Receptivity Series New Answers to Age Old Questions. Event Plan Helping an Aging Parent: When is it Time to Intervene? Tip #1. Tip #2.

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1 Receptivity Series New Answers t Age Old Questins The Receptivity Series is designed t give yu tls t prvide high quality, slutin-riented events fr prspective residents, influencers and prfessinals that directly crrespnd with fur high sensitivity Brkdale natinal media brand bsts. Belw are guidelines and tips t create a flawless event plan. Event Plan Helping an Aging Parent: When is it Time t Intervene? Objective Helping an Aging Parent: When is it time t intervene? is designed fr attendees wh find it difficult in knwing when and hw t intervene when it cmes t caring and helping their lved ne(s) with their lng term living needs, while psitining Brkdale as a partner t help them plan fr and realize an enriched life. Target Audience Adult Influencers (prspective resident s child) Lead Strategy Generate new leads and reinvigrate C status leads in the Sales Management System, selecting thse, if pssible, wh have mentined cncerns abut nt knwing when r hw t intervene in helping mm r dad during prir visits. Time and Day t Schedule Event Adult Influencer audience: Thursday evening after 5 p.m. r Saturday at a.m. Suggested Presenters A recrded Webex r MP3 will be available fr the presenter befre yur event date that will teach gd presentatin skills. Nurse Therapist Executive Directr Sales & Marketing Directr/Manager Prfessinal Referral Surce r Partner (as a secndary ptin) Event Timeframe 45 minutes presentatin 15 minutes (discussin, Q&A, participatin) Event Gals Make a persnal cnnectin with each attendee, demnstrating that yu are willing t set an individual appintment t visit with them at their cnvenience, t listen t their situatin and t help identify a slutin that can best help them. Tip #1 Yur event shuld educate, engage and build brand awareness with yur attendees! Tip #2 Shift yur apprach frm getting it dne during business hurs t WHEN is the mst cnvenient time fr yur prspective residents and/r adult influencers t visit yur cmmunity! Tip #3 Dn t underestimate the impact a handshake r a persnal cnversatin can make n yur attendees! 1

2 Event Attendee Gals Cmmunities can vary these targets based n space availability, but d nt seek t large an audience. Smaller grups increase participatin and discussin. Listed belw are the gals that are expected frm this event: Cmmunity Type Quantity f Invitatins (Purchased List) Quantity f Invitatins (C Leads) Attendee Gal (1.5% Purch. List, 10% C Lead Respnse rates) Appt. Gal (Half f attendees sch. priv. appt.) Mve in Gal* (10 20% cnversin frm attendees) Entry Fee CCRC (incl. cuples) Rental CCRC & RC Free Standing AL/MC *Eventual mve ins expected. Final Gals set with yur RSMD/RSMM. Event Budget Belw are the budget ranges fr special events (fd, decratins and applicable speaker fees) and direct mail by cmmunity type; hwever, please refer t yur individual budget fr the fllwing line items when planning yur event prmtin: Spcl Event Prsp Infl Fd, fd and beverage csts related t yur event Spcl Event Prsp Infl Other, decratins, giveaways, speaker fees and ther related items necessary t plan yur event DM Purch List Prsp Adult Infl, printing, pstage and mailing csts fr invitatins t yur Prspective Residents and Adult influencers Tip #4 Charge event related invices t the apprpriate accunt regardless f where the budget is listed. Search Chart f Accunts n BSLnet fr mre detail. Cmmunity Type Special Events Budget (See nte belw; ttal special event budget fund in , guideline fr split listed) Direct Mail Budget Entry Fee CCRC $ /3 fd; 1/3 decratins $1785 pstage and invitatins Rental CCRC & RC $ /3 fd; 1/3 decratins $1785 pstage and invitatins Free Standing AL/MC $150 2/3 fd; 1/3 decratins $451 pstage and invitatins Nte: Mst f yu will nt find a budget in the new GL accunt ; rather it will be listed in Cde the charges apprpriately. Multi tuch Event Prmtin The key t driving successful results is using multiple marketing tactics, cnsistency and frequency f message/design and timely fllw up. Media Advisry/Calendar Listing Many senir directries, newspapers and magazines welcme event pstings, but there is n guarantee it will print. Hwever, it s FREE and wrth the effrt. Send event details 4 weeks prir t event. Blast Invitatins Place a Creative Jb Request attaching yur selected list f participants that will receive an invitatin t this event. ed t inbxes 3 weeks prir t event. Tip #5 Ttal Event Budget $ $ $601 Fllwing the guidelines listed here regarding the ideal tactics and timing t prmte yur event is imprtant in allwing yur prspects time t plan n attending withut frustrating them thrugh ver prmtin! 2

3 Multi tuch Event Prmtin (cntinued) Resident/Family Referral Letter Share with yur current residents and their family thrugh a letter that yu re hsting an event and tell them yu d lve t save a seat fr anyne they feel is interested in learning mre abut this tpic. In hand 3 weeks prir t event. Prfessinal Outreach Visit yur prfessinal referrers and present a shrt minute presentatin f this tlkit tpic using the Pwer Pint w-ntes (select key slides t share). Ask fr yur prfessinal referrers t cnsider which patients/clients wuld mst benefit frm attending yur upcming event. Leave behind flyers fr them t share with thse key peple. Visits t prfessinals shuld ccur 5-6 weeks prir t yur event, allwing enugh time fr them t share yur event tpic. Direct Mail Invitatin Mail t yur selected Purchased List and C leads. In hand 2.5 weeks prir t event. In many markets, direct mail t influencers has nt been effective is this the case in yur market? If s, d nt include this as a tactic f prmtin. General List Criteria Age 50-69, Incme $75K+, apprpriate zip cdes, entry fee t include net wrth. Include phne numbers. Cnsult yur RSMD fr further guidance, if necessary. Pstcard Place a Creative Jb Request (5 weeks prir t event) t have this template prfessinally printed and mailed. Flyer Dwnlad the template flyer frm BSLnet. Print this in clr n gd paper stck. Distribute t senir centers, churches, industry rganizatins related t the theme, etc. At the cmmunity Receptin Desk, display a flyer in an acrylic stand/frame and keep a stack n hand fr walk ins. Distribute 2 weeks prir t event. Newspaper Ads & Inserts While direct mail is preferred, if yur strategy discussin t prmte this event cncludes that ads/inserts will help yu achieve yur gals AND if budget allws, place a Creative Jb Request (30 days prir t event) attaching a marked up cpy f the template ad r insert psted n BSLnet. Request t run in yur lcal daily/weekly newspaper 7 14 days befre yur event. Brkdale Website Psting Request t add an Events tab t yur cmmunity site and list yur event tpic, descriptin, RSVP date, Event date and time and phne number t RSVP. Depending n vlume this request may take the digital team sme time. Scial Media (Facebk, Twitter, Ggle+, YuTube) Brkdale slutins riented infrmatin/articles will be psted n these 4 scial media channels t raise and maintain awareness. Tpical Press Release Dwnlad frm BSLnet and send press release t yur lcal media sharing infrmatin abut the event tpic. N event infrmatin included. This will raise general awareness. Send 7 14 days prir t event. Telesales/Dialing fr Reservatins Hst an assciate Dialing fr Reservatins party t make persnal calls t each invited guest t slicit their RSVP. If they are unable t participate, have an alternate next step actin in mind i.e. an invitatin t an alternate upcming, purpseful resident prgram. On the ther hand, yu have limited spts s if RSVP s exceed the attendee gal start a waitlist! Call 1.5 weeks prir t event. Tip #6 Send a request t the Sales System Help team t add any NEW lead surce Additinal Details nt currently available in the Sales Management System s yu can track yur media and direct mail effectiveness. Tip #7 Cnfirm yur RSVPs a cuple f days befre the event. This will prevent n shws, allw yu t invite anyne waitlisted and ensure yu meet yur appintment and mvein gals. Yu ve gt valuable infrmatin t share! 3

4 Multi tuch Event Prmtin (cntinued) Telesales/Cnfirming Reservatins Blck ff time fr yur team t call the attendees that RSVP d. Preventing n shws will help yu meet yur appintment and mve in gals. Make sure yu tell them yu re very excited t see them and a seat is saved, and that yu want t be sure they re cming because yu ve gt a waitlist f peple wh will attend if they can t. Call 2 3 days prir t event. Telesales/Waitlist Additins If yu ve filled yur event by cnfirming RSVPs, call thse peple n yur waitlist and invite them t be the first RSVPs fr yur next event. If yu need t finish filling yur seats, call yur waitlist in pririty rder t tell them a space just pened up. Call 1 2 days prir t event. Scial Media Check in Pster Dwnlad this pster template in varius sizes and print lcally in clr n gd paper stck. It will allw yur attendees t stay cnnected with what Brkdale and yur cmmunity has t ffer 24 7 lping in t upcming events, a special ffer, infrmatin sheet dwnlads, etc. via Facebk, Twitter and BrkdaleLiving.cm. This check in will als get yu nticed by their friends! Pst at the entry way r insert int an acrylic frame and place at yur Welcme Table and/r yur Appintment Table. Use during event. Event Feedback Card Dwnlad the template flyer frm BSLnet. Print this in clr n gd paper stck. Hand ut during event. Cllect as guests leave. Tip #8 Yu are handpicking yur list f prspects fr an exclusive event s yu will want t persnalize each interactin befre, DURING and after the event. Shwing yur guests that yu care enugh t remember their needs and desires will make YOU stand ut frm the cmpetitin! Event Cntent & Presenter Materials Selected Brkdale presenter uses prvided Leader Guide, Pwer Pint presentatin and Handut(s) t actively engage attendees with infrmatin, cnversatin and an encuragement fr self assessment. Event Preparatin N ne will want t cme t yur events if yu dn t prepare well. PREPARATION IS KEY. The mre yu wrk with the team arund yu, the better the event. Cllabrate and cmmunicate! Find the right persn t d the presentatin at least five weeks in advance (early enugh fr prper preparatin and t include n yur invitatin if yu desire). Make cpies f prvided Event Handut(s), with 10% mre than the number f RSVPs yu have fr the event. Arrange fr the pwer pint prjectr, laptp cmputer and screen, r ther cnnectin t large LCD screen. Make lcal arrangements fr rm use and refreshments. Hst a brief meeting with yur assigned event staff t review the list f RSVP d attendees (wh they are and brief verview f their interests) nce the list is final making cnnecting at the event easy! Staff yur event apprpriately: Assign an Event manager wh knws all the details. Brkdale assciate phtgrapher take phts befre, during and after the event. Tip #9 Prepare an emergency kit t have n hand during the event: Tylenl, thrat lzenges, Kleenex, Band Aids, water bttles, paper clips, ntepads, bx f pens, highlighters and Sharpies, extra umbrellas, etc. 4

5 Event Preparatin (cntinued) Greeter at Frnt Dr t send the message we re glad yu re here, and yu are in the right place in rder t reduce guest s arrival anxiety. Guide them t the Welcme Table. Welcme & Appintment Scheduling Table crdinatr(s) manage guest sign in & bk fllw up private appintments Tur guide(s) Ensure that ne r mre assciates are ready in the presentatin rm as guests arrive t encurage their enjyment f refreshments and t make a persnal cnnectin with each guest. Day f Event cmmunity leadership team walk exterir perimeter f the building and thrughut cmmn areas and bathrms t make sure the cmmunity is VIP ready clean and clutter free. Prvide mderately upbeat music in the event rm, creating a psitive setting as guests arrive. Prepare nametags fr yur cnfirmed attendees place at Welcme Table and hand ut after guests register. Arrange fr the Welcme Table near cmmunity r rm entrance fr guest registratin, cnfirming spelling f name, mailing address, phne number and e mail address f each participant. Arrange fr a Refreshment Table. Prepare a tur rute. D nt ffer turs as an ptin. Rather, turs are mandatry and shuld be presented as a typical end t the event. During tur, shw cmmn areas in which residents might enjy purpseful activities related t the event. Request help frm a few residents that can be n hand during the tur can they share a quick 30 secnd stry/testimnial? Arrange fr a Table t bk fllw up appintments. Als seek $100 Futures List fully refundable depsits. Cmmunity cllaterals shuld be available at the Appintment Table, but nt n display. PDF cllateral shuld always be ffered via first. Welcme Table crdinatr t give guest registratin list t Appintment Scheduling Table crdinatr at sme pint during event s it s n hand. Prvide cpies f the current mnth Resident Prgram calendar fr participants with a circle arund each tpic related pprtunity. Prepare handwritten Thank Yu fr Attending! and Srry We Missed Yu! ntes (persnalize and incrprate yur hpe that they are nw clear n the services and ptins available t senirs thrugh a netwrk f resurces). Include a ntable qute frm the event within the wrding. Event Activity If pssible, an existing cmmunity resident shuld be asked t share (5 minutes r less) hw their purpse in life was reinvigrated thrugh prgrams in the cmmunity, r as an alternative, the adult child f a current resident culd be asked t speak abut their parent s experience. Tip #10 If yu decide t include giveaways in yur event plan, be sure t buy quality items that dn t break the bank. Make the items fun, eventrelated and branded. Offer the giveaway as a trade fr infrmatin abut the prspect r Adult Influencer inquire abut their needs, interests and if they felt the infrmatin presented was helpful spark a cnversatin with them. They ll appreciate yur interest! Tip #11 One way cmmunicatin is n lnger acceptable fr event attendees. Giving a vice t the attendee is the nly way t create strng engagement. Invite cmments and questins during the presentatin and give attendees the pprtunity t netwrk with each ther. 5

6 Event Activity (cntinued) Prvide "Mini Service Fair" tables/statins utside event space where assigned assciates highlight key value differentiatrs. Sales (Appintment Scheduling Table fr fllw up ne nne Slutins Identificatin Sessin) ISC (chair massage, success stries) Dining (phts f catered events, sample menu, brchure f Eating Healthy) Resident Prgrams (phts f recent events, prgram calendars, Resident artist displaying wrk) Clinical Services (screening and capabilities brchure) Sister Cmmunities (representatives frm ther campus Care Levels shwing that Brkdale ffers a slutin t meet any f their care needs) If yu re having a drawing, d s befre attendees leave. Invite attendees t the next planned lead advancement event, ffering t RSVP them fr the event befre they leave. Suggestins fr Cmpanin Activities Have as many management team members available as pssible and ffer t have ne n ne discussins with anyne wh wants t discuss their particular situatin after the presentatin Have infrmatin abut AARP safe driver curse in yur area. Yu many even cnsider ffering it at yur cmmunity Pst event Fllw Up Give yur event legs. What yu d after the event is just as imprtant as the event itself. Update the Sales Management System with new statuses fr attendees; additinal infrmatin cllected during cnversatins, guest registratin r appintment table discussins. Blast t participants thanking them fr their feedback; attach a few phts yu tk during the event. Als, include the fllwing: Event Feedback Card and invite them t include additinal cmments if they didn t have a chance t d s at the event. A reference t an upcming event. Event qute in the bdy f the e mail. A wise man adapts himself t circumstances as water shapes itself t the vessel that cntains it. Chinese Prverb. PDF f the Event Handut(s). Mail handwritten Thank Yu fr Attending! ntes t each participant. Mail handwritten Srry We Missed Yu! ntes t thse wh were unable t attend, with an invitatin that they cme t an upcming purpseful prgram t meet ther residents and experience mre f life in the cmmunity. the Event Handut(s) t ALL invited Prspective Residents and Adult Influencers that culdn t make the event with a Srry we missed yu message, but we didn t want yu t lse ut n sme f the great infrmatin we cvered. It was an exciting discussin, and I hpe yu can make the next ne. If yu dn t have an , it s a perfect pprtunity t call and get ne. Tip #12 Dn t frget relevant cnversatins. Make sure yu jt dwn key pints f each cnversatin, n a ntepad r even the back f a business card. Dn t miss an pprtunity t cnnect! Tip #13 Fllw up fast! s and ntes shuld g ut within 48 hurs and affrds yu the pprtunity fr cntinued engagement. Make event handuts, slides, etc. available. 6

7 Pst event Fllw Up Pst phts frm the event n apprved scial media channels and accrding t Brkdale s Scial Media Plicy (n BSLnet). Include a reference t an upcming event n all fllw up cmmunicatins. Any cmmunicatin yu send shuld elicit attendees t reflect n the experience and emtins they enjyed during the event. Evaluate yur event: Review the Event Feedback Cards. Did yu meet the attendee and appintment gals, and will yu achieve the mve in gals? What culd yu have dne better when preparing fr and executing the event? Share the results with yur cmmunity and reginal team. Training Opprtunity A recrded Webex r MP3 will be available befre yur event date s yu have the pprtunity t hear abut the resurces prvided and hw t best prepare fr the event. Cluster Market Cnsideratins If multiple cmmunities in a cluster market area intend t ffer the same event targeting the same audience and same bjective, cnsider the fllwing ptins: Cmbine resurces and select an ff site ptin fr the event, sharing events csts and event hsting details. Create a staggered event schedule at multiple cmmunities/days/ times in rder t ffer chices t increase the likelihd that prspects and/r adult influencers are able t participate in at least ne f the duplicate sessins, but are made aware f the sister cmmunity relatinships thrugh the shared invitatin. Have Questins? Reach ut t yur Reginal Sales and Marketing Directr/Manager fr guidance. Tip #14 ROI Did yu advance yur leads by deepening relatinships and hitting the attendance, appintment and mvein gals yu were seeking? If yes, yu had a successful event. If nt, what can yu d different next time? 1. Attendees: 2. Fllw up Appts.: 3. Mve ins: Tip #15 Three key takeaways: Identify what success lks like up frnt Have a great plan frm start t finish Execute the plan 7