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March 2016 Field Marketing Plan
Note: a red underline indicates an inactive link; materials not yet available VERSION 2/11/16
It’s important to determine what specific tactics you should include in your
Blueprint marketing plan based on your community goals. Following are
questions to ask yourself before selecting the mix of activities you should
implement from this month’s plan.
• What is your end goal? Refer to your census calculator to understand the
inquiries, visits and move-ins you need this month. The activities recommended
in this plan capitalize on high performing lead sources.
• What is your objective? Based on your lead bank size and the goals you need
for the month, do you need more new inquiries than your monthly average
(lead generation) or is your current lead flow and lead bank size enough to help
you reach your move-in goal (lead advancement)?
• Who are you trying to target? Prospect, Influencer or Professional
• What lead sources perform for your community? Compare your community
conversion to the company stats on the next slides. Focus on lead sources that
need improvement and continue with those that perform.
READ ME! Customize your marketing plan
Add your activities into Blueprint today! 2
1. Business Development — Gain referrals of prospective residents with focus on
outreach to medical and non-medical professionals, networking, hospital affiliations,
trade show events, fundraisers, sponsorships or offering CE courses.
2. Community Outreach — Grassroots efforts to generate referrals through outreach to
area businesses, 55+ neighborhoods, civic, social and religious groups (Own your
Neighborhood approach).
3. Friends For Life — Gain referrals from current and past residents, families, friends and
guardians with a focus on advocacy and special activities.
4. Events — Educational or social events offer new or existing prospective residents and
families opportunities to learn about senior-related topics; explore options in care and
services; and experience community life firsthand.
5. Local Publicity — Promote newsworthy activities and topics to build a positive
reputation and increases influence of other marketing strategies.
6. Facebook — Activate/maintain a community business page that connects with
residents, families, leads and professionals. Fresh, engaging content promotes
interaction: likes, comments and check-ins—creates a digital buzz as their friends see
your page activity.
Core Field Marketing Activities
3
4
Circles of Influence by Lead Source
Inquiry-to-Move-in Ratios
1) Medical Professionals: 26.4%
2) Friends/Family: 23.7%
3) Non-Medical Professionals: 23.6%
4) Nat’l/Local Advertising 9.5%
5) Brookdale Website: 9.2%
6) APFM: 5.1%
NOTE: Lives in Neighborhood converts at 18%, influencing other lead sources (represented by the gray circle). Since the majority of move-ins live within a 10-15 mile radius of the community, it is important to capture the zip code and discover the source by which they contacted you TODAY. *Local advertising is approved and managed by your divisional marketing strategist to ensure strategy and ROI are considered.
Prospect/
Family
Medical
1. Professionals
2. Friends/Family
6. APFM
Lives In
Neighborhood
Note: BKD Website includes BKD Solutions Center. Total Company: Jan - Nov 2015.
4. Advertising*
5. BKD Website
Non-Medical
3. Professionals
“I brought a new life to someone who didn’t think she had one.”
Desiree D.
Resident Programs Director
This Month’s Core Plan
It’s important to include these activities in your community’s Blueprint Marketing Plan.
Timing Holidays, Corporate Focus, Nat’l Awareness
3/13 Daylight Savings Starts
3/14-20 Brain Awareness Week; Brain Health
3/17 St. Patrick’s Day
3/20 Spring begins
3/25 Good Friday
3/27 Easter
3/30 National Doctor’s Day
National Nutrition Month
National Kidney Month
Home-buyer season begins (Mar.-Aug.)
Q1 2016 / March
6
Q1
Innovation
March 2016
Su Mo Tu We Th Fr Sa
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
March - Field Marketing Plan Outline
7
Activity Tactics
Focus Campaign Brain Health (BH)
Business
Development
CE Series- Dining and Dementia Strategies. Key professionals to
visit: Neurologist, Realtor, Family Practice. Top Physician Program
(leading up to Doctor’s Day). BH
Community
Outreach
Can ALZ Disease Be Prevented?, Downsizing presentations, BH
Friends For Life Easter Brunch, St. Patrick’s Day Celebration, Housewarming Events
Lead Gen. &
Advancement
Events
Social: St. Patrick’s Day Celebration, Chef’s Showcase featuring Brain
Healthy Cuisine; Brookdale Celebrates Les Miserables;
Educational: IL – Can ALZ Disease Be Prevented?, AL – Can ALZ
Disease Be Prevented?, ALZ – Rock on for ALZ Fundraiser. BH
Local Publicity Wishes, newsworthy stories—tie into a monthly theme.
Facebook Post resident activities, support groups, events, awards, recognition
and feel good stories—tie into monthly theme. BH
Note: Local advertising is managed/approved by your divisional marketing strategist to ensure strategy and ROI.
Get the Complete 2016 Marketing Plan
Get the slide deck for this campaign.
8
This Month’s Marketing Campaign
Launching March 21!
Use for business development, community outreach and lead advancement activities.
Pick a date; add your activity date to Blueprint today!
Red underline=inactive links; materials not yet available
A Business Development & Lead
Advancement campaign focused on
Brain Health!
• Features outreach and education focused on
what it means to live a brain-healthy lifestyle
• Offers tips and training on making (and
living) a total brain health plan
• Educates on behaviors and environments
that help shape the brain to a healthier
existence.
• Emphasizes the 6 dimensions of optimum
life: physical, emotional, purposeful, social,
spiritual and intellectual
Know Your Brain
Flex Your Brain
Grow
Your Brain
Business Development
9 Pick a date; add your activity date to Blueprint today!
Be the local resource for senior-related
continuing education topics for healthcare
professionals—worth 1.0 credit each.
• Get the Dining and Dementia Strategies flyer.
• Communicate the events with visits, calls,
Facebook posts and e-blasts
• Host the CE session either at the professional’s
office or your community.
• Need to see the Optimum Life CE events for
the entire year? Here’s the flyer.
Continuing Education (CE)
March Topic: Dining and Dementia Strategies
March 15: 12 p.m. CST, or (NEW TIME!) 5:30 pm CST
March 16: 12 p.m. CST
Teleconference and Setup Instructions
What is business development? Find out.
Tip! To tie in to National Brain Awareness Month in March, plan to serve your guests a selection of brain healthy snacks
at your event! Work with your Dining team for ideas that include foods like unsalted nuts, fruits and berries, and leafy
vegetables.
• March 14-20 is Brain Awareness Week. Visit local
neurologists to share how we can care for those
with brain health concerns. Don’t know any
neurologists? Ask your residents and their families!
• March 20 is the first day of Spring! It’s also the
start of the Brain Health business development
campaign. Get the presentation here.
• Home buying season heats up in the Spring! Our
Realtor Referral Program pays $1000 after a
realtor-referred client has lived at your community
for 30 days! Flyers are available for single
community and multiple community use
Business Development
10
A (Gold) = Refers 12+leads per year; Follow-up at least EVERY 30 days. 50% of your efforts.
B (Silver) = Refers 5-11 leads per year; Follow-up EVERY 60 days. 30% of your efforts.
C (Bronze) = Refers 0-4 leads per year; Follow-up EVERY 90 days. 20% of your efforts.
NEW (Bronze) = A brand NEW contact; Follow-up within 30 days to quickly determine A, B or C status.
Pick a date; add your activity date to Blueprint today!
Professional Outreach – make your visit matter
What is business development? Find out.
Tip! Use the Professional Relationship Profile
to plan a successful visit!
Red underline=inactive links; materials not yet available
Remember, Spring is a great time
to grow and expand your
Own Your Neighborhood strategy!
• March is National Nutrition Month, and March
14-20 is Brain Awareness Week. Tie it all together
with an educational event on “Can Alzheimer’s
Be Prevented?” for IL and/or AL audiences.
Partner with your Dining team to serve brain-
healthy foods like unsalted nuts, berries and
leafy vegetables.
• Are you at or above your MC occupancy
budgets? If not, consider hosting a “Rock On” for
Alzheimer’s fundraising event to make impact.
• Identify area organizations like senior centers
and others to visit as part of the Brain Health
campaign.
Community Outreach
11 Pick a date; add your activity date to Blueprint today!
What is community outreach? Find out.
Red underline=inactive links; materials not yet available
Housewarming — Treat the past month’s new
residents, and their families and guests, to a
housewarming experience that welcomes
them to Brookdale. Get the Guide, Welcome
Letter, Flyer
Happy Hour — Celebrate the “Luck o’ the
Irish” with a St. Patrick’s Day Happy Hour
event for current residents, and ask them
invite 2-3 friends! Get the Happy Hour Event
Plan and St. Patrick’s Day Flyer.
Brookdale Celebrates — Invite residents,
friends and families to your Brookdale
Celebrates event. March’s Broadway theme is
Les Miserables. Get the Flyer.
Friends For Life
12 Pick a date; add your activity date to Blueprint today!
What is Friends For Life? Find out.
TIP! Make sure you know the available rent credits for
residents or family members who refer someone who
moves in to your community! Check with your ED or DDS.
Social Events:
• Brookdale Celebrates: Les Miserables French-
or Paris-themed event. Available tools include a
Flyer and Event Tips. Consider requesting a lead
bank e-mail blast as well.
• St. Patrick’s Day themed-event. See the Flyer.
• “Rock On” event for Alzheimer’s fundraising.
Here’s the Flyer.
Lead Generation or Advancement Events
13
TIP! Don’t forget to focus on your Gold and Bright Gold leads
with focused lead advancement strategies!
Ensure you contact at least 90% of these leads.
Pick a date; add your activity date to Blueprint today!
What is a Lead Generation or Lead Advancement Event? Find out.
Red underline=inactive links; materials not yet available
Educational Events:
IL: Can Alzheimer’s Be Prevented? Flyer / Presentation
AL: Can Alzheimer’s Be Prevented? Flyer / Presentation
ALZ: Helping Aging Parents Flyer / Presentation
• Community Guide to public relations
• Press Release request form
• Tips to contact your local media
The five factors for a newsworthy story:
1) timely, 2) significant, 3) proximity,
4) prominence and 5) human interest.
Read the Community Guide for more detail.
Story Ideas: Resident birthdays over 100
(see right), Brookdale Wishes, significant
events, human interest, community leader
bio/profile, philanthropic, fundraisers and
often stories that tie into a holiday or theme.
14
Publicity
Pick a date; add your activity date to Blueprint today!
What is Publicity? Find out.
Brookdale In the News…
Paducah, KY Resident Turns 102!
NOTE: The U.S. News & World Report Skilled Nursing
Facility Rankings will be released in March. Highly ranked
CCRC communities may be able to secure local publicity.
You should be posting at least three times per
week on your community Facebook page!
Partner with your Resident Programs staff (and others!)
to build the strongest Facebook posting strategies.
• Share pictures of your smiling residents on an early
Spring outing, or enjoying a warm afternoon outside.
• Show how your community is “un-thawing” from the
winter – are you redecorating or landscaping?
• Promote your educational events: CEU events, Toolkit
presentations, support groups and networking events.
Post event invitations.
• Highlight your St. Patrick’s Day and Brookdale
Celebrates Les Miserables events with lots of photo
postings!
15 Pick a date; add your activity date to Blueprint today!
• Use the Facebook “Like” flyer,
postcard, table tent and
poster to promote your page
• Ask your staff, residents and
families to like your page, and
to like, comment on and share
your posts.
What is are Local Facebook Activities? Find out.
TIP! Build the Buzz! Ask your staff, residents and family members
to like your page, and to like, share and comment on your posts!
Grow your audience!
“I brought a new life to someone who didn’t think she had one.”
Desiree D.
Resident Programs Director
Seasonal/Other Marketing It’s important to include all activities in your community’s Blueprint Marketing Plan.
Other Marketing Opportunities for March
Recognize Your Top Physicians!
• March 30 is National Doctor’s Day.
• Invite residents to nominate their favorite physicians for recognition.
• Let nominated physicians know they have been recognized for their commitment to excellent healthcare.
• The physician with the most nominations will be recognized as your community’s Top Physician.
• Award the winning physician on National Doctor’s Day with a special recognition event.
• Materials include: nomination form, nominee certificate and Top Physician award.
Pick a date; add your activity date to Blueprint today!
TIP! Implement this program at the beginning of March to
allow your residents plenty of time for physician nominations.
17
Other Marketing Opportunities for March
Start Your
Future Residents Club!
Is your community at 100% or is a
specific floor plan full and in high
demand? Start a wait list program
using the new Future Residents Club
wait list management materials:
• Future Residents Club overview
• Future Residents Club flyer
• Club Membership card
Got apartments you need to fill?
Ensure your healthcare professionals
know you have available apartments.
Highlight studios, 1- or 2-bedrooms
using the Apartment Availability flyer.
Pick a date; add your activity date to Blueprint today! 18
It’s important to include selected activities in your community’s Blueprint Marketing Plan.
Questions? Contact your DDS or Divisional Marketing Strategist