Category: Fresh Perspectives

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.

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.
• Netflix has over 2MM new members.
• Google keywords around senior living are up to record levels.
  • Advertisers like AARP are spending more than ever before on digital ($17.6MM since 3/13/20).
• Coming out of COVID-19, consumers are increasingly adopting free, ad-supported streaming services compared to paid streaming services.

Differentiating services:

• MVPD (multi-channel video programming distributor)
  • Video content delivered to consumers from a cable provider through a set-top box
  • Major players: Comcast, DISH, Time Warner Cable, Fios

• OTT (over the top):
  • Content provided via a high-speed internet connection rather than a cable or satellite provider
  • Major players: Netflix, Hulu, Sling, Prime Video, Apple TV

• CTV (connected TV):
  • Any TV that can be connected to the internet and can stream OTT content through its apps
  • Major players: Apple TV, Fire TV, Roku, Chromecast

• VOD (video on demand)
  • Stream of an already-aired show that viewers can watch on their own schedule, with commercial breaks
  • Major players: ABC On Demand, Bravo Now, Food Network On Demand, CBS On Demand

Discussion:

How communities are putting broadcast to work:

“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.

Today’s blog is a guest post by Michael Whitlow, MBA, senior regional manager, sales & marketing services division at Greystone Communities, on giving virtual tours. Previous to his time at Greystone, Michael worked in a broad range of related industries, including pharmaceutical, senior living and home health.

I’d like to share some tips on giving virtual tours that started with a webinar I gave.

A little background: When the situation with COVID-19 started, our company very quickly began to do Zoom calls, and everyone said, “We need to ask your sales teams to do virtual tours because of the restrictions at communities.” But what’s worse than doing a virtual tour? Doing a bad one. That’s where the idea for the webinar began.

The reason it’s critical to pay attention to the virtual medium is that, based on statistics I’ve heard, about half of senior living communities are not doing any virtual events or touring. This opens this area up for those who are doing them to get ahead of the game.

Statistics also show that 80% of communities that are doing virtual events are not doing them well. There’s a big opportunity to stand out from the competition by doing excellent virtual tours.

These tips and talking points might seem silly, but following them really makes for a better experience. You have to pay attention to the small things. Here are some tips for a successful virtual tour:

• Get buy-in to the tour beforehand
  • Be a resource: If the person expresses nervousness about using technology, it gives you the opportunity to say, “Let me teach you how to do this. I’ll be glad to walk you through it so you can use it with your family and friends.” That way, you’re being of value and are a trusted resource.
  • Show empathy: You can say, “Hey, I’d love for you to see me and me to see you and show you our community.” Be friendly and empathetic.

• Use FaceTime for ease of use and connection with your prospect (assuming both have Apple devices) If not, click here for a list of suggestions:

• Invest in a stand and Steadicam attachment
  • Test out the best ways to use the camera.
  • Film from above.
  • Don’t stand in front of a light source.
  • Don’t put the camera too close to your face.
  • Look at the camera, not your picture.

• Have a plan
  • Create an outline — it’s easy to get lost when standing in front of the lights.
  • Plan and trial run the tour route.
  • Keep handy a FAQ sheet and information on features and benefits.
  • You never want to walk away from the camera to get your notes; have them close by.
  • Role-play a live tour first

• It’s time to shine!
  • “Sit, tour, sit” still applies, but location may vary.
  • When not touring, secure your camera. (Use a tri-pod, prop it up with books, etc. You don’t want a lot of movement so the person watching loses focus.)
  • While touring, stick with one view.
  • Keep the camera facing away from you.
  • Slow down: Pause for 3–5 seconds before moving to a new view.
  • Be smooth.

• Postproduction
  • Blend “new school” with “old school.”
    • Handwritten letters as a follow-up are really welcomed right now.
  • Don’t forget the process: “sales cycle.”
    • You aren’t just doing a fun little tour; you are moving people through the same sales process you normally would. This is a selling tool, not “I’m going to show you something fun and then let you go.”
  • If it’s not in the CRM, it didn’t happen!
    • Virtual tours need to be part of our new normal. Like any part of the sales cycle, the tour should go right into the CRM, with a full write-up.

• Tips during the discussion
  • Avoid showing residents. Prospects want to see public spaces and apartments.
  • How long? Ask the people up front if they have 15–20 minutes for the tour.
  • Prepare a video you can share separately.
  • If you’re working from home, it’s still good to have a video discussion. You could have somebody in the community take footage and share it with you.

• Results
  • In a short period of time, people are getting strong results. Two of the communities I work with took a deposit after a virtual tour last week.

• What’s next?
  • Whoever starts to deal with the current environment really well right now is going to have an advantage. Virtual tours are a great selling tool that you can continue to use even after coronavirus. Here are some things your community can do to stay ahead:
    • Make sure you have a Steadicam ready to go.
    • Train all employees to do virtual tours.
    • Bring a family member who lives far away into the decision process by including them in a virtual tour with the prospect.
    • Find new applications for virtual technology:
      • Use it to communicate with your vendors.
      • Give virtual tours of your community over lunch hours to busy social workers, nurses and physicians.

Remember: The more tools you have for selling, the better. Again, since only half of communities are using virtual events, and only 20% of those are doing them well, this is your opportunity to get out in front of your competition. Take advantage of it.

About Greystone

Greystone has been a recognized leader in senior living consulting for over 35 years. The organization works with more than 500 owners and sponsors in more than 46 states and manages 50+ communities. Learn more about Greystone.

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing a guest post on the latest trends in senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

Here are some of the design trends I’m seeing in the senior living space right now:

Healthy design materials

During this time of the coronavirus crisis, it’s more important than ever to use products that safely combat the spread of bacteria in materials for flooring, door hardware, seating, etc. When we select products for our clients’ communities, we not only make sure that they can be easily maintained and cleaned, but that they include materials that aren’t harmful to people or the environment. One example is copper, a naturally self-sanitizing material that can be used in bed rails, door and cabinet hardware and other high-touch surfaces as a healthy alternative to harmful chemicals.

Flexible dining spaces

When we do renovations, we’re focused on flexibility. One trend is creating a bar that can be used as a breakfast spot in the morning, a smoothie bar midday (where residents can come after exercising) and a bar that can be used for happy hour or pre-dining gatherings in the evening.

In terms of seating, booths or banquettes are appealing because people feel they have their own zone. We can create intimate spaces with the appeal of a restaurant for a variety of seating and tables, rather than a sea of furniture that is all the same.

Region-specific design

Communities don’t want to look or feel like Anywhere, USA. They want to reinforce their brand and create spaces that feel relevant and resonate with seniors in their market area. We look at every aspect of our work to make sure that it reflects the vernacular design of the area. For instance, the artwork has to be authentic to the region. For a community we are working with in Florida, that means if we specify artwork featuring birds, they are indigenous to the west coast of Florida — not birds you might find in North Carolina. The designs we do for communities in Lancaster, Pennsylvania, aren’t going to look like the ones we’re doing in New Hampshire or Florida.

Holistic amenities

Another huge trend is pushing the limits on amenities. Instead of just a salon where you can get your hair done, clients want to see spaces that convey a multidimensional, holistic approach to wellness in every aspect of the environment.

Multiuse spaces

Spaces need to be very flexible — it’s important to get three or four uses out of them. For example, we created a theater room for a local community. The community doesn’t just use it for movie night; it uses it as a space to interact with other communities (playing competitive Wii bowling against each other), and it sets up equally well as a space for lectures and presentations.

Technology

With the rise of smart homes and intelligent design, the use of technology in senior living is already a major trend. I see technology being incorporated more and more into all levels of care. From an interior design perspective, that means making sure we’ve addressed how people can easily and comfortably connect to technology within their living spaces. Technology also provides opportunities for interactive artwork or screen savers for aesthetic appeal when a screen is not in use.

Look for another blog about Stacy Hollinger Main’s design work coming soon.

To learn more about the way RLPS interior designers work with you to create appealing spaces with lasting value, visit their website.

As COVID-19 continues to impact senior living, we held another virtual roundtable to see what sales & marketing tactics are working now — and what will change at communities after restrictions are lifted. Check out the highlights below.

All are welcome to attend our sales & marketing roundtable next week. Details below.

Join the next sales & marketing roundtable on April 30!

We thank everyone for participating, and we invite you to join the next session, Thursday, April 30, at noon ET.

Kim Lehman, Varsity’s PR director, will join us for part of the session to share tips and trends on PR/crisis communications.

You don’t have to be a client to join the session — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Response to our COVID-19 conversations continues to be enthusiastic, so we held Sales & Marketing Roundtable #3 last week. For those who weren’t able to make it,  the high points are below.

We’re gathering for our next virtual discussion this week, and all are invited to attend.

Join the next roundtable on April 16!

We thank everyone for participating, and we invite you to join the next session on Thursday, April 16, at noon ET, for a sales & marketing discussion.

You don’t have to be a client to join the conversation — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

When was the last time you experienced truly exceptional customer service? I pondered this question when I recently pursued the somewhat aggravating task of purchasing a new car. As much as I anxiously anticipated the thrill of “new car smell,” I recognized that the sales process might be far from enjoyable. Based on past experience, it was evident that choosing the right dealership(s) was key to elevating my overall customer satisfaction.

As I found myself returning to the group of car dealerships that had exceeded my expectations for the past 15 years, I reflected on what this organization does that exhibits the optimum service model. I came back to five points:

1. Consistent processes, values and branding: The dealerships under the same umbrella, regardless of the actual “brand” of car I’m considering purchasing, maintain an ongoing relationship with me. They have established records of my buying history.
2. Anticipation of the customer’s needs: The dealers keep me informed of promotions and cars I might want to purchase and/or lease even before I’m actually ready AND are prepared with background of my likes and dislikes when I actually arrive at the lot.
3. White glove service: The dealers show care and attention to every detail of my needs, from purchase through all stages of the relationship. This includes: follow-up calls to see if everything is going well; calls from various team members to help me, even when they’re on vacation; referrals to the right people to help me with specific questions, such as a technology walk-through (not just being told to read the manual); the ability to come into any of the dealerships at any time with any concerns about the car after purchase (regardless of whether there is a service appointment); immediate service as soon as I walk in the door with no lag time; bumping up the time when my car is ready even though I didn’t ask.
4. “Servanthood” in action: A true atmosphere of service is shown at every level, regardless of role, and there is accountability. Team members, through their words and actions, set aside self-serving behaviors in favor of serving others — they serve both their colleagues and peers, as well as the customer.
5. Honest communication: The team members are transparent in their communications. Nothing is hidden, and it isn’t just for their own benefit, but for mine as well. When I recently bought my new car, I wasn’t “surprised” by anything before, during or after the deal, even when I turned in my previous car.

It occurred to me that these practices are not only lived by Varsity but are integral to the strategies we develop and employ for our clients as well. When consistently implemented, customers are pleased, the team feels good about its accomplishments, and the workplace thrives with a culture of helpfulness. The ultimate reward is that both the people and the organization are better for it in morale, revenue, image, brand and more…and don’t we all need a little dose of BETTER these days? I’m happy I was a recent recipient, with the added bonus of a shiny new car! 😊

As the clock ticks down to 2020, we look back on another exciting year for the Varsity blog! Here’s a countdown of our five most popular posts for 2019. It’s a grab bag of hot-button topics, from groundbreaking wellness ideas to intergenerational brainstorms.

5. 18-year-old Jumps Into Life at Senior Community

In this interview with out-of-the-box thinker Rosemary Ramsey, she reveals her inspiration for The Victory Lap, a one-of-a-kind program that pairs youth aging out of foster care with senior communities. Read about an intergenerational program that could change senior living.

4. Overheard at LeadingAge TN: What if…

Our VP of Client Services Derek Dunham takes us inside the “what-if” moments of the 2019 LeadingAge TN Annual Meeting & EXPO. Explore “what-if” moments.

3. Disruption in Senior living — Opportunity or Threat?

From shrinking staff to the growing middle market, Derek Dunham disrupts our world with the highlights of the 2019 PAHSA conference. Get disrupted.   

2. 10 Leadership Secrets From LeadingAge PA

This series chronicles the year-long journey of LeadingAge PA’s Fellows in Leadership program. In this post, Brian Mailliard and Sakkara El share what they’ve learned at the halfway mark of their adventure. Learn the secrets of leading well.

1. When It Comes to Wellness, Nothing’s off the Table

Our most-read post of the year was a fascinating conversation between Becky Anhorn, the inspirational wellness director at Meadowood Senior Living, and Rob Smith, Varsity’s creative director. Read about a groundbreaking approach to wellness.

That’s our countdown of top posts for 2019! Stay tuned for more fresh content in 2020, and please contact us if you’d like to do a guest post or be interviewed for an upcoming blog.

I was fortunate to attend the LeadingAge PA Fellows in Leadership graduation ceremony in Allentown, PA. I came away with some serious leadership envy. It was obvious that during this year-long program, the group had become extremely tight knit and the Fellows had grown very comfortable around one another. You could tell they really appreciated being able to bounce ideas off their new network of peers and having very supportive and approachable leaders within each group.

At one point, there was an exercise where people went around the room and commented on each other’s strengths. They gave thoughtful and sincere answers and you could tell that their words were from the heart.

The sentiments shared at the larger meeting were echoed by two people I spoke with in more depth: Diane Burfeindt, Vice President of Population Health at Presbyterian Senior Living, a coach, and Brian Mailliard, CFO at St. Paul’s Senior Living Community, a Fellow. Both were part of the same small group.

As we discussed the year-long journey, the two remembered back to the first day. At first, Brian was hesitant to try the program. He didn’t know what to expect. “My hesitation went away – day one – minutes into the first session,” he said. “The program changed my whole approach to leadership.”

During the year the group was together, Diane found it interesting that many participants underwent changes and growth in their responsibilities and titles. “Change can be scary, even if it’s a positive thing,” she said.  “Luckily, they had the group to fall back on. Typically, you don’t have people to talk to about work. This was a safe place where people could talk about their challenges.”

Brian seconded that thought. “Before when I would have a difficult situation or tough conversation at work, I felt like I was out on an island — who could I ever talk to that had that experience? Now that we’ve gone through this program, we can pick up the phone and call someone.”

The group plans to keep on being that support system for one another through phone calls and meetings. “One of the most important parts of the leadership academy is what happens after it’s over,” Diane said.

Both Diane and Brian agreed that leadership isn’t a destination, it’s a lifelong journey.

“It continues to remind me every year – leadership is a process and you’re never done,” Diane said. “It’s growth and a part of life – it’s not separate from your personal life. If you think you know it all as a person, then you sort of stagnate. It’s nice to be with the Fellows and the class and get out of your daily routine and remind yourself of that.”

“This program is only one tool,” Brian added. “The biggest realization is that you’ve got to always be working at leadership. Whether it’s reading or conferences or signing up for specific programs — if you don’t make it an intentional part of your career then you’re going to get caught up in the day to day and put it off.”

One of the most fascinating components of the program was the final project each Fellow had to present. Brian completed his on a program called Share Care, an innovative housing solution for low-income seniors. Stay tuned for more details in a guest post from Brian.

Today’s blog is contributed by Kim Lehman, Varsity’s PR Strategist. Kim has more than 25 years of experience developing and implementing public relations campaigns for a diverse roster of clients, including the U.S. Department of Homeland Security, the Ad Council, The Coca-Cola Company, Kohl’s, Johnson & Johnson, Messiah Lifeways, Presby’s Inspired Life and many more.

Kim has placed stories for her clients with top-tier and trade outlets, including Today, Good Morning America, Real Simple, The New York Times, O —The Oprah Magazine, The Philadelphia Inquirer, Business Journals, WSJ, USA Today, 50Plus Life, McKnight’s and Senior Living News, among others.

Today, I’d like to challenge you to ask yourself an important question: Are you telling your organization’s story? Every organization has a story to tell — you just need to find the most impactful way to package it up and deliver it to a broader audience.

Here are some time-tested tips and strategies that have proven effective in telling the stories of my clients’ communities.

Tip 1: Contact the media when you don’t have anything to announce
It’s so important to build relationships with the industry and your local journalists so that when you do need to make an announcement or handle a crisis, you have already made a connection. It can be as easy as sending a quick email or making a phone call to introduce yourself as a resource for future stories.

Tip 2: Know the reporters that cover your market
Learn who covers senior living, then read their articles and follow them on social media. Drop the person a note and say, “I found your article about (TOPIC) interesting because…”  Take it a step forward and share his or her article on your social media channels. Everyone likes a good share!

Tip 3: Attend conferences
Many times, industry journalists are open to learning more about your organization. Book 15-minute one-on-one interviews with these reporters and offer something of value or uniqueness to them. It’s a great way to start building relationships.

Tip 4: Think local
Everyone wants stories in large dailies, but the hyper-local papers are just as important and most often are looking for content.

Tip 5: Spotlight the people that make your community unique
The residents and staff who live and work in your community are what make you truly different. Think about how you can highlight their special qualities in feature stories. Tell these stories through traditional media outlets and share them on your social media channels.

Tip 6: Tap into teachable moments
Look at events that happen throughout the year, such as Older Americans Month in May. Create an editorial calendar to make sure you don’t miss out on times of the year to pitch a story about your community.

Tip 7: Always ask, “What’s the visual?”
If you want coverage for an event, you have to think about what’s going to be visually interesting about it, especially if you want local TV stations to attend your event. Most newspapers and magazines are online too, so think about what the visual is for them, as well. They, too, are looking for video content and photography that can bring a story to life, be shareable and get clicks.

Tip 8: Connect with local universities
If you don’t have money in your budget to hire a professional photographer or videographer, communications departments can connect you with students looking to gain experience.

Tip 9: Think intergenerational
One of our clients hired high school students to help set up residents’ iPads and their mobile phones, download apps, etc. Bringing older adults and high school students together made for a great story!

Tip 10. Have a crisis plan
If there’s any type of incident at your community, it’s really important to have a strategic plan with a designated team in place to execute it. Stay tuned for more about this in an upcoming blog post.

Tip 11: Get social
As traditional media continues to downsize, social media is going to be even more important in your overall communications strategy. It’s important to have a cohesive plan among all of your teams and communities.

Tip 12: Position yourself as an expert
Journalists are always looking for unique stories and fresh perspectives that include new data and research findings. Op Ed pieces, proprietary research and participation in polls are all effective ways to position your community as an expert.

Tip 13: Ask, will the audience care?
Put yourself in the reporter’s shoes. You may think something is really interesting, but not everything is newsworthy.

Tip 14: Take advantage of outside expertise
If you are struggling to uncover your story and tell that story in a meaningful way, then look to hire an agency with a PR strategist. They most likely will have existing relationships with the industry media as well as local market outlets that they can leverage on your behalf. They will be able to assist you with crafting key messaging, media training your spokespeople and pitching your stories to media outlets that matter most to your organization.

Tip 15: Have fun!
Telling your community’s story can be fun — whether you’re throwing an event or sharing a story about a resident who skydives. Incorporate these tips and you’ll be on your way to telling your unique story to the broader community.

Coming in a future Varsity blog: I will share my thoughts on crisis PR.