Bradford Valley rebranded
Luanne Campeau, Executive Director, announced the rebranding of Specialty Care Bradford Valley long term care centre as 'Bradford Valley Care Community', in Bradford, Ont. on Wednesday May 13, 2015. Miriam King/Bradford Times/Postmedia Network
The long term care centre on Bradford's 6 Line held a party, on May 13 – to officially announce its new name and celebrate its rebranding.
Bradford Valley Specialty Care is now “Bradford Valley Care Community,” Executive Director Luanne Campeau told guests, who included residents, family members, representatives of Head Office, and local dignitaries like Mayor Rob Keffer – a name change that focuses on “the warmth of human connections,” while maintaining a link to the past.
“Rebranding... means that we are building on our past – keeping our name, Bradford Valley, and adding 'Care Community' at the end,” Campeau said.
Bradford Valley's parent company also has a new name: Sienna Senior Living. Campeau noted that “sienna” is a warm earth color, suggestive of the friendly, approachable and compassionate care offered.
The facility, after consulting with staff and clients, has adopted a new mission statement, vision, and Creed – that every day has the potential to be a great day, filled with “positive possibilities.”
A video presentation summed up the approach, at Bradford Valley: “Every day is worth looking forward to. Every day is a new day. Live it fully.”