independence the elders are able to maintain. They have the freedom to make their own choices, which is not the case in traditional model nursing homes, where hundreds of residents live. Hreben uses breakfast as an example of the independence the small houses provide: “We restore choices that are difficult to exist in the traditional model. In the traditional model, they have to prepare a hundred meals for breakfast, so everyone has to get up at the same time. In the small-house model, because there’s only 10 people, it makes it easy to serve breakfast. You don’t have to make it all at once, and you can serve it as people get up.”

In addition to the residents creating the menus, which include their own favorite recipes, they are also given the liberty of being able to choose what activities they want to do. Each house has a bus that takes the residents to group activities, such as sporting events, and a quality of life coordinator finds out what each individual resident likes to do and gives them the opportunity to pick their own activities. “I have a resident who moved from a traditional model into a small house,” Hreben adds, “and he said, ‘I love this place because I’m my own boss again.’ "

TO: Rose Cicak, Otterbein Homes RE: Avalon Clearcreek ... · Confidential Not For Distribution 1 of...

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