Varsity (Wormleysburg, PA)

Based in Wormleysburg, Pennsylvania, this agency works exclusively within the senior living sector, serving retirement communities, continuing care retirement communities (CCRCs), assisted living facilities and other organizations focused on the mature market. Rather than working across industries, the team concentrates on occupancy-driven marketing and sales consulting for operators navigating independent living, assisted living, skilled nursing and memory support challenges, as well as expansions, new development projects and campus repositioning efforts. The agency is privately owned and operates as part of the Pavone Group's family of agencies. Services span search engine optimization, advertising, branding, direct marketing and public relations, delivered as integrated campaigns rather than standalone tactics. The agency's approach draws on audience research and consumer intelligence specific to older adults, informed by internal research initiatives such as Project Looking Glass and the Roundtable Project, a recurring virtual gathering of senior living marketers and leaders used to exchange sales and marketing strategies. It has also developed My House My Home, a consumer-facing platform offering educational content and resources connecting older adults with aging-in-place programs and experts. Client engagement typically begins with an assessment of specific occupancy or census challenges, budget range and project timeline, allowing the agency to tailor strategy to organizations at different stages, from established communities to those planning new construction or repositioning existing campuses.