Our Audience and Value Proposition
As the nation’s leading senior advisory service, A Place for Mom’s mission is to enable caregivers to make the best senior living decisions. With hundreds of senior living experts nationwide, A Place for Mom helps hundreds of thousands of families every year navigate the complexities of finding the right senior living solution for their loved one across home care, independent living, memory care, assisted living, and more. A Place for Mom is paid by the senior living communities and care providers in its network so its service is provided at no cost to families
Brand Personality
Confident without being arrogant. Assured in our knowledge and experience
Compassionate without being too emotional. Able to listen with empathy while helping move forward
Genuine and generous in sharing insights that matter most to caregivers
Your Favorite Aunt approachable and warm
Brand Strategy & Architecture
| Why we exist | Enable caregivers to make the best decision | Emotional |
| What we deliver | Personalized senior living guidance |
| How we do it | Local expert help, one family at a time |
| Brand Tone | Personal | Compassionate | Unbiased |
| Core Expertise | Family needs and dynamics | Unmatched knowledge of industry | Seamless matching process | Rational |
| Our Customer Experience | Hand-in-hand | Frictionless | On your terms |
Best Practices for Copywriting
Punctuation and Grammar:
We never shout at our customers. Therefore, we should never use all caps to emphasize, and avoid using exclamation points.
Be careful with bolding. This should only be utilized when it is necessary to highlight key content/takeaways.
D
on’t use excessive punctuation in presentations and collateral. This is most applicable to headlines and sub-headlines as well as bulleted information.
Use sentence case throughout (capitalizing the first letter of the first word in a sentence, title or phrase). The exception to this rule is for specific titles, such as Senior Living Advisor, which should always be capitalized.
Style:
Our customers are overwhelmed, and in order to move them forward we have to be concise, consistent and focused in our messaging
Avoid lengthy paragraphs and heavy amounts of text
Use bulleted lists and tables to make content more scannable
Logo:
Our logo positions A Place for Mom as a caring, empathetic, and trusted resource in the search for senior living. The logo consists of two main elements: the Dove icon and our name. The Dove represents peace, hope, and comfort; the single-line style of the icon is elegant, modern, and friendly. Our name is typeset in a traditional serif font; trustworthy and dependable.
The horizontal orientation is the primary version of the logo.
CORPORATE COLORS
Wherever possible, maintain the APFM logo in its corporate colors: Dove Blue and Nile Blue.
RGB
VS. CMYK
The logo library is organized into print and digital logo files. All digital logos use RGB color. All print logos use CMYK color.
CLEAR SPACE
The boundary that determines the minimum clear space for the logo is established by the height of the letter “P” in the logotype.
TYPEFACE
Baskerville Classico is the typeface used to create the logotype. This information is for reference purposes only. It is not intended to be used to recreate the logotype.
MINIMUM SIZE The minimum size for digital assets is 150 pixels wide. The minimum size for print assets is 1.25 inches wide.
Tagline
Our tagline, The Place for Senior Living Advice, establishes who we are and what we do. Not a physical place, but the leading industry resource for families needing advice in finding senior living options for their loved ones. Our nationwide team of Senior Living Advisors provides this advice and guidance through our industry expertise, community network, and personalized process.
Photography
STYLE AND APPROACH
Representing our families and our communities, photography is a key visual element of the A Place for Mom brand. Photography brings life and humanity to the website and all of our brand communications.
Our approach to photography is to look for images that feel warm and authentic. We focus on connections between a caregiver and parent such as warm hugs, caring looks, touching gestures. We always want to show seniors and caregivers together.
Our seniors should look comfortable and well cared for. We want to represent a diverse group of seniors and their families. Our seniors should look like they are of age for senior living, but not sick or unwell. It is a delicate balance to find the right senior individuals who look like they are in need of care but not a patient.
Settings should feel reminiscent of a loved one’s home or one of our community partner locations
We want to avoid photography that looks posed, fake or inauthentic.
Do not show seniors by themselves.
Do not show seniors who are sick or unwell, or who are in a hospital or doctor’s office setting.
Do not show seniors who look too young for senior living.
Do not show seniors who look unhappy or depressed.
Do not show seniors who look overly enthusiastic or over-excited. Do not show community settings that look fake or staged.
Do not show seniors using wheelchairs or walkers.
Brand Summary
A Place for Mom is the leading online platform connecting families searching for senior care with a team of experienced local advisors providing insight-driven, personalized solutions. As the nation’s leading senior advisory service, A Place for Mom’s mission is to enable caregivers to make the best senior living decisions. With hundreds of senior living experts nationwide, A Place for Mom helps hundreds of thousands of families every year navigate the complexities of finding the right senior living solution for their loved one across home care, independent living, memory care, assisted living, and more. A Place for Mom is paid by the senior living communities and care providers in its network, so its service is provided at no cost to families. For more information, please visit https://www.aplaceformom.com.
