Home care marketing in Coronado:
a direct mail plan for senior care
By Best Direct Mail, San Marcos · Numbers from USPS and the US Census Bureau
Coronado is small, close-knit and expensive, and many people who live here plan to stay for the rest of their lives. Long-time families own homes in the Village, many retirees live in the towers of Coronado Shores, and many military retirees have settled on the island after a career at the nearby Navy bases. Some owners are here only part of the year, with grown children who live far away.
Two groups decide on senior care: the older adult and a grown son or daughter who helps. In Coronado the child may live on the island, across the bridge or in another state, so a good plan reaches the older resident directly and gives the family an easy way to check on you. Below we start with the public numbers for 92118, then go neighborhood by neighborhood: who lives there, what to offer and how to mail it. After that come home care versus assisted living, a year of mailings and what every senior care postcard in California should include.
Coronado by ZIP Code
| ZIP Code | Homes (routes) | Residents 65 or older | Residents 75 or older | Seniors living alone | Median household income |
|---|---|---|---|---|---|
| 92118 All of Coronado: the Village, Coronado Shores and the Coronado Cays | 9,277 (15) | 22% | 13% | about 970 | $134,534 |
What the columns tell you:
- Residents 65 and 75 or older: where older adults make up the biggest share of the neighborhood, and so where EDDM® wastes the fewest cards. The need for daily help grows with age.
- Seniors living alone: households of one person 65 or older. They are the people most likely to need help at home, and the ones whose families worry most.
- Median household income: higher incomes point to private-pay, live-in and full-service care. Lower incomes point to clear hourly rates, short visits and the benefits you accept.
These figures cover whole ZIP Codes, and single routes inside them can be quite different. Our EDDM® route planner shows income, age and household size for every route before you choose.
Homes and carrier routes are from the USPS EDDM® route map. Residents 65 and 75 or older, seniors living alone and income are US Census Bureau American Community Survey 5-year estimates for the ZIP Code area. Seniors living alone are one-person households of someone 65 or older.
What a mailing costs: $2,682 for 5,000 homes with our recommended 8.5 × 11 EDDM® postcard, including printing and postage. See our EDDM® prices for other quantities.
What to mail in each neighborhood
Coronado Shores (92118)
South of the Hotel del Coronado, Coronado Shores is a group of condominium towers from the 1970s with the beach in front. Many residents are retired, some live here full time and others only for part of the year. Condo living suits aging in place, but help with errands, meals and appointments still matters.
- What to offer: help that keeps people in their own homes: a few hours a week of help with meals, errands and housework, rides to appointments, and more care after a hospital stay. A free in-home assessment is an easy first step.
- How to mail: a mailing list filtered by age, sent to each owner at their own mailing address, so part-time residents get the card where they actually live.
The Village and Glorietta Bay (92118)
The grid of streets from the ferry landing to Glorietta Bay has Craftsman bungalows, Spanish Revival homes and beach cottages. Families who have been here for generations live next to newcomers, and many older residents have owned the same house for decades and walk to shops along Orange Avenue.
- What to offer: companion care, help with bathing and dressing, medication reminders and rides to appointments, plus whether you accept long-term care insurance or veterans benefits.
- How to mail: EDDM® on the Village routes, every month or so. One card reaches older residents and the grown children who live nearby on the island.
Ocean Boulevard and the beach blocks (92118)
Along Ocean Boulevard and the streets just behind it are some of the most valuable homes in the county, many large and custom-built. Owners here expect quality and discretion, and a large home is harder to keep up alone as the years go by.
- What to offer: full-service home care, live-in or around-the-clock care, memory care at home and a care manager the family can call. A calm, well-designed card does better here than a coupon.
- How to mail: a mailing list filtered by age and length of residence, sent to owners at their own mailing address. Some homes are second homes, and the owner may live elsewhere most of the year.
Coronado Cays (92118)
Down the Silver Strand on the bay side, the Coronado Cays was started around 1970 and has residential villages from waterfront homes with private boat docks to townhomes and condos. Some villages are gated, and many owners have been here for decades. It is a few miles from the Village, so families value a caregiver who will make the drive.
- What to offer: full-service or live-in care, regular updates for children who live out of town, and respite care so a spouse who is the main caregiver can take a break.
- How to mail: a mailing list by age and length of residence. Gated villages can be hard to reach any other way, and a list also covers owners who live elsewhere part of the year.
Home care or assisted living: who to mail in Coronado
- Home care agencies can mail every home on the routes they serve with EDDM®, or use a mailing list to reach households by age and how long they have lived in the home. In Coronado, a list sent to each owner's own address also reaches part-time residents. The table above shows how many older residents and seniors living alone are in 92118.
- Assisted living and memory care communities on the island do best mailing every home in Coronado, since families want a parent to stay close to friends and familiar places. If your community is across the bridge, pick nearby routes in our EDDM® route planner and tell Coronado families how close you are. Either way, keep the card about the community itself.
- Both should mail the same homes again and again. Families often take months to decide, and the card on the counter when they are ready is the one they call.
Mail also works well beyond homes. Doctors' offices, discharge planners at Sharp Coronado Hospital and other nearby hospitals, and senior centers refer families every week, and a card or letter to them a few times a year keeps your name in mind. Ask us about a mailing to referral partners in Coronado and across the bay.
A year of senior care mailings in Coronado
| When | Who gets it | What the card says |
|---|---|---|
| Every 4 to 6 weeks | The same routes around your office or community | Who you are, what you help with and one low-pressure next step |
| January to February | Neighborhoods with many older residents and the family neighborhoods nearby | After the holiday visits: a free in-home care assessment or a tour |
| Spring | Neighborhoods with many people living alone | Help around the house, rides to appointments and a friendly visit each week |
| Summer | Family neighborhoods | Respite care while the family caregiver takes a vacation |
| September to October | The routes around your community | An open house, a lunch or a talk for family caregivers, mailed 2 to 3 weeks ahead |
| November | Family neighborhoods and the routes closest to you | Coming home for the holidays? What to look for when you visit, and how to reach you |
You don't need every mailing. Most Coronado agencies and communities start by mailing the same nearby routes every month or so, then add the seasonal cards. Our senior care direct mail guide has more ideas for each one.
What every Coronado senior care postcard should include
- Your license number. Home care organizations and assisted living communities (Residential Care Facilities for the Elderly, or RCFEs) in California are licensed by the Department of Social Services. Showing the number tells families you are legitimate.
- Who pays, said plainly. Medicare generally does not pay for ongoing non-medical help at home or for assisted living. Don't suggest that it does. Say whether you accept long-term care insurance or veterans benefits, if you do.
- Offers spelled out: what a free assessment or a move-in special includes and when it ends.
- For assisted living, describe the community, not the residents you want. Rooms, care, meals, activities and your location. Communities are housing, and fair housing rules apply to their advertising.
- Large type and a phone number a person answers. Many readers are older, and many callers want to talk to someone right away.
- Where you are in Coronado, with a landmark people know and the areas you serve.
These are general points, not legal advice. Your licensing office or an attorney can confirm the exact wording, and we adjust any design to match.
Senior Care postcard designs
Start from one of our ready-made senior care postcards. We add your logo, offer, license number and photos, send you a proof, then print and mail it. Need a custom design, or have your own? Just let us know.
Senior Care marketing plans in other cities
- SanMarcos
- Carlsbad
- ChulaVista
- Clairemont
- DelMar
- ElCajon
- Encinitas
- Escondido
- ImperialBeach
- LaJolla
- LaMesa
- LemonGrove
- NationalCity
- NorthPark
- Oceanside
- PointLoma
- Poway
- RanchoBernardo
- Santee
- ScrippsRanch
- SolanaBeach
- Vista
Coronado at a glance
- Homes and mail routes
- About 9,300 homes on 15 routes
- Best areas
- Older residents: Coronado Shores, the Village and Glorietta Bay. Full-service and live-in care: Ocean Boulevard and the Coronado Cays. Adult children: the Village, plus families who live off the island.
- What it costs
- $2,682 to mail 5,000 homes by EDDM®
- Where to start
- A mailing list by age for the whole island every month, plus a card to local referral partners.
Frequently asked questions
Where do most older residents live in Coronado?
Coronado Shores has many retired residents in its condo towers, and the Village, Glorietta Bay and the Coronado Cays have many owners who have lived in their homes for decades. The table above shows the share of residents 65 and 75 or older and the number of seniors living alone in 92118.
Should a home care agency use EDDM® or a mailing list in Coronado?
Both have a place. EDDM® works on the Village routes, where it reaches older residents and their families nearby. A mailing list by age and length of residence works better for the condo towers, the gated villages in the Cays and the many second homes, since it goes to each owner at their own mailing address.
How do I reach family members who live off the island?
Many Coronado families have grown children in other cities. Give them a reason to call: updates after every visit, a care manager they can reach and a free assessment they can join by phone or video. Put your website on the card, since many will look you up before they call.
How often should senior care postcards be mailed?
Every four to six weeks to the same homes. Coronado is a single ZIP Code, so a small agency can mail the whole island on a steady schedule.
Do you mail in Coronado?
Yes. Our print shop is in San Marcos, and we mail EDDM® across San Diego County, including Coronado, taking your postcards to the Post Office that delivers your routes.
Get a quote for your Coronado mailing
Tell us which neighborhoods and services you want to focus on. We'll reply with a price for printing and mailing, and the routes or list we recommend.