"Sell the sizzle, not the steak"
As my boss always told me, "Sell the sizzle, not the steak". We have found it successful to "sell" the programs, not the Center in general. As we know, Centers don't always have the the wonderful image they deserve, and people are reluctant to claim a connection to a Center if it conjures up an image of people in rocking chairs just staring at the wall. However, if they can claim to be a part of a specific program, that's a whole other story. Our people consider themselves members of the Chorus, the Exercise class, the pool team, the Line Dancers, the Good Company singles, Travel Club, etc. It makes is easier for newcomers to step through the door if they have a group to "belong" to.
The side benefit is that they come to realize that the Center has a lot to offer to people of all abilities and they spread the word about how active the Center is. Soon they are proud to be members of the Center, although they never lose their identity with their activity group.
My specific recommendation is when preparing publicity releases that you promote specific programs and groups, not just the Center in general. Your groups do not have to be formal associations with lists and cards. Our are just informal, but members who attend regularly form their own bonds. The groups are comprised of people with a common interest so friendship just naturally follows.
This marketing strategy also help Centers to overcome the dilemma of serving diverse populations. Active, well Seniors prefer to associate with people like themselves, not with some of the lower functioning folks that also attend Centers. By being identified as part of a specific group, such as the Nature Walkers, they have a distinct identity and aren't lumped together with the less able. (By the way, this doesn't make the active Seniors "bad people". It's just another one of those human traits we have to take into consideration. After all, wouldn't you prefer to be with people who share similar interests with you?).
One other hint: Most active Seniors have their own transportation. We plan a lot of the active, more costly programs in the late afternoon, after the buses leave to take our "regulars" home. It allows us to make better use of our facility and allows the more independent Seniors a chance to have the Center to themselves.