ADVOCACY AND SERVICES FOR LGBT ELDERS (SAGE)

Our Challenge: SAGE engaged JCI as they sought to develop and build a more singular exciting brand. JCI worked to expand brand awareness, distinguishing SAGE as the leading LGBT program for seniors. JCI also built up new constituencies by developing an outline for innovative marketing training programs to health and senior care providers. We conducted detailed opinion and client research to develop a number of concepts to help build an “exclusive” brand for skills training under SAGE, as well as creating a PR campaign and marketing plan outlining the implementation of their cultural competency training program.

Our Approach: JCI targeted a number of key institutions, such as insurance companies and large senior service entities for LGBT sensitivity training. We developed a seal of recognition program that allowed these institutions to earn certification for their level of cultural competency training: SAGE Insight Professional, SAGE Insight Seal of Recognition. JCI also capitalized on survey results to launch a national PR effort around this new training, and had opinion pieces written to educate the public about the program as well as individuals’ journeys within it..

Our Results: JCI successfully marketed SAGE as the main purveyor of LGBT sensitivity training for healthcare and senior care providers.