how to best utilize television in marketing & communications
TRANSCRIPT
How to Utilize Television in Marketing & Communications
Internal in Focus ▌External in Impact Lynn Schneider, APR, CPRC
AVP Marketing & Communications Shell Point Retirement Community
LeadingAge Webinar • September 18, 2012
External Television at Shell Point
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #1: Product & Transaction
Lifecare Product requires great deal of communication to gain understanding and acceptance Transaction Process is Lengthy
Transactions Prior to 2007 Today Typically 24 months 25 to 43 months 6 visits to property 6-12 or more visits 9 follow-up phone 9 to 18 calls
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Why Television for Shell Point? • Transaction process is lengthy – long relationship • Product not well understood/not easily adopted • Focus on the Lifestyle with a hint of the Lifecare • Everyone watches TV so we reach not only our target demographic, but their adult children, and key influencers as well. • Television is useful for building image and brand and for reversing negative stereotypes and preconceptions It allows us to SHOW what Shell Point is like rather than just TELL. Beauty shots of river, golf, boating, tennis, etc. do much to convey vibrant active lifestyle.
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #2: Integrated Marketing Plan
Newspaper – Information & Call to Action Radio – Information & Call to Action Direct Mail – Information & Call to Action Magazine – Image Building & Increased Awareness Television – Image Building & Increased Awareness Website – All of the Above
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Where Do Our Residents Come? From?
72% from Florida
(50% Lee, 5% Collier, 5 Charlotte, 12 Other Florida Counties)
28% from rest of country
(9% Northeast, 9% Midwest, 10% Miscellaneous)
Seasonal Impact
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #3: Size/Cost of TV Market
Primary Market is Lee County Fort Myers, Sanibel, Cape Coral, Lehigh Secondary Market is Charlotte County Port Charlotte, North Port, Punta Gorda Tertiary Market is Collier County Bonita, Naples, Marco
All Three Counties are in the Same TV Market Cost Effective , Broad Geographical Coverage, High Viewership
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #4: TV Requirements
TV advertising requires : • Quality production values to be effective • Intriguing story telling • Long periods of time to be effective • Significant commitment of dollars • Significant % of budget • Production costs and broadcast costs
TV only works well when it is done well
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #5: TV as a Strategy
“Marketing a product so that customers will purchase it
and trying to establish a more favorable product image
is not one and the same thing. George Molloy
Marketing Success:
How to Market a Long Term Care Facility
Improve Product Image Build Brand Awareness Increase Name Recognition Engage Curiosity in Target Market Lead to Acceptance and Desire Affirm Decision
Utilizing TV Internal in Focus ▌ External in Impact
External Television
Consideration #6: Production & Costs Ad Agency – an agency will create the concept for you, write the script, cast the talent, select the locations, hire the production team, and supervise the shoot and final edit. Video Production Company – generally you will create the concept and probably write the script, and the production company can handle the other details with your supervision. Local TV Station Production Studio – similar to above, but costs less, may even be offered as a “free” service if you place a media buy with them. Local College Production Studio – they may offer a degree in TV production and would be willing to cut a spot for you as a student project Do it Yourself – if you have in-house capabilities, this is obviously an inexpensive option You Get What You Pay For. Quality is Critical.
It’s Not Enough to Just Tell Them.
People need to HEAR your story, SEE your story,
TOUCH your story, TASTE your story
People need to FEEL your story through a variety of experiences to truly BELIEVE it, UNDERSTAND it,
begin to DESIRE it, decide to ADOPT it, and eventually INTERNALIZE it to the point that they
actually BECOME a piece of your story.
Internal Television at Shell Point
Utilizing TV Internal in Focus ▌ External in Impact Internal Television
Consideration #1: Size of Community
2,300 Residents
950 Employees
1204 Independent Units
252 Assisted Living Units
219 Skilled Nursing Beds
The Island
The Woodlands
Future Neighborhoods
Country Inn and Suites
Master Site Plan
Eagles Preserve
Shell Point Golf Club
Utilizing TV Internal in Focus ▌ External in Impact
Shell Point’s Usage of Internal Television Cable TV is a free amenity at Shell Point Senior TV is the vendor that provides the service Residents currently receive 92 channels of programming Three channels are set aside for community usage: Channel 11 – SPTV for Shell Point Today
Channel 12 – Church services/classical music with relaxing community images
Channel 13 – “Listening to the Words” plus rebroadcasts of events and meetings
Internal Television
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #2: Technically Capable
Knowledgeable, Experienced Staff in all areas of Communication • Determine Messages • Conduct Interviews • Scheduling • Copywriting • On-air Hosting • Graphic Design • Web Management • Shooting and Editing
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #3: Infrastructure • Space for a Studio • Equipment for Taping and Editing • Community Infrastructure to Broadcast
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #4: Quality and Speed Pros: Provides Faster Method of Communication Provides Opportunity to Tell Multiple Stories Creates a Conduit for Administration Helps Departments to Promote Their Messages Cons: Significant Level of Expertise Time-sensitive Nature Increases Resident Expectations
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #5: Cost Justified
Eliminated the need for most flyers & printed notices
December 2004:
Approx. 2000 residents
1 month - 40 notices
40k pieces of paper
40k copies
Staff time:
40 times to design
40k handling by copy staff
40k handling by mailroom
40k handling by delivery
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #6: Construction
Creation of the Space and Purchase of the Equipment
Money
Original $50K Donation by a Resident
Shell Point Added More
Staff Provided Sweat Equity
Space
Shell Point Provided Space
Staff Completed Build-out
Staff
Existing Staff were able to participate
Shell Point Provided Additional Staff
Utilizing TV Internal in Focus ▌ External in Impact
Internal Television
Consideration #7: Resident Satisfaction
Increases Attendance at Events Increases Usage of Amenities Increases Resident Pride Builds Resident Relationships Strengthens Sense of Community Enhances the Shell Point Brand
Resident Satisfaction = Resident Referrals
Utilizing TV Internal in Focus ▌ External in Impact
Shell Point Programs on SPTV for Residents – Residents can access all of these programs on their televisions in their apartments, but we also provide this web access so that when they are away for the summer or on vacation, they can still view the programs via computer. This includes Shell Point Today, the daily half-hour show, the most recent Village Church service, and special programs such as the Hurricane seminar or Resident Quarterly Meetings.
Resources
www.youtube.com/ShellPointCommunity
Resident Testimonials on Shell Point’s Website – these are resident testimonials on a variety of topics that prospects may find of interest.
www.shellpoint.org/testimonials www.shellpoint.org/gallery
Video Gallery – Our YouTube Channel includes an archive of many of our videos including our broadcast commercials.
www.shellpoint.net/shellpointtoday