Adava Care Directory Rebranding — Willowbrook/Matthews to Adava Care
Overview
As part of Adava Care's brand consolidation, directory listings across third-party platforms need to be updated to reflect the current brand name. Listings that still reference legacy names — Willowbrook and Matthews — must be corrected to display Adava Care consistently. This was surfaced during the [1] monthly marketing sync on 2025-10-08.
Background
Adava Care operates multiple senior care communities that were previously branded under the Willowbrook and Matthews names. Following brand consolidation, the public-facing name is now uniformly Adava Care. While the main website and primary marketing materials have been updated, third-party directory listings lagged behind and still carry the old names — creating brand inconsistency for prospective residents and referral partners searching those platforms.
Affected Platforms
- A Place for Mom (explicitly called out)
- Other senior care and eldercare directory platforms (to be enumerated during audit)
Each platform has its own backend access process, which Kurosh noted can be "annoying" — meaning this task requires patience and likely individual account recovery or contact with each platform's support team.
Ownership & Action Items
| Task | Owner | Status |
|---|---|---|
| Audit all directory listings for legacy brand names | Kari Krause | In progress |
| Contact each directory platform to update name to Adava Care | Kari Krause | Assigned |
| Confirm Willowbrook listings are fully removed | Kari Krause | To verify |
| Provide backend access credentials or contacts where needed | Kurosh / Adava Care team | As needed |
Kari Krause volunteered to own the directory update process. Kurosh acknowledged the access process is cumbersome per-platform but expressed appreciation for Kari taking it on.
Why This Matters
Inconsistent branding across directories undermines trust and can confuse referral sources (e.g., social workers, discharge planners) and families researching care options. Platforms like A Place for Mom are high-intent discovery channels — a listing under an outdated name may cause a prospective resident to question whether the community is still operating or affiliated with Adava Care.
Additionally, mismatched NAP (Name, Address, Phone) data across directories can negatively affect local SEO signals, working against the broader [2] efforts underway.
Related Context
- This rebranding task was discussed alongside a broader website opportunities document that Melissa Cusumano shared, which included a tab specifically cataloging directory and listing inconsistencies.
- The same meeting also addressed [3] in printed marketing materials — a parallel brand consistency concern.
- The private pay initiative (see [4]) will also require updated directory profiles to reflect the correct positioning and messaging.
Notes from Meeting
"These are things that we need to look at and update and make sure that it's saying Adava Care versus Willowbrook or Matthews."
— Melissa Cusumano, 2025-10-08"Each one has a kind of annoying way of getting access to it. So it's not fun."
— Kurosh Dejgosha, 2025-10-08"I'll take that annoying job though, Kurosh. I don't mind."
— Kari Krause, 2025-10-08