The Lift | March 2021

MARCH 2021 //

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

WE RISE AND SUCCEED TOGETHER.

In this edition – Review campaigns build your brand Best practice: Facebook video tips

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Positive Review Campaigns Can Enhance Your Reputation.

Throughout 2021, one of our marketing initiatives is to focus on garnering more positive reviews for your community. We’ve been working with some of you on a request basis to launch a review campaign to generate favorable evaluations.

3 Reasons to Launch a Review Campaign.

Reviews are an excellent way to build on your great reputation. The more positive reviews you have, the better your ranking is on Google when someone is searching for senior living. Should you have negative reviews, the more positive reviews accumulate, the quicker you can bury those unfavorable reviews.

How Does It Work?

The automated online review gathering platform called Review Tracker is used to communicate with a list each community provides us. We can send a customized request for online reviews to residents and families who we think would leave us positive feedback on Google, Facebook and other referral sources. We can send to as many as 50 or as few as one!

Check Out What’s New. A great way to generate positive reviews from your on-site guests is also through this new

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hands-free feature: Review Request QR Codes. Review Tracker generates a QR code that when scanned with a smartphone, takes users directly to a review request for your community.

It’s perfect for printing and distributing to happy residents, families and tour guests.

Customized Request Landing Pages.

From Review Tracker, we can generate a landing page link to a review request for the community.

This link can be used in emails directly to residents, families or tour guests.

Text Message Campaigns.

These campaigns work exactly the same as email, but the request is sent via text message.

Many people are more responsive to a text message than an email. The text feature allows recipients to reply instantly. Phone numbers must be cellphone numbers for this feature.

For more information, or to get a review campaign started for your community, reach out to John Accrocco, the marketing coordinator for SLC. Email jaccrocco@seniorlifestyle.com.

Best Practice:

SOCIAL MEDIA VIDEOS Video content is a growing trend on social media that can drive conversions and increase brand awareness. It’s easier to capture video than you may think. One of our communities recently created a very effective – yet simple – video.

Families and friends love it when you show them what’s happening in your community.

Those communities that are now providing tours on-site can easily roll out an engaging video to post on Facebook and email to your database.

Take a look at how Felicita Vida creatively captured their availability to give on-site tours with a welcoming invitation to “come on down, let’s walk around.” The video is warm, well-lit and concise. A Facebook post and email were created by Grapevine to accompany the video and emailed to prospects.

3

Positive Review Campaigns Can Enhance Your Reputation.

Throughout 2021, one of our marketing initiatives is to focus on garnering more positive reviews for your community. We’ve been working with some of you on a request basis to launch a review campaign to generate favorable evaluations.

3 Reasons to Launch a Review Campaign.

Reviews are an excellent way to build on your great reputation. The more positive reviews you have, the better your ranking is on Google when someone is searching for senior living. Should you have negative reviews, the more positive reviews accumulate, the quicker you can bury those unfavorable reviews.

How Does It Work?

The automated online review gathering platform called Review Tracker is used to communicate with a list each community provides us. We can send a customized request for online reviews to residents and families who we think would leave us positive feedback on Google, Facebook and other referral sources. We can send to as many as 50 or as few as one!

Check Out What’s New. A great way to generate positive reviews from your on-site guests is also through this new

2

hands-free feature: Review Request QR Codes. Review Tracker generates a QR code that when scanned with a smartphone, takes users directly to a review request for your community.

It’s perfect for printing and distributing to happy residents, families and tour guests.

Customized Request Landing Pages.

From Review Tracker, we can generate a landing page link to a review request for the community.

This link can be used in emails directly to residents, families or tour guests.

Text Message Campaigns.

These campaigns work exactly the same as email, but the request is sent via text message.

Many people are more responsive to a text message than an email. The text feature allows recipients to reply instantly. Phone numbers must be cellphone numbers for this feature.

For more information, or to get a review campaign started for your community, reach out to John Accrocco, the marketing coordinator for SLC. Email jaccrocco@seniorlifestyle.com.

Best Practice:

SOCIAL MEDIA VIDEOS Video content is a growing trend on social media that can drive conversions and increase brand awareness. It’s easier to capture video than you may think. One of our communities recently created a very effective – yet simple – video.

Families and friends love it when you show them what’s happening in your community.

Those communities that are now providing tours on-site can easily roll out an engaging video to post on Facebook and email to your database.

Take a look at how Felicita Vida creatively captured their availability to give on-site tours with a welcoming invitation to “come on down, let’s walk around.” The video is warm, well-lit and concise. A Facebook post and email were created by Grapevine to accompany the video and emailed to prospects.

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Video Promo Success

Social Media.

A look back at February 2021.

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OVERALL ENGAGEMENT RATE:

People don’t have a lot of time to consume information. If they’re offered the option to watch a 30-second video versus spending five minutes reading an article, they’ll choose to watch the video. Videos are a much more interactive tactic in comparison to text alone or even images. They deliver information quickly and in a more interesting, visual way. Best of all, they can help you reach new leads. It’s easy to share videos, and people can pass your video content on to friends and family or quickly share it on their social profile. This ease of sharing helps you increase your brand exposure and obtain new leads at no cost to you.

Send your videos to Grapevine to be posted on Facebook. Keep these tips in mind:

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• You can use your mobile phone. Shooting vertically is okay as well.

• Keep it short. Get right to the action and most important message.

• The content matters the most. Keep it authentic and genuine.

• Evoke emotion when possible, capture facial expressions and add music.

communities had equal to or higher engagement rates on their individual pages - up from 43 communities in January 2021.

11.9%

These communities had an average of 1-15 posts per week, about twice per day or once per week for a consistent presence, but not overload.

The engagement rate increased from January 2021 by 7.7% indicating content success.

Communities should submit posts 3-4 times per week. The submissions and the GVD-created content would develop this consistent presence.

CARRIAGE COURT OF WASHINGTON COURT HOUSE had an engagement rate of 21.5% with: • 19 posts in February • Consistent submission of photos with active residents and staff

THE ADDISON OF FAYETTEVILLE had a video post with 64.8% engagement rate featuring a resident dancing on this birthday.

• Copy was 131 characters • Video was a bit long, 1:21 (:30-:60 is preferred)

HOMESTEAD HOUSE had one post with 1,336 ENGAGEMENTS featuring two residents enjoying their 65th anniversary. It featured effective photos of residents, gifts and gestures done to help celebrate.

Overall, published posts were up 36.1% compared to January 2021 indicating that posts were resonating with the audience.

Overall Facebook page likes rose 1.4% compared to January 2021, holding a steady growth month over month.

5

Video Promo Success

Social Media.

A look back at February 2021.

48

OVERALL ENGAGEMENT RATE:

People don’t have a lot of time to consume information. If they’re offered the option to watch a 30-second video versus spending five minutes reading an article, they’ll choose to watch the video. Videos are a much more interactive tactic in comparison to text alone or even images. They deliver information quickly and in a more interesting, visual way. Best of all, they can help you reach new leads. It’s easy to share videos, and people can pass your video content on to friends and family or quickly share it on their social profile. This ease of sharing helps you increase your brand exposure and obtain new leads at no cost to you.

Send your videos to Grapevine to be posted on Facebook. Keep these tips in mind:

4

• You can use your mobile phone. Shooting vertically is okay as well.

• Keep it short. Get right to the action and most important message.

• The content matters the most. Keep it authentic and genuine.

• Evoke emotion when possible, capture facial expressions and add music.

communities had equal to or higher engagement rates on their individual pages - up from 43 communities in January 2021.

11.9%

These communities had an average of 1-15 posts per week, about twice per day or once per week for a consistent presence, but not overload.

The engagement rate increased from January 2021 by 7.7% indicating content success.

Communities should submit posts 3-4 times per week. The submissions and the GVD-created content would develop this consistent presence.

CARRIAGE COURT OF WASHINGTON COURT HOUSE had an engagement rate of 21.5% with: • 19 posts in February • Consistent submission of photos with active residents and staff

THE ADDISON OF FAYETTEVILLE had a video post with 64.8% engagement rate featuring a resident dancing on this birthday.

• Copy was 131 characters • Video was a bit long, 1:21 (:30-:60 is preferred)

HOMESTEAD HOUSE had one post with 1,336 ENGAGEMENTS featuring two residents enjoying their 65th anniversary. It featured effective photos of residents, gifts and gestures done to help celebrate.

Overall, published posts were up 36.1% compared to January 2021 indicating that posts were resonating with the audience.

Overall Facebook page likes rose 1.4% compared to January 2021, holding a steady growth month over month.

5

Sharing Life With a Friend.

New in BrandWorks is a Resident Referral Campaign which makes it easy for residents to invite friends into our community to get better acquainted with our lifestyle. The marketing components include door hangers, letters to referrals, floor banners, posters, referral cards, flyers, emails and an employee community referral flyer.

The promotion encourages residents to invite a friend to share a taste of their lifestyle at the community – starting with a guided tour, followed by activities or a meal.

Contact information is then collected to send personalized invitation letters to referrals.

Grapevine prints the envelopes, and the letters can be edited in Word and printed by the community on standard printer paper. Finally, residents and referrals receive a reminder call with the date and time for their day with their friend.

Flyer

Door hanger

Referral Cards

Poster

Poster

Door r hange

Referral Cards

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Flyer

Letter

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Sharing Life With a Friend.

New in BrandWorks is a Resident Referral Campaign which makes it easy for residents to invite friends into our community to get better acquainted with our lifestyle. The marketing components include door hangers, letters to referrals, floor banners, posters, referral cards, flyers, emails and an employee community referral flyer.

The promotion encourages residents to invite a friend to share a taste of their lifestyle at the community – starting with a guided tour, followed by activities or a meal.

Contact information is then collected to send personalized invitation letters to referrals.

Grapevine prints the envelopes, and the letters can be edited in Word and printed by the community on standard printer paper. Finally, residents and referrals receive a reminder call with the date and time for their day with their friend.

Flyer

Door hanger

Referral Cards

Poster

Poster

Door r hange

Referral Cards

6

Flyer

Letter

7

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