Larry Kutscher

The country’s largest senior care referral service announced plans for a new office  Tuesday and recently launched an advertising campaign, efforts designed to help older adults or their families choose senior living communities to which to move.

A Place for Mom said it is opening a new office in Overland Park, KS, in a move expected to result in the creation of more than 600 jobs in the area in coming years. The company already has offices in Seattle, New York City and Naples, FL.

“We are committed to creating a world-class operation in the Kansas City area as we continue to transform our business to best serve our customers,” APFM CEO Larry Kutscher said in a statement. “Overland Park will be home to several key areas of our business that will have a direct impact on our company’s mission to empower families to make informed and confident senior housing decisions that best fit their unique needs.”

Among those areas are managerial talent, finance and human resources professionals, local advisers, information technology experts, engineers, designers, writers, customer service associates and other support staff functions. Hiring is already underway, APFM said.

Founded in 2000, the company already employs more than 500 and works with more than 16,000 provider communities in the United States and Canada.

The news of the planned office came on the heels of the launch of a new advertising campaign featuring longtime APFM spokeswoman Joan Lunden, who has partnered with the company since 2012.

The new campaign was timed to follow the holidays, when families often notice that their loved ones might benefit from senior living, “to reach more families with the message that A Place for Mom can provide the support and guidance needed during the emotional time of finding senior living options for loved ones,” Kutscher said.

The campaign’s message, according to the company, is based on feedback and learning from customers’ own personal experiences searching for senior living options. The campaign consists of four 30-second television spots that debuted right before the New Year as well as 15-second spots, a radio campaign and a digital campaign that includes billboards and mobile display banners.