Honoring American Heart Month Campaign starts February 1, 2015 and ends February 28, 2015
Announcing 10,000 Heart to Hearts
Hello, Brookdale Family, February is American Heart Month. As part of Brookdale’s leadership on aging issues, we are launching a public relations/ marketing home visit outreach initiative focused on senior women living at home that will evaluate heart disease risk, offer assistance, raise awareness and strengthen ties with prospects and referral sources. The campaign’s name is “10,000 Heart to Hearts,” and it begins February 1. As a company, we seek to visit 10,000 women age 65 and over to conduct a caring, knowledgeable discussion and evaluation of their cardiac health. Many women in their senior years don’t realize that aging has increased their likelihood of heart disease, which is the leading cause of death among females. On average, a woman’s first heart attack happens when she is 70. More than 66% of females in their 60s and 70s and 80 percent in their 80s suffer from hypertension, which may go undiagnosed. Other factors, such as diabetes, smoking, and lack of exercise contribute to the danger. This is where you come in. Within this toolkit, you’ll find the resources you need to conduct 10 home visits from February 1 to February 28, 2015 to senior women living at home. The promotional materials ask the public and referral sources to recommend local senior women who might need one of these visits and give you detailed instructions on how to conduct a home visit including assembling a heart-healthy care package, leave-behind informational material about heart health and an invitation to come to your community for a free meal with a friend. Please note that we encourage, as part of the home visits, you check the women’s blood pressure and refer them to their physicians if it is high. Brookdale’s Marketing Department has done most of the work to support your community. This toolkit outlines all the details of the promotion and contains community and shared market press releases, flyers and email blasts to help you promote this campaign. We’re sure there are seniors in your area living at home who need your help. Your Vice President of Sales, Marketing Strategists and DDSs/RDSMs will be discussing the promotion in more detail with you. Thank you for all you do to make a positive impact to the lives of seniors. Happy Valentine’s Day from our heart to yours!
Brookdale Marketing Team
10,000 Heart to Hearts
Brookdale Listens, the Home Visit Approach: What to Take, Say and Do
Identifying who you’ll visit: • Identify hot leads from your lead bank where a Home Visit might help advance the move-in decision • Use the FFL process to ask your current residents and families if they know someone who could benefit from a visit • Visit current resident’s daughter and ask if they also have a friend that could benefit from a visit • Respond to Home Visit recommendations that may result from your local community press release • See How to Promote to Professional Referral Sources on the next page of this toolkit What to take: • How to assemble a heart healthy care package: o Buy a basket or gift bag, preferably in Brookdale branded colors. o Pick five to six heart-healthy foods listed below and buy them from a local store. Oatmeal Unsalted Almonds Walnuts Black Beans Can of Light Tuna in Water Brown Rice
Blueberries Carrots Spinach Broccoli Sweet Potatoes Asparagus
Acorn Squash Cantaloupe Dark Chocolate Tea Extra Virgin Olive Oil Oranges
o Include a Brookdale branded food item from your community’s chef and make sure it’s heart healthy. o From BrandWorks, download and print a copy of the Brookdale’s 14 Heart Health Recipes on 8.5x11-inch paper, Six Tips to Boost Cardiac Health infographic (11x14inch two-sided) and the invitation to come to a meal at your community. Campaign Cost The estimate cost is $15 for each gift basket per prospect. If you are visiting 10 prospects over the four-week campaign, your cost will be approximately $150. Costs will be charged to Community BU#-070-600809. What to do and say: • To make this home visit even more impactful, bring with you an associate who can perform a blood pressure check. o Normal blood pressure for a woman age 65 or older is between 120/80 and 150/90. Refer to physician if needed. • Discuss lifestyle changes that can boost cardiac health. A recent study published in the Journal of the American College of Cardiology shows lifestyle changes can reduce the likelihood of heart disease in women by 90 percent. o Encourage them to stop smoking. Provide needed referrals connecting the women to smoking cessation programs. o Eat a diet low in saturated fats like the items in your heart healthy care package. o Exercise moderately for half an hour a day, either walking or doing chair exercises. Provide needed referrals connecting the women to an exercise class (preferably your community). o Limit alcohol consumption to less than one drink per day. o Keep weight in check, and maintain a body mass index under 25.
10,000 Heart to Hearts
o Watch television for no more than seven hours per week. • Invite the women to participate in a webinar Brookdale Chief Medical Officer Dr. Kevin O’Neil will hold at 3:30 p.m. EST/2:30 p.m. CT/ 1:30 p.m. MT/12:30 p.m. PT February 18, 2015. Let them know they can register for the webinar at brookdale.com, and log in at home, or if they are not comfortable with computers, invite them to come to your senior living community to participate. Invite your senior living community’s female residents to take part in the webinar as well.
10,000 Heart to Hearts
Six Tips to Boost Cardiac Health - Infographic
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x14-inch paper
10,000 Heart to Hearts
Brookdale’s 14 Heart Healthy Recipes
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print double-sided locally on 8.5x11-inch paper, fold sheets to fit into cover
10,000 Heart to Hearts
How to Promote to Prospects
In honor of American Heart Month, Brookdale communities will be delivering care packages containing heart healthy foods and information about heart health to senior women in their surrounding local communities throughout the month of February. Please use the 10,000 Heart to Hearts toolkit materials to help you achieve your community’s individual goal of making 10 home visits to senior women and delivering care packages and information about heart health during the next four weeks. The campaign runs from February 1 to February 28, 2015. The press release materials and flyers that you will distribute instruct the public how to schedule an in-home visit for local senior women who may benefit from information about heart health and having a free blood pressure screening, as well as receiving a care package of heart healthy foods. People can nominate a senior by calling the community. You can also deliver care packages to senior women you are already aware of in your community’s lead bank. Please make sure that anyone answering the community phone is aware of this outreach campaign and knows what information you need to make the delivery. Once you have a recipient’s contact information, just follow these simple steps to create a wonderful and memorable home visit. • Contact the women and set up a time to visit and deliver the heart healthy care package and informational materials about heart health between February 1 and February 28. • Dress to impress. • Be prepared to talk about your credentials, the informational materials in the toolkits about heart health and the items in your care package. • Present them with the care package and infographic about heart health, as well as the Brookdale Heart Healthy Recipe cards. • Ideally, bring along someone from your community who can accurately take someone’s blood pressure. • Take photos of your recipient and your care package – if they are agreeable. We may like to share those with the media or on social media channels. • Give them an invitation for them to come to your community for a free meal, and tell them that they can bring a friend.
10,000 Heart to Hearts
Collateral for Promoting Promotional materials and collateral for the 10,000 Heart to Hearts Campaign is available on Guide to the Living Brand on BSLnet and on Brandworks.
Guide to the Living Brand: • Go to BSLnet, and click on Guide to the Living Brand • Click on Sales and Marketing Toolkit • Click on 10,000 Heart to Hearts
BrandWorks: www.brookdalebrandworks.com • Community login (first time login, create profile page/password) o Username: BU# (numbers only) o Password: welcome (all lowercase) • Regional or DDS login assistance, contact your Account Executive o Brandworks HELPLINE Contact: brookdale@rjyoung.com or 1-844-296-8013 (8 a.m. to 5 p.m. CST) Please follow the instructions in this toolkit for customizing the appropriate template press release and letter to the editor and distributing those to local media. This will promote the campaign to the public and generate new prospects. Corporate Marketing Promotion To support local community efforts, the Corporate Marketing Team will promote the campaign starting February 2 through a national press release, the Brookdale website, email blasts to our leads and professional referrals and our social media outlets (Facebook, Twitter and YouTube). A Brookdale branded micro-website has been developed promoting heart health, the 10,000 Heart to Hearts campaign and the heart health webinar featuring Dr. Kevin O’Neil, Brookdale’s chief medical officer on February 18.
10,000 Heart to Hearts
How to Code the Campaign in the Sales Management System (SMS) Capture the success of this campaign by accurately coding new referrals from your professionals and/or tracking existing lead promotion. For new leads, add the primary lead source on the Lead Quick Add page as listed below. Don’t forget to add as much information as you can on this page and save. Then continue to the SMS lead profile, select the Inquiry Details tab (1st tab) and add the secondary source to track this campaign as listed below. • Primary Lead Source Lead Source: Referral - Professional Associate/Org. (select your referral source name) o Click the Select button to the right of this field. o In the new window, click the SEARCH button to display your referral sources. o Select the correct radio button to the left of the name, and click CONTINUE at the bottom right. • Secondary Lead Source Lead Source: Special Event Off-Site Lead Source Detail: Educational Program/Seminar Additional Detail: Heart to Hearts o Click the Select button to the right of this field. o In the new window, click the SEARCH button to display Holiday Event Options. o Select the correct radio button to the left of the name and click CONTINUE at the bottom right.
Existing Leads: Schedule the Action of the Home Visit To track the activity for existing leads, you will create the Open Follow Up/Completed Result using the Action of Home Visit. In order to generate reporting results it is critical that the Description begins with Heart to Hearts.
10,000 Heart to Hearts
Prospects Flyer
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Prospects/Referrals Interchangeable Flyer
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
How to Promote to Professional Referral Sources
In honor of American Heart Month, Brookdale communities will be visiting local senior women in their homes to check their blood pressure and deliver care packages containing heart healthy foods and information about heart health throughout the month of February. The campaign should also be used to drive increased referrals from professionals in the senior care industry over the four-week period. Referrals are one of the top converting lead sources. Please use the 10,000 Heart to Hearts toolkit materials to help you achieve your community’s individual goal of making 10 home visits to senior women and delivering care packages and information about heart health during the next four weeks. The campaign runs from February 1 to February 28, 2015.
• Identify your highest volume referral sources (Gold status in SMS) or those you have selected as Professional Target Organizations. • Call to set up a time to visit them to offer one of their clients or patients a home visit to check on them and provide them information about heart health, a free blood pressure screening and care package with heart healthy foods. Suggested visit duration is 10 to 20 minutes. • Communities within close proximity of each other should work with their District States leaders to determine assignments of professionals so communities do not plan multiple visits to the same professionals. • Once your professional referral sources have provided you with referrals, follow the How to Promote to Prospects guide in this toolkit.
Collateral for Promoting Promotional materials and collateral for the 10,000 Heart to Hearts Campaign is available on Guide to the Living Brand on BSLnet and on Brandworks.
Guide to the Living Brand: • Go to BSLnet, and click on Guide to the Living Brand • Click on Sales and Marketing Toolkit • Click on 10,000 Heart to Hearts
BrandWorks: www.brookdalebrandworks.com • Community login (first time login, create profile page/password) o Username: BU# (numbers only) o Password: welcome (all lowercase) • Regional or DDS login assistance, contact your Account Executive o Brandworks HELPLINE Contact: brookdale@rjyoung.com or 1-844-296-8013 (8 a.m. to 5 p.m. CST) Please follow the instructions in this toolkit for customizing the appropriate template press release and letter to the editor and distributing those to local media. This will promote the campaign to the public and generate new prospects.
10,000 Heart to Hearts
Corporate Marketing Promotion To support local community efforts, the Corporate Marketing Team will promote the campaign starting February 2 through a national press release, the Brookdale website, email blasts to our leads and professional referrals and our social media outlets (Facebook, Twitter and YouTube). A Brookdale branded micro-website has been developed promoting heart health, the 10,000 Heart to Hearts campaign and the heart health webinar featuring Dr. Kevin O’Neil, Brookdale’s chief medical officer February 18. How to code the Campaign in the Sales Management System (SMS) Capture the success of this campaign by accurately coding new referrals from your professionals and/or tracking existing lead promotion. For new leads, add the primary lead source on the Lead Quick Add page as listed below. Don’t forget to add as much information as you can on this page and save. Then continue to the SMS lead profile, select the Inquiry Details tab (1st tab) and add the secondary source to track this campaign as listed below. • Primary Lead Source Lead Source: Referral - Professional Associate/Org. (select your referral source name) o Click the Select button to the right of this field. o In the new window, click the SEARCH button to display your referral sources. o Select the correct radio button to the left of the name, and click CONTINUE at the bottom right. • Secondary Lead Source Lead Source: Special Event Off-Site Lead Source Detail: Educational Program/Seminar Additional Detail: Heart to Hearts o Click the Select button to the right of this field. o In the new window, click the SEARCH button to display Holiday Event Options. o Select the correct radio button to the left of the name, and click CONTINUE at the bottom right.
Existing Leads: Schedule the Action of the Home Visit To track the activity for existing leads, you will create the Open Follow Up/Completed Result using the Action of Home Visit. In order to generate reporting results, it is critical that the Description begins with Heart to Hearts.
10,000 Heart to Hearts
Referral Flyer
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Tips for Sending Out Your Press Release to Your Local Media
Customizing your template press release: • We have provided you with a template press release that answers the 5 W’s (who, what, when, where and why) with quotes from Brookdale experts. • There are three local press release templates, one for a single community market, one for a shared community market and one for a memory care community: o If you have a sister Brookdale community or communities in your market, please contact your District Director of Sales to coordinate the distribution of the shared market release to keep media outlets from receiving multiple releases. o If you are a single community in a market, go ahead and distribute. • Customize the information in the highlighted areas. (Don’t forget to erase the highlight). If you are a single community in a market, attribute the two quotes at the end to your executive director or another appropriate member of the management team. If you are in a shared market, please coordinate with your District Director of Sales to determine to whom the two quotes should be attributed. Sending out your press release: • Visit the websites of your local newspaper and area network TV affiliates (ABC, NBC, CBS and FOX), and locate the “Contact Us” information section. • The website should have a section that contains all relevant contact information (see the example below). This is usually at the top or bottom of the front page of their website.
• Click on this section and find the “News Tips,” “Submit a Press Release” or “Newsroom” email address or phone number (see the example below).
• Sometimes a newspaper or TV station has a generic contact form instead of providing an email address or phone number. Copy and paste the release into the form. • Some local newspapers may not provide a contact form or general news tips email address and phone number. In this case, locate an email address or phone number for the editor/reporter covering the health or business beats.
10,000 Heart to Hearts
-ORYou can email Manager of Public Relations Kristin Puckett at kpuckett@brookdale.com for an up-to-date media list. • Send the press release in the body of an email to the appropriate reporter (not as an attachment). • When sending the release, include a personal note (sample below) in the email above the release to introduce yourself and summarize the press release you’re including. Keep it short. o Sample: As women age, they are more likely to develop the top threat to female health, but many do not know it. Please find below information on a local effort to help women age 65 and older combat heart disease and reduce their cardiac risk by as much as 90 percent. For more information, please contact me at (XXX) XXX-XXXX. * Either way you send the release, follow up with a phone call to the news desk listed on the website or directly to the reporter. Ask if they received the release, whether they have any questions about it and whether they would be interested in covering the story.
10,000 Heart to Hearts
Sample Press Release - Single Community Market
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Sample Press Release - Shared Market
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Sample Press Release - Alzheimer’s & Dementia Care Community
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Tips for Submitting a Letter to the Editor
Submitting a letter to the editor: • We have provided you with a template letter to the editor for submission to your local newspaper. A letter to the editor is printed as is, although sometimes the newspaper shortens it. Who should the template letter be from? • The name on the letter needs to be the District Director of Operations (DDO) for your community. If the newspaper requests information for follow-up, please provide them with the DDO’s contact information. Coordinate with your District Director of Sales. • If you have a sister Brookdale community or communities in your market, please contact your District Director of Sales to coordinate which DDO will submit the letter to particular newspapers. If you are a single community in a market, go ahead and distribute. • The website for your local newspaper should have an opinion section that is usually located at the top of page (see the example below).
• Click on this section. There should be another subsection labeled “Submit Letter to the Editor” (see the example below).
• Click on this section, and follow the instructions provided by the newspaper. Most newspapers have a built- in function for submitting letters, but some may provide a specific email address where you will send it. If the letter does need to be sent via email, please have your district director of operations (DDO) send it from their Brookdale email address.
10,000 Heart to Hearts
Sample Letter to the Editor
Available on Guide to The Living Brand, under the Sales and Marketing Toolkit Section, and BrandWorks to print locally on 8.5x11-inch paper
10,000 Heart to Hearts
Happy Valentine’s Day From Our Heart to Yours Brookdale Marketing Team
brookdale.com
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