Background

Trilogy Health Services is a leading provider of senior living, assisted living, and skilled nursing communities across the Midwest. With a focus on compassionate, community-centered care, Trilogy operates campuses designed to meet the evolving needs of older adults and their families. The organization is recognized for its commitment to quality, innovation, and building trusted relationships with residents, caregivers, and healthcare partners.

Challenge

In July 2024, Trilogy Health Services prepared to announce a significant multi-state expansion, unveiling new developments in Indiana, Kentucky, Michigan, and Ohio. Recognizing the importance of maximizing regional visibility, Trilogy sought to highlight the impact of this growth through a more intentional media strategy. Rather than relying solely on wire distribution, the team wanted to ensure the story resonated locally and meaningfully through proactive media engagement. At the same time, Trilogy wanted to emphasize the broader community and operational value of the expansion, choosing to spotlight the regional impact over financial figures.

Top Objectives

• Secure at least two earned media placements in each of the five expansion markets.
• Generate a minimum of five additional placements highlighting Trilogy’s overall expansion.
• Demonstrate the value of proactive earned media as a core communications strategy.

Solution

PriceWeber developed and executed a targeted media relations campaign designed to deliver both breadth and depth of coverage. Our team drafted six tailored press releases, each customized for regional and trade audiences, and built curated media lists focused on local reporters and healthcare trades. We engaged in direct outreach to foster new press relationships and to strengthen Trilogy’s presence in each community.

The campaign was strategically timed to launch before construction projects began and was supported by high-resolution photography for easy media use. This approach gave local journalists compelling, ready-to-publish content, making coverage easier to secure and amplifying visibility across earned media channels.

Tactics Utilized

• Media relations strategy and planning
• Tailored press release development
• Media list curation and outreach
• Visual asset distribution
• Campaign timing and rollout coordination

Results

The campaign delivered results that far surpassed expectations. In total, 76 earned media placements appeared across online, print, broadcast, radio, newsletters, and social platforms, reaching more than 27.3 million people. This included approximately six media hits in each target market, representing a 200 percent increase over the original local coverage goal. At the national and regional level, 24 placements tied to the broader expansion news were secured, a 380 percent increase over the initial objective.

Coverage included respected industry outlets such as Senior Housing News, McKnight’s Senior Living, Skilled Nursing News, Seniors Housing Business, and ConnectCRE, along with trusted local sources in every market. These results positioned Trilogy as a growing regional leader in senior care and laid a strong foundation for future media engagement.

Performance Highlights

(July 2024 – Sept 2024)

• Total Earned Media Placements: 76
• Audience Reached: 27,305,000+
• Local Coverage: ~6 placements per market (+200% vs. goal)
• Expansion Coverage: 24 placements (+380% vs. goal)