Rebranding the Medford Senior Center: Just call them ‘MSC’

What do you do when you want to change your image, but not your style?

You rebrand, of course.

Director of Elder Affairs Pam Kelly said she was aware the Medford Senior Center had somewhat of an image problem when it came to attracting patrons. No one likes the word “senior,” she said. 

According to the 2020 census, Medford has 12,744 people 60 years of age or older, but many of them seem to think they’re not old enough to be hanging out at a “senior center.”

Kelly said in June, the center averaged 238 visitors per day with Tuesday being the most popular day of week and while those numbers are pretty good, she wonders how to attract the other 12,506.

The big challenge

When they first began to think about marketing/rebranding, Kelly said, they had to think about changing the name of the center. 

“But what do you change it to,” she said. “Aging?”

Mystic Valley Elder Services recently did just that. Kelly said the organization that provides the center’s meals and other services, recently changed its name to Mystic Valley Aging Services, but she feels it still sends the same message.

So rather than try to come up with a softer word for senior, Kelly said they decided to simply shorten Medford Senior Center to MSC and incorporate it into a new logo that also urges people to engage, connect and thrive.

“Because those are the three important things that people should be doing,” she said. “We don’t want people to just sit here and do nothing.”

Kelly said it’s been nice to see people come out of their homes, and they’ve even seen some who have become best friends and others become couples.

The other challenge

Kelly said many seniors aged 60 to 70 still work, and the rest seem to have a view of 101 Riverside Ave. that is hard to shake. Their biggest issue is figuring out how to change the look, the feel and the perception of the place, she said. 

“The first thing people think of is people sitting around in wheelchairs … that can’t do anything for themselves,” Kelly said. “That’s a nursing facility. This is like your adult YMCA, it’s an after-school program for adults.”

Kelly said their goal is to keep people active in many different ways because the reality is everyone ages differently. Which is also why she wants people to come to the center earlier rather than waiting until 80, 85 or 90. 

“We want them to stay active as young as possible,” she said.

Kelly said people should think of it as a place to meet new people, try new things and socialize.

The center offers nine different types of exercise classes every week from regular "get down on the mat" yoga to chair yoga. Then there’s chair volleyball, core balance classes, country line dancing, Latin dancing, a walking club, Chairfit Rhythms, Tai chi, zumba and more.

And for those that don’t want to exercise, Kelly said, “We have, as I call it, our brain activities,” such as guitar, art and language classes, a Haitian support social group, a book club, an international culture club, card games, lectures, tech support, trips for shopping and shows, and even a choir that meets every other Monday.

For a full schedule of events, check out the MSC Newsletter.

Some programs are paid for through a grant, Kelly said, and they do a lot of grant writing at the center, and some other classes have a small fee.

Core balance class, for example, is $3 per class, she said. And of course there is lunch for a suggested donation of $2. Kelly said they’ve just started with a new caterer, City Fresh, which she called exciting. 

What else goes on there

Kelly said they try to have a differently themed party each month. Community Outreach Coordinator Grace Albert received a grant through Mystic Valley Aging Service aimed at “cultural food, entertainment and friends around the world.” 

“So she’s taking different continents, different countries, and bringing them to the center,” Kelly said. 

In June, Albert threw a Fez Festival, served a Moroccan lunch, gave participants the opportunity to learn about Moroccan culture, and brought in a DJ who played Moroccan music. In July, they celebrated Tex-Mex, and in August will celebrate the Rio Carnival and the culture of Brazil without leaving Medford.

And if you question the fun they’re having, check them out on social media. Kelly said being more in tune with social media is also part of the rebrand, keeping their name and faces out there so it isn't only participants who see each other, but family members can also get a glimpse of grandma line dancing or grandpa at the Fez Festival.

Tell me again why I should go?

Kelly said when she retires her plan is to have fun and she knows the MSC, or any senior center, is a place where she can meet people, do things and live her best life.

It’s also a place with resources and information related to aging. Whether it’s estate planning, insurance needs, a social worker or healthcare needs, there are people who can help, Kelly said. 

“You’re missing out on an experience, and why wait for tomorrow when you can jump in today,” Kelly said. “Honestly, this isn’t a place of the past. It really is a place for the future and it’s everybody’s future.”