Continuity Series New Answers to Age-Old Questions. Event Plan Your Opinion Matters Guide to Senior Living and Care. Tip #1.

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1 Cntinuity Series New Answers t Age-Old Questins The Cntinuity Series is designed t give yu tls t prvide high quality, slutin-riented events fr prspective residents, influencers and prfessinals. The tpics fr this series can be used year rund. Belw are guidelines and tips t create a flawless event plan. Event Plan Yur Opinin Matters Guide t Senir Living and Care Objective Yur Opinin Matters Guide t Senir Living and Care is designed t dispel the myth that senir living is nt just nursing hme care and discuss with attendees the varius ptins, services and csts f senir living, while psitining Brkdale as a partner t help their patients r clients plan fr and realize an enriched life. Target Audience Prfessinal Referral Surces Lead Strategy Generate new prfessinal referral surces yu have cme in cntact with during netwrking pprtunities that have nt yet accepted an invitatin t visit yur cmmunity and reinvigrate Silver and Brnze status referral surces in the Sales Management System. Bth tactics shuld end with the ultimate gal t generate new Prspective Residents and Adult Influencers. Time and Day t Schedule Event Prfessinal Referral audience: Mnday Friday at 11 am r Nn (invite prfessinals t a lunch and learn frmat as desired) r schedule the event Mnday Thursday at 4 pm. Suggested Presenters A recrded Webex r MP3 will be available fr the presenter befre yur event date that will teach gd presentatin skills. Executive Directr Sales & Marketing Directr/Manager Any member f the cmmunities management team Event Timeframe It is imprtant t keep this event t a ttal time f less than an hur (ideally minutes) due t the busy schedules f prfessinal referral surces. 30 minutes presentatin (and lunch, if ffered) 10 minutes discussin, Q&A, participatin minutes grup cmmunity tur 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 Prfessinal Referral Surces t visit yur cmmunity during their wrk schedule! 1

2 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 their patient r client. 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: Tip #3 Dn t underestimate the impact a handshake r a persnal cnversatin can make n yur attendees! Cmmunity Type Quantity f Invitatins Attendee Gal (25% Respnse rate) Appt. Gal (New leads generated frm referral surce participants.) Mve-in Gal* (30-40% cnversin frm new lead appt.) Any *Eventual mve-ins expected as a result f new referral activity. Final Gals set with yur RSMD/RSMM. Event Budget Please refer t yur individual budget fr the fllwing line items when planning yur event prmtin. There is n need t incur a large expense fr this event. Typical expenses shuld include light hrs d euvres/ refreshments (r lunch if desired) and pssible flyer print csts if utsurced: Lcal Cmmunity Business Develpment, marketing csts related t special events, including fd and beverage csts, decratins, giveaways, speaker fees and ther related items necessary t plan yur event fr prfessinal referrals DM-Prfessinal Referrals, printing, pstage and mailing csts fr invitatins t yur prfessinals 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. 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. 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. Flyer Dwnlad the template flyer frm BSLnet. Print this in clr n gd paper stck. Persnally deliver t the referral surces that yu feel culd make the mst impact in yur lead generatin activity. Mail the remainder, if necessary. Distribute 2 weeks prir t event. Outlk Calendar Request Send an Outlk Calendar Meeting Request with event details t prfessinals with . 2 weeks prir. Tip #5 Fllwing the guidelines listed here regarding the ideal tactics and timing t prmte yur event is imprtant in allwing yur prfessinals time t plan n attending withut frustrating them thrugh ver-prmtin! 2

3 Multi tuch Event Prmtin (cntinued) 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. 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. 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). Tip #6 Be sure t track yur event prmtin in the Sales Management System fr yur prfessinal referrers thrugh an Actin (Send invitatin, , etc.), the related Result (Cmpleted, N Shw, etc.) and a Descriptin f this Event Name. 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! Tip #8 Yu are handpicking yur list f prfessinals 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 persnal and prfessinal stry will make YOU stand ut frm the cmpetitin! 3

4 Event Preparatin (cntinued) 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. 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 with the purpse f a tur (if the prfessinal had t leave) r t visit their ffice with fllw-up infrmatin fr them r t handut t their patients / clients. Bth appintments shuld include a discussin abut pssible referrals t the cmmunity and a partnership. Cmmunity cllaterals shuld be available at the Appintment Table, but nt n display. PDF cllateral shuld always be ffered via first. Welcme Table crdinatr will give guest registratin list t Appintment Scheduling Table crdinatr at sme pint during event s its n hand. 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. 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, event related and branded. Offer the giveaway as a trade fr infrmatin abut the Prfessinal Referrer inquire abut their needs, interests and if they felt the infrmatin presented was helpful spark a cnversatin with them. They ll appreciate yur interest! 4

5 Event Preparatin (cntinued) 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. 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 a family member(s) and/r resident speak abut their persnal experiences with finding the right funding surces fr senir living Invite representatives frm Elderlife and Veterans Benefits wh can intrduce themselves and be available afterward t answer questins r be a part f the Mini Service Fair. Pst-event Fllw-Up 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. All men by nature desire knwledge. Aristtle. PDF f the Event Handut(s). Mail handwritten Thank Yu fr Attending! ntes t each participant. 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. 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. 5

6 Pst-event Fllw Up (cntinued) 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 Prfessinal Referral Surces 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. 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. Tip #14 ROI Did yu advance yur Prfessinal Referrers 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: 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 #15 Three key takeaways: Identify what success lks like up frnt Have a great plan frm start t finish Execute the plan 6