May 2016 Field Marketing Plan

Note: a red underline indicates an inactive link; materials not yet available VERSION 3/10/16

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: 27.4%

2) Friends/Family: 24.4%

3) Non-Medical Professionals: 20.7%

4) Local Paid Referrals 17.6%

5) Brookdale Website: 8.5%

6) Nat’l/Local Advertising 6.6%

7) APFM: 4.8%

NOTE: Lives in Neighborhood converts at 17.3%, 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

7. APFM

Lives In Neighborhood

Note: SOAR Total Company: Dec – Feb 2016 Avg

6. Advertising*

5. BKD Website

Non-Medical 3. Professionals

4. Local Paid Referrals

This Month’s Core Plan

It’s important to include these activities in your community’s Blueprint Marketing Plan.

Q2 2016 / May

6

Timing Holidays, Corporate Focus, Nat’l Awareness

5/5 Cinco de Mayo

5/6 National Nurses Day

5/8 Mother’s Day

5/8-14 National Nursing Home Week

5/25 National Senior Health & Fitness Day

5/30 Memorial Day

Older American’s Month

Home-buyer season (Mar.-Aug.)

National Arthritis Awareness Month

Osteoporosis

Q2 Innovation

May 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

May - Field Marketing Plan Outline

7

Activity Tactics

Focus Campaign BrainFit (BF)

Business Development

CE Series- Caregiving: The Male Perspective. Key professionals to visit: Nurses, SNF, case managers, social workers, pulmonologist, orthopedists, rheumatologist. BF

Community Outreach

BrainFit

Friends For Life Cinco de Mayo, Join a B-Fit Class, Housewarming Events

Lead Gen. & Advancement Events

Social: Cinco de Mayo, Mother’s Day Brunch, Brookdale Celebrates My Fair Lady; Educational: IL –B-Fit Class, AL –B-Fit Class, ALZ – InTouch Event. BF

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. BF

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

Get the Complete 2016 Marketing Plan

8

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

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 Caregiving: The Male Perspective 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) May Topic: Caregiving: The Male Perspective May 17: 12 p.m. CST, or (NEW TIME!) 5:30 pm CST May 18: 12 p.m. CST

Teleconference and Setup Instructions

What is business development? Find out.

Tip! To tie in to National Brain Awareness Month in May, 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.

• May 6-12 is National Nurses Week. Visit local RN or LPN sales tips, Skilled Nursing Facilities, Geriatric Nurse Practitioner, to share how we can care for those with brain health concerns. Don’t know any nurses? Ask your residents and their families!

• May 5 is Cinco de Mayo! Invite your professional referral sources to stop by and join the community in a celebration! Cinco de Mayo event flyer is located on Brandworks.

• Brain Health. Schedule a BrainFit Lunch and Learn with your professional referral sources

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!

• May is National Arthritis Awareness Month, and May 25th is National Senior Health and Fitness day. Host an Arthritis Support Group event and tie it together with a B-Fit class at your community! Partner with your Dining team to serve brain-healthy foods like unsalted nuts, berries and leafy vegetables.

• InTouch by Brookdale offers access to a virtual world of discovery all from an easy to use touchscreen. Join us for lunch to learn more about this innovative program. Get InTouch over Lunch flyer is located on Brandworks.

• Identify area organizations like senior centers, churches 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.

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 a “Cinco de Mayo” with an 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. May’s Broadway theme is My Fair Lady. Get the Flyer. Event Tip Sheet. Chef’s Showcase — Partner with your chef to plan a heart healthy showcase for current residents who invite 2-3 friends. 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: My Fair Lady themed

event. Available tools include a Flyer and Event Tips. Consider requesting a lead bank e-mail blast as well.

• Cinco de Mayo themed-event. See the Flyer. • Celebrate the Mom’s in your community on

May 8th with a Mother’s Day event

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: B-Fit Classes Flyer AL: B-Fit Classes Flyer ALZ: InTouch over Lunch Flyer

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. • Community Guide to public relations • Press Release request form • Tips to contact your local media

Story Ideas: Large renovations at communities (see right), Invite Firefighters & EMS teams to visiting communities, 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… Brookdale Riverwalk (formerly Glenwood Gardens) Receives Two Million Dollar Makeover

Firefighters spread the love at senior living community

Facebook

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

Where are the Facebook Guidelines? Find out

Grow your audience! 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. • Highlight your Cinco de Mayo and Brookdale

Celebrates My Fair Lady events with lots of photos! • Promote the CE Series, support groups and

networking events to engage your professionals • Post events invitations, community outings, holiday’s,

Brookdale Wishes, senior living articles, associate recognition, testimonials, birthdays, anniversaries and more… to engage prospects, families, residents and associates

• Get the Facebook guide: Getting Started, Admin Rights & Learn Best Practices to manage your community’s Facebook page

• Learn how to schedule a Post

Seasonal / Other Marketing It’s important to include all activities in your community’s Blueprint Marketing Plan.

17

Other Marketing Opportunities for May

Nurses Week May 6-12th

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

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

Red underline=inactive links; materials not yet available

Recognize the Top Nurses in Your Area! • National Nurses Day May 6th • Nurses outreach and tools to recognize

nurses in your area for all the work they do!

• Put together care packages for nurses in your area and hand deliver them with Thank You cards.

• Offer to host a Food Truck event at a local skilled nursing/rehabilitation center - Event Flyer

• Celebrate nurses in your area with an event at your community. Nurses Appreciation breakfast to go, luncheon - Event Flyer

Celebrate Nurses!

Build Relationships!

Appreciation!

Other Marketing Opportunities for May

Social Events! Memorial Day is May 30th! Start a wait list program using the new Future Residents Club wait list management materials: • Memorial Day Events flyer ElderLife Financial Concierge Brookdale offers you a variety of senior living options – Elderlife makes it affordable and easy to begin enjoying the conveniences and care of senior living right way. Download the flyer. • Financing Tools • Real Estate Tools • Insurance Tools • www.elderlifefinancial.com/brookdale

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