ATRIUM VILLAGE THROWS SENIOR PROM

In collaboration with Atrium Village's Life Enrichment Director, Black Dog Strategies endeavored to transform the traditional senior prom into an unforgettable experience for senior living residents who had missed out on this milestone event in their youth. Leveraging strategic media relations, we aimed to not only create a memorable event but also to generate widespread coverage that would showcase the heartwarming story to audiences nationwide.

Our media strategy began with a targeted pitch to the Today Show, offering them an exclusive opportunity to cover the "real senior prom" event. Simultaneously, we reached out to People Magazine for an exclusive print feature, recognizing the influence and reach of both outlets. To maximize impact, we strategically withheld engagement with local media until after the national coverage had aired, leveraging the halo effect to amplify our story's resonance on a local level.

Leading up to the prom, we orchestrated a series of engaging activities designed to provide various story angles for media coverage. From heartwarming "prom-proposals" to dress shopping expeditions and dance lessons, each element was meticulously planned to showcase the residents' excitement and anticipation. On the day of filming with the Today Show, we ensured seamless coordination, supplementing their professional production with behind-the-scenes footage captured using iPhones and professional photography.

The culmination of more than two months of meticulous planning and coordination, the senior prom initiative garnered significant attention from both national and local media outlets. The Today Show's coverage provided a touching narrative that resonated with audiences across the country, while People Magazine's print feature added further prestige to the event. Locally, targeted outreach to publications such as JMORE Jewish Living and The Afro ensured that the story reached the hearts of the Baltimore community.

Beyond its media success, the senior prom initiative served as a powerful marketing tool for Atrium Village, igniting prospect and referral activity. By showcasing the community's commitment to enriching the lives of its residents, the event reinforced Atrium Village's reputation as a caring and vibrant senior living destination.

Through strategic media relations and meticulous event planning, Black Dog Strategies successfully transformed the concept of a senior prom into a heartwarming reality, leaving a lasting impact on residents, the community, and Atrium Village's marketing efforts.