Marketing Canadian Retirement Homes - ComfortLife.ca 2010 Relaunch
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The new vision for Comfort Life - Canada's guide to retirement, helps families understand, plan for and move into their dream retirement communities and homes.
Transcript of Marketing Canadian Retirement Homes - ComfortLife.ca 2010 Relaunch
1www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
www.ComfortLife.ca
Market ing Ret i rement Liv ing Options since 2001
2www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
Vision of Comfort LifeTo live a rich and fulfilling retirement, residents must be actively engaged in the eight key areas of life: social, environmental, spiritual, sexual, emotional, physical, intellectual and financial.
The more actively engaged residents are in these areas, the richer and more fulfilling their lives will be.
Comfort Life focuses on these eight areas of seniors’ lives and on how retirement communities help fulfill them.
3www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
The eight pillars of life
1 SOCIAL Living in a community of one’s peers.
2 ENVIRONMENTALLiving in a great space.
3 SPIRITUALGiving back.
4 SEXUALLate life love.
5 EMOTIONAL Embracing change.
6 PHYSICAL Keeping the fitness in fitness programs.
7 INTELLECTUAL Lifelong learning.
8 FINANCIAL Being in control of your finances.
OnlineComfortlife.ca is Canada's #1 retirement home search site, generating 83,427 pageviews/month.
VideoFeatured videos deliver your corporate vision and mission statement in a new, dynamic format
Shows & EventsComfort Life magazine is distributed at consumer shows and family events
The Pulse of Comfor t Li fe BlogA daily feed of news and advice for seniors
E-newslet terOur monthly e-news reaches 11,000+ subscribers
Comfor t Li fe MagazineThe #1 guide for seniors and their adult children researching retirement homes – 200,000+ copies distributed nationally
Events CalendarPromote and increase awareness about upcoming events and open house dates
Social MediaWe go where families already are and promote your online campaigns through our network
Connectionswith
500,000families
ComfortLife offers you...
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ComfortLife magazine2 0 0,0 0 0 COPIES DISTRIBUTED
6www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
Comfort Life 2011 will feature residents who represent each of the eight areas:
1. SOCIALLiving in a community of one’s peers. Residents who are very involved in the social life of your residence.
2. ENVIRONMENTALLiving in a great space. Seniors who are thriving because their environment meets their needs and really feels like home.
3. SPIRITUALGiving back. Outstanding volunteers.
4. SEXUALLate life love. A couple who met at your residence or who moved there together.
5. EMOTIONALEmbracing change. Those who embraced the change of moving to your residence or help others to do so.
6. PHYSICALKeeping the fitness in fitness programs. Residents who are very active in physical fitness (swimming, weights etc.)
7. INTELLECTUALLifelong learning. Resident who love taking courses and/or teaching other residents.
8. FINANCIALBeing in control of your finances. Resident who retired after a career in the financial industry or who can talk about being smart with money.
7www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
ComfortLife.ca
15,000+ VISITORS EACH MONTH
AVERAGE TIME ON SITE 2X
INDUSTRY AVERAGE
79% ARE NEW VISITORS
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ComfortLife.ca Search
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ComfortLife.ca Community
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ComfortLife.ca Logistics
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ComfortLife.ca Search by City + Residence Providers
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ComfortLife.ca Video
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ComfortLife.ca From the News Blog Community Q + A
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ComfortLife.ca NewslettersREACHING 11,0 0 0+ SUBSCRIBERS EVERY MONTH
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Dialogue+ NewslettersRETIREMENT INDUSTRY NEWS
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The Pulse of ComfortLife.caBlog
The Pulse of ComfortLife.ca Blog
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Beautifying Beechwood Preventing falls with Kimberley Seldon
Resident Profiles Video Project
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Featured Residence Video
0:00:00
“WHY RESIDENTS LOVE TO CALL THEIR RETIREMENT COMMUNITY HOME”
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Events Calendar
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8 ways to get media coverage
1. Make your event an ‘EVENT’
2. Answer these three questions: Why now? Why should we care? How does my story fit the media outlet?
3. Make your story relevant to a wider audience
4. Monitor media outlets
5. Attend community events beyond your sector
6. Build relationships with reporters
7. Get your name out and make yourself easy to find
8. Keep a media page on your website
21www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
Beautifying Beechwood
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5 things your media package must include:
1. A variety of photos with captions
2. Quotes from the principals involved
3. Press release and/or articles
4. Supporting materials
5. Your contact information
Parkland at the Lakes
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Honour
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Revera acquisition of Comcare
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8 ways to spread your message to the wider community
1. Use social media (tweet, blog, post to Facebook, Tumbler…)
2. Make a video
3. Write a newsletter or magazine article
4. Create an e-book and give it away
5. Take photos
6. Do an audio recording
7. Get others to spread your story online
8. Give a presentation
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Integrated approachA consistent message with a powerful impact. Reaching 500,000 families each year.
magazineblog
newslet terwebsi te
video
27www.ComfortLife.caMarket ing Ret i rement L i v ing Opt ions s ince 2001
www.ComfortLife.ca
Market ing Ret i rement Liv ing Options since 2001
