Marketing ToolKit

Become the Trusted Solution.

WHAT TO

USE

WHEN IT

COUNTS Caring Senior Service ToolKit

?

Our Marketing ToolKit

This marketing toolkit has been developed by Caring Senior Service to assist you in your marketing efforts by providing you with quick access to practical information about our marketing tools.

The tools that are included consist of printed collateral and education materials, e-information (external and internal), correspondence and promotional items and special order items. These tools, unique to our marketing strategy have been created through many years of homecare experience and ongoing research and are used to help educate your communities about Caring. Understanding when and how to utilize and deliver each one of these tools in the field will allow you to accurately convey our message to referral sources, clients and the community.

ESTABLISH CREDIBILITY

Printed Collateral & Educational Materials • • • • • •

Business Card Bi-fold GreatCare Booklet Caring Options Magazine Care Coordination Form Home Safety Assessment

• • • • •

Personal Assistance Service Flyer Caregiver Training Flyer Transition Services Flyer 10 Signs Flyer Product Flyer

• • • • •

CaringSeniorService.com The Hub (my blog) Caring Senior Service on Facebook Caring Senior Service on Twitter

• • • •

20th Anniversary Gift Packs 20th Anniversary Tissue Box Covers Tote Bags Seeded Flower Cards

MAKE A CONNECTION Information (External and Internal) • • • • • •

Caring News Caring Gardens Caring Views Blog Caring Updates Healthcare Observances Marketing Advocate

MAINTAIN LOYALTY

Correspondence & Promotional Items • • • • •

Thank You Cards Foil 20th Anniversary Labels Pocket Folders Sticky Pads Pens

PURSUE GROWTH Special Order Items

• Table Skirt • GreatCare Poster • Main Poster

• Banners and Stands • Car Magnet

ESTABLISH CREDIBILITY

Printed Collateral and Educational Materials

Business Card What is it?

The business card is one of the most valuable and effective networking tools in the ToolKit and is the first piece of collateral that you hand to a referral source. It tells others who you are, what you do, the name of your company and provides them with your essential contact information.

How can I use it?

People have to see them for them to be effective so always have plenty with you!

Protect them: a worn out card speaks for itself! Your card should be handed to referral sources, clients, business associates and any others you feel are important in your network whenever possible; however, when handing it to others be sure to do so at the end of the conversation and always be sure to ask them for their card first, this is a sign of respect and appreciation and will in turn illicit them to ask you for your card. If you are leaving information for others be sure to include your card and follow up with them afterword to ensure they received the information.

Results?

A simple, compact and cost-effective tool that reinforces your message while continuing to speak for you for hours, weeks, months and even years after leaving your possession.

Like any tool, the business card should be used appropriately and carefully. Simply by putting your business card in as many hands as possible before you’ve established value will not be effective. Using it to exchange business cards with others in your network is key, but remember you can’t just trade cards without talking to them first.

Before you offer someone a card ask for their card first! This is a sign of appreciation and will normally result in you being asked for yours.

ESTABLISH CREDIBILITY

Printed Collateral and Educational Materials

Bi-Fold Brochure What is it?

Healthy. Happy.

ations

e Loc ior ServicEducation Caring Sen The bi-fold is a Referral Source

tool. Next to the business card it is the most TENNESSEE Chattanooga Nashville

used tool in our ToolKit. It is designed as an ALABAMA Athens Decatur Huntsville

(256) 206-7002 (256) 274-4201 (256) 278-4046

(423) 826-0266 (615) 724-1488

Home.

educational tool specifically TEXA to Stell people (806) 223-0132 Amarillo ARIZONA

(602) 944-0100

Austin

(512) 310-2273 494

Georgetown

(512) 686-0939 893-6699

McAllen

(956) 687-9494 897-1432

Odessa

(432) 580-6523 (210) 227-9494

Phoenix (361) 883-9 Corpus Christi (480) 342-9985 our story without them. It vi-19 843-11 Scottsdale overwhelming (915)is El Paso

ILLINO (281) Houston (309) 228-4222 sually enticing informative while providburg Galesand (830) 895-3111 Kerrville IS

MASS Midland 946-3306 ing a compact way to(508)explain who we(432) are, 629-0509 Middleboro (830) New Braunfels ACHUSETTS

San Antonio (201) 930-8 n County who we serve, well we888do it and where Bergehow (361) 575-1117 Victoria NEW JERSEY

NORTH CAROLINA

we can be found.

Raleigh/Durham OHIO Dayton Canton

How can I use it?

(919) 386-0522 (937) 886-4284 (330) 309-1123

Visit CaringSeniorService

.

.com for more information

This tool is primarily used as an introduction tool during the first meeting with a referral

e...We can.

When family can’t be ther

CaringSeniorService.com

source. When presenting the brochure do not hand it to the referral source. Instead, hold it away from the referral source at chest level, open it and while pointing, list some of the services we provide. Then, talk about our GreatCareTM method and its advantages, followed up by an explanation of the conditions we have worked with in the past. Close it, turn it over and while pointing out our locations let them know that you are a local business backed by a great national corporation.

Results?

A brochure that stands out among the others; not just because of its size, but also as an informative, multi-purpose marketing piece that can be used by Referral Sources as well as clients

Generally used for introductions, the brochure is one of the most versatile and important marketing tools we have. Used in conjunction with many other education visits the brochure reinforces multiple aspects of GreatCare. Created larger than other brochures, our bi-fold is meant to stand out among others.

ESTABLISH CREDIBILITY

Printed Collateral and Educational Materials

GreatCareTM Booklet What is it?

The GreatCareTM booklet is a Referral Source Education tool. It is designed to give referral sources detailed information about Caring Senior Service that sets us apart from other PAS companies as well as to outline GreatCareTM in detail.

How can I use it?

After you have met the referral source and given an introduction the GreatCareTM booklet is used in a follow-up visit.

This visit can be either a one to one visit or an in-service that you have scheduled.

Since you spoke of GreatCareTM briefly in your initial introduction it naturally follows the introduction visit. After you present it be sure to allow for questions. Also, be sure to relate our process with theirs by showing them specific areas in the booklet and then discuss how you can both best work together.

Results?

With the GreatCare

TM

booklet, in either a

one-on-one or group setting you have a unique opportunity to spend some quality time with referral sources creating value and trust. A GreatCareTM presentation is able to provide our referral sources with the proof that we are the trusted solution.

The GreatCareTM booklet, while very effective for an in-service, is equally effective on a one-to-one basis.

ESTABLISH CREDIBILITY

Printed Collateral and Educational Materials

Caring Options Magazine What is it?

Caring Options is a publication produced

by Caring Senior Service twice a year that provides valuable information to readers about aging in place and how this can be their first option. It also provides referral sources specific examples of how our method of providing care makes Caring Senior Service the best partnership option for them and their clients.

How can I use it?

As a multi-audience piece, this is one of the most versatile tools in the kit; however, this is NOT an introduction tool. This magazine can be given to potential clients, it can be given to referral sources as a follow-up visit, or it can be left in doctor’s offices or any waiting areas you feel has high traffic volume e.g. banks, coffee shops, hospitals, dental offices. It can also be mailed to inquiries that did not schedule an intake, or to the addresses surrounding your last intake.

Results?

By reaching a broad audience it creates great exposure for your location. Since the information is not dated, always helpful and speaks to anyone it can speak to those in waiting rooms for you when you’re not there. Be creative!

Instead of just selling our products and services, Caring Options reflects the interest, needs and lifestyles of our clients and prospects. Through education, Caring Options delivers information that is of value and creates confidence and loyalty, keeping the readers best interest at heart. The information and stories are focused on the key issues related to our industry resulting in recognition of Caring Senior Service as a thought leader and industry expert.

ESTABLISH CREDIBILITY

Printed Collateral and Educational Materials

Flyers and Charts What are they?

These are all Referral Source Educational Follow-up Tools. They are designed to educate the referral source on Caring’s ability to help others in various situations.

How can I use them?

As follow-up tools, these tools can be very effective at getting you in front of your referral sources. Each one works independently giving you multiple opportunities to see them without repeating yourself or wasting their time. The purpose is to educate the referral source first and then for the referral source to pass them on to their clients.

Results?

These are specific, informational pieces which clearly and effectively explain why we are the trusted solution. The more we educate our referral sources the greater our value and credibility which will build trust and lead to loyalty.

Our flyers are designed to be used to educate the referral source after we explain their value on specific aspects of our service. Each one provides an opportunity to get in front of your referral sources multiple times helping to build a lasting and trusting relationship.

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MAKE A CONNECTION

E-information (External and Internal)

Newsletters and Blogs What are they?

These are both internal and external educational tools which serve all our customers. Internally these tools keep you abreast of current industry news and company information which helps get you in front of a referral source. Externally, these tools provide others with industry news, highlights and tips which help create new opportunities for building value, trust and loyalty.

How can I use them?

Share the information! The internal newsletter may have information regarding our successful caregiver training program while Caring Gardens and the Caring Views Blog provide information to our clients that they should be aware of. The Healthcare Observances and Marketing Advocate also highlight specific items of interest for your referral sources.

Results?

Highlighting this information helps you with additional exposure that helps build credibility,

By bringing attention to an article and asking if they had a chance to read it creates another opportunity to get in front of your referral sources. Talking with them about the article and explaining it in further detail helps build your relationship, create additional value and provides you with the opportunity to be the industry expert.

MAKE A CONNECTION

Information (External and Internal)

The Web and Social Media What are they?

These are mass informational pieces designed to create exposure for Caring and to help advance the understanding of our services, products and education to the general population.

How can I use them?

The main website provides the general public with the opportunity to see us and to read about us. Keeping up-to-date with the site and sharing the various news pieces we have posted are excellent ways to communicate our message. The social media outlets can also be used as marketing opportunities, information gathering tools, general networking and as a way to reach out to the community, referral sources, clients and their families.

Results?

The website has a far-reaching and global exposure aspect, while the social media opportunities, such as Facebook are networking tools that reach a select group of people and can rapidly expand your network on a global scale.

Marketing through social media requires ongoing involvement. Your social media presence is established through continued diligence, social networking and relationship building. By marketing yourself as an industry expert and promoting your business as an industry leader you can greatly improve your exposure.

MAINTAIN LOYALTY

Correspondence and Promotional Items What are they?

Made up of gifts and cards, these are items that say, “thank you,� and help keep you on the top of their mind.

From your family at

From your family at

Caring Senior Se

rvice

How can I use them?

Caring Senior Se

rvice

These are used as follow-up tools. After receiving a referral, regardless if they became a client send a thank you card.

Everyone apperciates receiving thank you cards. For a referral source that has been sending repeat referrals a small gift may be in order such as a tote bag or pen.

Results?

Letting them know you care is priceless and will add to your credibility and aid in Healthy

creating loyalty.

. Happ y.

Home.

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Change is good ...

Discover how ou r se rvices and safe ca re produc ts can ch ange yo ur life by keep ing you healthy, and

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You do not have to give any gifts when you are out marketing. Promotional items and gifts are designed as appreciation items. You can send a thank you card at anytime, but save the gifts for special occasions. Occasions such as receiving your first referral from a referral source or during a holiday or special occasion for those who have been loyal partners.

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PURSUE GROWTH

Special Order Items What are they?

These items are designed to be ordered and use by franchise owners. Corporate owned locations inquire by contacting the corporate office.

How can I use them?

The table skirt, posters and banners can be used in the office, while the banners with stands can be used at a convention or at a trade show creating dynamic displays. Also, advertise wherever you go with magnets that can be attached to the side of your vehicle creating a moving billboard.

Results?

These items provide you with the ability to reach large groups of people through marketing events such as trade shows as well as daily

There are no second chances at first impressions!

With only 3-5 seconds to catch a persons attention, using banners, professional displays are the most important aspects of a successful exhibit.

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LOYALTY

CONNECTION

CREDIBILITY

Your Referral Service Management Team is just a click away.

210.757.4650 Ext 205 cssmarketing@caringinc.com