Sweepstakes Marketing Took Kit

Free Rent For One Year

Sweepstakes

Sweepstakes start November 1, 2010 and ends December 31, 2010

Dear Emeritus Community, We are excited to present you with the Free Rent for One Year Sweepstakes campaign. This campaign will increase your tour ratio by giving prospects an incentive to tour your community. This is a limited time sweepstakes running from November 1st through December 31st so you will want to act quickly to begin your promotions.

In this packet you will find several resources to help you formally promote the Free Rent for One Year campaign (see next page) to your professional referral sources, general public and families of prospective residents. To get you started you should have received the following marketing tools:   

100 cards to hand out to prospects post tour during the contest timeframe* 100 each customized general public and referral flyers* One How to Market Sweepstakes tool kit

*Additional tools available for order via the Smart Store We encourage you to work with your Regional Director of Sales and Marketing if you need assistance to roll this program out. Also, you will find several tools available on the E&ME Sales and Marketing home page as well as the Smart Store to assist you with marketing this program.

This is a huge opportunity to differentiate yourself from your competitors.

We hope you find this to be informational and a valuable resource.

Thanks, Seattle Sales & Marketing

Free Rent For One Year Sweepstakes

How to Promote the Free Rent Sweepstakes Step One: Review materials sent to you from the Seattle office and printer (Pinnacle Printing) (samples enclosed) • Sweepstakes promotional card for prospects - Give this card out to all customers post tour and explain how to enter.

Step Two: Mail Free Rent flyer to all open leads in YGL database • Flyer is customized for your community. Additional flyers available via the Smart Store

Step Three: Mail or hand deliver referral source flyer to promote sweepstakes • Flyer is customized for your community. Additional flyers available via the Smart Store

Step Four: Send press release to local media outlets promoting Free Rent Sweepstakes (sample template and tips enclosed)

Step Five: Have fun!

Free Rent for One Year Sweepstakes Campaign

What it is:

A formalized “Packaged” sweepstakes to promote free rent for a year at one Emeritus Senior Living community and encourage customers to tour one of our communities.

Key Concept: “Free Rent for One Year at Emeritus Senior Living” Who to Market To

How to Market

What Tool(s) to Market

Where to Order

How Much does it Cost

Referral Sources

In person on sales calls or as a leave behind at referral source locations

Flyer designed for referral sources to share with clients/patients

100 customized flyers shipped to each community. Additional flyers ordered through the Smart Store

$80 for 50 $95 for 100

Prospects and/or Prospects’ Family

Hand out card to customers post tour explaining sweepstakes

Card created by Pinnacle shipped directly to communities (additional cards to be purchased via Smart Store)

100 Cards shipped to each community.

Additional cards can be ordered through the Smart Store

$11.32 for 100 per community

Send flyer to existing leads in YGL that live in the local market via mail

Customized flyer to promote sweepstakes

100 customized flyers shipped to each community. Additional flyers ordered through the Smart Store

$80 for 50 $95 for 100

Send Press Release to local Media

Press Release Template

Template available via the E&Me Sales and Marketing home page

No Cost

E-mail template deployed by Seattle Marketing

E-mail template sent to all open leads in YGL(Seattle Marketing will send to customers)

Seattle Marketing department to send out during contest

No Cost

Free Rent For One Year Sweepstakes Tips for Sending Out Your Press Release to Your Local Media Customizing your press release • Be sure to answer the 5 W’s (who, what, when, where and why).

• Avoid using internal terminology that the public does not know.

• Whenever possible, include a quote from management commenting on why this news is important.

• Keep the press release to 4 paragraphs including the “About the Company” section, 12 point font, double spaced.

• Do not attach photos to the initial email with the release. Let the reporter know that if they are interested you can provide them.

Sending out your press release • Send the press release in the body of an email to the appropriate reporter (not as an attachment).

• Emeritus has a list of media outlets in markets with existing communities that can be utilized.

These are located on the Sales & Marketing tab of the E&ME under Media Lists. Please contact CorpMarketing@emeritus.com if you cannot find a media list for your area.

• 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.

• Feel free to check back in with a phone call the following day if you do not hear back from the reporter.

Sample personal note to include when sending your press release via email To [First Name, Last Name], My name is [First Name, Last Name]. I am the [Job Title] at [Community Name] senior living community. We provide [assisted living, retirement living, Alzheimer’s care and skilled nursing] services to local seniors. I would like to introduce our [new program, event, etc]. [Our new program is about...] or [Our event is on day/date at time]. For more information, please contact me at (XXX) XXX-XXXX.

(Community Name) Launches Free Rent Sweepstakes Take a Tour of the Community for a Chance to Win Free Room and Board for One Year

October XX, 2010 – City, State – (Community Name), which provides assisted living and memory care services to local seniors, announced today that it will be participating in a company-wide sweepstakes that will award one lucky winner with free room and board at the community for a loved one for one year.

The sweepstakes invites contestants to tour (Community Name), or any one of the 460 Emeritus Senior Living Communities, between Nov. 1 and Dec. 31st for a chance to win. Winners will be announced after January 1st.

“Through the Free Rent Sweepstakes, (Community Name) is encouraging members of the local community who may not be familiar with us to stop in, meet our staff and experience the services that we provide residents every day,” said XX, Executive Director at (Community Name). “We strive to create an active, healthy and warm living environment for all of our residents—and we can’t wait to have one lucky winner join our family rent-free for a year through this contest.”

The purpose of the sweepstakes is to offer members of the local community an incentive to familiarize themselves with the services offered at (Community name). Emeritus Senior Living currently cares for more than 45,000 seniors in 460 communities around the country. The company focuses heavily on creating a Brain Health Lifestyle for residents that stimulates and supports their mental and physical health.

(Community Name) is located at (address). To arrange a tour, and enter the sweepstakes, please contact: (ED at phone/email).

How to Enter Legal residents of the United States who are 18 years of age or older may enter on behalf of a senior loved one. Seniors ages 65 year or older are eligible to receive the grand prize award. Entrants must tour an Emeritus Senior Living community to enter. After the tour, entrants will receive a entry card with a code on it. They can then enter the code online at the official sweepstakes website, www.EmeritusFreeRent.com. One winner will be announced after Jan 1, 2011. The winner will receive one year rent free. Applies to room and board only and does not include care fees or skilled nursing services.

For the official contest rules, please visit: http://www.emeritus.com/Sweepstakes/ Follow us on: Facebook | Twitter

About Emeritus Corporation

Emeritus Corporation is a national provider of assisted living and Alzheimer's and related dementia care services to seniors. Emeritus is one of the largest and most experienced operators of freestanding assisted living communities located throughout the United States. These communities provide a residential housing alternative for senior citizens who need assistance with the activities of daily living, with an emphasis on personal care services, which provides support to the residents in the aging process. Emeritus currently operates 460 communities in 44 states representing capacity for approximately 39,000 units and approximately 45,000 residents. Our common stock is traded on the New York Stock Exchange under the symbol ESC, and our home page can be found on the Internet at www.emeritus.com.

Media Contact: Name of ED Phone

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Free Rent for One Year Sweepstakes Campaign

Sample Pieces

Sweepstakes Promotional Card for Prospects Give out once prospect tours community

Emeritus Senior Living

Win FREE Rent for a Year!

Visit our sweepstakes at

www.EmeritusFreeRent.com

and enter the code located on the back of this card for a chance to win FREE rent* for one year!

community. We hope you enjoyed your visit.

Please visit us at www.Emeritusfreerent.com and enter the code below for your chance to win.

Expires Dec. 31, 2010

CODE: EmeritusFreeRent

*Applies to room and board only and does not include care fees or skilled nursing services.

Flyer Template for Prospects

Emeritus Senior Living

Win FREE Rent for a Year!

Our Family is Committed to Yours.

free rent!* Simply tour an Emeritus community and you become eligible to win!

To locate the community nearest you, visit us today at www.Emeritus.com!

and skilled nursing. Whether you are looking for a new place to call home without the hassles of daily living or you have a loved one who requires a little extra care such as dressing, bathing and medication management,

Tour your local community to receive further instructions on how you or your loved one could be the lucky winner of a year of free rent! www.Emeritus.com/Sweepstakes Sweepstakes start November 1, 2010 and ends December 31, 2010.

Our Family is Committed to Yours. (###) ###-#### Community Name

Address: Street Address: City, State, Zip Lic.# XXXXX

www.Emeritus.com

*Applies to room and board only and does not include care fees or skilled nursing services.

Flyer Template for Referral Sources

Emeritus Senior Living

Win FREE Rent for a Year!

Our Family is Committed to Yours. your patient or client is strong. free rent!* Your patient or client will be eligible to win simply by touring an Emeritus community.

To locate the community nearest you, visit us today at www.Emeritus.com!

and skilled nursing. Whether your patient or client is looking for a new place to call home without the hassles of daily living or they require a little extra care such as dressing, bathing and medication management, Emeritus

Tour your local community to receive further instructions on how your patient or client could be the lucky winner of a year of free rent! www.Emeritus.com/Sweepstakes Sweepstakes start November 1, 2010 and ends December 31, 2010.

Our Family is Committed to Yours. (###) ###-#### Community Name

Address: Street Address: City, State, Zip Lic.# XXXXX

www.Emeritus.com

*Applies to room and board only and does not include care fees or skilled nursing services.

Flyer Template for Prospects Holiday Version Available on the E&ME Emeritus Senior Living

Win FREE Rent for a Year!

Our Family is Committed to Yours.

free rent!* Simply tour an Emeritus community and you become eligible to win!

To locate the community nearest you, visit us today at www.Emeritus.com!

and skilled nursing. Whether you are looking for a new place to call home without the hassles of daily living or you have a loved one who requires a little extra care such as dressing, bathing and medication management,

Tour your local community to receive further instructions on how you or your loved one could be the lucky winner of a year of free rent! www.Emeritus.com/Sweepstakes Sweepstakes start November 1, 2010 and ends December 31, 2010.

Our Family is Committed to Yours. (###) ###-#### Community Name

Address: Street Address: City, State, Zip Lic.# XXXXX

www.Emeritus.com

*Applies to room and board only and does not include care fees or skilled nursing services.

Flyer Template for Referral Sources Holiday Version Available on the E&ME Emeritus Senior Living

Win FREE Rent for a Year!

Our Family is Committed to Yours. your patient or client is strong. free rent!* Your patient or client will be eligible to win simply by touring an Emeritus community.

To locate the community nearest you, visit us today at www.Emeritus.com!

and skilled nursing. Whether your patient or client is looking for a new place to call home without the hassles of daily living or they require a little extra care such as dressing, bathing and medication management, Emeritus

Tour your local community to receive further instructions on how your patient or client could be the lucky winner of a year of free rent! www.Emeritus.com/Sweepstakes Sweepstakes start November 1, 2010 and ends December 31, 2010.

Our Family is Committed to Yours. (###) ###-#### Community Name

Address: Street Address: City, State, Zip Lic.# XXXXX

www.Emeritus.com

*Applies to room and board only and does not include care fees or skilled nursing services.

Email Template

Emeritus Senior Living

Win FREE Rent for a Year!

Our Family is Committed to Yours. commitment to you is strong! year’s free rent!* Simply tour an Emeritus community and you become eligible to win!

To locate the community nearest you, visit us today at www.Emeritus.com!

Visit us today to learn about the many benefits of living at an Emeritus Senior Living community.

Emeritus Senior Living offers a wide range of services from independent living, assisted living, memory care and skilled nursing. Whether you are looking for a new place to call home without the hassles of daily living or you have a loved one who requires a little extra care such as dressing, bathing and medication management, Emeritus Senior Living is committed to helping you and your family find the right fit.

Sweepstakes start November 1, 2010 and ends December 31, 2010.

Contact your local community to receive further instructions on how you or your loved one could be the lucky winner of a year of free rent!

Find a community Forward to a friend. *Applies to room and board only and does not include care fees or skilled nursing services.

Emeritus eNewsletter Subscribe Today!

www.Emeritus.com If you wish to be removed from our mailing list, please click here.

Emeritus.com Feature Banner & Landing Page on Website

Win FREE Rent for a Year! commitment to you is strong! a chance to win one year’s free rent!* Simply tour an Emeritus community before December 31, 2010 and you become eligible to win!

Click here for details *Applies to room and board only and does not include care fees or skilled nursing services.

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Our Family is Committed to Yours.

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Home | Elder Care Services | About Our Communities | Our Family | Elder Care Resources | Find a Senior Living Community | Contact Us

Win Free Rent.

Win FREE Rent for a Year!

commitment to you is strong!

To show our commitment during these difficult times, Emeritus is offering a chance to win one year’s free rent!* Simply tour an Emeritus community and you become eligible to win!

Visit us today to learn about the many benefits of living at an Emeritus Senior Living community.

Emeritus Senior Living offers a wide range of services from independent living, assisted living, memory care and skilled nursing.

Whether you are looking for a new place to call home without the hassles of daily living or you have a loved one who requires a little extra care such as dressing, bathing and medication management, Emeritus Senior Living is committed to helping you and your family find the right fit.

Sweepstakes start November 1, 2010 and ends December 31, 2010.

Tour your local community to receive further instructions on how you or your loved one could be the lucky winner of a year of free rent! *Applies to room and board only and does not include care fees or skilled nursing services.

Find a community

Facebook Banner and Ad

Win FREE Rent for a Year!

Simply tour an Emeritus Senior Living community and you’ll be eligible to win free rent for one year.

Contact your local community for further details.

Emeritus.com/Sweepstakes

Free Rent - 1 Year!

Emeritus Senior Living offers you or your loved one a chance to...

Win FREE Rent for a Year!

Tour an Emeritus Senior Living community for your chance to win.

Sweepstakes Landing Page and Contact Form

Win FREE Rent

You’ve Got Leads Trigger Email Once you enter a new lead into YGL from a phone inquiry, this email will automatically go out.

It was a pleasure speaking with you!

Win FREE Rent

Dear %%$first%%

Follow us on:

Emeritus Senior Living

It was a pleasure speaking with you regarding senior living for you or your loved one. We're very happy you chose to contact us at %%$communityname%%.

Win FREE Rent for a Year!

Our commitment is to make a positive difference in the life of your family by offering many programs and solutions to meet the individual needs of you or your loved one.

win one year’s free rent!*

I hope we answered all your questions. As we continue to work together questions will arise so please do not hesitate to call. In the meantime, I will be contacting you to discuss further solutions and options available. We look forward to helping you find the perfect fit for you or your loved one.

Sincerely, Your Community Relations Director at %%$communityname%%.

Simply tour our community and you become eligible to win!

Call us today to schedule your tour!

Sweepstakes ends December 31, 2010 *Applies to room and board only and does not include care fees or skilled nursing services.

Our Family is Committed to Yours!

Visit our website to find more answers and solutions for senior living. www.Emeritus.com Subscribe to our monthy newsletter: Click here to subscribe.

Our Family is Committed to Yours.

E&ME Message Featured on the Sales & Marketing Tab

Win FREE Rent

Signage: A-Board and Banner Available to order on the Smart Store

Full A-Board available to order via the Smart Store for $250.

Rent

-orIndividualized panels can be ordered for $75 per side.

Win Free Rent for a Year!

Win Free Rent for a Year!

(XXX) XXX-XXXX (XXX) XXX-XXXX License #

License #