| Build In The Ability To Work Your Plan & | | | | Then all you have to do is merge and then make |
| Increase Your Move-ins | | | | small, personal adjustments before sending out your |
| Yes, it is true that in the assisted living industry your | | | | message. |
| plans can go out the window in the first 10 minutes | | | | - You could send the link to photos of recent |
| of the day. There are distractions, emergencies, | | | | activities that were placed on your website. Or even |
| regulations, needs, commitments and changes. Even | | | | better, a Caregiver Tip that provides evidence of |
| success, a new move-in, can create havoc with your | | | | your expertise. |
| plans. | | | | - Put a couple of Tips (that are not time sensitive) |
| What commonly happens are the needs of today are | | | | on file. And teach someone else on staff (or at the |
| met, while future business is sacrificed. Follow-up calls | | | | corporate office) how to access them. Then you can |
| could be delayed. On a moment's notice, someone | | | | keep in touch even during vacation time or when the |
| with little experience may be asked to handle a tour. | | | | marketing position is vacant. |
| Involvement in a community activity may be declined | | | | - Link the records of referral sources to residents |
| due to lack of time or, even worse, done poorly. | | | | they referred to you. Then you can keep the |
| For all these reasons (and more) it is very important | | | | sources aware of how their referrals are doing. The |
| for marketing professionals in the assisted living | | | | same goes for family members and residents. |
| industry to have systems in place that guide and | | | | It's so nice to bring up someone's birthday or a |
| support the marketing plan, and are unaffected (or | | | | daughter's dance recital in conversation. Calendaring |
| less affected) by the havoc. These dependable, | | | | important information on family members and |
| strategically designed procedures should: | | | | referrals sources can pick up where your memory |
| | | | leaves off. |
| 1. Allow for flexibility, while maintaining consistency | | | | Have your website developer install a system that |
| and continuity in marketing efforts. | | | | makes it possible and easy for you to add photos, |
| 2. Build caring, kindness and communication into the | | | | testimonials and Caregiver Tips to your website. FYI |
| marketing efforts. | | | | - They need to create or install an "administrator" |
| 3. Provide support for the efforts of the marketing | | | | you can use that does not require a knowledge of |
| staff and execute the marketing plan. | | | | html coding. |
| 4. Turn the tedium of keeping in touch and follow-up | | | | Establish a "no interruption" hour with your staff so |
| into simple, easy, and enjoyable processes. | | | | you can get more things done. |
| 5. Turn tours into strategic, evidence-filled | | | | Create at least four "Tour Stops" that provide |
| experiences, even when conducted by non-marketing | | | | strategic evidence, offer visual cues and lead to |
| staff members. | | | | emotional stories. Each stop should be focused on a |
| 6. Continue working even when someone is out sick | | | | different theme - activities, expertise, personal care, |
| or on vacation, or the marketing position is vacant. | | | | events, fun, family involvement, independence, etc. |
| 7. Integrate the various marketing efforts to improve | | | | Create (and use) checklists and templates. Why start |
| efficiency, magnify results and cut costs. | | | | from scratch? Always look to build off of something |
| 8. Keep valuable information about the facility | | | | you have already done well. |
| up-to-date, searchable, and available 24 hour per day. | | | | - Each event or activity you host (or participate in) |
| "System" Is Not A Dirty Word | | | | has actions, steps and/or necessities in common. |
| describes the word system as a: | | | | Creating collateral materials has elemental |
| Set of detailed methods, procedures, and routines | | | | requirements in common. Those things are the start |
| established or formulated to carry out a specific | | | | of your checklists and templates. And when you |
| activity, perform a duty, or solve a problem. | | | | finish something that was successful, save what you |
| Yes, this can mean boring, rote actions done by a | | | | can for the next time. |
| mindless worker. On the other hand, well-thought-out | | | | - If you regularly contact someone by mail, print |
| systems can make a person more confident, and | | | | multiple labels or envelopes, then stock some for |
| even nicer. They can be designed to build the trust | | | | future use. The next time around, no searching for |
| of a buyer or compensate for a lack of marketing | | | | an address and no printing will be necessary. |
| experience. They can add fun and allow you to still | | | | - Create a file that contains your logo, the font types |
| go with the flow. | | | | and sizes you prefer, font colors and the necessary |
| For example, the proper use of a database can | | | | company information. Every designer who helps with |
| endear a marketing professional to a prospect who is | | | | your ads or collateral materials is going to ask for |
| "expected" by the whole staff when arriving for a | | | | them, so be ready. Also, create a standard layout for |
| tour. Everyone seems to know they were coming | | | | an ad that you can build off in a pinch by changing |
| and the issues that were discussed over the phone | | | | some text. |
| are on the clipboard of the marketing person. The | | | | Make your website the hub of your marketing. This |
| visit pauses at a Tour Stop that provides real and | | | | makes it easier to build in integration among the |
| emotional evidence of the mental stimulation activities | | | | elements of your marketing plan. |
| spoken about over the phone. | | | | For services that are temporary or part time, look to |
| (This even includes statistics from the Alzheimer's | | | | hire your referral sources. For example, there are |
| Assn.) You also take photos of things that the visitor | | | | companies that have social work background who |
| says they like so the can share their experience with | | | | can help with your move-ins. This allows your |
| their family. A promise to e-mail the photos today is | | | | marketing staff to maintain their efforts and keep up |
| made, and the photos are attached to the follow-up | | | | the flow of new business. |
| thank you template, along with the addition of some | | | | Systems Should Be Built On The Fundamentals |
| of the specifics mentioned on the tour.Here are other | | | | When things get crazy (or the economy is soft), you |
| examples of systems (some simple, some more | | | | should go back to the fundamentals. It's that way in |
| complex) that are set up to have a marketing | | | | sports. It's that way in business. With systems that |
| pay-off in assisted living. | | | | are built on and support the fundamentals of |
| - Develop "keep in touch" lists of referral sources, | | | | marketing, you are always ready to deal with |
| inquiries and family members. E-mail valuable | | | | uncertainty, as well as take advantage of |
| information to your lists on a regular basis. | | | | opportunity. So effective, efficient systems can be a |
| - Set up templates that deal with common issues so | | | | huge benefit in these trying times, and in this |
| creating and sending an e-mail is simple and quicker. | | | | challenging, yet growing industry. |