What began with Morrison Living’s dining services grew into a cross-functional partnership with The Hub, aligning culinary and marketing efforts.
A range of photos and of videos, including resident spotlights and commercials, captured the community’s spirit and elevated digital engagement.
Unified support strengthened the brand, increased digital visibility, and positioned the community for long-term success.
Carnegie East House, a not-for-profit senior living community in New York City, has long prioritized creating a vibrant, enriching experience for residents. Initially partnering with Morrison Living to elevate dining services, the relationship organically expanded prompting a strategic collaboration with another CCL Hospitality Group company, The Hub. The goal was to improve marketing and storytelling by leveraging The Hub’s creative services.
Angela DeWood, Deputy Executive Director, reflects on how this comprehensive partnership supported the launch of new digital assets, boosted digital presence, and vividly conveyed the Carnegie East House experience across multiple channels, including their website, print, paid media.
At the time Angela joined Carnegie East House, the community was poised for growth. The team was preparing to introduce a short-term respite program, exploring CRM tools to streamline operations, and searching for ways to enhance marketing effectiveness. While an existing agency managed SEO and digital advertising efforts, storytelling and compelling visual content remained gaps that prevented true differentiation in a competitive market.
Angela explains, “The need was more than tactics, someone was needed to help shape and tell the community’s story.” Introduced through the existing dining partnership with Morrison Living, The Hub presented an opportunity to expand support beyond culinary services into marketing and creative strategy.
An initial marketing audit identified opportunities to strengthen brand voice, improve clarity, and enhance digital storytelling. The Hub’s creative team conducted an onsite visit to capture high-quality photos and videos, showcasing the warmth of the team, the energy of residents, and the vibrancy of everyday life at Carnegie East House.
The content elevated existing campaigns and provided versatile assets to support new marketing initiatives, resulting in increased website traffic that strengthened connections with prospective residents and families. Authenticity and quality were prioritized to ensure the content truly reflected the community’s spirit.
In addition, The Hub conducted a consultation on Carnegie East House’s existing Google Ads campaign and provided actionable recommendations to the agency managing it. These recommendations included optimizing keyword selection, crafting stronger ad copy, and implementing geographic retargeting. Carnegie East House was able to apply these insights, leading to improvements in ad performance and increasing digital engagement.
Angela DeWoodThe missing link was content that was authentic, high-quality, and reflective of Carnegie East House. The partnership filled that gap.
Deputy Executive Director | Carnegie East House
With The Hub having expertise in senior living, they are poised to best support the community and depict what matters most to residents and families, creating a seamless collaboration.
Thanks to this expanded partnership, Carnegie East House now has a robust content library and a clear, compelling brand story. The team is better equipped to market programs and engage prospective residents with confidence.
This growth was driven by the excellence established by Morrison Living, which built a trusted partnership rooted in quality support. With the combined expertise of senior living dining and marketing under the CCL umbrella, Carnegie East House was able to approach their brand more strategically and holistically.
It’s been a full-circle partnership, from the dining experience to digital marketing. CCL really understood our needs at every level.
Angela DeWood
Deputy Executive Director | Carnegie East House
Carnegie East House’s journey illustrates the impact of extending partnerships beyond their original scope. What began with an elevated dining experience through Morrison Living grew into a creative collaboration with The Hub, delivering alignment, consistency, and energy to broader marketing initiatives.
Angela reflects, “The relationship started with dining but evolved into The Hub becoming an extension of the team.”
This collaboration strengthened Carnegie East House’s identity and deepened connections with residents and families, marrying food, storytelling, and strategy into a cohesive brand experience.
