Watermark Retirement Communities manages 72 independent senior living and assisted living communities across 22 states nationwide, nine of which were located in the greater Rochester area through 2023. Watermark approached McDougall Communications with the goal of creating a steady cadence of positive media coverage aimed at boosting awareness among seniors and their adult children about these extraordinary, innovative communities where people thrive.

Our team—in conjunction with representatives from each of the nine communities—worked to mine unique, meaningful, and memorable stories worth pitching to local media outlets on a monthly basis. We counseled the Watermark team, helping them to understand what makes a story worth pitching as with nine communities in the region, we were faced with the possibility of inundating and oversaturating a finite number of local media. Managing expectations among the Communities was imperative to their long-term success.

Since partnering with Watermark, McDougall Communications has helped to secure media coverage in 100% of both local digital and print publications, making them a top-of-mind resource for journalists covering related topics.