The LIFT l December 2020

DECEMBER 2020 //

SENIOR LIFESTYLE IS HIGHEST RANKED IN CUSTOMER SATISFACTION with Assisted Living/ Memory Care Communities Tied in 2020. For J.D. Power 2020 award information, visit jdpower.com/awards

In Flight

In this edition – The COVID-19 vaccines Who’s got a story?

Creating successful events Social media report

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Vaccines and COVID-19: What’s the plan?

Senior Lifestyle is very pleased to share that our staff and residents have been designated as high priority by the Centers for Disease Control and Prevention (CDC) to receive the COVID-19 vaccine! We are encouraged by this designation and the positive impact it will have on our ability to combat the virus in our communities. There are still many details to be confirmed, including whether all of our levels of care will receive the same priority and whether some states may vary the distribution pattern. We, along with our industry group organizations, are continuing to work to clarify the details and advocate for the well-being of our residents and staff.

Program overview All Senior Lifestyle communities have been registered under the Pharmacy Partnership for Long-Term Care Program. This program will facilitate COVID-19 vaccination in long-term care facilities while reducing the burden on the communities and state health departments. The CDC/Department of Health and Human Services (HHS) is partnering with CVS, Walgreens and select pharmacies in the Managed Health Care Associates (MHA) Network to distribute

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and administer vaccines to long-term care (LTC) facilities. As part of this program and at no cost to the community, these pharmacies will: • Schedule and coordinate on-site clinic date(s) directly with each community.

Three (3) total visits over approximately two (2) months are likely to be needed to administer both doses of vaccine (if indicated) and vaccinate any new residents and staff.

• Order vaccines and associated supplies (e.g., syringes, needles, personal protective equipment).

• Ensure proper storage of the vaccines.

• Provide on-site administration of the vaccines for residents and any staff not previously vaccinated.

• Report required vaccination data (approximately 20 data fields) to the local, state/territorial, and federal public health authorities within 72 hours of administering each dose.

• Adhere to all applicable Centers for Medicare & Medicaid Services (CMS) requirements for COVID-19 testing for LTC staff.

Please note that the exact procedure under this program needs to be confirmed with each Senior Lifestyle community. We will be receiving guidance on whether all care types will be included and whether the initial vaccinations under the program will be focused on staff members with residents to follow.

16 vaccine facts to share

Sourced from the AHCA (American Health Care Association) and NCAL (National Center for Assisted Living)

We recognize that this has been an extremely challenging year for long-term care staff and residents, as well as their loved ones.

1. It’s very encouraging that the U.S. Food and Drug Administration (FDA) issued the authorization to release and use these two vaccines. Senior Lifestyle is very supportive of the plan to vaccinate staff and residents early in the process to be protected against the virus and to begin the process of returning to normal.

2. We’re pleased to be able to give the vaccine to our communities’ residents and staff. This is an opportunity for staff and residents of our communities to be among the first!

3. We’ll begin providing the vaccine to staff and residents. Again, please note that procedures may not be finalized at every community at this time.

4. If your community doesn’t have a vaccine clinic scheduled, a COVID-19 vaccine will soon be available to all residents and staff. We’re moving forward with our plans and will provide additional details soon.

5. Before the pharmacy can give the vaccine, we would need to send in a

signed consent form for each resident and staff member via email to the designated party.

6. Residents and staff won’t need to pay to receive the vaccine.

7. We encourage as many residents and staff as possible to get this vaccine.

8. The elderly population has a much higher risk for getting very sick, being hospitalized, or dying from COVID-19.

The vaccines have been shown to provide a great deal of protection against serious illness due to COVID-19.

9. The more of us who get vaccinated, the better we can protect our community and our families against potential outbreaks. We can save lives.

10. The vaccines have gone through testing and clinical trials to ensure they meet the highest safety standards. They’re also safe to get if you already had the virus.

11. Potential side effects are pain and/or swelling at the injection site. This is an IM (intramuscular) injection, not an IV (intravenous) injection. Other side effects could be fever, chills, tiredness and headache. For more information, see CDC: What to expect after receiving a COVID-19 vaccine. While these potential side effects are similar to the potential side effects of the flu shot, they’re likely to occur in more people.

However, the health and safety of our residents is always our top priority, and we’re confident these vaccines provide a much better option than the risk of getting this virus.

12. The vaccines require two doses, and those vaccinated will need to get both doses to ensure the best results. The second dose will be given approximately 21 to 28 days after the first dose.

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As a community, we come together in times of need for the greater good. Throughout the past nine months, we have each played our part to help those around us. Now it’s time for the next step. For your coworkers, neighbors and loved ones — take the shot!

– Angel Morrison, VP of Clinical Services at Senior Lifestyle

13. The first shot is the vaccine, and the second shot is the booster, which is a supplemental dose to help increase immunity. The timelines by vaccine type are important and must be followed to be effective. It takes about 14 days after the booster for the vaccine to become fully effective.

14. We’ll continue to take all necessary precautions after the vaccine is administered, including wearing personal protective equipment and conducting regular testing, to help ensure the safety of our residents and staff.

15. We’ll also work with public health officials to determine how/when to adjust our policies for visitations and social activities and keep you updated.

16. The vaccine will be a lifesaving turning point in the fight against COVID-19.

Vaccine prioritizations The CDC-ACIP (Centers for Disease Control and Prevention Advisory Committee on Immunization Practices) recommended health care workers and long-term care residents be the first priority group for the

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vaccine distribution. This includes skilled nursing facilities, assisted living residents and residents in other resident care settings.

While each state governor can reorganize the distribution priority list, to date we are not aware that any have done so.

The ACIP recommendations specify that should sub-prioritization be needed, that skilled nursing facilities and nursing homes should be prioritized over other long-term care settings, including assisted living, residential care communities, intermediate care facilities for individuals with disabilities, and veterans’ homes.

Move-in processes We are evaluating any necessary changes to the move-in process. Now that the vaccine(s) are released, we will be better able to evaluate what makes sense for next steps based on community feedback and additional data provided or available. At this time, please continue with the current policies and procedures. Findings from medical experts and global scientists* indicate herd immunity will be required before the virus can be eradicated. The threshold for herd immunity is currently 75% to 80%. *Anthony Fauci, M.D., National Institute of Allergy and Infectious Diseases Director; the Centers for Disease Control and Prevention (CDC), American Medical Association (AMA), American Association for the Advancement of Science (AAAS) More information Please use viable resources for your education, such as the CDC, Walgreens and CVS websites. And contact Senior Lifestyle communities if you have any additional questions. We’re here to help make sure you feel comfortable with this process.

Who’s got a story?

Q1’S STORYTELLING CAMPAIGN.

STORYBOOK

We invite residents of Senior Lifestyle communities to share your stories – the shining moments, grand adventures, memorable friendships, startling career achievements or great loves. Whatever distinguishes you – magnificent or simple – we want to hear it.

The rich and real stories you tell make you and your community unique.

Please tell us who you are.

Name Community

Residents have stories to tell, and we encourage the telling. Now’s the time to reach out to those you’d like to hear from.

Their accounts of their adventures will be shared with their fellow residents – and with future residents too.

The following survey is ready for you to use. So who do you have in mind who’s got a story?

Phone Number Email Where did you spend your childhood and youth?

What was your career or occupation?

What events, experiences or relationships had the greatest influence on your life?

What made you choose your senior living community over others?

What do you enjoy most about living here?

During the COVID-19 pandemic, what have you seen residents and staff do that made you proud?

Choose one or more of the following to share more about your story: Tell us about a time when you felt brave: __

Tell us about a time when you felt cared for: __

Tell us about a time when you felt proud of yourself or an achievement: __

Tell us about a time when you felt grateful: __

Thank you so much for your participation! We can’t wait to hear your stories. [ ] By checking this box, you give Senior Lifestyle communities permission to reprint your story for marketing purposes.

Signature: Date:

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How to create a successful event.

9 tips to help your events succeed.

Soon, limits will be lifted, tours will return, move-ins will make headway, and we’ll hold events where prospects can hear the story of community life.

Be ready, with smart ideas for event planning.

1. Preparation. Marketing is everyone’s responsibility. Prior to event day, make sure you put the event on everyone’s Outlook calendar. You’ll also want to communicate in standup about your upcoming event and that we will be touring the community and their department.

A month prior to the event, your concierge team needs to know about the event so there is no confusion when folks call in to RSVP. Let your concierge know on the day of the event so they can help welcome your guests and direct them to the event site.

2. Promotion. First determine what type of event you would like to have (check out marketing event/ virtual event guide on the intranet) and who your target audience is.

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3 tips for great events!

Elizabeth Dodd, MA, Sales Specialist with Senior Lifestyle

Set a goal for how many people you’d like in attendance, and then decide how you’ll spread the word. Depending on the situation and goal, you may want to promote your event through a combination of the following: direct mail invitation, email blast, personal phone call, double-sided newspaper insert, social media and event announcement feed to your community website page.

We also encourage you to create a OneDay video to promote your event so we could share it via social media and email.

3. The Backup Plan. When attendance is larger than expected (a great problem to have, right?!), you’ll want a backup plan for adding more dates and times.

When your attendance is lower than expected, you may want to switch to a different, more intimate location. A best practice for any upcoming event is to call your database to secure your prospect’s space at the event. This is a great reason to call your database and help move your prospect through the sales funnel.

4. Resident Involvement. Residents can host your events, give tours, speak to their experiences and help you forge relationships with your prospective residents (event attendees).

5. Data Collection. Be sure to capture names, addresses, phone numbers and email addresses. You can greet attendees with a simple sign-in sheet or use the sign-in as an opportunity to enter their names for a prize drawing. If it’s a new prospective resident, be sure you enter them in Yardi.

6. Tour Planning. Depending on the size of your event, you may need a tour committee or sign-up sheet to manage the process. Determine how you’ll handle tours, and then make the process clear to your visitors. Prior to your event, walk your tour route to make sure it’s ready to show. All managers should be on hand for your events. They can help you give tours and manage the event.

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7. Parking Planning. Parking is one of the most important components of a successful event.

When attendees must walk a distance from car to community, they may have a negative impression before they even reach the door.

Valet parking shows your level of hospitality and understanding of any mobility challenges.

8. Being Memorable. A door prize or simple giveaway brings excitement to your event and makes your visitors feel extra special.

They won’t forget that feeling. They’ll tell their friends and family about it. Consider a signature community lagniappe, such as homemade fudge, cookies or other fresh-baked goods packaged with the community’s name on it. Create an impression to remember.

9. Follow Up! Follow Up! Follow Up! Plan for event follow-up. Event marketing begins with the event and continues past the end of the event. Make sure the team contacts all attendees after the event in a timely manner.

Every attendee should receive a personalized letter, note, email and/or phone call to initiate that next step.

Fun tip. Record a video thanking your attendees in advance. Include a special message from your speaker, if you had one. And don’t forget to suggest a next step, like a personalized tour of your community or an invitation to your next event.

And finally, remember the most important goal of a marketing event: Secure that one-on-one appointment. Good luck!

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SURVEY INSIGHTS. What you’ve said about virtual events.

We’ve asked how virtual events are going, and while your observations continue to filter through, the following comments are worth sharing.

A. Fun events seem to get a better response than educational events.

B. The familiar holds an edge over the new. Known speakers have more appeal than those unknown to the audience.

C. Sometimes, community leadership is the attraction for an audience that’s been tucked away inside for months.

D. The team must be prepared. Everybody should practice before the event. Get ready. Get on the same page.

E. Cancellations can lead to conversations.

Social Media.

A look back at November 2020.

OVERALL ENGAGEMENT RATE:

9.4% The engagement rate decreased from October to November by 11.7%.

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communities had equal or higher engagement rates on their individual pages – which is up from 49 communities in October.

These communities had an average of 4-11 posts per week, about twice per day to about once every other day for a consistent presence.

All communities should set and maintain this cadence.

To do so, you’ll need to submit posts 3-4 times per week.

With your submissions and Grapevine’s created content, you’ll develop a consistent Facebook presence.

The Addison of Fayetteville

had the highest engagement rate — 25.3% — with 32 posts throughout the month, or about 1 post daily.

The Addison of Indian Trail had a post with a 92.6% engagement rate that featured Halloween festivities, including visuals of their food, crafts and visiting Girl Scouts. The bright colors and clear images represented the event well.

Seasons offered a post that got

648 video views.

Frequent “Dance Party Friday” videos from Seasons show residents, staff and the occasional family members. The “Friday” videos are part of a plan for a consistent social media presence. The community also presents videos for “Meet Us Monday,” “Team Member Tuesday” and “Throwback Thursday.”

A caption is less interesting than the video, so keep it short – which Seasons did, with a 122-character caption that gave its message and got out of the way.

Overall, published posts were up 9.3% compared to October.

• With more posts published but a decrease in engagement rate, it’s clear the posts aren’t connecting with the audience.

• The remedy is to focus on quality over quantity.

more to like.

Overall Facebook page likes rose 1% over October, which is worth noting.

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