The Role of Faith in Choosing Independent and Assisted Living Stacey Dove Jones University of St. Thomas Master of Business Communication Final Project May 15, 2006

Problem Cerenity Residences do not strongly promote faith or religion in its marketing and communications. Cerenity Residences do not strongly promote faith or religion in its marketing and communications.  Is religion something seniors are looking for in Independent & Assisted Living?  If religion or faith is a factor, how should it be communicated?

Research Question Do tenants choose Cerenity primarily because the Residences are faith-based?

 Independent living  Assisted living White Bear Lake Marian of Saint Paul – St. Paul South St. Paul Humboldt – St. Paul Cerenity Residences

Literature Review  There is a link between seniors’ spirituality and happiness  Spiritual seniors appraise their own health as good  A belief in a higher power results in positive health affects

Spirituality at Cerenity  All four Residences are faith-based  All have a spiritual care staff and program

Key Issue: What about people of different faiths?  How can we be inclusive of all faiths?  Will our emphasis alienate people of different faiths or beliefs?  How much faith or spirituality is appropriate?  Should faith be communicated at all?

Methodology Sent 210 written surveys (19 questions) to *Independent & Assisted Living tenants *Included only tenants who made their decision to live at residence *No survey for tenants with memory loss Received 144 surveys (68% response rate)

Results Top 3 Reasons for Choosing Cerenity Residence: Location 35% Location 35% Faith-based 19% Faith-based 19% Friendly Staff 19% Friendly Staff 19%

Results In your search for independent living or assisted living, how important was it that the Residence you choose be faith-based? 64% Very or somewhat important 8% Undecided 28% Very or somewhat unimportant

Results My spiritual needs are met at my Residence. My spiritual needs are met at my Residence. 60% Strongly or Somewhat Agree 34% Undecided 6% Strongly or Somewhat Disagree 6% Strongly or Somewhat Disagree

Results I participate in the following activities at my Residence: I participate in the following activities at my Residence: 41% Catholic Mass 29% Non-denominational services 24% Rosary 19% Bible study 23% None of above

Answer to Research Question Tenants do consider faith to be a primary reason for choosing to live at their Cerenity Residence.

What about Religion in Marketing? We know that faith is a factor in choosing a Cerenity Residence, however, should we “advertise” it? We know that faith is a factor in choosing a Cerenity Residence, however, should we “advertise” it?

Results My Residence should promote the fact that it is religious or faith-based in its advertising and communications. My Residence should promote the fact that it is religious or faith-based in its advertising and communications. 47% Strongly or Somewhat Agree 47% Strongly or Somewhat Agree 39% Undecided 39% Undecided 14% Strongly or Somewhat Disagree 14% Strongly or Somewhat Disagree

Summary  Faith-based was a top-three reason for choosing Cerenity.  68% said faith-based was important in choice  60% said spiritual needs are met at Cerenity  High participation rate in spiritual activities.  Faith-based and religion do make a difference to tenants, however, the majority of tenants are unsure if it should be advertised.

Recommendations for Cerenity  Conduct tenant focus groups to discuss faith-based messages  Examine faith-based message so that people of all faiths feel welcome  If appropriate, stronger promotion of faith and religion with tenant input

Questions?