how the stars shine: caring stars 2020 winner webcast€¦ · this is a one-way webcast. please ask...
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How the Stars Shine: Caring Stars 2020 Winner Webcast
Caring.com Digital Marketing AcademyDecember 17, 2019
Welcome
This presentation will be available within a few business days.
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
Caring.com: #1 for Senior Care Reviews
High-integrity, personal touch reviews program
250,000+ consumer reviews – thousands added monthly
1st to offer service excellence award based on senior care reviews
Among 1st to host senior care reviews – reviews from 2008 to now
1st to measure reviews influence in senior care search and sales
Leading insights about consumers’ review use and preferences
Today’s Presenter: Denise Graab
• Joined Caring in Sept. 2010– 20+ years in communications
• Director of Industry Marketing– Prior: Director of Social Community
• Extensive Social Experience– Focus for Last Decade: Online Reviews
Management, Digital Marketing– Caring Stars Award Co-Creator– Leading Expert on Senior Care Reviews
DENISE GRAAB
Agenda
• Caring Stars Award Overview
• How Caring Stars of 2019 Qualified
• Benefits of Winning
• How Other Winners Have Shined
• Q&A
What is the Caring Stars Award?
First of its Kind in Senior Living Industry Recognized in 2013 National Mature Media Awards
Industry-Leading Recognition
Caring Stars – Consumers’ Choice Award
• Uses consumer reviews on Caring.com to recognize service excellence- Honors senior living and senior care businesses
with high volume of the best ratings – and who respond to negative reviews
• Helps families find best service providers - 2012-2016: assisted living & memory care- 2017: Added independent living, care homes, and
in-home care agencies- 2018: Added skilled nursing- 2019 & 2020: Any listing in senior living or in-
home care
Caring.com/BestSeniorLiving
Partners.Caring.com/Reviews-Info
Caring Stars winners average twice as many inquiries and move-ins
Congratulations Caring Stars of 2020
“I am thrilled to celebrate our Holiday Retirement community
award winners and our recognition as a leader
nationally.
Our team members are passionate about our mission to help older people live better.
The Caring Star award is evidence of this passion.”
-Lilly Donohue, CEO, Holiday Retirement (11/26/19 press release)
466 agencies in 46 states#1 in Nation: Right at Home
149 communities in 36 states#1 in Nation: Pacifica Senior Living
SENIOR LIVING
HOME CARE
Caring Super Stars: ‘Best of the Best’
For 2020:
• 59 Senior Living Communities
• 139 Home Care Agencies
Super Stars Earned the Caring Stars Award in 2020, Plus 2 or More Prior Years
How 2020 Winners Qualified
Caring Stars 2020 – Qualification Timeframe
October 15, 2018 – October 15, 2019
Why this timing?Supports families after “home for the holidays” visits with elderly loved ones
Gives winning communities and agencies time to maximize award marketing
Caring Stars 2020 Criteria
• At least 10 reviews on Caring.com listing • Overall average rating across all reviews:
4.5 stars or higher• 3 new reviews within qualification
timeframe — at least one 5-star review • At least one review in 2019 • No resolved 1-star or 2-star negative
reviews (across all time)
All Winners Met or Exceeded By Deadline
Requirement: Volume of Reviews
Have at least 10 reviews on the listing by deadline
2020 Deadline: October 15, 2019
Requirement: High Overall Average Rating
Overall average rating across all reviews = equal to or greater than 4.5 stars by deadline
Date range for requirement: All reviews across time – not limited to last year
Top of Listing
In Reviews Section of Listing
Requirement: New / Recent Reviews
Have 3 or more published consumer reviews dated 10/15/18 – 10/15/19
Of those:
At least one 5-star review
At least 1 in 2019
Requirement: Negative Reviews are Resolved
All 1-star and 2-star reviews must have Provider Response or be contested and removed by deadline
Also recommended for negative 3-star reviews
Criteria, Listings & Reviews are Public-Facing
• Promo/link from Caring.com homepage• Caring.com press releases• Caring Stars topic/resource center• Partner/industry blog• Provided upon request
Published In Multiple Locations for Consumers & Industry
Benefits of Being a Caring Star
Caring Stars PR & Marketing
• National, local, trade PR
• Award badge – online, email, and high resolution
• Lobby/office certificate
• Social media promotions
• Call-out in directory search results and featured content
• Family Advisor mentions in calls
All Caring Stars promotional items are free of charge — we aren’t affiliated with 3rd party vendors selling plaques!
Free PR: National, Local, Trade, Social
What We Do:
• Issued national press release with published winner list- Includes links to winner reviews
- Caring outreach to journalists nationwide
• Give you a press release template to announce your award
• Promote winners in social media- Give you “social meme” to use on
your social networking profiles
• Promote winner media coverage
RECOMMENDED FOR YOU:
• Give the free promo kit to your PR and marketing agencies or staff
• Use the winner press release template to issue announcement to your media contacts
• Use social media to share news about award
• Keep us informed about your announcements and media coverage
Sampling of Caring Stars 2020 Buzz
Website Marketing — “Winner Widget”
What We Do:
• Provide customized promotional “widget” for every 20120 winner’s website
- Includes software code for ‘plug and play’ usage
RECOMMENDED FOR YOU:
• Display the widget prominently on your website — communicate to your website visitors that you’re among best in your state and nation
- Serves as “social proof” and can influence prospects
Contact [email protected] for assistance
Caring Stars Shine Online: More Website Samples
Special Stand Out Award Badge
What We Do: • Include badge and winning year(s) on your listing
- Caring Stars status shown in directory search results
• Give you badge image file(s) you can post on your website or use in your marketing materials
RECOMMENDED FOR YOU:
• Post the Caring Stars winner badge on your website, blog and/or social media profiles (link to reviews page)
• Use the badge in offline and online marketing materials, including banners, brochures and ads
• Add badge to email signature and billing statements
Highlight the Honor in Offline Marketing too
Use Caring Stars award to…• Differentiate locally • Celebrate staff and community• Gently remind payers about quality services
Additional Benefits & Opportunities
What We Do:
• Give you an award certificate for your lobby or office
• Mention award when referring families to winning communities and agencies
• Promote award at trade events
• By request: provide guest posts for winner blogs
RECOMMENDED FOR YOU:
• Display award certificate prominently. Send us a photo of your staff and constituents with the certificate – we’ll share it in social.
• Host an award ceremony or resident party; use award in existing events
• Include as part of your employee recruiting and retention content
• Contact [email protected] to brainstorm more ways to make the most of your award!
Caring Super Star: The Willows at Meadow Branch
Award Ceremony & Press ConferenceWinchester, VA -- April 16, 2014
• Low-income independent living community• Celebrated award at annual holiday party
El Cerrito, CA -- December 2016
Two-Time Caring Star: Eskaton Hazel Shirley Manor
• Celebrated awards at Roaring 20s gala, with county commissioner• Featured in local newspaper, Record-Courier
Two-Time Caring Star: Home Instead Ravenna, OH
Photo credit: Kevin Graff/Record-Courier, June 2018
Bottom Line Impact of Being a Caring Star …
Listings with the Caring Stars award…
Get More Inquiries and More Move-ins
than Caring partners that haven’t won the award and don’t have the badge on their listing and website.
This finding is from two 2-year studies with analysis of inquiry and move-in data for Caring.com partner listings
Q&AHavemorequestionspost-webinar?Pleasecontact:[email protected]
Key Takeaways
Award supports that you’re truly among the best
senior care providers in the
nation – you stand out!
Many ways to make the most of this award –
to increase positive
outcomes related to it.
You earned this award based on high praise from those you serve and their family
members
Need help? Have questions? Please email: [email protected]
Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com/reviews-info
@CaringInsights, @SrCareReviews
(650) 762-8190 company/caring-com