Posted March 15, 2017 in Articles
Author: Mark Naymik
Rebranding in Beachwood: Menorah Park, a collection of senior facilities and services in Beachwood, has just launched a rebranding campaign aimed at shaking the perception that its campus is just a large nursing home. The 110-year old institution has five residences, including an independent-living facility, 12 community services (including the Peter B. Lewis Aquatics Center) and provides home-healthcare services in six counties. But when Menorah Park began evaluating its brand two years ago, research showed people were confused about the services Menorah Park offers and about its reach beyond the Jewish community and Orthodox practices. "For most people, Menorah Park equaled nursing home," Joel Fox, executive director of Menorah Park Foundation told me, noting that services are available to anyone regardless of faith. To reset its image, Menorah Park combined 10 individual websites into one and has tagged all of its services with the Menorah Park name. It also updated the look of its Menorah logo. Menorah Park even offers power performance training for golfers. Who knew?