New leadership is part of agency’s plan for continued growth in 2024 and beyond
In another signal of the company’s growth – and planned expansion for the future – senior services marketing agency, Varsity, has named Derek Dunham as the agency’s president. In his new position, Dunham will lead day-to-day operations of the company in support of its national footprint and expanding client base.
Dunham has more than 30 years of experience in branding, marketing and communications. At Varsity, he has led research studies, strategic development initiatives and tactical plan implementation for countless senior living organizations and other major brands targeting the mature market.
“Since the day it was founded, Varsity has been committed to delivering fresh perspectives for the mature market. This is an example of that commitment,” said Pavone Group President John Bassounas. “The post-COVID-19 world has created a lot of demands for the senior living and senior marketing industries. Starting with the launch of our Roundtable Project during COVID-19 and continuing today with this announcement, Varsity is uniquely poised to meet those demands.”
Varsity’s Roundtable Project is an ongoing series for sales and marketing leaders at life plan communities and age in place programs nationwide.
For Dunham, the new role is an opportunity to lead clients as they transition to the next wave of retirees and their ever changing expectations. It’s also an opportunity to continue Varsity’s work in challenging senior marketing stereotypes.
“The field of aging services is incredibly diverse and yet we see a lot of marketing aimed at older adults that’s based on the same tired stereotypes,” said Dunham. “Varsity’s goal for its clients is to bring ideas to life that shatters those stereotypes. That’s what Varsity has done for the past two decades and what we’ll continue to do in the future.”
For Varsity’s senior living client base, the agency’s focus for the organizations it works with is to develop strategies that generate qualified leads and convert those leads to sales. Dunham added, “Everything we do is in service to those two goals.”
In 2023, Varsity was named by Adweek as one of the world’s Fastest Growing Agencies. Varsity is part of Pavone Group, where it serves as a lynchpin for the group’s growth goals in 2024 and beyond due in large part to the predicted explosive growth of the senior market. That growth is also fueled by Varsity’s focus on data and digitally driven strategies.
