| Don't Think Piecemeal | | | | execution. Here is an example of what I mean. |
| Even a growing market (like assisted living) is | | | | - Visit and interview a local professional who serves |
| effected by the down economy. In this type of | | | | seniors and/or caregivers... |
| environment, those with a more effective marketing | | | | - That leads to adding their information and a sample |
| plan will attract a larger share of the available | | | | of their expertise to the "Support Services" page on |
| move-ins. Those with weak plans will suffer. So its | | | | your website... |
| critical to hone and strengthen your plan. One way to | | | | - That leads to including that sample of their |
| do this is to weave integration into the strategy. | | | | expertise in an advertisement in the local newspaper |
| What do I mean by integration? The commonly | | | | for your community outreach event... |
| designed marketing plan is designed to be | | | | - That leads to the community outreach event that |
| piecemeal...elements of the plan are treated | | | | involves the same referral source... |
| independently and executed separately. For example, | | | | - That leads to a news story released to the local |
| a marketing director will visit professionals in the | | | | media outlets... |
| community and hand out their brochure to "earn?" | | | | - The event is also added as an "Activity Scrapbook" |
| referrals. When the visit is over, they may send a | | | | entry on your website... |
| thank you card and set their calendar for the next | | | | - The Scrapbook entry is easily converted into a |
| visit. (After all, it is the visiting part of their plan.) But | | | | new, quick, printed in-house handout... |
| they will seldom think about interviewing the | | | | - That leads to follow-up mailings and e-mails to |
| professional while they are there and including that | | | | event attendees, family members and referral |
| professional's expertise in an advertisement for their | | | | sources... |
| facility or on their website. | | | | - And the new handout is also added to community |
| If they would, they would acquire valuable content | | | | bulletin boards you have set up. |
| (along with its credibility) for their ad and/or website. | | | | This one strategy blends together six of the seven |
| At the same time, they would also be building a | | | | key marketing plan elements - referral source |
| stronger relationship that can turn a professional into | | | | development, advertising, community outreach or |
| an ally, and even a key referral source. And the new | | | | inreach, public relations, inquiry "keep in touch" and |
| information on their website would help them to | | | | the website. It can also share copy, design elements |
| serve their community. This one effort would inject | | | | and photos which saves time and money. Note: Of |
| continuity and synergy into their plan, making it more | | | | course, to do this effectively and efficiently, their |
| dynamic and effective. The end result, more people | | | | must be systems in place that take advantage of |
| take notice, are attracted and are referred. That | | | | technology. |
| leads to move-ins. | | | | Put Me In Coach |
| Flow From One Element To Another | | | | Adding integration is similar to managing a team sport. |
| There are seven key elements to any assisted living | | | | You have to recognize and understand the individual |
| marketing plan are: | | | | players at your disposal (marketing elements and |
| | | | people), then blend them into a cohesive unit that |
| 1. Referral Source Development | | | | performs better as a team than as individuals. When |
| 2. Advertising | | | | designing a plan, you should look at your list of key |
| 3. Community Outreach & Inreach | | | | elements, then weave (at least) some of them into |
| 4. Public Relations | | | | each campaign. They could work together or they |
| 5. Visits & Tours | | | | lead to one another. The goals of this integrated |
| 6. Inquiry and Family Member "Keep In Touch" | | | | team include: |
| 7. Website & Internet | | | | - Creating added credibility. |
| When executed well, each element can lead to | | | | - Building trust faster with the help of continuity and |
| move-ins. However, when organized as a team, each | | | | synergy. |
| one can become more powerful and increase their | | | | - Providing tools to those would like to promote you. |
| results. For example, what is shown on a tour of the | | | | - Saving time and/or saving money. |
| facility will be remembered and trusted more if it has | | | | - Attracting more inquiries. |
| already been seen on the company website. When a | | | | - Providing more incentive to offer referrals to your |
| variation is also seen on a community bulletin board or | | | | facility. |
| in a follow-up mailing, the trust level increases even | | | | - Improving inquiry/tour/move-in ratios. |
| more. (FYI - Trust is critical to the assisted living | | | | This concept of integration is not new, but it is |
| selling process.) | | | | underutilized. A big reason why is that it demands an |
| Place The Website In The Center Of The Plan | | | | organized leader who sees things differently, has the |
| The website is commonly thought of as an extended | | | | ability to blend the positive attributes of people and |
| brochure and an independent element. Big mistake! It | | | | marketing elements, and works within a company |
| should be the hub of all marketing. Most (if not all) | | | | culture that allows change to what has been done in |
| strategies should either start on the website or lead | | | | the past. Is it worth the effort and the change? I |
| back to the website. Some should do both. The | | | | believe it provides a marketing advantage that should |
| dynamics of the added continuity and synergy, as | | | | not be overlooked or underestimated. An assisted |
| well as the use of technology the market has come | | | | living company that utilizes integration properly will |
| to expect, result in a more effective plan. In addition, | | | | come out of this down economy with added market |
| the staff can save a lot of time on the creative | | | | share and will be well positioned for growth in better |
| process and may even lower the expenses of | | | | times. |