Some of my fondest memories from childhood are sitting on the front porch with my grandfather and listening as he recounted endless stories from his travels as a charter bus driver. I could probably recount the same stories back to you with some level of success in writing, but they would lack the same passion without seeing the joy in his face, the expressive gestures of his arms or the souvenir props in his hands.
Visual storytelling has become a passion for me in recent years. Whether it be capturing the faces, voices, places and sounds of Fair Trade coffee farmers in Nicaragua, or the passionate inflections of a Paralympian who is a basketball player from Egypt earning citizenship and getting employment assistance in Harrisburg, PA, one thing is certain—seeing helps us believe.
How can this be applied to your community’s marketing efforts? Pairing the right moments from recorded interviews with supporting imagery and music that enhances an emotional tone can bring authenticity to your brand’s storytelling. This unique blend of artistic media allows people to see, feel and stay connected in powerful ways.
This is why visual storytelling is an incredible tool for building trust with current residents and attracting newcomers. It creates connections and memories that can last a lifetime.
Join us on Wednesday, April 23, to learn more about the value of video storytelling.
Join Love & Company Senior Vice President Client Experience Amy Brodie, Creative Director Erik Piisila, John Knox Village of Central Florida Marketing & Communications Specialist Shannon Finley and Carlyle Place Director of Marketing & Sales Vicki Mills as they discuss how video storytelling can significantly enhance marketing strategies. Our upcoming webinar, “How to Harness the Power of Storytelling in Marketing Videos,” will be held on Wednesday, April 23, from noon to 1:00 p.m. Eastern. Register now for the webinar.
The purpose of visual storytelling
Visual storytelling is not just a popular trend—it’s a powerful way to connect with people. Although you may be familiar with the term, its meaning isn’t always clear.
In creative writing classes, we’re taught to shape or craft a story. As storytellers, we may go into a project thinking we know the story and what needs to be told. We sometimes try to manufacture a representation of what we think our community’s story really is. We might even try to get people to make certain mission-driven statements that back up our strategic goals for the year, but this often comes across as disingenuous.
Your authentic story lies in the responses your residents share about the lives they are living—both within the boundaries of your campus and out in the greater surrounding community. Hearing it from their mouths and in their style speaks a truth that is believable.
Taking their unique stories and bringing them to life is key to building awareness of your community, establishing trust, evoking emotion and crafting cohesive messaging that will connect you to your audience and make your brand memorable.
The benefits of visual storytelling in Life Plan Communities
As the creative director at Love & Company, my extensive visual storytelling work with Life Plan Communities nationwide has led to numerous successful campaigns with long-term benefits. These efforts have inspired residents, built lasting connections and improved brand reputations.
Here are a few success stories that have unfolded because of dynamic imagery, eye-catching videos and well-branded authentic messaging:
John Knox Village of Central Florida. This community partnered with Love & Company to plan a vibrant photo shoot, which brought residents from various parts of the community together. Resident participation in the shoot sparked new friendships and strengthened existing bonds. Sometimes storytelling can bring people together in the most unexpected, yet beautiful ways.
- When You See It, You Feel It: https://youtu.be/XzSxE9Mfug0?si=4kTc-PZjq_08xlNN
- Message from Joe Trainor, Chief Administrative Officer: https://youtu.be/aBghIBUy_UE?si=OkmCrxsz2uKZv0BO
Westerwood. This community revamped its image with a fresh marketing campaign featuring lively videos, photos and ads—key visual elements they were missing before. These specialized visual storytelling elements made a significant difference in capturing the attention of new senior audiences. This work has inspired the direction for a new Westerwood website to be launched in 2025.
- Westerwood’s 30-second TV Spot: https://youtu.be/KwjNd-B9IVI
- Westerwood’s 15-second TV Spot: https://youtu.be/MB8rsCAAXMs
St. James Place. Through a series of TV spots and strategic social media videos, St. James Place shared its story in a humorous, creative and impactful way. Watch this “You Don’t Have to Be a Millionaire” campaign we created to see how the magic of this community’s personality and message came to life. You can also learn more about this campaign by viewing our new sales and lead generation strategies that increased sales by 400%.
Why does becoming a visual storyteller matter?
Authentic visual storytelling matters because most people can tell when something is fake or rehearsed. In videos—especially resident interviews—being genuine can have a lasting impact. It’s often the difference between people engaging in and sharing your content or scrolling past it on your Facebook page, website, YouTube channel or other platforms.
Viewers want real stories and honest answers—not practiced lines. Letting interviewees speak without scripts helps capture true feelings and builds trust with your audience. Everything you share reflects your brand and its values. Believable stories can boost engagement, build trust, create deeper connections and grab your audience’s attention.
How to share your community’s story
Sharing your story can be as simple or complex as you’d like. It all depends on the visual content your residents or audience engage with most. It could be as easy as pulling out your cell phone to record a meaningful moment with a resident or capturing a photo of someone celebrating a birthday or special milestone in your community. You might also consider creating an infographic, meme, collage or slideshow to share visual stories.
All it takes is one story to leave a lasting impression. When you share your community’s story across social media, websites, blogs, TV and digital ads or other channels, you reinforce your message and connect with people through multiple strategic touchpoints.
The visual storytelling professionals at Love & Company are happy to guide your team in crafting compelling narratives. Whether it’s identifying a best shot list, filming locations or ensuring you have the best equipment to use—you can embrace tailored support to meet your needs and budget.
Contact Tim at 410-207-0013 or tbracken@loveandcompany.com to start the conversation and explore the versatile ways you can bring your community’s story to life.
