Know-How Exchange : Advertising/PR

You most certainly should be going to the hospitals. Your competitors are!

One of my first clients was a group of nursing homes. In addition to personal visits -- we faxed a list of available beds to them about twice a week. Some of the hospitals that were referring us a lot-- we did daily.

When a patient is discharged and is advised to go into assisted living, the worst thing a caseworker wants is to refer them to a full facility.

Randall is right-- twice is nothing. Nothing. Get into the centers and introduce yourself. Sponsor an event.

In addition, we created non commercial presentations that we took to the chamber, the VFW, etc etc. topics most popular was planning for it, paying for it, and insurance options. All of us-- with few exception are going to have to choose an assisted living facility-- for ourselves, a parent or another.

We created reasons for open houses. We hosted bingos, and I trained their marketing directors how to look for potential opportunities. When we started the facility was about 60% occupancy, now 90 plus.

Sell Well and Prosper tm

Phil is correct-- just mailing info doesn't even mean it was opened, much less by someone who knows what to do with it.

When someone says to me they are worried about making a call because of something "politically correct" it screams their own personal call reluctance. So just by the language used I get the impression the limitation is not from above. Getting on the phone, personally visiting a client etc costs zero. Its the posters job, its why the employer has invested in the salary they are paying. Mailing information is expensive. Add to the waste that done as described is ineffective. Seniors especially do not trust easily-- they won't respond to a brochure without personal contact for such a life changing decision.

Everyone has experienced call reluctance. My first cold call left my knees shaking-- and it was the warmest cold call a gal could make. Now I'd walk in the White House as if it were my own House. I am sure we can coach the poster thru this on this board with imput.

My company has done alot of marketing for senior communities and we have found several things: First, as mentioned earlier, this is a labor intensive, long term sale. Often your potential residents are thinking that this could be the last voluntary move they make by themselves. Secondly, it is important to not make your potential residents feel old--look at your marketing materials. Do they use the word 'senior' alot? Do they have flowery graphics and pictures of old people? While you certainly want to market to your clientele, you need to do it in a way that doesn't make them think of a traditional retirement home. (Do make sure that the font size of all type is large though for ease in reading). Third, you want to target the places where your clientele plays, works and relaxes (yes, seniors do work--even if it is vounteer work!) We found that a targeted snail campaign followed up by an outreach program to local arts and crafts stores, restaurants with early bird specials, libraries, book stores, churches, senior centers, geriatric doctors, estate planners and financial planners works well as an initial campaign. We have also provided box lunches with information about the community to bingo halls and for bus tours for senior groups. The second campaign can be to the adult children and families who may want to have their parents living near by.
Good Luck!

As mentioned in earlier responses, establishing personal relationships with referral sources is certainly key here due to the TRUST factor necessary when people make such emotional, important life decisions. Business referral groups such as BNI would be very helpful, especially as you are new to the area. There are multiple BNI chapters in Fort Worth area; just contact BNI execs in DFW area by going through www.bni.com, where you can do a drill-down on "search for chapters." Through BNI you can establish a solid network of business people who share your target audience, e.g., estate planners/attorneys, insurance reps, reverse mortgage reps, etc. And these kinds of members would also have similar marketing challenges as you, so it's a great learning experience, as well.

Also, my understanding is that adult sons and daughters frequently serve as decision-makers for parents with regards to senior living arrangements. Again, it's such an emotional issue that adult children can feel it is absolutely necessary for them to ensure Mom & Dad are well taken care of. So you should also be looking to address your material to 35-55 age group. These folks are everywhere--which means some of your marketing efforts can involve mass media. But it wouldn't hurt to run some regular ads in any regional publication that targets parents of school-age kids, e.g. "Fort Worth Child." The parents who read these magazines are family-oriented and busy and would likely respond well to offers that make senior transitions (for their parents) easy and dignified and win/win.

Just to echo what was said earlier about contacting hospitals -- this is an absolute must. Make sure the "social service" departments know about you, also touch base with any rehab facilities in your area. I would also suggest that you host "networking" events for your referral sources, not just the seniors and their families. Free CEU's are a big draw. After work "social hours" at a restaurant/bar. You buy the munchies and offer a couple of raffle prizes. You should partner with an agency --- perhaps one that offers home care to host a seminar for your referral sources. Visit your competition. Establish relationships with them, because sometimes their property will be full and they will refer to you. Remember, you're all in this together and your goal is to serve your client! Contact physicians and their office staff. Sometimes it is easier for adult children enlist the aid of the physician to tell Mom/Dad that it's no longer a good idea for them to live alone at their home. It greatly relieves the guilt from the adult child. Sponsor events in your community that seniors might attend --- flu clinics, health fairs, travel shows, choral groups, theatre events, etc.

You've been given a lot of good ideas from everyone --- good luck and have fun!