New Senior-friendly Website and Branding Program the Result of Detailed Research into How Retirees Seek Out Resources Online
Online PR News – 01-December-2010 – – BERKELEY, Calif. (December 1, 2010) – RadiantBrands (www.radiantbrands.com), a full-service creative interactive branding agency that builds brands and campaigns online and off, today announced the completion of a new online brand presence for Miami-based Seniority Matters (www.senioritymatters.com), an online resource site for senior citizens throughout southern Florida. The branding initiative included delivery of an easy-to-use interactive website designed to be highly accessible for seniors, as well as design and marketing strategies to help Seniority Matters connect with prequalified service providers throughout southern Florida.
According to the Pew Research Center, 78 percent of today’s web users are between the ages of 50 and 64, and 42 percent are over the age of 65, with more than 95 percent having a household income of $75,000 or more. To meet the needs of this growing group, RadiantBrands helped Seniority Matters create a personal, local online referral resource for area seniors, connecting South Florida’s older residents and their families to services, social programs, and activities through searchable directories and an online community. As part of the web design project, RadiantBrands conducted substantial research to learn more about seniors’ behavior online, including how seniors use computers, their intuitive approach to the mouse and keyboard, and how they navigate the web. The research also explored color, contrast, type size, and other considerations for older people whose vision changes with age.
Seniority Matters contracted RadiantBrands to not only develop a great website optimized for senior visitors, but also to define and develop strategies that would appeal to the needs of seniors and their families. After conducting detailed research into how senior users and their families would use the website, RadiantBrands created an online destination that provides easy access to information about home health care and residential services, local events, lifestyle and concierge services, residential services, and much more.
As part of its research, RadiantBrands was able to identify graphics, typeface, colors, and other graphic elements that would be easiest to read, and how to organize interactive content into a single, easy-to-use web portal. The site not only includes a directory of area services, but an online community area where members can participate, called the Living Room, featuring articles, a community discussion board, blogs, reviews, a calendar section, and much more. The Mature Market Resource Center (MMRC) recently awarded Seniority Matters with a bronze New Product & Technology Award in the website category for its innovative service to older adults and their families.
“Seniors are becoming an important but underserved market and are increasingly searching the web for resources,” said Steven Donaldson, a principal of RadiantBrands. “Through our market research, we were able to create an attractive online destination for Seniority Matters that is more than just a source of information; it’s an online community focused on the lives of seniors in the south Florida area. The site is not only easy to read and easy to navigate--- it includes interactive and social media elements that we know seniors are looking for to help them get connected online. It’s also a great resource for children of older parents seeking to find solutions to their parents’ aging needs.”
RadiantBrands is a full-service interactive creative agency with over 25 years of experience in creating and implementing brands in a wide range of environments from print to retail to interactive. Their philosophy of understanding what experiences motivate customer loyalty is driven by their use of research, interviews and strategy to create memorable and compelling brands. RadiantBrands specializes in helping its clients build brands that illuminate their value. An atypical branding and design firm, RadiantBrands combines disciplines such as brand strategy, strategic design, and integrated marketing, working with clients to expose their unique brand and reach customers through naming, brand identity, communications, and web and online media – anywhere the customer encounters a brand experience. RadiantBrands works with start-ups to Fortune 500 companies in healthcare, technology, retail, financial services, B2b and B2C, and other segments, helping them define their unique market value using research, strategy, and creativity.
RadiantBrands is based in Berkeley, California. For more information, visit RadiantBrands online at www.radiantbrands.com.
Woolf Marketing & Media