NISC Programs of Excellence 

• Year Awarded: 2026
• Programs of Excellence Name: Repositioning Aging: Redefining the 60+ Experience through Branding and Community Engagement
• Hosting Organization: Founders Hall Foundation, Inc., Ridgefield, Connecticut

About Repositioning Aging

Centering on a comprehensive rebrand including a new logo and the motto—Learn. Live Well. Create. Connect.—the senior center Founders Hall launched a yearlong marketing and public relations campaign. The goal: reposition the organization as a modern, educational campus for adults 60+.

"The campaign aimed to move beyond outdated perceptions of senior centers and align Founders Hall with the modern aging movement, emphasizing active engagement, lifelong learning, creativity, wellness, and meaningful connection," said Founders Hall Communications Manager Jessica Mancini.

"The branding reflects the intellectual curiosity, energy, and sense of community present in daily campus life and positions Founders Hall as a vibrant educational campus where adults 60+ explore academic pursuits, wellness programs, artistic expression, and meaningful connections," Mancini said. "Visibility and outreach were elevated through storytelling in regional media. Features in 068 Magazine, 'Far From Old School,' and Ridgefield Lifestyle Magazine, 'Where Gratitude Fuels Resilience, Generosity Shapes Community, and Curiosity Never Grows Old,' highlighted members’ experiences and positioned the campus as a cultural and civic asset. Social media amplified the campaign in real time, showing classes, workshops, fitness programs, performances, clubs, and everyday moments of engagement."

The center measured success by participation growth, membership increases, and qualitative feedback. The campaign resulted in an 80% growth in new membership. The center also noted  a 43% increase in academic program participation, 39% jump in fitness participation, and a 69% increase in
and art class participation.

"Impact extended beyond numbers," Mancini said. "The campaign shifted perceptions of what it means to be part of a senior center, reducing stigma and attracting new audiences. Surveys and informal feedback indicated members felt more confident engaging in programs, while prospective participants and community members expressed excitement and curiosity about joining."

Also, social media metrics and media coverage demonstrated increased visibility and awareness within the broader Ridgefield community.

"The model creates replicable pathways for engagement and learning, promotes physical and cognitive wellness, and addresses social isolation," Mancini said. "By combining strategic branding, inclusive programming, and public engagement, Founders Hall provides a model that other senior centers can adapt tto enhance visibility and participation.

Key takeaways from Repositioning Aging:

• The campaign reshaped perceptions of participation in a senior center, portraying membership as engaging, dynamic, and inclusive. 
• The campaign reached new audiences, extended membership, and provided a replicable model for other senior centers seeking to modernize their brand and outreach.
• Community support and partnerships played a significant role in the success of this campaign.

About Founders Hall Foundation, Inc.

Founders Hall welcomes Ridgfield residents 60+ and their spouses. Founder and Chairman Steven Goldstone describes it as "one of the very best senior centers in the country." The center's mission is to provide "a diverse program of social, educational and physical fitness programs for today's active seniors in a warm, fun and stimulating atmosphere."