EVERGREEN FACTS

Established over 15 years ago, Evergreen was the first communications agency dedicated to developing campaigns aimed at Boomers and Seniors

Who is Evergreen Advertising & Marketing?

Based on an academic foundation, our knowledge and experience spans all products and services important to Boomers or Seniors, including automotive, aged care, finance, government, healthcare, retirement, technology and travel.

Is there a need for such a specialist agency?

Absolutely. Australians aged 45+ are the most financially influential audience in Australia today. Evergreen applies a specialised perspective that only comes from a deeper understanding. 

 Mature thinking from mature thinkers. 

Why do clients use Evergreen? 

Until now, the mature audience has generally been considered an homogenous group where messages or media have been applied using a ‘one size fits all’ philosophy. 

Evergreen has broken this tradition by understanding the nuances that segment this highly influential and increasingly impactful audience. 

Ongoing research, academic and practical experience, along with the worldwide specialist alliances that Evergreen has developed, form the basis for insights that make our mature communication recommendations so effective. 

Who is Evergreen Advertising & Marketing?

Based on an academic foundation, our knowledge and experience spans all products and services important to Boomers or Seniors, including automotive, aged care, finance, government, healthcare, retirement, technology and travel.

Is there a need for such a specialist agency?

Absolutely. Australians aged 45+ are the most financially influential audience in Australia today. Evergreen applies a specialised perspective that only comes from a deeper understanding. 

 Mature thinking from mature thinkers. 

Why do clients use Evergreen? 

Until now, the mature audience has generally been considered an homogenous group where messages or media have been applied using a ‘one size fits all’ philosophy. 

Evergreen has broken this tradition by understanding the nuances that segment this highly influential and increasingly impactful audience. 

Ongoing research, academic and practical experience, along with the worldwide specialist alliances that Evergreen has developed, form the basis for insights that make our mature communication recommendations so effective. 

We are 50+ advertising specialists that help businesses to promote their products or services. Evergreen has experts in mass media advertising, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media (digital marketing) such as search results, blogs, social media and building websites. Our advertising services include helping clients from defining a market positioning and communication strategy, through to implementation with concept development, copywriting and graphic design.

By having a deeper understanding of what resonates with older audiences, we help our clients to avoid making common messaging and design mistakes. This means that their advertising budgets, are more effective and go further.

At Evergreen, we understand that a brand is an experience that helps a customer distinguish a product or service from its competitors. Brand personality is the set of values and promises that a consumer buys into.  Best practice with branding happens when the product and service is ‘differentiated‘, with all marketing and communication tools integrated to create a lasting impression in the minds of consumers. 

With the Evergreen ‘distillation’ process, we find the essence of differentiation. It is a unique process that discovers the right time, right place and right message. This method ensures rich insights are uncovered as we search for differences and similarities, across life-stages, life-events and generational values. Our deeper understanding of the nuances within mature audiences makes the real difference to a client’s return on investment. We don’t just segment by age.

Gill Walker has held senior positions in advertising agencies for over 15 years. She founded Evergreen Advertising after being inspired by completing a Master’s thesis on Ageism in Australian Advertising. She was a finalist in the Telstra Business Women awards, a board member for the Over 50’s Association, and chaired the RMIT Advertising Industry Advisory Committee. She regularly conducts research in Boomer and Senior communications, is a media commenter, founding partner for IMMN (International Mature Marketing Network) and keynote speaker at conferences. International conference appearances of special note have been Global Ageing Trends, AARP (American Association of Retired Persons) Hawaii and The Silver Phenomenon, United Nations University, Tokyo.

Conference topics include marketing, advertising and branding aged care services, home care services and retirement living.

Our approach to digital marketing for Baby Boomers and Seniors utilises a deeper understanding of how the 50+ age group interact with technology online. It is not about the bells and whistles. We keep it simple and effective.

We offer digital marketing services such as search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, social media marketing and social media amplification, including display campaigns on Facebook and e-mail marketing.

With all our digital advertising campaigns, it’s about lead generation that reaches and converts Boomer and Senior mature audiences. Our Boomer and Senior mature market experience, combined with the deepened expertise, results in highly effective campaigns.

We identify opportunities for improvement, and optimise the areas with the highest potential Return On Investment (ROI).

Our Evergreen media planning is focused on reaching the target market with the right message in the right channel at the right time, overlayed with a 50+ lens. The media process has four stages; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation post analysis.

Market analysis always starts with what insights do we have about the core target audience; demographics, psychographics, purchase intentions and importantly media consumption. Our team uses industry tools such as the latest data from Roy Morgan so that recommendations are based on statistically robust facts – media is usually the largest investment in an advertising campaign.

We buy across all mediums from traditional channels such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and digital media on platforms such as Facebook, ad words, YouTube and content marketing.

With over 10 years specialising in 50+ media campaigns, we have an unrivalled understanding of the media consumption habits of Baby Boomers and Seniors ensuring optimised plans and results.

Mature consumers are avid readers of the media, especially news. Therefore, PR is often the cornerstone of our client’s campaigns to gain exposure to mature audiences using topics of public interest and news, rather than paid advertising. We understand how public relations and activities, such as advertorials, need to work as part of the entire communications journey. Getting the message balance right is critical for the success of an integrated campaign.

At Evergreen, we maintain relationships with the 50+ media and other opinion leaders that interest our clients’ audiences. We offer PR strategic planning and implementation, such as writing news releases, working with the press and TV, arranging interviews for company spokespeople, writing website and social media content.

Real Models is Australia’s first agency to specialise in local mature models, being older models living in Australia who bring an authenticity and naturalness with which other Boomers and Seniors especially can relate. Using Real Models is also cost-effective, as our models are non-professional and enjoy the opportunity to participate in photoshoots. Model hire is a flat one-time fee, with no hidden costs and no annual rollover fees.

We have over 300 mature models registered throughout Australia, and lots of satisfied clients from photographers to advertising agencies, government departments to design studios. Why use the cliché photos from international image banks that everyone else uses, when you can have your own bespoke images using local mature models at an affordable cost?

Older audiences have embraced the internet and spend hours searching websites for information- they are more research driven than purely entertainment. Understanding how Baby Boomers and Seniors interact with your website is critical. Knowing the right colours and fonts to use on your website drives user engagement. We know when too much animation will be a turn-off and cause errors, as older audiences cognitive ability alters with age.

Our Evergreen experts create simple and practical websites that are best practice in responsive design. A single website that is optimised for screens of all sizes: smartphones, tablets, laptops and large desktop monitors.

We are 50+ advertising specialists that help businesses to promote their products or services. Evergreen has experts in mass media advertising, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media (digital marketing) such as search results, blogs, social media and building websites. Our advertising services include helping clients from defining a market positioning and communication strategy, through to implementation with concept development, copywriting and graphic design.

By having a deeper understanding of what resonates with older audiences, we help our clients to avoid making common messaging and design mistakes. This means that their advertising budgets, are more effective and go further.

At Evergreen, we understand that a brand is an experience that helps a customer distinguish a product or service from its competitors. Brand personality is the set of values and promises that a consumer buys into.  Best practice with branding happens when the product and service is ‘differentiated‘, with all marketing and communication tools integrated to create a lasting impression in the minds of consumers. 

With the Evergreen ‘distillation’ process, we find the essence of differentiation. It is a unique process that discovers the right time, right place and right message. This method ensures rich insights are uncovered as we search for differences and similarities, across life-stages, life-events and generational values. Our deeper understanding of the nuances within mature audiences makes the real difference to a client’s return on investment. We don’t just segment by age.

Gill Walker has held senior positions in advertising agencies for over 15 years. She founded Evergreen Advertising after being inspired by completing a Master’s thesis on Ageism in Australian Advertising. She was a finalist in the Telstra Business Women awards, a board member for the Over 50’s Association, and chaired the RMIT Advertising Industry Advisory Committee. She regularly conducts research in Boomer and Senior communications, is a media commenter, founding partner for IMMN (International Mature Marketing Network) and keynote speaker at conferences. International conference appearances of special note have been Global Ageing Trends, AARP (American Association of Retired Persons) Hawaii and The Silver Phenomenon, United Nations University, Tokyo.

Conference topics include marketing, advertising and branding aged care services, home care services and retirement living.

Our approach to digital marketing for Baby Boomers and Seniors utilises a deeper understanding of how the 50+ age group interact with technology online. It is not about the bells and whistles. We keep it simple and effective.

We offer digital marketing services such as search engine optimisation (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, social media marketing and social media amplification, including display campaigns on Facebook and e-mail marketing.

With all our digital advertising campaigns, it’s about lead generation that reaches and converts Boomer and Senior mature audiences. Our Boomer and Senior mature market experience, combined with the deepened expertise, results in highly effective campaigns.

We identify opportunities for improvement, and optimise the areas with the highest potential Return On Investment (ROI).

Our Evergreen media planning is focused on reaching the target market with the right message in the right channel at the right time, overlayed with a 50+ lens. The media process has four stages; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation post analysis.

Market analysis always starts with what insights do we have about the core target audience; demographics, psychographics, purchase intentions and importantly media consumption. Our team uses industry tools such as the latest data from Roy Morgan so that recommendations are based on statistically robust facts – media is usually the largest investment in an advertising campaign.

We buy across all mediums from traditional channels such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and digital media on platforms such as Facebook, ad words, YouTube and content marketing.

With over 10 years specialising in 50+ media campaigns, we have an unrivalled understanding of the media consumption habits of Baby Boomers and Seniors ensuring optimised plans and results.

Mature consumers are avid readers of the media, especially news. Therefore, PR is often the cornerstone of our client’s campaigns to gain exposure to mature audiences using topics of public interest and news, rather than paid advertising. We understand how public relations and activities, such as advertorials, need to work as part of the entire communications journey. Getting the message balance right is critical for the success of an integrated campaign.

At Evergreen, we maintain relationships with the 50+ media and other opinion leaders that interest our clients’ audiences. We offer PR strategic planning and implementation, such as writing news releases, working with the press and TV, arranging interviews for company spokespeople, writing website and social media content.

Real Models is Australia’s first agency to specialise in local mature models, being older models living in Australia who bring an authenticity and naturalness with which other Boomers and Seniors especially can relate. Using Real Models is also cost-effective, as our models are non-professional and enjoy the opportunity to participate in photoshoots. Model hire is a flat one-time fee, with no hidden costs and no annual rollover fees.

We have over 300 mature models registered throughout Australia, and lots of satisfied clients from photographers to advertising agencies, government departments to design studios. Why use the cliché photos from international image banks that everyone else uses, when you can have your own bespoke images using local mature models at an affordable cost?

Older audiences have embraced the internet and spend hours searching websites for information- they are more research driven than purely entertainment. Understanding how Baby Boomers and Seniors interact with your website is critical. Knowing the right colours and fonts to use on your website drives user engagement. We know when too much animation will be a turn-off and cause errors, as older audiences cognitive ability alters with age.

Our Evergreen experts create simple and practical websites that are best practice in responsive design. A single website that is optimised for screens of all sizes: smartphones, tablets, laptops and large desktop monitors.

Who founded Evergreen?

Gill Walker held senior positions in advertising agencies for over 15 years. She founded Evergreen after being inspired by completing a Master’s thesis on Ageism in Australian Advertising.

Gill was a finalist in the Telstra Business Women awards, a board member for the Over 50’s Association, and chaired the RMIT Advertising Industry Advisory Committee. She regularly conducts research in Boomer and Senior communications, is a keynote speaker at conferences and a founding partner for IMMN (International Mature Marketing Network).

International conference appearances of special note have been Global Ageing Trends, AARP (American Association of Retired Persons) Hawaii and The Silver Phenomenon, United Nations University, Tokyo.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Who founded Evergreen?

Gill Walker held senior positions in advertising agencies for over 15 years. She founded Evergreen after being inspired by completing a Master’s thesis on Ageism in Australian Advertising.

Gill was a finalist in the Telstra Business Women awards, a board member for the Over 50’s Association, and chaired the RMIT Advertising Industry Advisory Committee. She regularly conducts research in Boomer and Senior communications, is a keynote speaker at conferences and a founding partner for IMMN (International Mature Marketing Network).

International conference appearances of special note have been Global Ageing Trends, AARP (American Association of Retired Persons) Hawaii and The Silver Phenomenon, United Nations University, Tokyo.

Want to increase the effectiveness of your communications with Boomers and Seniors?