How to Best Utilize Television in Marketing & Communications

How to Utilize Television in Marketing & Communications

Internal in Focus ▌External in Impact Lynn Schneider, APR, CPRC

AVP Marketing & Communications Shell Point Retirement Community

LeadingAge Webinar • September 18, 2012

External Television at Shell Point

Utilizing TV Internal in Focus ▌ External in Impact

External Television

Consideration #1: Product & Transaction

Lifecare Product requires great deal of communication to gain understanding and acceptance Transaction Process is Lengthy

Transactions Prior to 2007 Today Typically 24 months 25 to 43 months 6 visits to property 6-12 or more visits 9 follow-up phone 9 to 18 calls


External Television

Why Television for Shell Point? • Transaction process is lengthy – long relationship • Product not well understood/not easily adopted • Focus on the Lifestyle with a hint of the Lifecare • Everyone watches TV so we reach not only our target demographic, but their adult children, and key influencers as well. • Television is useful for building image and brand and for reversing negative stereotypes and preconceptions It allows us to SHOW what Shell Point is like rather than just TELL. Beauty shots of river, golf, boating, tennis, etc. do much to convey vibrant active lifestyle.


External Television

Consideration #2: Integrated Marketing Plan

Newspaper – Information & Call to Action Radio – Information & Call to Action Direct Mail – Information & Call to Action Magazine – Image Building & Increased Awareness Television – Image Building & Increased Awareness Website – All of the Above


External Television

Where Do Our Residents Come? From?

72% from Florida

(50% Lee, 5% Collier, 5 Charlotte, 12 Other Florida Counties)

28% from rest of country

(9% Northeast, 9% Midwest, 10% Miscellaneous)

Seasonal Impact


External Television

Consideration #3: Size/Cost of TV Market

Primary Market is Lee County Fort Myers, Sanibel, Cape Coral, Lehigh Secondary Market is Charlotte County Port Charlotte, North Port, Punta Gorda Tertiary Market is Collier County Bonita, Naples, Marco

All Three Counties are in the Same TV Market Cost Effective , Broad Geographical Coverage, High Viewership


External Television

Consideration #4: TV Requirements

TV advertising requires : • Quality production values to be effective • Intriguing story telling • Long periods of time to be effective • Significant commitment of dollars • Significant % of budget • Production costs and broadcast costs

TV only works well when it is done well


External Television

Consideration #5: TV as a Strategy

“Marketing a product so that customers will purchase it

and trying to establish a more favorable product image

is not one and the same thing. George Molloy

Marketing Success:

How to Market a Long Term Care Facility

Improve Product Image Build Brand Awareness Increase Name Recognition Engage Curiosity in Target Market Lead to Acceptance and Desire Affirm Decision


External Television

Consideration #6: Production & Costs Ad Agency – an agency will create the concept for you, write the script, cast the talent, select the locations, hire the production team, and supervise the shoot and final edit. Video Production Company – generally you will create the concept and probably write the script, and the production company can handle the other details with your supervision. Local TV Station Production Studio – similar to above, but costs less, may even be offered as a “free” service if you place a media buy with them. Local College Production Studio – they may offer a degree in TV production and would be willing to cut a spot for you as a student project Do it Yourself – if you have in-house capabilities, this is obviously an inexpensive option You Get What You Pay For. Quality is Critical.

It’s Not Enough to Just Tell Them.

People need to HEAR your story, SEE your story,

TOUCH your story, TASTE your story

People need to FEEL your story through a variety of experiences to truly BELIEVE it, UNDERSTAND it,

begin to DESIRE it, decide to ADOPT it, and eventually INTERNALIZE it to the point that they

actually BECOME a piece of your story.

Internal Television at Shell Point

Utilizing TV Internal in Focus ▌ External in Impact Internal Television

Consideration #1: Size of Community

2,300 Residents

950 Employees

1204 Independent Units

252 Assisted Living Units

219 Skilled Nursing Beds

The Island

The Woodlands

Future Neighborhoods

Country Inn and Suites

Master Site Plan

Eagles Preserve

Shell Point Golf Club


Shell Point’s Usage of Internal Television Cable TV is a free amenity at Shell Point Senior TV is the vendor that provides the service Residents currently receive 92 channels of programming Three channels are set aside for community usage: Channel 11 – SPTV for Shell Point Today

Channel 12 – Church services/classical music with relaxing community images

Channel 13 – “Listening to the Words” plus rebroadcasts of events and meetings

Internal Television


Internal Television

Consideration #2: Technically Capable

Knowledgeable, Experienced Staff in all areas of Communication • Determine Messages • Conduct Interviews • Scheduling • Copywriting • On-air Hosting • Graphic Design • Web Management • Shooting and Editing


Internal Television

Consideration #3: Infrastructure • Space for a Studio • Equipment for Taping and Editing • Community Infrastructure to Broadcast


Internal Television

Consideration #4: Quality and Speed Pros: Provides Faster Method of Communication Provides Opportunity to Tell Multiple Stories Creates a Conduit for Administration Helps Departments to Promote Their Messages Cons: Significant Level of Expertise Time-sensitive Nature Increases Resident Expectations


Internal Television

Consideration #5: Cost Justified

Eliminated the need for most flyers & printed notices

December 2004:

Approx. 2000 residents

1 month - 40 notices

40k pieces of paper

40k copies

Staff time:

40 times to design

40k handling by copy staff

40k handling by mailroom

40k handling by delivery


Internal Television

Consideration #6: Construction

Creation of the Space and Purchase of the Equipment

Money

Original $50K Donation by a Resident

Shell Point Added More

Staff Provided Sweat Equity

Space

Shell Point Provided Space

Staff Completed Build-out

Staff

Existing Staff were able to participate

Shell Point Provided Additional Staff


Internal Television

Consideration #7: Resident Satisfaction

Increases Attendance at Events Increases Usage of Amenities Increases Resident Pride Builds Resident Relationships Strengthens Sense of Community Enhances the Shell Point Brand

Resident Satisfaction = Resident Referrals


Shell Point Programs on SPTV for Residents – Residents can access all of these programs on their televisions in their apartments, but we also provide this web access so that when they are away for the summer or on vacation, they can still view the programs via computer. This includes Shell Point Today, the daily half-hour show, the most recent Village Church service, and special programs such as the Hurricane seminar or Resident Quarterly Meetings.

Resources

www.youtube.com/ShellPointCommunity

Resident Testimonials on Shell Point’s Website – these are resident testimonials on a variety of topics that prospects may find of interest.

www.shellpoint.org/testimonials www.shellpoint.org/gallery

Video Gallery – Our YouTube Channel includes an archive of many of our videos including our broadcast commercials.

www.shellpoint.net/shellpointtoday

http://www.shellpoint.net/shellpointtoday

http://www.shellpoint.net/shellpointtoday

Documents

How to Best Utilize Television in Marketing & Communications