Director of Marketing & Philanthropy

Presented by: Ashlee Schoonover

Talents Required

The innate ability for: Creativity and designLearning informallyCuriosity Identifying opportunitiesBeing a people personA strong work ethic

Skills Required The learned ability to: Interact with people (residents, staff, and

advertising reps) Listen, and understand the motivations

and apprehensions of others Communicate what you want to achieve

with others Understand how to buy media Negotiate rates for advertising Use different types of media effectively Understand the long-term care and

continuing care retirement community (CCRC) industries

Use computer programs, including Excel, Publisher, and various design programs

Education/Experience

Minimum of an Associates degree in Marketing or Business

Minimum 2-3 years media buying experience required

Background or experience in design a plus

Long term care industry experience a plus

Marketing Roles

Product role: works with residents to offer customized apartment choices, is involved with guiding the broader product including things such as food services and other amenities, plays a critical role in strategic planning and expansion plans

People role: determining which demographics to market the facility to, particularly when expansion occurs or new services are offered

Promotion: designs marketing campaigns using a variety of media including TV, radio, newspaper, billboards, and magazines that cater to a specific demographic; designs all marketing materials to be distributed to prospective residents and their families

A Typical Day…

There is no such thing as a “typical day”, but here is a sampling of what a day might include…….

A Typical Day…

Meet daily with the sales counselor to discuss sales activity including incoming and outgoing calls, prospects, public relations events, etc. Discuss everything from who the inquiry came from, what their situation is, and approaches for increasing inquiries.

A Typical Day…

Meet daily with the move-in coordinator to discuss apartment renovation progress. Chart the progress of renovation of each apartment and discuss any issues related to each individual apartment, or more broad issues related to renovations.

Meet bi-weekly with the renovation manager to discuss issues, renovations and completion dates.

A Typical Day…

Attend to media duties, including: Writing and designing brochures and

working with the printer on paper type and other design specs as well as bidding the printing to a list of approved vendors

Writing and designing newspaper ads, Writing radio commercials and creating

storyboards and copy for television spots Creative concepts and execution on web

advertising, yellow pages and directories Negotiating rates for advertising

A Typical Day…

Give a tour or discuss rates on living at The Village with residents and/or their family. This could be discussions by phone or onsite tours. It might include customizing information packets based on their expressed interests. Tours are generally followed by a hand-written note and other follow up communications.

A Typical Day…

Prepare contracts for new members and for new residents: New members receive a 6-page contract New residents receive a 33-page contract

Sit down individually with new residents and explain the contracts. A week later we sign the contracts. This gives them time to review it at their leisure and reduces any kind of pressure to sign too quickly.

Once a contract is completed, waiting list and resident files must be updated in the databases.

A Typical Day…

Brainstorm marketing activities including participation in trade shows, hosting community events, developing programs and events for waiting list members and effectiveness of events and advertising.

Once determined, events and activities have a broad “to-do” list created ever mindful of the goal of what is to be accomplished as a result of the event/trade show/activity, etc. Execution includes monitoring those responsible for various pieces of the project.

A Typical Day…

Prepare and distribute press releases. Post events, activities and newsworthy

events on community calendars, web calendars, and our own website.

This often includes reviewing and selecting photos to accompany the press releases, etc.

A Typical Day…

Reading industry journals/ publications/ blogs. Take some time each week to catch up on what appear to be issues and trends in our industry.

A Typical Day…

Update website with new information or job postings. It is a robust website with information about our company overall and our three distinct business units. An average of 8 to 10 changes are made to our website monthly to keep the information fresh and optimized.

A Typical Day…

Plan fund development strategies and programs. (This is a smaller piece of the responsibilities, but an important one.)

Meet with donors and process donations.

Prepare the deposit twice monthly Keep the donor database updated Prepare written communications related

to contributions

A Typical Day…

Prepare monthly reports on everything from renovation schedules to occupancy goals to web site activity.

Recommendation

YES! I would recommend this job based on: Opportunity to interact with a wide

variety of people Allows plenty of opportunity for creativity Chance to supervise staff and be a part of

their success Variety….every day is something

different!

Marketing Defined

Marketing is matching products and services to the people or organizations who can benefit from them.

Ron Wilcox, Director of Marketing & PhilanthropyClark-Lindsey Village, Inc.