The Lift | December

December 2018 //

Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights

EVENTS HAVE LANDED Lots More & Better Than Before

Go Further Faster with Digital Marketing Your Online Destination

WHAT’S WORKING?

Your Ticket to Success

A MESSAGE FROM THE CREW Happy Holidays Whether you’re lighting a menorah, Advent wreath or Yule log, the holidays offer a bright spot of hope in a season where nights are long. In the midst of parties and presents, we’re given the gift of time to cherish the company of families and friends, and together, we look forward to new adventures.

Now is the time to celebrate relationships. We hope you always remember how many senior lives you affect, directly or indirectly. The gifts you share are immeasurable.

From Your Sales & Marketing Leadership P.S. Things move fast at Senior Lifestyle. The Lift was created to keep you updated on it all. Reading this monthly newsletter is essential for you to stay informed.

Stick with us. You’ll go places.

2

A T TA B O Y !

Catherine Erikson & Krystyna Bontrager send a big shout out to the Estate at Hyde Park for their interest in review cards. Every positive review on Facebook, Google or Yelp improves your chances for conversion. You’ll be seeing the review cards on the Grapevine Storefront in the near future.

Grapevine Designs:

YOUR ONE STOP SHOP FOR ALL MEDIA MANAGEMENT & CREATIVE REQUESTS We’ve been listening to your feedback. You had too many people to contact, taking up your valuable time and causing too much confusion. That’s over.

Grapevine Designs will now be handling your needs.

And to make your life even easier, you’ll have only one point of contact.

Your account manager will be dedicated to all your community’s needs.

We’ve assigned account managers based on your VPO. Kamron Collins-Johnson kcollins-johnson@grapevinedesigns.com | 913-563-4544 Beth Behr • Dave Richey Kristin Walker kwalker@grapevinedesigns.com | 913-229-3283 Amaka Aniefuna • Kendall Jamison • Lisa Reed Kris Miner kminer@grapevinedesigns.com | 913-563-4545 Frankie Knighton • Regina Umanskiy Holly Robertson hrobertson@grapevinedesigns.com | 913-563-4536 Heather Keena Look forward to great results and easier communication with one go-to: Grapevine Designs.

3

N I N O I T C E A NEW DIR

g n i t e k r a M l a Digit

Senior Lifestyle is taking a bold, new approach to our online presence.

Not only will we get your community’s name in front of more people, we’ll gather data that will keep our strategy improving going forward.

Introducing Programmatic Display & Retargeting

To get qualified prospects to your website in the most cost-effective manner, we’re using technology to buy online ads and to show these ads to seniors and influencers with the right location, demographics and interests. In short, your community will show up to more relevant people at a time when they’re most likely to engage.

Have you ever visited a site and then seen ads for that business show up on other

websites? Then you understand retargeting. For example, if someone has visited The

Garnet of Casa Grande online, they’ll begin to see ads for that community as they visit other sites.

4

Getting More Social on Facebook® & Instagram®

Displayed newsfeed and retargeted ads will start popping up across social media sites with links to your community’s page.

Increasing Visibility on Google® & Bing®

As seniors and influencers begin their research, we want your community to rank at the top of the page. To do this, our approach is two-fold.

1. By using paid search on Google® and Bing®, we ensure your community is

prominently listed within a geographically relevant area. The link they’ll see will take

them to your page with answers to their questions and a form that can be submitted with their contact information.

2. As we create and revise our web pages, we’ll include relevant keywords. This helps

people get the information they want more quickly. It also makes it easier for search engines to understand and index what is on the web pages.

Capturing Attention with Content

Great content is the foundation of nurturing leads down the path to conversion. From

educational topics like “What is Assisted Living?” to “Top 5 Assisted Living Communities” or user reviews, we’ll keep our brand top of mind.

Keeping Conversations Going with Email

For those who have raised their hand asking us for more information, we’ll respond with engaging videos, photos, testimonials and community information.

You’ll be hearing more about these initiatives throughout the year. Onward and upward!

5

E V E N T S | Lots More & Better Than Before Events are a popular source of lead generation. Check out the marketing catalog for over 100 events, from the familiar casino and bingo nights to swap meets and speed dating. With this mighty line-up, you’ll be able to target prospects and your referral network with social occasions and learning opportunities and events.

New this year: Series that can be held as multiple sessions or individual occasions.

• Around the World Dining

• embrace™ Memory Care

• Give Me Some Sugar Baking

• Healthy Lifestyle • Tech-Savvy

• Senior Living Today

• Share Your Passion Clubs

• Well Done Cooking Easy to do and ready for you.

Order the digital version or the full kit.

See the marketing catalog now.

6

• Sew Fun

• Mixology Magic

N E W C O L L A T E R A L | Is Now On The Ramp

COLLATERAL

REBRAND

As we update the Senior Lifestyle brand standards, you’ll be seeing updated: • Folders

CO

• Welcome sheets

COMMUNITY L1 COMMUNITY L2

• Levels of care step sheets

FIRST LASTNAME

FLOOR PLANS & RATES

EVERGREEN & WELLSPRING

INDEPENDENT LIVING TITLE LINE HERE

ADDRESS LINE 1 ADDRESS LINE 2 CITY, ST 00000 LICENSE NUMBER

• Floor plans and rates sheets

EMBRACE

WELCOME

EVERGREEN & WELLSPRING

Independent Living | Assisted Living | Memory Care Skilled Nursing & Rehabilitation | AL # 1883 R & 1926 R 230 W. Galbraith Rd. | Cincinnati, OH 45215 WWW.S E NI O R L I FE ST Y L E .CO M

RATES + FLOOR PLANS

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

The treatment you need WITH THE COMFORTS OF HOME. We accept residents 24 hours a day, 7 days a week. Prior to admission, our team will collaborate with your social worker or hospital discharge planner to develop a care plan that fits your needs.

From dining choices to furnished apartments and a state-of-the art rehabilitation gym, every aspect has been modified to fit your preferences and abilities.

commodo consequat. Duis autem vel eum iriure•dolor in hendrerit 24-hour skilled careinnursing vulputate velit• Professional, esse molestie on-site physical, consequat, vel illum dolore eu occupational and speech therapy feugiat nulla facilisis at vero eros • Post-surgical et accumsan et iusto odio treatment • Advanced woundsit care dignissim Lorem ipsum dolor amet, consectetuer adipiscing elit, • IV therapy sed diam nonummy nibh euismod

amenities

NORTH SHORE PLACE

FLOOR PLANS & PLANS RATES FLOOR & RATES

Independent Living | Assisted Living | Memory Care Skilled Nursing & Rehabilitation | AL # 1883 R & 1926 R 230 W. Galbraith Rd. | Cincinnati, OH 45215 WWW.S E NI O R L I FE ST Y L E .CO M

FILASTNAME@YOUREMAILDOMAIN.COM

SKILLED NURSING

Plus a storybook-style brochure tailored to your community.

EVERGREEN & WELLSPRING

LABEL1: 000.000.0000 LABEL2: 000.000.0000 LABEL3: 000.000.0000

ASSISTED LIVING

Independent Living | Assisted Living | Memory Care Skilled Nursing & Rehabilitation | AL # 1883 R & 1926 R 230 W. Galbraith Rd. | Cincinnati, OH 45215 WWW. S E N I O R L I F E ST Y L E .CO M

• Nutrition management • Pulmonary care • Tracheostomy care • Infectious disease care • Pain management • Hospice care

RATES + FLOOR PLANS THIS WILL BE A P HOTO O F A MODEL A PA RT M E NT THIS WILL BECO A MPM HOTO OF WITHIN THE U NI T Y A MODEL A PA RT M E NT WITHIN THE COM M U NI T Y

WELCOME SHEET 8.5x8.5

WELCOME

WELCOME

meadowdale ashberry

$0,000

Lorem ipsum dolor sit amet, 2 bedroom, 2 bath meadowdale walk-in 1 bedroom, consectetuer 1 bath adipiscing elit,closets sed kitchenette ashberry $0,000 diam nonummy nibh euismod $0,000 2 bedroom, 2 bath ut laoreet dolore walk-inmagna closets 1 bedroom,tincidunt 1 bath kitchenette aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci Lorem tation ipsum ullamcorper dolor sitsuscipit amet, lobortis nisl ut aliquip ex ea elit, sed consectetuer adipiscing

$0,000

I F TH E COM MUNIT Y H AS TO O M A N Y F LO O R PL ANS , I F TH COM MUNIT Y HNT ASINUE OV E RE FLOW WIL L CO TO OB M AK NY F LO ON AC PAG E.O R PL ANS , OV E R FLOW WIL L CO NT INUE O N B AC K PAG E.

commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

creekside $0,000 1 bedroom, 1 bath creekside kitchenette walk-in closet $0,000 1 bedroom, 1 bath kitchenette walk-in closet

WELCOME

devonshire $0,000 1 bedroom, 1 bath devonshire walk-in closet kitchenette $0,000 1 bedroom, 1 bath walk-in closet kitchenette

consectetuer adipiscing elit, sed diam nonummy nibh euismod

commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

STEP SHEETS

INDEPENDENT LIVING

INDEPENDENT LIVING

ASSISTED LIVING

ASSISTED LIVING

EMBRACE

SKILLED NURSING The treatment you need WITH THE COMFORTS OF HOME.

SKILLED NURSING

7 days a week. Prior to admission, our

The treatment you need WITH THE COMFORTS OF HOME.

team will collaborate with your social worker or hospital discharge planner

We accept residents 24 hours a day, 7

to develop a care plan that fits

days a week. Prior to admission, our

your needs.

team will collaborate with your social

From dining choices to furnished

worker or hospital discharge planner to

apartments and a state-of-the art

develop a care plan that fits your needs.

rehabilitation gym, every aspect has

From dining choices to furnished

been modified to fit your preferences

apartments and a state-of-the art

and abilities.

rehabilitation gym, every aspect has

amenities

and abilities.

• Nutrition management

• Professional, on-site physical,

• Pulmonary care

occupational and speech therapy

• Tracheostomy care

• Post-surgical treatment

• Infectious disease care

• Advanced wound care

• Pain management

• IV therapy

• Hospice care

amenities

been modified to fit your preferences

• 24-hour skilled care nursing

• 24-hour skilled care nursing

• Nutrition management

• Professional, on-site physical,

• Pulmonary care

occupational and speech therapy

WELCOME

I F T HE CO MMU N I T Y D O E S N OT O FFER A S P EC I FI C LEVEL O F C A RE, T HE ST E P Lorem S HEETS WI LL MOVE U Pipsum dolor sit amet, consectetuer adipiscing elit, sed O N E LEVEL, B U T diam nonummy nibh euismod K EEP T HEI R ASS I GN ED ut laoreet dolore magna tincidunt aliquam Lorem ipsum dolor sit CO LO R.

We accept residents 24 hours a day,

diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum sit commodo consequat.

Duisdolor autem amet, consectetuer adipiscing elit, vel eum iriure dolor in hendrerit in sed diam nonummy nibh euismod vulputate velit esse molestie tincidunt ut laoreet dolore magna consequat, velerat illum doloreUt euwisi enim aliquam volutpat. feugiatad nulla facilisis at quis veronostrud eros minim veniam, et accumsan et iusto odio dignisexerci tation ullamcorper suscipit lobortis nisl ut aliquip ea sim Lorem ipsum dolor sit ex amet,

WELCOME

O P TI O N A L L I F E STY L E O R CO M M U N I TY P H OTO Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

commodo consequat. Duis autem SHEET vel eumWELCOME iriure dolor in hendrerit in 8.5x8.5 vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

WELCOME

amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

OPTION A L L IF OR COMMU N IT

• Tracheostomy care

• Post-surgical treatment

• Infectious disease care

• Advanced wound care

• Pain management

• IV therapy

• Hospice care

M O N T H LY W O R K S H O P S Join us Thursdays at 11 a.m. CST. These presentations by marketing and leadership are packed with information and allow time for questions and discussions.

December 13

Facebook Tools: 2019 Marketing Goals for Success

December 20

2019 Marketing Initiatives & Updates

December 27

NO WORKSHOP

7

THE MEMORY CARE

makeover TAKEOVER Congrats to Parkside Manor

Ever watch HGTV’s “Design on a Dime?” The concept of transforming the look of a room on a budget inspired Jackie Love, Divisional Director of Sales & Marketing. She created the Memory Care Makeover Takeover for six properties. This friendly competition focused on giving a new style to one area in order to increase occupancy.

Here were the rules:

• Must not spend more than $200.

Think CLEAN and CLUTTER FREE! • This is not a total redo. Focus on one area:

common area space, a model, entry way, etc.

• We need before and after pics! A committee of

three CELEBRITY corporate team members will

be selecting our winners!

• Include a brief summary of what you did and why

you cleaned it up.

National Director of Sales Janine Witte, National Director of Marketing Catherine Erikson and Senior Vice President of Communications Cherie Dupor named Parkside Manor as the winning community. From the winning entry:

8

Common Area Nook “This is a small common area in one of our neighborhoods. We have transformed this into a space where residents can come to relax, receive aroma therapy and have a massage in conjunction with our signature program Essence.”

Before After

It was a tough decision for Jackie and the judges since all the communities did a spectacular job. Congratulations to all for making an impact at the heart of what we do—creating great places to live for our residents.

9

&

Planes

Training

The holidays are a terrific time to spend with family and residents alike. It can even feel overwhelming.

With a little planning, you can still meet your goal of helping as many seniors as possible.

Use your time wisely.

• Make the greatest impact on your move-in goals by December 20.

• Schedule extra time to drop off goodies to your professional outreach network.

• Host marketing events celebrating the holidays to draw in professionals and leads.

Keep conversations going.

“We’re just too busy right now with the holidays coming up.”

“We want Mom to have one more holiday at home.”

When a family member shares comments like those, go back to discovery and understand the reason for the original inquiry call. Take a deeper dive and provide personalized solutions that create a benefit they’ll want now instead of later.

10

If the problem is that the family is too busy, offer: • A downsizing company to help mom narrow down what she wants to take.

• A moving company to help pack mom’s things and deliver it to the community.

• An assessment completed at their home.

If the objection is “one more holiday at mom’s house,” is that consistent with the issues

that were brought up in the initial discovery? Is mom hosting family events or is this just a smoke screen for the family to put a move off until after the holiday? The holiday isn’t the source of the objection; it could be the family feels burdened at this time of year. Dig in and provide a solution.

• Offer engagement with new friends for mom as well as holiday festivities for the entire family to enjoy.

• Make sure the family knows mom can spend the holiday with the family, including overnight stays at their home, even when living at a community.

Greater discovery will allow you to uncover the why behind the objection, allowing your customer to take that next step to move to your community.

11

THIS IS YOUR CAP

Catherine Erikson, Nation

S M A R T E R D ATA

| A DIRECT FLIGHT TO SUCCESS

Quick!

What’s the very best way to bring people to your door?

The best day of the week to host an event?

By assigning call tracking numbers to your ads and events, we’re starting to solve this mystery. As we analyze the number and length of calls, trends are emerging that can lead you to increased lead generation.

• The greatest number of calls are the result of direct mail campaigns

(postcards), followed by double-sided inserts in newspapers.

• Events held on Tuesdays have been

12

• Events scheduled at 2 p.m. have been receiving an overwhelmingly increased number of calls compared to events that happen at other times during the day.

• When it comes to general branding,

receiving the greatest number of RSVPs,

newspaper placements in the form of

followed by Thursday.

double-sided inserts and ½ page ads perform best, followed by direct mail.

PTAIN SPEAKING…

nal Director of Marketing

What events are packing people in?

Listed in order of popularity

With data on our side, we can determine the benchmarks for success. But the game’s not over: We’re always on board to beat our best. We’ll just keep on tracking. Data, that is.

13

303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com