What Varsity does

Varsity Marketing, LLC is a Pennsylvania-based B2B marketing agency that specializes exclusively in serving U.S. senior living operators, including retirement communities, continuing care retirement communities (CCRCs), assisted living facilities, memory care communities, and senior housing organizations. Founded in 2000 and operating for 25+ years, the company serves clients such as HumanGood, Goodwin House, Springpoint, Holiday Retirement, Cassia, Frasier, Shell Point, and Westminster Village. Varsity operates as Varsity Marketing, LLC (Pennsylvania LLC) with a Mechanicsville-area headquarters (717 area code), 11-50 employees, and no disclosed institutional funding or parent company. Derek Dunham serves as President, with John Bassounas as Partner, Robinson Smith as Creative Director, and Kevin Purcell as Chief Data Scientist at the WildFig subsidiary.

Varsity's service portfolio spans the full marketing lifecycle, including research, data analytics, brand development and repositioning, creative services, public relations, event marketing, sales consulting, and sales training. Its proprietary analytics arm, WildFig, provides data science services encompassing machine learning, predictive analytics, statistical modeling, dynamic dashboards, and forecast modeling for senior living clients. The firm maintains a Google Partner certification, the VarsityPrime industry blog, the Roundtable Talk podcast (hosted by President Derek Dunham on Apple Podcasts, Spotify, and iHeartRadio), and weekly Roundtable virtual gatherings to engage the senior living professional community. Documented client outcomes include 88,993,600 potential impressions in 30 months for a PR engagement, 75% pre-sold in four months, and near-100% occupancy achieved in six months.

Varsity generates revenue through professional services engagements with senior living operators, with client-reported budget expectations ranging from less than $250,000 to over $1,000,000 annually and multi-year contract cadence, consistent with retainer or project-based engagements. Distribution occurs through direct enterprise field sales to community leadership (CEOs, marketing directors, sales teams), supplemented by relationship-based selling at industry events such as the LeadingAge PA Annual Conference. As a privately held LLC with no disclosed institutional ownership, Varsity operates as an independent consultancy with single-country (USA) geographic scope.

Name

Varsity

Legal name

Varsity Marketing, LLC

Website

https://varsitybranding.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Varsity Marketing is a Pennsylvania-based B2B marketing agency specializing exclusively in branding, marketing, sales consulting, and data analytics services for U.S. senior living communities, including CCRCs, assisted living, and memory care operators. It serves 30+ enterprise clients via direct field sales and retains the WildFig analytics subsidiary.

Ownership category

akta.pro rank

Product category

Senior Living Marketing Agency

NAICS

Continuing Care Retirement Communities (623311)

akta.pro primary industry

Independent Living within CCRC Campuses (IL Component) (HLADAAAF)

Keywords

• Senior living marketing
• Branding agency
• Sales consulting
• Integrated marketing services
• Mature market advertising

Headquarters

HQ city

New Cumberland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Marketing and Branding Services: Varsity provides comprehensive branding, marketing, and sales consulting services to senior living communities including research, data analytics, creative services, sales training, event marketing, and integrated marketing solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Varsity is a B2B marketing and branding agency that provides integrated marketing, sales consulting, research, data analytics, event marketing, public relations, and sales training services exclusively to senior living and retirement community operators. Its services help CCRCs, assisted living, memory care, and senior housing communities improve occupancy, strengthen brand positioning, and execute sales and marketing programs through a 'Fresh Perspective' approach.

Product overview

Varsity is a senior living marketing agency offering an integrated portfolio of services centered on marketing strategy and execution for the mature market. The core offering includes brand development, sales training, event marketing, public relations, integrated marketing, and sales consulting. These services are supported by a data and analytics arm called WildFig, which provides machine learning, predictive analytics, statistical modeling, and dynamic dashboards. Additional offerings include the VarsityPrime blog (industry insights), the Roundtable Talk podcast (longevity and aging perspectives), and The Roundtable (weekly virtual gatherings for senior living professionals). The company positions itself around a 'FRESH PERSPECTIVE' philosophy to help senior living communities engage prospects and grow occupancy.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Strategic market research services for senior living communities, providing insights to support brand strategy and marketing decisions.
• WildFig Data & Analytics Data science and analytics consultancy delivering machine learning, data mining, forecast modeling, predictive analytics, statistical modeling, and dynamic dashboards for senior living operators.
• Sales Training Sales training programs to help senior living communities improve occupancy performance and sales team effectiveness.
• Event Marketing Event-based marketing services designed to generate leads and build relationships for senior living communities.
• Integrated Marketing Comprehensive integrated marketing services combining multiple channels and strategies for senior living communities.
• Public Relations Public relations services to build brand visibility and reputation for senior living organizations.
• Brand Relaunch Brand evolution and strategic platform development services for senior living communities seeking repositioning.
• Sales Consulting Strategic sales consulting engagements that help senior living communities achieve occupancy and revenue goals.

Quantifiable outcome

• 88,993,600 potential impressions achieved in 30 months for one PR client
• +3 more outcomes

Named customers31 records

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GlynnDevins: Senior living marketing agency providing branding, sales support, and digital marketing services specifically to senior living operators — directly overlapping Varsity's core customer base and service model.
• SolveOne: Senior living marketing and sales agency offering branding, marketing strategy, and sales consulting to senior living operators, closely mirroring Varsity's integrated agency model.
• SageAge Strategies: Marketing agency focused on senior living and 50+ consumer brands, offering branding, PR, and digital services to a similar CCRC and senior housing clientele.
• ClearView Marketing: Healthcare and senior living marketing agency with senior living as a core vertical, providing branding, PR, and integrated marketing services to comparable operator clients.
• The Marketing Firm (senior living division): Performance marketing agency with a dedicated senior living practice, offering digital advertising and sales-enablement services to senior living operators and competing for similar marketing budgets.

Others

• Yardi: Software platform serving senior living operators (including marketing/CRM modules) — adjacent ecosystem participant whose marketing-suite capabilities could overlap with or substitute for Varsity's services.
• Reputation.com: Online reputation management and listings platform used by senior living operators for review generation and local search — adjacent tech that overlaps with Varsity's brand and digital advertising engagements.

Emerging players

• Healthcare Success: Healthcare marketing agency with senior care and senior living as part of a broader healthcare portfolio, providing overlapping branding, digital, and patient/resident acquisition services.

Broad incumbents

• A Place for Mom: Senior living referral platform that operates at a different layer (consumer referrals) but competes for the same senior living marketing dollars and influences how operators approach occupancy and lead generation.
• J. Connelly & Co. B2B marketing and PR agency in healthcare and senior care, offering overlapping communications and brand services to senior living operators from a broader agency platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/varsity-marketing
• Xx.com/varsitybranding

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Varsity