Shaping the Future of Senior Living Marketing...• Ramp up marketing efforts • Focus on reputation management • Align sales and marketing to capture and funnel all leads effectively

Shaping the Future of Senior Living Marketing

Learning Objectives

★ Understanding your residents’ and non-residents’ wants and requirements through traditional and programmatic surveying

Learning Objectives

★ Learning the research strategies necessary for successful targeting, positioning and implementation of your marketing mix

★ Taking SMART goals one step further: understanding the OGSM model to gain ultimate clarity on objectives, goals, strategies and measures

We have entered an age of disruption.The senior living marketplace is more consumer-driven than ever before, forcing the market to shift and meet the demands of highly educated consumers.

What does this mean?

The marketing cycle is longer.The research process conducted by each family continues to lengthen, and consumers are overloaded with information.

The more clear you can be with prospective residents and families, the better this process will be.

This requires strategy, planning and consistent management for success.

Technology is keeping people home longer.The growth of remote monitoring and telehealth has allowed for older adults to remain home longer.

Marketing strategies will need to focus on more than quality of care and safety - what does your community offer they cannot have at home?

Source: Big Buzz proprietary marketing strategy method 2007-2019

Create Implement Optimize

Increased Efficiency +

Effectiveness

Research Strategy

Research

Understanding your residents’ and non-residents’ wants and needs through traditional and programmatic surveying.

We all know the golden rule of selling…

Ask the PeopleNo one appreciates the community’s offerings and quality of care more than your loyal residents and their family members.

Traditional Surveys

Using free or low-cost survey tools such as SurveyMonkey or Pollfish, your community can identify the wants, perceptions, requirements and behaviors of residents and their family members.

Traditional Surveys

This data can be used in the creation of the strategic marketing plan as well as provide insight to the leadership team as far as recommendations on processes, resident programming, or standards of care.

Traditional Surveys

What do you enjoy most about our community?

How has our community changed your life?

What are some things our community can do better?

How long have you or your loved one lived at our community?

What would you like to see in the future?

Where did you first hear about our community?

Would you search online for a community like ours?

If so, how would you search? What keywords would you use?

How much research did you do prior to moving into a community?

What features of our community stood out to you the most?

Traditional Surveys allow your team to develop solid value statements using voice of the customer (VOC) data, in the language that resonates most with your target audience.

That is the messaging that will make you stand out amongst the growing competition.

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Programmatic Surveys

Programmatic surveys allow for enhanced targeting ability, timeliness and data collection while avoiding the survey bias associated with traditional processes of data collection.

Programmatic Surveys

Education Career Professional Interest or Training Income (Tier I, II, III, IV) Geography (Zip, City, State, Region, Country) Demographics (Age, Gender, Race) Technology Platform

Programmatic Survey Targeting Example

The survey data can be used across all departments to improve community marketing, building designs, building features and more.

Market Analysis

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

TOWS AnalysisWT WO

“Maxi-Mini” Strategy

Strategies that use strengths to minimize threats.

ST

“Mini-Maxi” Strategy

Strategies that minimize weaknesses by taking advantage

of opportunities.

SO

TOWS Matrix © 1982 Heinz Weihrich, Ph.D.

“Maxi-Maxi” Strategy

Strategies that use strengths to maximize opportunities.

“Mini-Mini” Strategy

Strategies that minimize weaknesses and avoid

threats.

• Good reputation • Designated memory

support • Staff tenure

Weaknesses

Strengths

Threats Opportunities

• Older building • New, luxury competition

popping up • Sales and marketing

disconnect

• Growing demand • Revamped enrichment

program • State-of-the-art technology

• Increased competition • Older website and

marketing materials • Increased regulations



Weaknesses

Strengths




disconnect




marketing materials • Staying at home longer

• Remodel options • Ramp up marketing efforts • Focus on reputation

management • Align sales and marketing to

capture and funnel all leads effectively to close



Weaknesses

Strengths




disconnect





• Focus marketing on staff tenure and reputation

• Emphasize importance of designated memory support

• Update website to be more modern and on par with competition



Weaknesses

Strengths




disconnect





• Invest in newer technologies • Enhance enrichment

programming and advertise it on website and social media

• Button up sales process to meet the needs of prospects



Weaknesses

Strengths




disconnect





• Showcase memory support programming

• New technology to help care teams and enhance resident life

• Market reputation and increase positive reviews



Weaknesses

Strengths




disconnect





• Showcase memory support programming

• New technology to help care teams and enhance resident life

• Market reputation and increase positive reviews

• Remodel options • Ramp up marketing efforts • Focus on reputation

management • Align sales and marketing to

capture and funnel all leads effectively to close

• Focus marketing on staff tenure and reputation

• Emphasize importance of designated memory support

• Update website to be more modern and on par with competition

• Invest in newer technologies • Enhance enrichment

programming and advertise it on website and social media

• Button up sales process to meet the needs of prospects

Listen and mingle.

Social listening involves monitoring what your target audience is saying about your community, your competitors, and any other phrases associated with the services and care you provide.

What is Social Listening?

• Identify opportunities to further engage with your target audience • Keep track of what posts are generating the most engagement and

what posts are not • Determine key phrases being used most often • Understand what your competitors are doing, and how they are

being discussed online

Benefits of Social Listening

https://www.google.com/alerts

Google Alerts provide the best insight into what your prospects are saying, and what your competitors are doing. Plus, it’s FREE!

To make the most out of social listening efforts, consider building a small team dedicated to consistently monitoring social listening to report back to the team.

The Role of Artificial Intelligence

Advancements in AI allow marketers to dissect large amounts of data - not only on behavior or results - but interests, reactions, traits, preferences and habits.

AI vs. Human Experience

AI has been on the forefront in healthcare and is already prevalent in the senior living industry.

Amazon’s Alexa is a great example of how AI is providing value to the senior living industry, and can also be used as a powerful marketing differentiator.

AI for Resident Engagement

There are a variety of care-related ways AI is changing the industry, and this can also differentiate you from the competition. A few examples include:

• Monitoring vital signs • Remote monitoring • Predictive analysis • Fall prevention/notification • Behavior tracking

AI for Care Teams and Families

AI allows marketers to better understand consumer data so we can provide a better experience and connect with consumers on a deeper level, more than ever before.

AI is providing residents the ability to engage more fully with their care team and families, as well as teaching them new skills.

In short…

Who Are You Talking To?

Name: Age: Education: Family: Occupation: Recreation: Motivators: Other Interests:

Target Persona

What are their greatest challenges?

Target Persona

What questions does this person have for our organization?

Target Persona

Go beyond the obvious!

Target Persona

Insightful + Educational

CONTENT DEFINED

CONTENT DEFINED

Never Promotional

CONTENT DEFINED

CONTENT DEFINED

CONTENT DEFINED

ChallengesObstacles

Fears

EditorialCalendar

MediaPlan

TeamAssignments

Strategy

Taking SMART goals one step further: Understanding the OGSM model to gain ultimate clarity on objectives, goals, strategies and measures.

SPECIFIC - What do you want to achieve? When do you want it finished?

SMART Goal Refresher

MEASURABLE - How can you measure progress to know you’re succeeding?

ACHIEVABLE - Are you able to achieve this goal? Do you have the needed skills?

RELEVANT - Why should you achieve this goal? What is the impact?

TIMELY - What is the due date? Can this goal be achieved by this date?

Wildly Important GoalThe Wildly Important Goal (WIG) should always have a start,

finish and deadline.

Increase revenue from $2.3 million per month to $3 million per month by EOY 2019.START FINISH DEADLINE

Crystal-clear expectations for Big Buzz and our clients on how to reach the goal.

WIG Strategy

This goal makes all the difference.Failure to achieve it renders

all other efforts inconsequential.

SocialMedia

Strategy

SEOStrategy

EmailCampaignStrategy

These are lag measures. When they are achieved along with additional efforts the WIG may be achieved.

Source: Franklin Covey, The 4 Disciplines of Execution

SendEmails

LeadFollow-Up

Getting stuck in the whirlwind is thedeath of the achievement of the WIG.

LaunchCampaigns

Update SocialMedia

UpdateWebsite

Strategic

Tactical

Digital MarketingStrategy

Wildly Important Goal:Increase revenue from $2.3 million

per month to $3 million per month by EOY 2019.

“Our research has shown that only 15 percent of employees actually know their organization’s most important goals—either there are no goals or they have too many goals.

Focusing on the wildly important requires you to go against your basic wiring as a leader to

do more, and instead focus on less so that your team can achieve more.”

- Sean Covey, Co-Author of The 4 Disciplines of Execution

OBJECTIVES

Objectives are what set the direction for the organization. This statement describes the ambition of the business and answers the

question “What are we trying to achieve?” It is where the business is headed.

We have a robust sales and marketing

strategy.

We are the known leading industry

experts.

We are a top place to work.

A

Goals describe what success looks like. They should be more strategic in nature, defining the financial health and guiding the direction

for the strategic choices. They answer the question “What do we want to achieve?” in

critical targets and terms.

GOALS

• + 1 annual award • 90% overall

occupancies • + 3 executive team

members

• 100% employee retention

• 80%+ survey satisfaction

• +20 inquiries per month, 15 tours, 7 move-ins monthly

• Increase close rate to 52%

Strategies are the choices we will make to achieve our objectives and

goals, including key initiatives. Strategies guide the work activities and allocation of resources across

the organization.

STRATEGIES

• Gain press exposure • Deliver highest quality

care to residents • Strengthen brand to

attract top talent

• Invest in professional development

• Strengthen community culture

• Implement world class marketing plan & sales approach

• Increase number of referrals

Measures are what defines an organization’s progress toward delivering a strategy. It’s how

you play a winning game.

MEASURES• Apply for 1 award &

publish 1 PR per quarter • Receive regular

professional recommendations

• Top employees in regular professional coaching

• 100% of employees complete culture surveys quarterly

• Attracting 5-7 hot leads weekly

• Clear ROI • Receive regular

professional and personal referrals

MEASURES• Apply for 1 award &

publish 1 PR per quarter • Receive regular

professional recommendations

• Top employees in regular professional coaching

• 100% of employees complete culture surveys quarterly

• Attracting 5-7 hot leads weekly

• Clear ROI • Receive regular

professional and personal referrals

STRATEGIES• Gain press exposure • Deliver highest quality

care to residents • Strengthen brand to

attract top talent

• Invest in professional development

• Strengthen community culture

• Implement world class marketing plan & sales approach

• Increase number of referrals

GOALS• + 1 annual award • 90% overall

occupancies • + 3 executive team

members

• 100% employee retention

• 80%+ survey satisfaction

• +20 inquiries per month, 15 tours, 7 move-ins monthly

• Increase close rate to 52%

OBJECTIVES

We have a robust sales and marketing strategy.

We are the known leading industry experts.

We are a top place to work.

Source: Franklin Covey, The 4 Disciplines of Execution

Tactical

Getting stuck in the whirlwind is the death of the achievement of

the WIG.

Update Social Media

Write and Email Content

Update Website

Lead Follow-Up

Create Campaigns and Landing Pages

Where are the tactics?While it is vital to keep our focus on the strategic and most important, there is still a delivery of tactics. When completing an OGSM model, the tactics are typically located on a separate document.

BRAND / AWARENESS TRADITIONAL MARKETING INTERNAL MARKETING ONLINE MARKETING

• Messaging Development • Mood Board Development • Logo Design • Identity Design • Brand Strategy • Brand Naming Strategy • Branded Giveaways • LinkedIn Publishing • Transition Communications • Content Marketing • Community/Charitable Involvement • Event Promotions

• Print Advertising • Direct Mail • Brochures • Pandora Advertising • Spotify Advertising • Radio Advertising • TV Advertising • Billboards • Custom Print

• Internal Referral Strategy • Referral Network Strategy • Team Training • Thank You Cards • Welcome Packets • Point-of-Sales Campaigns

• Website Development • Search Engine Optimization (SEO) • Search Engine Marketing (SEM) • Social Media Marketing • Google AdWords • Remarketing • Snapchat Geofilters • Facebook Advertising • Facebook Remarketing • Yelp Advertising • YouTube Advertising • Online Review Strategy • Display Banner Advertising • Blog Support • Newsletter Campaign • Email Campaign

BRAND / AWARENESS TRADITIONAL MARKETING INTERNAL MARKETING ONLINE MARKETING

• Content Marketing • Direct Mail • Referral Strategy • Social Media Strategy • Remarketing

Recap

Annual Quota

Weekly Quota

The research process conducted by each family continues to lengthen, and consumers are overloaded with information.

The more clear you can be with prospective residents and families, the better this process will be.

Annual Quota

Quarterly Quota

Traditional surveys are a great tool to gain insight inside of your community. This includes understanding your residents and family members’ wants, perceptions, requirements and behaviors.

Programmatic surveys are a great tool to gain insight outside of your community. This includes understanding the value your prospects seek and how they digest marketing.

Annual Quota

Quarterly Quota

Using the SWOT and TOWS Analyses together will identify where your organization can minimize threats and maximize opportunities, leading to greater clarity.

Annual Quota

Quarterly Quota

Social listening involves monitoring what your target audience is saying about your community, your competitors, and any other phrases associated with the services and care you provide. Setting up Google Alerts is a free and convenient tool to keep social listening top of mind.

Annual Quota

Quarterly Quota

Advancements in AI allow marketers to dissect large amounts of data - not only on behavior or results - but interests, reactions, traits, preferences and habits.

Annual Quota

Quarterly Quota

Content should always be written to your target persona.

Content marketing is always insightful + educational.

Annual Quota

Quarterly Quota

SMART Goals are specific, measurable, achievable, relevant and timely.

Annual Quota

Quarterly Quota

The OGSM Model allows teams to be crystal clear on what the organization’s goals are, how success is measured and the roadmap to get to the goal.

The WIG Model keeps the organization focused on strategy as opposed to tactics.

Annual Quota

Quarterly Quota

Objectives describe the destination and are written as if future is already here. “We have” or “We are” statements.

Strategies are the roadmap.

Goals are lead measures, giving us validation we are on track.

Measures are lag measures, and we will not know if they are true until after the WIG date has passed.

Getting stuck in the whirlwind is the death of the achievement of

the WIG.

Annual Quota

Quarterly Quota

Weekly Quota

WIG and OGSM Models keep your team aligned and focused on what is most important to score a win.

Finally,

Get your complimentary digital copy now.

Text your email address now to 720-212-3523.

I will email you a copy of the most vital slides.

Shaping the Future of Senior Living Marketing...• Ramp up marketing efforts • Focus on reputation management • Align sales and marketing to capture and funnel all leads effectively

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