April 2016 Field Marketing Plan Fie… · April - Field Marketing Plan Outline 7 Activity Tactics...
Transcript of April 2016 Field Marketing Plan Fie… · April - Field Marketing Plan Outline 7 Activity Tactics...
April 2016 Field Marketing Plan
VERSION 3/1/16
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
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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
4/1 April Fool’s Day
4/10-16 National Library Week
4/15 Tax Day
4/16 Healthcare Decision Day
4/22 Earth Day
4/23-30 Passover
Parkinson’s Disease Awareness
Stress Awareness Month
Q2 2016 / April
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Q2
Innovation
April 2016
Su Mo Tu We Th Fr Sa
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April - Field Marketing Plan Outline
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Activity Tactics
Focus Campaign BrainFit (BF)
Business
Development
CE Series- Advanced Care Planning and Advanced Directives. Key
professionals to visit: Elder Law Attorney, Geriatrician, financial
planners.
Community
Outreach
Earth Day (partner with parks/recreation, Garden Club), BF
Friends For Life Earth Day event, Book Club, Housewarming Events
Lead Gen. &
Advancement
Events
Social: Earth Day, Book Club, Brookdale Celebrates The Lion King;
Educational: IL – BrainFit, AL – BrainFit, ALZ – Moment to
Moment: Caring for the Caregiver
Local Publicity Wishes, newsworthy stories—tie into a monthly theme. Earth Day
Facebook Post resident activities, support groups, events, awards, recognition
and feel good stories—tie into monthly theme. BF
Note: Local advertising is managed/approved by your divisional marketing strategist to ensure strategy and ROI.
Get the Complete 2016 Marketing Plan
This Month’s Marketing Campaign
BrainFit: A marketing campaign
that features education with a fun
and interactive event focused on
advancing and generating leads
• Offers brain healthy tips & training on
making & living a total brain health plan
• A fun and educational event where
attendees will leave smarter than when
they arrived
• Aligns with Brain Health, a Brookdale
signature resident program
• Emphasizes six dimensions of Optimum
Life: physical, emotional, purposeful, social,
spiritual and intellectual
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Business development ● Community outreach ● Social media ● Publicity
Lead generation event ● Lead advancement event
Get the slide deck for this campaign.
Pick a date; add your activity date to Blueprint today!
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 Advance Care Planning and Advance
Directives 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)
April Topic: Advance Care Planning & Advance Directives
April 19: 12 p.m. CST, or (NEW TIME!) 5:30 pm CST
April 20: 12 p.m. CST
Teleconference and Setup Instructions
What is business development? Find out.
• April is known for tax deadlines, and financial
topics are top of mind. Consider hosting an
educational event on elder law, or a continuing
education lecture series for financial or legal
professionals
• Plan to reach out to Geriatricians, Geriatric Care
Managers & Geriatric Nurse Practitioners this
month.
• Home buying season is heating up! 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
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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!
Remember, Spring is a great time
to grow and expand your
Own Your Neighborhood strategy!
• April 10-16 is National Library Week. Consider
starting a Brookdale book club and publicizing it
at your local library. Flyers are available for a
Breakfast Book Club or a Wine Book Club.
• Earth Day is April 22. Partner with local Garden
Clubs or other organizations to host an Earth
Day Celebration! It could be an educational
presentation by an area expert, an outdoor event
where residents, prospects and guests plant a
tree or beautify a public space…the ideas are
endless. A promotional flyer suitable for just
about any type of event is available.
• Identify organizations like senior centers and
others to visit as part of the BrainFit campaign.
Community Outreach
11 Pick a date; add your activity date to Blueprint today!
What is community outreach? Find out.
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 — Host a Happy Hour
event for current residents, and ask them to
invite 2-3 friends! Celebrate Spring, Earth Day,
or the fact that taxes are done. The Happy Hour
Event Plan will help with the details.
Brookdale Celebrates — Invite residents,
friends and families to your Brookdale
Celebrates event. April’s Broadway theme is The
Lion King. 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: The Lion King. Available
tools include a Flyer and Event Tips. Consider
requesting a lead bank e-mail blast as well.
• Earth Day themed-event. Get the Flyer.
• Brookdale Book Club. Get the Breakfast Book
Club or the Wine Book Club flyer
Lead Generation or Advancement Events
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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.
Educational Events:
With real estate and relocation as key topics
for April, consider hosting informative
presentations on taking the stress out of a senior
living move. It’s a topic suitable for IL, AL and ALZ
audiences. Get the What to Do Next Toolkit
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: Events to recognize first
responders or other community groups
(see right), Brookdale Wishes, significant
events, human interest, community leader
bio/profile, philanthropic, fundraisers and
often stories that tie into a holiday or
theme.
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Publicity
Pick a date; add your activity date to Blueprint today!
What is Publicity? Find out.
Brookdale In the News…
Saying Thanks for Protection
Monroe, MI police Chief Charles McCormick thanks
Belinda DeJonghe, sales and marketing manager at
Brookdale Senior Living, who brought breakfast to the
Monroe Police Department to say thank you to first
responders.
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 Earth Day and Brookdale Celebrates
The Lion King 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 April
April is Parkinson’s Disease Awareness Month,
which offers some wonderful opportunities for
specific outreach:
• Start a new Parkinson’s Disease Support
Group, or expand your promotion of your
current support group. This flyer is available
now.
• Host at educational session on Parkinson’s
Disease for prospects and families. Get the
new promotional flyer.
Other Marketing Opportunities for April
Pick a date; add your activity date to Blueprint today! 18
With April being tax deadline month, prospects and families will be interested
in a variety of financial topics. Consider hosting a seminar on Elder Law, perhaps
led by a local Elder Law attorney.
Get the Elder Law seminar
announcement flyer.
ALSO: There are other materials
to help you communicate about
financial topics as well, which
may be helpful this month, or
any time:
• Senior Living Affordability
• Elderlife Financial Services
It’s important to include selected activities in your community’s Blueprint Marketing Plan.
Questions? Contact your DDS or Divisional Marketing Strategist