Organizational Background
For more than a century, Ebenezer has been a trusted provider and manager of senior living communities across Minnesota and beyond. As the senior living arm of Fairview Health Services, Ebenezer manages 100+ communities, spanning:
- Independent Living
- Assisted Living
- Memory Care
- Skilled Nursing / Care Centers
- Transitional/Short-Term Rehabilitation
- Child Day Care Programs
- Adult Day Programs
- Senior Cooperative Housing
- Condominiums and Mixed-Age Housing
- Affiliated Health & Wellness Services
Our footprint includes urban, suburban, and rural locations across Minnesota, Iowa, Wisconsin, and North Dakota, Nebraska, and Kansas. With strong growth expected across these regions, Ebenezer serves a diverse population of residents, families, caregivers, partners, and referral sources.
Why Now?
As the senior living market evolves—and as consumer expectations shift—Ebenezer seeks to ensure our brand remains relevant, resonant, and representative of who we are today and who we aspire to be.
Key factors prompting this initiative include:
Market Confusion & Brand Clarity
The Ebenezer name carries deep history and goodwill locally, but also presents challenges:
- Limited familiarity outside core markets due to historic "house of brands" approach
- Misalignment between name recognition and modern service offerings
- Confusion among partners/prospects navigating EMS vs. ESL vs. community-level branding
Geographic Expansion
With communities now spanning multiple states, we need a brand that:
- Translates effectively across regions
- Appeals to diverse demographic and cultural groups
- Supports growth in new markets
Competitive Positioning
Senior living customers—both B2C and B2B—are increasingly influenced by:
- Digital research and first impressions
- Clean, modern, trusted brand signals
- Clear messaging around care, wellness, and lifestyle
Our brand should support us in:
- Standing out in a rapidly expanding competitive landscape
- Strengthening partnerships with developers, health systems, and referral networks
Alignment With Future Vision
Ebenezer’s strategic plan prioritizes:
- Innovation in senior care delivery
- Expansion of management services
- Enhanced integration with Fairview/Health systems
A renewed name and brand identity will better express our mission, values, and forward-looking goals.
Internal Engagement & Culture
A revitalized brand provides an opportunity to:
- Unite staff across 100+ locations
- Clarify our mission and purpose
- Foster pride and shared identity across the organization
Submit Proposals by 12/19/25
Submit proposals (PDF preferred) to:
Michelle Blankenship
VP Marketing and Communications
Michelle.Blankenship@Fairview.org
Questions may be directed to the same contact.
- Final Vendor Selection: January 19, 2026
- Kick-off: February 2026