Marketing Ambassadorship & Events Alignment (Managers)

I'm Patti!

Some of My Responsibilities:

Facilitating conversations with new potential community partners

Attending community events to extend brand exposure and educate organizations on our values

Managing and providing final edits for PP newsletter and other print materials

Brainstorming best initiatives for marketing campaigns

Patti Elliott, MS, SLP/CCC works closely with students, community groups and local charities to collaborate with them and support their physical therapy needs. Patti has lived in the greater Boston area her entire life. She has two active teenage sons, Tommy and Jack who are often with her and her husband, Darryl, at community events. She is a graduate of Fontbonne Academy where she was active in Campus Ministry, played Varsity Soccer and ran Track Patti received her undergraduate degree in English from Stonehill College where she was an editor of the school paper, The Summit, and continued to enjoy intramural sports.

Working summers as a camp counselor for Camp Joy at the Curley Recreation Center in South Boston sparked Patti’s interest in becoming a pediatric speech and language pathologist Upon graduating from MGH Institute of Health Professions in 1997 with a dual certification in speech and reading. Patti worked for many years as a pediatric speech and language pathologist at Brockton Early Intervention.

Patti founded Elliott Physical Therapy in 2014 with her husband. At Elliott, she serves on the Leadership Team as the Marketing Director This role incorporates Patti’s passion for building healthier communities by sharing Elliott Physical Therapy’s message of wellness and health through movement.

hey!

I'm Michelle!

Michelle Silvia is the Assistant Marketing Director at Elliott Physical Therapy. Michelle grew up in Brockton and is an alumnus of the University of Massachusetts Amherst, where she majored in Hospitality & Tourism Management.

She worked as a Food & Beverage Manager with Hyatt Hotels for 8 years in properties located in New York, Boston, and San Diego. When COVID changed the landscape of the hospitality industry, Michelle decided to move home to Massachusetts from sunny San Diego and joined our Elliott family in January of 2021. During this time, she also completed her Masters in Digital Marketing & Data Analytics

Michelle loves to travel and has visited places such as Ireland, Costa Rica, Hawaii, London, and Wales! Currently, in her free time, she loves binge-watching tv shows and spending time with her friends and family. She can be reached at michelle@elliottphysicaltherapy.com.

Some of My Responsibilities:

All Elliott Physical Therapy branding

Creating internal documents: signage, flyers, posters, announcements, etc.

Organizing, planning & creating additional materials for internal events

Social media content for 13 pages: education, entertainment, hiring, announcements, etc

Assisting in growing and maintaining partnerships via meetings, events, reposts, collaborations, etc

Creating & ordering print marketing materials (trifolds, rack cards, postcards, letterhead)

Managing sponsorship selection, organization and payment & coordinating event volunteers

Updating monthly digital and print ads through platforms such as Stroll, Hanover Living, Milton Times, Fit Factory, Councils on Aging, etc

Ordering marketing products: tshirts, swag, event materials

Leading new hire onboarding process: marketing alignment meeting & website update

Creating email marketing campaigns

Responding to online reviews

Detailing monthly ConEd newsletter

Editing monthly newsletter, blog posts & social media captions for PP content

HIRING LIFECYCLE

RECRUITING

We highly encourage team members to recruit within their networks Once a potential recruit is identified, they should be directed to the Director of People

PHONE SCREEN

The Director of People (DOP) will conduct a phone screen to see if the recruit is a good candidate for our team If they are, the recruit will get set up with the AD & OM or CD & CM depending on their position.

INTERVIEW

The interviewing team (AD/OM or CD/CM) will report back to Director People on whether or not they would like to offer a position.

OFFER LETTER

The interviewing team will create an offer letter and share it with the Director of People and Director of Finance who will either approve or deny the offer If it is approved, move on to Data Entry. If it is denied, work with the DOP and DOF to revise the offer.

DATA ENTRY

If the candidate accepts, an email should be sent out to the HR and Finance department with the start date, the offer letter and any special terms. The team member MUST be entered into ADP before they start working due to insurance policies and coverage

WELCOME EMAIL

A welcome email will be sent to the new team member by their direct manager This should be sent out before the team member starts as an introduction to the company. Marketing and all levels of the leadership team should be on this email to ensure everyone is aware of the new team members start date and can complete their prospective checklists You can find an example of the Welcome Email here

YourTeamMembers’ Introductiontothe Company

Eachtimeanewhirestarts,Marketingenters themintoanOnboardingAutomation. Michellesubmitsthisformbelowwiththeir informationtotriggerit

This outlines the automation:

Hereiswhattheinitial

emaillookslike:

Checklist & Who Does What

EPT apparel - SK to bring to initial onboarding

Name tag - Michelle to order & arrange delivery

Business cards - Michelle to order & arrange delivery

Headshot - Michelle to take (may change soon)

Write bio - new hire to write & send to Michelle

Introduce on Facebook, Instagram - Michelle

Join Inner Circle - new hire to join, Patti to approve

Update personal Facebook/LinkedIn - new hire

Review HR deck with SK and alignment deck with direct report

Clinicians - sign up for find a PT - APTA

NewClinic Established Clinic

CM/OM Marketing

Order equipment, office supplies, etc. that you require to operate

Order letterhead, print materials, business cards, name tags, signage for building and swag. In spare time (as typically there is a lot at first) research and reach out to local community organizations like schools, gyms, CoAs. races, events.

Help spread the word to local organizations you ’ ve formed relationships with, promote within your own pages and drop flyers off at local businesses.

We aim to have relationships with local chambers formed before opening if possible and will do research prior to opening to line up local events and sponsorships.

Plan, organize and assist with execution of ribbon cutting/ grand opening. Create marketing materials as needed and post via chamber and social media. Continue to grow and maintain community relationships via presentations, screens, event participation, etc.

CM/OM Marketing

Order equipment, office supplies, etc. when needed.

Order letterhead, print materials, business cards, name tags for new hires

Support CM/OM team in growing and maintaining relationships. Help navigate questions and provide ideas to grow caseload.

Maintain standing relationships with local community organizations.

Attend monthly marketing meetings to touch base on upcoming events and potential new sponsorship opportunities or partnerships.

Communicate with marketing whenever you need a branded document or flyer or any additional clinic support for upcoming events.

Update inventory spreadsheet once a month.

Assist in maintaining standing relationships with local community organizations .

Field new potential sponsorships and communicate with CM/OM team to decide which opportunities are right for them.

Create documents, posts, flyers whenever needed for inclinic or community event related initiatives.

Order tshirts and swag for patients and events accordingly

Where to Monitor & Sign-up for Events

Lists all events - this tab is where you would add new events or make any edits

Then you have the breakdown by clinic, you will not be able to edit here because of formulas. This tab is to make it easier to see just YOUR clinic.

Event Lead

The “Event Lead” organizes and leads the community event.

Recruit a team to help at Event

Bring or coordinate event kit, table, tent, massage table, FMS kit, promotional products & games

Bring new patients into our practice

Schedule IE or Injury Screens at the Event

Once an event lead is identified, they, alongside the CM/OM team should ensure that this sign-up sheet linked within your clinic’s tab on the 2024 Events Calendar is updated. This is how we know which events are fully staffed or aren’t.

Event Tasks

PRE-EVENT

Recruit team members

Alert team members of location and what they should bring

Assign team members to set up and breakdown tasks

Email host to prepare for event specific items of need and confirm specific location

Go through kit and make sure it is clean and everything is there Print off patient sign-up sheet/FMS paperwork (if needed)

POST-EVENT

Send a Thank You to the host

Contact patients on sign-up sheet within 1 week

Clean and refill marketing kit for next event

Ensure equipment/games/items are put back into the correct location for next person

Contact office manager if items need to be reordered

Send photos to Patti & Michelle for social media

C o m m u n i t y E v e n t / R o a d R a c e

J o b F a i r / R e c r u i t i n g E v e n t

Event Checklists

Ambassadorship

Elliott Physical Therapy Team Members are invited to develop a working relationship with a community organization (ie. school, fitness center etc.) based on EPT team members’ interests.

Team Screens

Balance Screens Lectures

Road Races

Injury Screenings & Prevention Programming

Objectives:

Reach out to various populations in our communities (high schools, youth sports teams, independent living facilities, gyms/fitness studios)

Perform functional movement tests/measures (FMS, balance tests, strength tests, sports specific testing)

Analyze and assess participants at high risk for injury

Provide education on activity modifications, home exercises, warm-up activities, home environment modifications etc.

Goals:

Provide information and modifications to prevent injuries

Promote Elliott PT and profession of physical therapy in regards to injury prevention, rehabilitation and performance training

Mentorship Program

Goals:

Professional development of new and established employees through a meaningful and productive mentoring relationship. Assist in the development of clinical and situational skills, decision making, and confidence for new employees. Enhance orientation provided by managers with a focus on patient management and professional growth.

Promote long term commitment to learning, professional development, continuing education, and career track (within and outside of company/all opportunities). Foster development of indirect patient care skills including billing/insurance, documentation, communication and relationships, and positive contribution to the work environment.

Continuing Education

Goals:

Every full time EPT team member gets ConEd $$ to use towards furthering their education.

Part time team members get their amount prorated based on their hours

For clinicians, this is ypically used to attend courses towards CEUs as well as clinical development and growth

For admins, courses can nclude a range of topics such as leadership, communication, systems, healthcare mgmt, etc...

Theseareourtrifold brochures,usedforMD visitsandEPToverview foreventsandclinic display.

Wealsohavemonthly newslettersthatare printedandsenttoeach clinicaswellasdigitally sharedwithour patients.

Wealsohavemanydifferent rackcardsthatlooklikethis.

Forfreeinjuryscreenrackcards:fornewclinicsor whenweneedtoofferapromotionforapartnership event

Satellitelocations:topromotethevarious placesyoucanreceiveEPTtreatment

PelvicFloor:promotethisservice

FirstResponders&MotorVehicle:used foreventsandwithbusinessesthatthese arerelevantto

DETRACTORS

rateyou0-6 requireproactive outreachto mitigatebrand damage arenotparticularly satisfiedbyyour productorservice

PASSIVES

PROMOTERS

rate you 7-8 are susceptible to competitive offerings do not (-) or (+) to NPS score

rate you 9-10 are loyal and likely to become repeat customers fuel viral growth through word of mouth

BecauseNPSsurveys collectmeaningful, real-timefeedback, youcanusethat informationtocourse correctbeforeasmall problembecomesa hugeissue.

The creators of NPS note that a score about 50 is excellent and above 80 is world class. Currently, our scores are world class!

Healthcare Industry

58-73

STATS

Elliott Physical Therapy

91 94 facility provider

Google Reviews are a really important way to improve Google search rankings and SEO (search engine optimization).

In addition, most people (likely yourself included) research places before they decide to invest their time and money into products and/or services. For this reason, it is also really valuable to have real patients providing their feedback on their Elliott Physical Therapy experience.