『#112 - How Kendal Rebranded an Entire Senior Living System by Consensus』のカバーアート

#112 - How Kendal Rebranded an Entire Senior Living System by Consensus

#112 - How Kendal Rebranded an Entire Senior Living System by Consensus

無料で聴く

ポッドキャストの詳細を見る

【Amazonプライム会員限定】今ならプレミアムプランが4か月 月額99円。

10月19日まで。※適用条件あり
Summary In this episode, Jerry Vinci sits down with Morgan Lamphere, Senior Director of Communications, Marketing, and Sales at the Kendal Corporation, a Quaker-rooted nonprofit senior living system with affiliates across the United States. With more than 20 years in senior living sales and marketing, Morgan has opened and repositioned communities from coast to coast, sold $600,000 entrance fee deposits during the 2008 recession, and most recently led Kendal through a two-year rebrand that required consensus from dozens of stakeholders, including residents, team members, and community leaders who each guard their own history and identity. Morgan shares how she transitioned from assisted living sales to life plan community development during the Great Recession. She explains how she built trust with couples in their 70s who were being asked to put down six-figure deposits on a building that didn't exist yet, how she navigated the skepticism of prospects who didn't buy green bananas, and why knowing the contract backward and forwards was the foundation of earning decisions families could live with for the rest of their lives. The discussion shifts to the Kendal Corporation, an organization Morgan first encountered in 2009 during a development search at Searstone. She describes what made Kendal different: a Quaker-based nonprofit with independently operating affiliates, many located on college campuses, built around intergenerational connection, simplicity, stewardship, and a decision-making model rooted in consensus rather than board votes. Morgan explains how she closed her own consulting firm to join Kendal in 2024, drawn by the leadership of CEO Vassar Byrd and the opportunity to be part of a values-driven organization navigating significant transformation. Morgan walks through the two-year rebrand process that began before she arrived and landed on her desk three weeks into the job with a directive to bring it home. She reveals how the original brand mark, nicknamed Special K, was met with pushback from the CEO and stakeholders who said it looked like a paperclip or a coffee maker, and how the team went back to the drawing board to create the Trillium, a three-leaf design that ultimately earned 85% support from the stakeholder group. She explains how Kendall practiced consensus at every stage, holding creative workshops with residents, team members, leadership, and board members, and how that process slowed things down but built buy-in that made the launch possible. Key Topics The story behind Morgan Lamphere's entry into senior living The strategic process of Kendal's rebranding The role of consensus in organizational decision-making Intergenerational programming and its impact on communities Authentic communication and trust-building in sales The importance of community and culture in branding Lessons learned from navigating a startup during a recession The significance of resident autonomy in branding and marketing The integration of values and identity in organizational branding Strategies for attracting the right residents and team members Learn More: Learn more about the Kendal Corporation https://www.kendal.org/ Check out the Rebrand Story here: https://www.kendal.org/news/kendal-launches-systemwide-brand-evolution-press-release/ Connect with Morgan Lamphere on LinkedIn: https://www.linkedin.com/in/morganlamphere/
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません