why most senior living marketing sucks & how to improve it · why most senior living marketing...
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Why Most Senior Living Marketing Sucks & How to Improve It
Caring.com Digital Marketing AcademyAugust 25, 2016
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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.
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Caring.com: The #1 Senior Care Resource
Part of Bankrate’s powerful network of websites
#1 for Senior Care Reviews
3 million monthly visitors
70,000 listings
116,000+ consumer reviews
3,000+ original articles
Dozens of online support groups
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Today’s Presenter: Dan Hutson
• Chief Strategy Officer at Cornerstone Affiliates – Includes the be.group, ABHOW, Beacon
Communities and Seniority, Inc.
– Communities in 5 states, serving 10,000
• 30 years experience in strategic planning, marketing, and communications Dan Hutson
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Agenda
• Intro by Caring’s Katie Roper
– Quick poll
• Dan’s presentation – encore from Senior Living Innovation Forum
• Final thoughts, plus Q & A
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Quick Poll:
How Do You Feel About Your Current Marketing Program?
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Doesn’t want to move into your community.
Thinks your marketing sucks.
Stayhome,myfriends
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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.—American Marketing Association
Some Context
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“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”—Phillip Kotler
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Why is senior community living a niche market?
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46M
1.4M
885k
745k
Senior Housing Potential Market
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…Drawn to Scale
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A driving tradition of on-road driving Offers a safe, gracious automotive experience. Well-appointed with an engine, four wheels, headlights and seats (for sitting). Features: • Moving forward • Stopping • Parking • Backing up
Ask about our 2016 drive-out special!
If Senior Housing Marketers Sold Cars
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h1ps://www.youtube.com/watch?v=MQ3k6BFX2uw
Marketing as Storytelling
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Q&A
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Caregiver Journey 2016: New Senior Care InsightsThursday, September 29, 2016
11:00 AM Pacific / 2:00 PM Eastern
Digital Marketing Academy - Upcoming Webcast
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Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringKatie @CaringInsights
(650) 207-9192 company/caring-com