Name Change Reflects Desire to Communicate Entire Spectrum of Services Demanded and Deserved by Today's Active Senior Population
GLENDALE, Calif., April 26, 2011 /PRNewswire-USNewswire/ -- Southern California Presbyterian Homes has changed its name to be.group (www.thebegroup.org), effective today. The nonprofit organization provides housing services to more than 5,300 older adults across California. Since it began in 1955, be.group has grown from one senior living community—White Sands La Jolla—to 34 licensed and affordable housing communities, each with its own unique personality, attributes and amenities.
"We believe our new name is more reflective of our mission and the depth and breadth of what we offer today's older generation," said John H. Cochrane, III, be.group's president and CEO. "We serve people of all faiths and beliefs, and our communities are truly places where residents can be everything they want to be. The name change reinforces both who we are and how we serve older adults."
Cochrane added that while the name is changing, much about the organization remains the same, including its nonprofit status, mission, core values and beliefs, and commitment to providing quality services for older adults. Individual communities will retain their current names and cultures, yet the be.group name will help the organization convey a more cohesive brand identity.
The name-change process took nearly a year, he said, and involved extensive research and in-depth conversations with those who have a stake in the organization, including residents, employees, donors and representatives from faith-based groups.
"What we found was that the new name really resonated across the board," Cochrane said. "Our constituent audiences agreed that be.group reflects our mission—to help residents and clients achieve the lifestyle that is best for them individually, whether it is to be active, artistic, in a home environment, happy and independent yet supported when they need support, among other things."
He added that be.group positions the organization for future growth while acknowledging its roots and traditions.
The new name takes effect today. All communities will retain their individual names (with a few minor modifications) and phone numbers. New signage will reflect the corporate be.group name and new community logos as the identity system is rolled out over the next few weeks.
For more information, visit the new website at www.thebegroup.org.
Glendale, Calif.-based be.group is a nonprofit organization that provides quality housing, health and support services to more than 5,300 older adults across California. Its communities are places where people of all faiths, beliefs and aspirations can truly be themselves. The be.group's goal is to meet the housing and ancillary needs of today's senior population. Since its founding in 1955 as Southern California Presbyterian Homes, what is now be.group has developed a broad range of programs and services, including home care, independent residential living, assisted living, skilled nursing, dementia care and other supportive programs. Services are provided through six continuing care retirement communities and four assisted living residences/residential care facilities for the elderly; home care and adult day care services; and 24 affordable housing communities. For more information, visit www.thebegroup.org.