March 2016 Field Marketing Plan

Note: a red underline indicates an inactive link; materials not yet available VERSION 2/11/16

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 Professionals: 26.4%

2) Friends/Family: 23.7%

3) Non-Medical Professionals: 23.6%

4) Nat’l/Local Advertising 9.5%

5) Brookdale Website: 9.2%

6) APFM: 5.1%

NOTE: Lives in Neighborhood converts at 18%, 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

6. APFM

Lives In

Neighborhood

Note: BKD Website includes BKD Solutions Center. Total Company: Jan - Nov 2015.

4. Advertising*

5. BKD Website

Non-Medical

3. Professionals

“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

3/13 Daylight Savings Starts

3/14-20 Brain Awareness Week; Brain Health

3/17 St. Patrick’s Day

3/20 Spring begins

3/25 Good Friday

3/27 Easter

3/30 National Doctor’s Day

National Nutrition Month

National Kidney Month

Home-buyer season begins (Mar.-Aug.)

Q1 2016 / March

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Q1

Innovation

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March - Field Marketing Plan Outline

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Activity Tactics

Focus Campaign Brain Health (BH)

Business

Development

CE Series- Dining and Dementia Strategies. Key professionals to

visit: Neurologist, Realtor, Family Practice. Top Physician Program

(leading up to Doctor’s Day). BH

Community

Outreach

Can ALZ Disease Be Prevented?, Downsizing presentations, BH

Friends For Life Easter Brunch, St. Patrick’s Day Celebration, Housewarming Events

Lead Gen. &

Advancement

Events

Social: St. Patrick’s Day Celebration, Chef’s Showcase featuring Brain

Healthy Cuisine; Brookdale Celebrates Les Miserables;

Educational: IL – Can ALZ Disease Be Prevented?, AL – Can ALZ

Disease Be Prevented?, ALZ – Rock on for ALZ Fundraiser. BH

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. BH

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

Get the Complete 2016 Marketing Plan

Get the slide deck for this campaign.

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This Month’s Marketing Campaign

Launching March 21!

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

A Business Development & Lead

Advancement campaign focused on

Brain Health!

• Features outreach and education focused on

what it means to live a brain-healthy lifestyle

• Offers tips and training on making (and

living) a total brain health plan

• Educates on behaviors and environments

that help shape the brain to a healthier

existence.

• Emphasizes the 6 dimensions of optimum

life: physical, emotional, purposeful, social,

spiritual and intellectual

Know Your Brain

Flex Your Brain

Grow

Your Brain

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 Dining and Dementia Strategies 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)

March Topic: Dining and Dementia Strategies

March 15: 12 p.m. CST, or (NEW TIME!) 5:30 pm CST

March 16: 12 p.m. CST

Teleconference and Setup Instructions

What is business development? Find out.

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

• March 14-20 is Brain Awareness Week. Visit local

neurologists to share how we can care for those

with brain health concerns. Don’t know any

neurologists? Ask your residents and their families!

• March 20 is the first day of Spring! It’s also the

start of the Brain Health business development

campaign. Get the presentation here.

• Home buying season heats up in the Spring! Our

Realtor Referral Program pays $1000 after a

realtor-referred client has lived at your community

for 30 days! Flyers are available for single

community and multiple community use

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.

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!

• March is National Nutrition Month, and March

14-20 is Brain Awareness Week. Tie it all together

with an educational event on “Can Alzheimer’s

Be Prevented?” for IL and/or AL audiences.

Partner with your Dining team to serve brain-

healthy foods like unsalted nuts, berries and

leafy vegetables.

• Are you at or above your MC occupancy

budgets? If not, consider hosting a “Rock On” for

Alzheimer’s fundraising event to make impact.

• Identify area organizations like senior centers

and others to visit as part of the Brain Health

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 the “Luck o’ the

Irish” with a St. Patrick’s Day Happy Hour

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. March’s Broadway theme is

Les Miserables. 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: Les Miserables French-

or Paris-themed event. Available tools include a

Flyer and Event Tips. Consider requesting a lead

bank e-mail blast as well.

• St. Patrick’s Day themed-event. See the Flyer.

• “Rock On” event for Alzheimer’s fundraising.

Here’s the Flyer.

Lead Generation or Advancement Events

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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: Can Alzheimer’s Be Prevented? Flyer / Presentation

AL: Can Alzheimer’s Be Prevented? Flyer / Presentation

ALZ: Helping Aging Parents Flyer / Presentation

• Community Guide to public relations

• Press Release request form

• Tips to contact your local media

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.

Story Ideas: Resident birthdays over 100

(see right), Brookdale Wishes, 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!

What is Publicity? Find out.

Brookdale In the News…

Paducah, KY Resident Turns 102!

NOTE: The U.S. News & World Report Skilled Nursing

Facility Rankings will be released in March. Highly ranked

CCRC communities may be able to secure local publicity.

You should be posting at least three times per

week on your community Facebook page!

Partner with your Resident Programs staff (and others!)

to build the strongest Facebook posting strategies.

• Share pictures of your smiling residents on an early

Spring outing, or enjoying a warm afternoon outside.

• Show how your community is “un-thawing” from the

winter – are you redecorating or landscaping?

• Promote your educational events: CEU events, Toolkit

presentations, support groups and networking events.

Post event invitations.

• Highlight your St. Patrick’s Day and Brookdale

Celebrates Les Miserables events with lots of photo

postings!

Facebook

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

• Use the Facebook “Like” flyer,

postcard, table tent and

poster to promote your page

• Ask your staff, residents and

families to like your page, and

to like, comment on and share

your posts.

What is are Local Facebook Activities? Find out.

TIP! Build the Buzz! Ask your staff, residents and family members

to like your page, and to like, share and comment on your posts!

Grow your audience!

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

Other Marketing Opportunities for March

Recognize Your Top Physicians!

• March 30 is National Doctor’s Day.

• Invite residents to nominate their favorite physicians for recognition.

• Let nominated physicians know they have been recognized for their commitment to excellent healthcare.

• The physician with the most nominations will be recognized as your community’s Top Physician.

• Award the winning physician on National Doctor’s Day with a special recognition event.

• Materials include: nomination form, nominee certificate and Top Physician award.

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

TIP! Implement this program at the beginning of March to

allow your residents plenty of time for physician nominations.

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Other Marketing Opportunities for March

Start Your

Future Residents Club!

Is your community at 100% or is a

specific floor plan full and in high

demand? Start a wait list program

using the new Future Residents Club

wait list management materials:

• Future Residents Club overview

• Future Residents Club flyer

• Club Membership card

Got apartments you need to fill?

Ensure your healthcare professionals

know you have available apartments.

Highlight studios, 1- or 2-bedrooms

using the Apartment Availability flyer.

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