WRC Senior Services (link: http://www.wrc.org/) is an integrated system of quality housing, support services and healthcare to meet the needs of older adults in rural western Pennsylvania. These services are provided by 8 affiliates and include skilled rehabilitative care, assisted and residential living, and home and community based services. TDCG facilitated a strategic planning exercise for WRC's senior staff and Board members. The discussion focused on how WRC could maintain and grow market share. The session focused on WRC's strengths and how those strengths could be enhanced to meet consumer preference. WRC focused the discussion on the near term, 5-10 year period and the longer term, 10-20 year period.