CCRC NameStorm

Project NameStorm is a joint initiative of LeadingAge and Mather LifeWays, in partnership with Brooks Adams Research, GlynnDevins, Love & Company, SB&A Integrated Marketing, and Varsity (the NameStorm Task Force). The purpose of this initiative is to identify a new name for the overall Continuing Care Retirement Community (CCRC) brand category that positions CCRCs in a better way for future consumers and builds relevancy in people’s minds.   

Additional Info & Resources

Launch of Life Plan Community

On November 1, 2015, at the LeadingAge Annual Meeting in Boston, the NameStorm Task Force announced its recommendation that communities adopt the term “Life Plan Community” as the new descriptor. View the announcement, learn more about the new name and see next steps for the adoption of the Life Plan Community name.

Download Launch Kit

Get a copy of the Life Plan Community Launch Kit to assist with introducing the new name to your staff, local media and leads. The Launch Kit includes a sample release, emails and social media posts.


Familiarize yourself with the documents and resources provided on the new Life Plan Community webpage to become an expert on how Life Plan Community came to be and easily answer any questions posed to you about this initiative. Tools include: factsheets, communications audit checklists, white paper, graphical assets and Launch Kit.