Thirteenth International Conference on Interdisciplinary Social Sciences

Abstract

Adult Resource Alliance (ARA), the senior services organization for Yellowstone County in Montana, won a ballot initiative for increased funds for more services such as Meals on Wheels and their four senior centers in June of 2016. At the same time, they asked the students of Montana State University Billings to develop the strategy and positioning to broaden their appeal to a younger target audience. The area population was aging and shifting in terms of attitudes and behaviors from baby boomer to generation X. The students determined the main problem was that adults over age fifty-five were not aware of, nor did they recognize themselves as needing or benefiting from the services of ARA. Therefore, community services were not being utilized. 50.8% of seniors respond negatively to the word “senior.” Secondary research revealed the need to change services offered and the names of the centers to something other than “senior.” Primary research focused on self-actualization and attitudes towards prime of life for ages forty to seventy. 304 responses to a random sample email survey provided results to better understand attitudes about modern aging and direct creative concepts for a new positioning effort. The new slogan for ARA became “keeping up with you.” The changes to the services and branding campaign are being launched in the summer of 2017. Most of the students graduated in the spring of 2017 and considered this applied course as essential experiential learning as well as an important social and service contribution to their community.