CALIFORNIA NEWSWIRE (PALM DESERT, Calif.) — At the LeadingAge California conference for aging services leaders, Cynthia Thurlow, CEO and President of 3rd3rd Marketing, and Shirley Turner, Director of Sales and Marketing at Hillcrest, share real-world marketing insights, results and actionable strategies in two sessions: “No Re-Branding Required to Win Residents” on May 20 and “Inclusive Storytelling: Strengthening Trust in Aging” on May 22, 2026. Both recognized senior living marketing experts, Thurlow and Turner, discuss their approach and results in tackling the challenges senior living organizations face.
HOT TOPICS INCLUDE:
* Navigating unintentional pervasive ageism
* Positioning your product to appeal to Generation Jones, the younger end of the baby boomer generation
* Leveraging resident-centered storytelling and strategic PR
Hillcrest’s experience offers a roadmap for communities to tailor this approach to their circumstances. With fresh messaging, targeted events and updated sales strategies, it achieved record-breaking sales in 2025.
“Working with 3rd3rd, we were able to debunk the myth that you need a full rebrand to boost census and sales,” says Turner. “We empowered our sales and marketing teams to try new approaches and unlock momentum.”
Thurlow and Turner help senior living communities break the marketing status quo by reshaping perceptions, building trust and driving demand.
3rd3rd Marketing is the “Un-Senior Living Agency,” partnering with senior living communities and mission-driven aging services organizations globally. By dismantling stereotypes and replacing them with aspirational narratives, 3rd3rd helps organizations build authentic connections, increase engagement and achieve lasting impact. For more information, visit: https://3rd3rd.com/.
Hillcrest is an upscale 501(c)(3) nonprofit continuing care retirement community (CCRC) centrally located in the San Gabriel Valley, less than 30 minutes from Los Angeles, Anaheim, Pasadena, and San Bernardino and at the gateway to the Inland Empire. Located in a quiet residential neighborhood just off Foothill Boulevard in La Verne, California, Hillcrest offers independent living, assisted living, memory care, and skilled nursing with an emphasis on wellness and health. For more information, visit https://livingathillcrest.org/
SUMMARY:
- At the 2026 LeadingAge California conference, senior living marketing experts Cynthia Thurlow and Shirley Turner will present strategies on modernizing senior living marketing through updated messaging, inclusive storytelling and resident-centered PR.
- Their sessions focus on combating ageism, appealing to Generation Jones and younger baby boomers, and positioning senior living communities around health, independence and meaningful living rather than traditional aging stereotypes.
- Hillcrest reported record-breaking sales in 2025 after partnering with 3rd3rd Marketing to refresh its marketing strategy without undertaking a full rebrand.
- Speakers emphasized that proactive storytelling and culture-focused public relations help senior living organizations build trust, shape public perception and drive occupancy growth by highlighting positive resident experiences and community purpose.
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This version of news first appeared on CaliforniaNewswire.com © 2026 – all rights reserved.
