During Thursday’s roundtable, retirement communities around the country shared sales and marketing strategies that are working during COVID-19. From virtual events to smart home communications, tech is being tapped frequently to reach and attract residents.
Join the next sales and marketing roundtable on July 23!
Please join our next roundtable discussion on Thursday, July 23, at noon ET. We will have a speaker from Morrison Living sharing tips to create safer environments.
Last week, communities swapped ideas about marketing during challenging times. Varsity partner and WildFig President John Bassounas joined our roundtable to share his thoughts on the importance of using data to drive decisions.
Check out a recap of our discussion below. Please also join us for our next roundtable coming up this week.
Recap of John Bassounas’ discussion on data and analytics:
We believe that:
The future belongs to organizations that embrace a data-driven approach.
A comprehensive data strategy is at the core of a winning organization.
Analytical applications transcend disciplines and drive efficiency across the entire organization.
First-party data, plus open-source data, has significant potential to transform strategy and drive positive outcomes.
Why be data-driven?
Consistency
Longevity
Awareness
Responsiveness
Reason-based decisions
Dynamic feedback
What are common obstacles to using data?
Lack of strategy
Poor objective mapping
Resource limitations
Lack of integration—data is in silos
Poor collaboration
Technology crisis
Situational awareness
Skill deficits
Organizational culture
No adaptive response
Scalability issues
Institutional bias
Analytics continuum
Keep things simple—ask what questions need answers, and what data can help provide insight?
It’s valuable to look at data through a descriptive lens.
The more forward-looking the question, the more value it has for the organization.
Who is responsible for analyzing the data you collect?
We have a web partner that does Google Analytics, and a digital marketing person on staff who pulls data. I was also a market analyst, so I do a lot of the analyzing myself, through Enquire. We’re not currently using open-source data.
Once you collect and analyze the data, it’s important to get it to the right person, and teach them how to act on it/make it actionable.
Situational awareness
For example, we take fall data and present to a fall committee, which can make the findings actionable and integrate changes seamlessly into day-to-day behavior.
Fall data may inform decisions about ramps, bars for walking, needed staff, etc.
Frequent fallers may have decreased engagement in wellness programming, and there may be an opportunity to re-engage them.
Allows for proactive vs. reactive decision making
We are in a position to predict the likelihood of a person contracting COVID-19 when they onboard to a community.
If you’re interested in seeing data and analytics examples, or tools that we use, please let us know. We would be happy to share any of the tools and walk you through the process in more detail. This is an opportunity for differentiation, growth and efficiency, and we would love to share more information. Contact John Bassounas directly, at JBassounas@VarsityBranding.com, or contact Derek Dunham at DDunham@VarsityBranding.com.
Join the next sales and marketing roundtable on July 9!
Please join our next roundtable discussion on Thursday, July 9, at noon ET.
As more areas open up, communities met virtually for roundtable #14 to discuss this week’s reopenings and answer one another’s questions.
Check out the recap of our discussion below. Please also join us for our next sales and marketing roundtable, coming up this week.
Questions from attendees:
What can our resident panel talk about in an upcoming Zoom call?
Ideas discussed:
Ask residents to share what they’ve been up to on campus (and the fun they’re having)
Talk about dining and activities
Discuss safety protocols in place
Talk about how the administration communicates with residents and keeps them engaged
Were you respected as a resident and individual?
How did the community try to keep life as normal as possible?
Do you have any regrets or wish you were still at home? (Use caution on this one; make sure you know what the resident will say)
Contrast social engagement vs. social isolation
One participant asked about struggling with visually interacting with prospects since they can’t meet in person. How do residents interact with people? Is a Zoom meeting better than a Zoom webinar platform?
Ideas discussed:
Webinars are good for larger conferences, and meetings seem to be better for more personal interactions with fewer than 10 to 15 people
Zoom meetings allow for breakout rooms and more personal conversations
Strive to book a private Zoom meeting in the days following a presentation to have a more personal conversation
We will explore this topic more in next week’s roundtable.
Join the next roundtable on July 2!
Come kick off the holiday weekend at our next roundtable discussion on Thursday, July 2, at noon ET.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
As some communities began to loosen restrictions, we all came together virtually for roundtable #12 to share our challenges and successes. Cara Stefchak, our senior social media strategist, shared tips on using social media during COVID-19.
Check out the highlights of our discussion below. Please also join us for our next sales & marketing roundtable, coming up this week.
Social Media discussion
What content is appropriate right now?
There’s lots of confusion and uncertainty about what is okay to say right now on social.
The COVID-19 conversation is constantly evolving in real time (especially in the field of aging services).
You’re addressing multiple audiences: current residents and their families and prospective residents and their families.
Communities are gathering testimonials from residents (virtual resident panels).
Lifestyle is a focus in marketing. (There is an opportunity to enjoy amenities while social distancing.)
Virtual presentations, tours and open houses are happening.
“Old-school” messages still apply for prospects: Safety and security are key.
Let’s talk about what these could look like in the social space.
Mental health
Opportunity to hold events that bring the community “together” and showcase initiatives you’re doing to keep spirits up.
Capture some moments from events your community may be hosting to use as social content: virtual happy hours, performances, socially distant activities, etc.
Think: What moments are coming up that we can use to surprise and delight our community?
First day of summer
Delivery of summer flowers
Virtual happy hour with a summery cocktail
Father’s Day
Meal delivery to dads
Special offer on any services for dads
Entertainment or activity to honor the day
Capture and share these efforts on social!
Virtual events
Whether it’s programming for current residents or information for prospective members, both can be promoted on social.
Promote online events on your Facebook page, or even set up as an event on Facebook so people can invite others and get a reminder as the event approaches.
Before: Provide the event details, topic, any relevant RSVP information needed.
Before: As the event gets closer, and even the day of, send out a reminder.
Before: If there are special speakers, encourage them to share and promote the event on their own social channels (encourages sign-ups and introduces your community to new eyes!).
After: Any high-level takeaways you can share? #ICYMI
After: Encourage people to follow the page so they can be the first to know about future events happening that they can join!
Open houses
Open houses done virtually allow so many prospects who may not be in your footprint right now to be able to take a tour.
You can either capture them on video (with your phone!) to post after the fact or use Facebook’s livestream feature for a more real-time approach.
Tours of rooms, common areas (resident or staff tour guides)
A walk around the community (showcase amenities and landscape)
Interview a resident (prep him or her beforehand)
Not sure what to show? Using Facebook’s polling feature, ask your prospects what spaces or people they want to see or learn more about.
COVID-19
Do you have a blog program in place on your website? If so, develop content that speaks to this time and link to it on social.
Examples of blog topics that can be promoted on your social feeds:
With current residents in mind:
How to Stay Active at Home
Staying Connected While Keeping Socially Distant
The Importance of Self-care in Senior Living
Five Virtual Ways to Celebrate Dad During Father’s Day
With prospective/future residents in mind
Planning for Your Future in Uncertain Time
Five Amenities Available Right in Your Footprint
Tips for Downsizing and Moving During COVID-19
Use your social platforms to provide the latest updates and protocol as they relate to your communities.
Over half of U.S. adults are getting at least some information about COVID-19 from social media (eMarketer).
Filter your content through the lens of: How can we be a resource for people right now?
Don’t be afraid to pull the curtain back to show what changes look like in your community. Be transparent.
As services begin to open up and visitation measures get more defined, paint that picture on social of what it looks like for your community.
Communicate updates
Continue to push resources
Show what they look like in practice
Talk about your safety and security services
It helps current residents stay informed and shows prospects that you’re on top of things.
What are communities hearing from their social communities right now?
When we shoot videos, we put them on YouTube and link to them on Facebook. We’ve had 127 page followers since COVID-19 started. We’ve never done so many videos. My goal is to show people at home how our residents are not socially isolated. People think our residents have to stay in their rooms (which is not true), so this is a way to show them out riding their bikes and enjoying life.
I love the personal virtual tour! It lends a personality to the tour. It’s all about building a relationship with the prospect.
Facebook is the best platform for senior living (if you were to pick just one). The other platforms skew a bit younger, which may not be the best fit. Facebook is an appropriate place to be playing.
LinkedIn is more for corporate messaging and recruiting (vs. outreach for prospects).
Facebook and Instagram are the biggest opportunities for general reach/audience.
Instagram allows for video content wonderfully; it’s a very visual platform.
Pinterest is a discovery platform. People are coming here looking for inspiration, DIY items, general wellness content (which may be appropriate for our space). We haven’t seen any senior living organizations on Pinterest, but it could be interesting.
Ideas discussed:
Featuring different team members on social media to explain their roles
Virtual tours so prospects can see your community
Sharing relevant news articles on your social channel — you don’t need to build from nothing; include other sources
Advice that residents would give to graduates
Social space is moving toward user-generated content vs. high-quality, produced content. Taking photos with your iPhone is perfectly acceptable.
Questions for the group
Is anyone doing any off-campus events?
It doesn’t appear that any other communities on the call had done so yet.
If doing this, be sure to tag the event space (example: a botanical garden) in your social media post pre- and post-event to expand your audience reach.
Join the next roundtable on June 18!
You are welcome to join our next roundtable discussion on Thursday, June 18, at 12 p.m. ET.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
Quarantine Frustrations, Salon Openings and Virtual Venues
Last Thursday, communities came together to talk about the need to market their communities differently in the current environment.
You’ll find a recap of the discussion below. Please also feel free to join our next sales & marketing roundtable, coming up this week.
Join the next sales & marketing roundtable on June 11!
You are welcome to join our next roundtable discussion on Thursday, June 11, at 12 p.m. ET. Our Senior Social Media Strategist, Cara Stefchak, will share social media trends and best practices against the backdrop of Covid-19.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
Roundtable #10: Virtual Presentations, From Topics to Follow-ups
Communities in different parts of the country came together last Thursday to share their thoughts and challenges as shutdowns continue. Jackie Stone, VP of sales at Varsity, joined our general discussion to share insights on virtual event topics and processes during social distancing.
Check out the takeaways below. You are also welcome to join our next sales & marketing roundtable, coming up this week.
Jackie leads a discussion on virtual presentations:
Presentation objectives
New lead generation
Use the purchased email list and lead base
Select universal topics of interest to anyone
Ensure that the presentation represents the lifestyle at the community and reinforces the established brand
Sales presentation
Target the lead base
Address common objections
“I’m not ready yet.”
“I want to stay independent.”
“I’ve lived here for 50 years; I don’t know where to start.”
“This apartment is so small.”
“I don’t want to live with all old people.”
“How would I even go about selling my home?”
“The economy/stock market is unstable.”
Personalize to the prospect
Customized to each individual prospect — what he or she values in life and in a community
Potential presentation topics
New lead generation
Mindfulness — Putting Your Practice Into Place
Healthy Aging: Achieving Wellness in All Dimensions
Living a Big Life
Dispelling the Myths of Retirement Living
Sales presentations
Decluttering Your Life to Make Room for Experiences
Living a Big Life
Bridging the Gap Between “I’m Not Ready Yet” and “I Wish I Had Done This Sooner”
Protecting Your Nest Egg
Does a Life Plan Community Make Sense for Me?
Selling Your Home in a Virtual World
Personalizing to the prospect
Presentation of the community’s services, amenities, residences and benefits
Video walking tour of the community
Happy hour Zoom call
Marketing automation
Targeting prospects
Email seminar invitation
Confirmation and login instructions
Resending of seminar invitation to those that did not open the original email
Reminder email two days prior to the event
Communicating with those who did attend
Post-webinar “Thank you for joining us”
Survey
What other topics might interest you?
Schedule a private appointment?
Next seminar invitation
Communicating with those who did not attend
“We missed you” email
Schedule a private appointment?
Next seminar invitation
Typical attendance expectations
We’ve seen anywhere from 7–10, 25–30 and close to 50, so it can really vary.
Where are you doing to go from here with marketing?
It depends on your community.
Examples:
One community is stretched for dollars because of the current bond market.
Other communities may have more money to spend, with cancelling in-person marketing events.
You may need to move dollars around in your budget. The focus will need to be on engaging prospects in blue sky projects. If you don’t use the money this year, you won’t have it next year! Spend it wisely, and don’t let it go.
An AL community in New York has online events/speakers every week. It’s very buttoned up and structured — link to check out: https://inspireseniorliving.com/events.
I think we’ll be Zooming for a long time.
Follow these virtual call tips.
Do a roll call.
Ask what participants miss during this time of quarantine. If they say Starbucks, deliver a coffee to their doorstep.
Join the next sales & marketing roundtable on June 4!
We thank everyone for participating, and we invite you to join the next session on Thursday, June 4, at 12 p.m. ET.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
As social distancing continues, communities came together for roundtable #9 to share their ideas and challenges. Robinson Smith, creative director at Varsity, joined our discussion to share insights on brand-centric messaging during quarantine.
Check out the takeaways below. You are also welcome to join our next sales & marketing roundtable, coming up this week.
Insights from Rob’s discussion on creative messaging:
Rob shared this video, which essentially highlights how painfully similar much of the COVID-19 advertising is.
Every commercial is exactly the same, with catchphrases like: “uncertain times,” “home” and “together.”
Brands want to let you know they were there for you in the past, are with you now and will be with you moving forward. While these messages of hope and empathy are important as we move forward, it’s critical not to lose sight of the brands we’ve worked so hard to establish. We need to make sure we’re not abandoning them, especially as normal community marketing will not return for quite some time.
While all communities want to communicate that they care about the safety of their team members and residents, they also should make sure that they are talking about their BRANDS and are leveraging the messages that they have put out into the marketplace and established over time.
At Varsity, we talk about branding and brand personalities in terms of archetypes. The caregiver archetype is typically the archetype of industry, so it’s not a long-term solution for individual community branding as we go forward. Communities need to be intentional about expressing their own voices — explorers, magicians, lovers — and make sure that the things that set them apart from competitors are being stated in true, unique and compelling ways.
Join the next sales & marketing roundtable on May 28!
We thank everyone for participating, and we invite you to join the next session on Thursday, May 28, at 12 p.m. ET.
Jackie Stone, Varsity VP of sales, will be joining us for part of the session to share her insights on virtual event topics and processes.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
How Has Media Consumption Changed During Social Distancing?
In roundtable #8, communities brainstormed and asked for suggestions about marketing during COVID-19. Cory Lorenz, Varsity media director, joined our discussion to share insights on media consumption during this period of social distancing.
Check out the takeaways below. You are also welcome to attend our next sales & marketing roundtable, coming up this week.
Cory Lorenz shares insights on media consumption:
Overall points:
Everyone is isolated — not just seniors.
Media consumption is up 60 percent since the quarantine.
“We bought cable through Comcast, and we targeted typical stations for seniors (news, weather, HGTV, etc.). We’ve seen some good interest, and it supports the lift we’ve seen in online metrics (along with mailers and other online media). The spot was previously produced, and we thought it would be nice to show lifestyle and happiness vs. the COVID message.”
Join the next sales & marketing roundtable on May 21!
We thank everyone for participating, and we invite you to join the next session on Thursday, May 21, at noon ET.
This week, Robinson Smith, creative director at Varsity, will join our general discussion for part of the session to share his perspective on branding in a time of changing messaging.
You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.
