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The Assisted LivingMarketing PlanVersion 2.5 1997-2004, Senior Living University. All rights reserved.Reproduction or translation of any part of this work, by whatever means, beyond that permitted bySection 107 or 108 of the United States Copyright Act without permission of the copyright owners isunlawful. Inquiries regarding permission for use of material contained in this publication should beaddressed to: Senior Living University, 830 Cherry Drive, Hershey, PA 17033
The Assisted Living Marketing Plan V 2.5 ACKNOWLEDGMENTSThe Assisted Living Marketing Plan Thanks and acknowledgment for contributions to the Assisted LivingMarketing Plan are offered to the following:Jennifer Noonan, Co-authorDavid M. Goldberg, Co-authorFrank Van Ryper, PhotographerJudith Goodman, PhotographerDavid D. Peete, Senior Editoriii
The Assisted Living Marketing Plan V 2.5TABLE OF CONTENTSThe Assisted Living Marketing Plan iiiWhat Will I Learn in This Book?1Why Should I Read This Book?3What Will I Learn in This Book?4Using the Appendices in This Book5Chapter 1: What Is a Marketing Plan?7Why Should I read This Chapter?8What Will I Learn in This Chapter?8The Difference Between Marketing and Sales9Getting Started on Your Marketing Plan10The Four Components of an Assisted Living Marketing Plan12The Five Steps to Creating a Marketing Plan14A Marketing Plan Is Dynamic15Chapter One: Self-Check Questions16Chapter 2: Situation Analysis—Research of the Marketplace19Why Should I Read This Section?20What Will I Learn In This Section?20Defining Situation Analysis21Situation Analysis Study 1: Marketplace Awareness23Situation Analysis Study 2: Competitive Review28Situation Analysis Study 3: Internal Review34Situation Analysis Study 4: Target Audience Review35Situation Analysis Study 5: Pricing Review39Summarizing the Situation Analysis50Chapter Two: Self-Check Questions53v
Chapter 3: Positioning StrategyWhy Should I Read This Chapter?56What Will I Learn In This Chapter?56Defining Product Positioning57The Assisted Living Position58Positioning Creates a Focused Marketing Strategy60Exercise: Creating Your Community’s Positioning Strategy61Keeping Your Position Updated65Chapter Three: Self-Check Questions66Chapter 4: Lead and Referral Generation69Why Should I Read This Chapter?70What Will I Learn In This Chapter?70Before You Begin71Timing of Lead-Generating Activities72Effectiveness of Lead-Generating Activities74The Marketing Plan76Chapter Four: Self-Check Questions78Chapter 4: SECTION ONE—Advertising81Why Should I Read This Section?82What Will I Learn In This Section?82An Overview of Advertising83Yellow Pages Advertising85Print Advertising88Print and Broadcast Advertising Working Together90Direct Mail Advertising92Additional Considerations for Advertising95Using Your Situation Analysis to Develop a Strategy97Incorporating Advertising Into Your Plan98Chapter 4, Section One: Self-Check Questionsvi55100
The Assisted Living Marketing Plan V 2.5Chapter 4: SECTION TWO—Public Relations103Why Should I Read This Section?104What Will I Learn In This Section?104An Overview of Public Relations105Stories That Interest Readers and Viewers106Getting Started With Your Public Relations Efforts107Incorporating Public Relations Into Your Marketing Plan109Chapter 4, Section Two: Self-Check Questions112Chapter 4: SECTION THREE—Networking WithProfessionals and Families115Why Should I Read This Section?116What Will I Learn In This Section?116An Overview of Networking117Networking Versus Advertising118Networking With Whom?121Creating a Contact List123Devoting Time to Networking129Incorporating Professional Networking Into Your Marketing Plan131Creating a Family Networking Strategy132Incorporating Family Networking Into Your Plan136Chapter 4, Section Three: Self-Check Questions137Chapter 4: SECTION FOUR—Marketing Materials toSupport Your Plan139Why Should I Read This Section?140What Will I Learn In This Section?140An Overview of Marketing Materials141Planning for Marketing Materials143Using the Situation Analysis to Create Marketing Materials145Incorporating Marketing Materials Into Your Marketing Plan146Section Four: Self-Check Questions147vii
Chapter 5: Sales—Planning and Lead Management149Why Should I Read This Chapter?150What Will I Learn In This Chapter?150Understanding Sales Goals151Sales Goals for The Typical Assisted Living Community153Applying the Sales Formula—Two Examples154Effective Lead Management158Classifying Leads163Measure the Effectiveness of Your Marketing Plan165Chapter Five: Self-Check Questions168Appendix A: An Overview of Assisted Living171What Is Assisted Living?172Why Assisted Living?175The Profile of an Assisted Living Resident177Appendix B: Writing Your Own Marketing Plan183Let’s Review 184The Steps to Creating a Marketing Plan186Writing Your Marketing Plan187Appendix C: Worksheets201Appendix D: Answers to Self-Check Questions221viii
Sales Goals for The Typical Assisted Living Community 153 Applying the Sales Formula—Two Examples 154 Effective Lead Management 158 Classifying Leads 163 Measure the Effectiveness of Your Marketing Plan 165 Chapter Five: Self-Check Questions 168 Appendix A: An Overview of Assisted Living 171 What Is Assisted Living? 172
