Why Most Senior Living Marketing Sucks & How to Improve It

Caring.com Digital Marketing AcademyAugust 25, 2016

Welcome

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Caring.com: The #1 Senior Care Resource

Part of Bankrate’s powerful network of websites

#1 for Senior Care Reviews

3 million monthly visitors

70,000 listings

116,000+ consumer reviews

3,000+ original articles

Dozens of online support groups

Today’s Presenter: Dan Hutson

•  Chief Strategy Officer at Cornerstone Affiliates –  Includes the be.group, ABHOW, Beacon

Communities and Seniority, Inc.

–  Communities in 5 states, serving 10,000

•  30 years experience in strategic planning, marketing, and communications Dan Hutson

Agenda

•  Intro by Caring’s Katie Roper

–  Quick poll

•  Dan’s presentation – encore from Senior Living Innovation Forum

•  Final thoughts, plus Q & A

Quick Poll:

How Do You Feel About Your Current Marketing Program?

Doesn’t want to move into your community.

Thinks your marketing sucks.

Stayhome,myfriends

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.—American Marketing Association

Some Context

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”—Phillip Kotler

Why is senior community living a niche market?

46M

1.4M

885k

745k

Senior Housing Potential Market

…Drawn to Scale

A driving tradition of on-road driving Offers a safe, gracious automotive experience. Well-appointed with an engine, four wheels, headlights and seats (for sitting). Features: •  Moving forward •  Stopping •  Parking •  Backing up

Ask about our 2016 drive-out special!

If Senior Housing Marketers Sold Cars

h1ps://www.youtube.com/watch?v=MQ3k6BFX2uw

Marketing as Storytelling

Q&A

Caregiver Journey 2016: New Senior Care InsightsThursday, September 29, 2016

11:00 AM Pacific / 2:00 PM Eastern

Digital Marketing Academy - Upcoming Webcast

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katie@caring.com

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