Comfort Keepers is a Sodexo-owned in-home senior care franchise with more than 700 franchisees worldwide. One two-territory franchisee in a highly competitive suburban area north of Philadelphia wanted to break the news that she was creating an accredited training program and expanding her office space with a training center. The center would supply her franchise with homecare workers while upping the franchisee’s ability to serve an increasingly large population of seniors. The Agency suggested using a media relations approach: pitch a local business feature story that highlighted the franchisee’s expertise in senior homecare and set the stage for recruiting students to the new training center and ultimately employment with the franchise.
“The Age of Aging in Place” was the headline of a Sunday lead business story in the Bucks County Courier Times. The article detailed the growing senior population and one woman’s dream to create a school where her future homecare workers would be expertly trained. The story brought to life Comfort Keepers’ goal “to enrich the lives of clients to maintain the highest possible level of independent living in their own homes for as long as possible” through the success and ambition of a local franchisee. The article resulted in 41,500 impressions setting the stage for new client enrollment and the first class of trainees.