January 2016 Field Marketing Plan

Note: a red underline indicates an inactive link; materials not yet available VERSION 1/6/16

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/non-Medical

professionals: 25%

2) Friends/Family: 23%

3) Advertising 10%

4) Brookdale Website: 5%

5) APFM: 5%

NOTE: Lives in Neighborhood converts at 16%,

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

Medical/non-Medical

1. Professionals

2. Friends/Family

5. APFM

Lives In

Neighborhood

Ratios from IVM by Lead Source Report (SMS). BKD Website includes BKD Solutions Center. Total Company: Jan - Nov 2015.

3. Advertising*

4. BKD Website

“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

1/1 New Year’s Day

1/18 Martin Luther King Day

1/17-23 Healthy Weight Week

Glaucoma Awareness Month

New Year, New You

Be Fit Senior Wellness

Conversations in Aging

Aging Well Tips for Seniors

Rewiring Aging 2.0

Q1 2016 / January

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Q1

Closer

Relationships

January 2016

Su Mo Tu We Th Fr Sa

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Nat’l Mktg Campaign: Heart to Hearts

Nat’l Sales Incentive: TBD

January - Field Marketing Plan Outline

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Activity Tactics

Business

Development

CE Series – Nutrition Strategies for Older Adults. Key professionals to

visit: family practice, internal medicine physicians, nutritionists,

optometrists, ophthalmologists, cardiologists. Heart to Hearts

Community

Outreach

How to Start the Conversation or Aging Well Toolkit presentations.

Heart to Hearts

Friends For Life Kick off the New Year Happy Hour, New Year’s resolution join our

B-Fit classes, Housewarming Events

Lead Gen. &

Advancement

Events

Social: New Year’s Resolution Happy Hour; Brookdale Celebrates The

King and I; Educational: IL - Be Well on Purpose, AL - Be Well on

Purpose, ALZ - Helping Aging Parents. Heart to Hearts

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

Get the Complete 2016 Marketing Plan

Note: Local advertising is managed/approved by your divisional marketing strategist to ensure strategy and ROI are

considered; markets/communities TBD based on occupancy growth budgets, competition pressures, renovation support

or a need to build the pipeline.

Heart to Hearts is the

perfect lead generation

or lead advancement

campaign leading up to

and through American

Heart Month, including

Valentine’s Day.

Look for a specific slide deck related to this

campaign.

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This Month’s Marketing Campaign

Runs Jan. 17 – Feb. 29

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

Business Development

9 Pick a date; add your activity date to Blueprint today!

Position Brookdale as the resource for senior-

related topics for healthcare professionals—

worth 1.0 credit each.

• 2016 Optimum Life Schedule flyer; use it to

book the year in advance!

• Nutrition Strategies for Older Adults CE

topic 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.

Tip! Shadow a community who has had a successful event before

hosting your first CE session.

Continuing Education (CE)

New time offering: 5:30 pm CST

Teleconference and Setup Instructions

What is business development? Find out.

• January is Glaucoma Awareness Month so plan on

visiting ophthalmologists/optometrists to share how we

can care for those with vision concerns. Don’t know any

of these professionals—ask your residents.

• Kick off Healthy Weight Week with the Heart to Hearts

campaign starting Jan. 17. Exercise and nutrition are

important to a healthy heart—plan on visiting family

practitioners, internal medicine physicians/geriatricians,

nutritionists and cardiologists to share exciting

promotional materials related to this campaign.

Tip! Use the Professional Relationship Profile to plan a successful visit!

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.

• Do you already Own Your Neighborhood?

If not, resolve to start this approach in

January.

• Tie into the New Year resolutions; plan to

offer educational opportunities to local

businesses and organizations: How to

Start the Conversation or Aging Well

through Social Connections toolkit

presentation, flyers, handouts and more.

• Identify area organizations like libraries,

senior centers and more to partner with

and share the benefits of a healthy heart

and nutrition through the Heart to Hearts

campaign starting Jan. 17.

Community Outreach

11 Pick a date; add your activity date to Blueprint today!

Outreach Visits

What is community outreach? Find out.

• Housewarming — Treat your new residents and

their family to a housewarming culinary experience

that welcomes them into the Brookdale family. Get

the Guide, Welcome Letter

• Happy Hour — Plan a New Year’s Happy Hour

event for current residents who should invite 2-3

friends—make it fun by pledges resolutions or

goals for the New Year. Get the Event Plan and Flyer.

• Choose Your Neighbor — a 1:1 approach to fill a

vacant unit next door to an occupied apartment. An

Executive Director works with existing residents and

families to determine if they know someone who

would benefit from a senior living solution.

• Referral Opportunity — when an existing or

current resident/family member refers someone

who moves in they receive a rent credit. Ask your

ED/DDS the credit limit you can offer.

Friends For Life

12 Pick a date; add your activity date to Blueprint today!

What is Friends For Life? Find out.

Testimonials — share

amazing stories of residents

enjoying the enriched life

provided in one of our

Brookdale communities.

Connecting through

Conversations

Social Events: flyers, self-mailers, campaign plans and

more on BrandWorks.

• Brookdale Celebrates: The King and I Broadway

hit. Flyer, event tips & request e-blast

• New Year Happy Hour. Flyer & request e-blast

Educational Events: promotional flyers, handouts

presentations and more on BrandWorks

• IL - Be Well on Purpose flyer/presentation

• AL - Be Well on Purpose flyer/presentation

• ALZ - Helping Aging Parents flyer/presentation

Utilize the Heart to Hearts campaign as a home visit

tactic to advance prospects in the lead bank.

Lead Generation or Advancement Events

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Offer events when your target audience is most likely to attend: noon on weekdays

or 4-6 pm Thursdays for professionals/influencers or late Saturday morning to allow

influencers to attend. Prospective residents may have a more flexible schedule.

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

Tools:

• Community Guide to public relations

• Press Release request form

• Tips to contact your local media

Stories must be newsworthy or they

won’t be published. 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.

Great Story Ideas: Brookdale Wishes (see

right), 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!

Your resident program manager can submit

wishes for residents.

What is Publicity? Find out.

Activate/maintain a community page that connects

with residents, families, leads and professionals.

• Use the Facebook “Like” flyer, postcard, table tent

and poster to promote your community Facebook

page

Fresh, engaging content promotes interaction:

likes, comments and check-ins—creates a digital buzz

as their friends see your page activity.

• Promote the CE Series sessions, support groups

and networking events to engage your

professionals

• Post events invitations, community outings,

Celebrates, Brookdale Wishes, senior living articles,

associate recognition, testimonials, birthdays,

anniversaries and more… to engage prospects,

families, residents and associates

Facebook

15 Pick a date; add your activity date to Blueprint today!

• Get the Facebook guide:

Getting Started, Admin Rights

& Learn Best Practices to

manage your community’s

Facebook page

• Learn how to schedule a Post

What is are Local Facebook Activities? Find out.

“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 these activities in your community’s Blueprint Marketing Plan.

Winter Short Term Stay

Short Term stays or respite stays during the

Winter season offer an easy way for patients

or clients of your referral sources to

experience what Brookdale has to offer.

Respites offer peace of mind for the prospect

and adult influencer during the winter

months.

• Prospect flyer

• Adult Influencer flyer

Use the Checklist for Checking on Your

Loved One card, checklist #1 or checklist #2

to help professionals or families know what

to look for and when to start researching a

senior living solution.

Pick a date; add your activity date to Blueprint today! 17

Use for business development, community outreach and lead advancement activities.

Other Marketing Opportunities

Apartment vacancy? Ensure your

healthcare professionals know you have

available apartments. Especially if

you’ve been full and now have several

vacant apartments. Highlight studios,

1- or 2-bedrooms using the Apartment

Availability flyer.

Is your community at 100%? Start a

waitlist using the new Future Residents

Club waitlist management materials:

• Future Residents Club overview

• Future Residents Club flyer

• Club Membership card

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