Free Rent For One Year
Sweepstakes
Sweepstakes start July 1, 2011 and ends August 31, 2011
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 July 1st through August 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 time frame* 100 each customized general public and referral flyers*
*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:
(samples enclosed) • Sweepstakes promotional card for prospects - Give this card out to all customers post tour and explain how to enter.
Step Two:
Step Four: Send press release to local media outlets promoting Free Rent Sweepstakes (sample template and tips enclosed)
Step Five: Phone Blitz • Use this opportunity to contact all open leads by phone to schedule a tour for a chance to win free rent for a year.
Step Six: Have fun!
Flyer designed for referral sources to share with clients/patients
Card created by Pinnacle shipped directly to communities (additional cards to be purchased via Smart Store)
Customized flyer to promote sweepstakes
Press Release Template
E-mail template sent to all open leads in YGL(Seattle Marketing will send to customers)
In person on sales calls or as a leave behind at referral source locations
Hand out card to customers post tour explaining sweepstakes
Send flyer to existing leads in YGL that live in the local market via mail Send Press Release to local Media
E-mail template deployed by Seattle Marketing
Referral Sources
Prospects and/or Prospects’ Family
What Tool(s) to Market
How to Market
Seattle Marketing department to send out during contest
Template available via the E&Me Sales and Marketing home page
100 customized flyers shipped to each community. Additional flyers ordered through the Smart Store
100 Cards shipped to each community. Additional cards can be ordered through the Smart Store
100 customized flyers shipped to each community. Additional flyers ordered through the Smart Store
Where to Order
No Cost
No Cost
$80 for 50 $95 for 100
$11.32 for 100 per community
$80 for 50 $95 for 100
How Much does it Cost
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. “Free Rent for One Year at Emeritus Senior Living”
Who to Market To
Key Concept:
What it is:
Free Rent for One Year Sweepstakes Campaign
Free Rent For One Year Sweepstakes
Sweepstakes Rules 1.
HOW IT WORKS: From July 1st 12:00 am EST through August 31st 11:59 pm EST or until the
resident or responsible party after completing a tour at any of the Emeritus Senior Living Communities excluding Skilled Nursing Facilities. 2. ELIGIBILITY: Open to prospective Emeritus residents or responsible parties who have toured any Emeritus community and/or moved in during the contest period. Employees of Sponsors, their parents, members of their immediate family and/or those living in the same of household of each) are not eligible. Residents who already reside in any Emeritus owned or managed Skilled Nursing Facility are not eligible. 3. HOW TO PLAY: During the Contest Period an eligible contestant may receive a code after touring an Emeritus community. The contestant may then visit Sponsor’s contest website at www.emeritusfreerent. com and follow the system prompts to register and instantly receive a message notifying they are now into any Emeritus community. The odds of winning are 1: 15,000 based on estimated number of entries of 15,000. 4. CONDITIONS OF PARTICIPATION: The prize may not be transferred or reassigned by winner, nor may the prize be transferred upon death of winner. Should the winner move out of the Agreement, the prize is forfeited and there will be no cash payout. If winner moves into an Emeritus Community during the contest period before the winner was selected, the credit towards rent will apply beginning October 2011. 5. PRIZES AND APPROXIMATE RETAIL VALUES: One (1) and only one Grand Prize of one year’s free rent (room and board only) for any independent living, assisted living, or Alzheimer’s community is available to be won. Does not include any level of care or other ancillary charges. The approximate retail value is $50,000. One grand prize will be randomly selected on September 5, 2011. The Grand Prize will be paid by crediting the resident each month for room and board for a period of twelve months. 6. REQUIREMENTS OF WINNER: The winner will be required to move into an Emeritus owned or managed Community within three months of announcing the winner based on availability.
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. CorpMarketing@emeritus.com • 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.
(insert logo here)
FOR IMMEDIATE RELEASE CONTACT: (Name) (Title) (Community Name) (Community Address) (Phone)
(Community Name) Launches Free Rent Sweepstakes! Take a Tour and Win a Chance of a Year’s Free Room and Board (City, State) – (Date) – If you’re longing to hear, ―Relax…the rent is on us,‖ this may be your chance! (Community Name), an assisted living (and memory care) community, is launching a company-wide Free-Rent Sweepstakes on Friday, July 1. The prize? One lucky winner will receive free room and board for a loved one at the community for an entire year. Entering is easy. Just take a tour of (Community Name), or any one of the 482 Emeritus Senior Living Communities, between July 1 and Aug. 31 for a chance to win. The winner will be announced after Monday, Sept. 5. ―We hope the Free Rent Sweepstakes encourages our community members to come meet our wonderful care staff and see our beautiful community. We have so many wonderful programs and amenities to offer, and we would love for them to see those in action,‖ 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.‖ Emeritus Senior Living currently cares for more than 50,000 seniors in 482 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). (more)
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 September 5, 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. The free rent may be used at any Emeritus community. For the official contest rules, please visit: http://www.emeritus.com/contest 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 482 communities in 42 states representing capacity for approximately 43,200 units and approximately 50,200 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.
Sample Pieces
Free Rent for One Year Sweepstakes Campaign
Sweepstakes Promotional Card for Prospects Give out once prospect tours community
Rent
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!
Relax...the rent is on us.
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 Aug. 31, 2011
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.
速
Relax...the rent is on us. 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/contest Sweepstakes start July 1, 2011 and ends August 31, 2011.
(###) ###-#### 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.
速
Relax...the rent is on us. 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/contest Sweepstakes start July 1, 2011 and ends August 31, 2011.
(###) ###-#### 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.
速
Relax...the rent is on us. 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 July 1, 2011 and ends August 31, 2011.
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, Ad & Landing Page on Website
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Home | Elder Care Servicse | About Our Communities | Our Family | Elder Care Resources | Find a Senior Living Community | Contact Us Emeritus National eNewsletter Subscribe Today!
Win Free Rent
Relax... the rent is on us. Become A Fan!
Win FREE Rent for a Year! 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 July 1, 2011 and ends August 31, 2011.
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!
Follow Us!
Sound intriguing? Tour a community to be eligible to win!
Click here to locate a community nearest you
*Applies to room and board only and does not include care fees or skilled nursing services.
Sweepstakes Rules 1. From July 1st 12:00 am EST through August 31st 11:59 EST or until the Grand Prize specified below is validly won, Emeritus Senior Living shall distribute a code to prospective resident or responsible party after completing a tour at any of the Emeritus Senior Living Communities excluding Skilled Nursing Facilities. 2. Eligibility: Open to prospective Emeritus residents or... Click here to read the entire Sweepstakes Rules
Facebook Banner & 3rd Party Vendor Ads
Sweepstakes Landing Page and Contact Form
Prospect Auto-Reply Emails
Rent
Emeritus.com Trigger Email Once a customer contacts us electronically through emeritus.com, this email will automatically go out.
It was a pleasure speaking with you! Dear %%$first%%
You’ve Got Leads Trigger Email Once you enter a new lead into YGL from a phone inquiry, this email will automatically go out.
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 August 31, 2011 *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.
E&ME Message Featured on the Sales & Marketing Tab NEW
Click on the Campaigns button featured on the Sales & Marketing tab on the E&ME to locate the Free Rent Sweepstakes Toolkit
Campaigns
Free Rent For One Year Sweepstakes
How to Promote the Free Rent Sweepstakes
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.
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Win Free Rent for a Year!
Win Free Rent for a Year!
(XXX) XXX-XXXX (XXX) XXX-XXXX License #
License #
Advertisement Templates - Color In order to customize these ads for your community, please work with your RDSM/RDO to fill out the Advertising Insertion Order form. Mention in the comments field in the form that you are requesting the sweepstakes ad version. Then have your VPSM/VPO submit the approved Advertising Insertion Order form to CorpMarketing@emeritus.com to submit your order.
Emeritus Senior Living
Rent
Win FREE Rent for a Year! Sweepstakes start July 1, 2011 and ends August 31, 2011.
Our Family is Committed to Yours.
®
Relax...the rent is on us. community and you become eligible to win! 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
13” Tour our 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/contest
Open House Celebration Join us Saturday, August 6 from 10:00 a.m. - 4:00 p.m. Live music performed by “Music Memories,” antique car show, food, fun, craft show and door prizes.
Visit us today to learn about the Senior Living community.
(xxx) xxx-xxxx Address, City • www.Emeritus.com Lic. # (If necessary)
*Applies to room and board only and does not include care fees or skilled nursing services.
10”
Advertisement Templates - Black & White In order to customize these ads for your community, please work with your RDSM/RDO to fill out the Advertising Insertion Order form. Mention in the comments field in the form that you are requesting the sweepstakes ad version. Then have your VPSM/VPO submit the approved Advertising Insertion Order form to CorpMarketing@emeritus.com to submit your order.
Emeritus Senior Living
Rent
Win FREE Rent for a Year! Sweepstakes start July 1, 2011 and ends August 31, 2011.
Our Family is Committed to Yours.
®
Relax...the rent is on us. community and you become eligible to win! 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
13” Tour our 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/contest
Open House Celebration Join us Saturday, August 6 from 10:00 a.m. - 4:00 p.m. Live music performed by “Music Memories,” antique car show, food, fun, craft show and door prizes.
Visit us today to learn about the Senior Living community.
(xxx) xxx-xxxx Address, City • www.Emeritus.com Lic. # (If necessary)
*Applies to room and board only and does not include care fees or skilled nursing services.
10”
Our Family is Committed to Yours.
3131 Elliott Avenue, Suite 500 Seattle, WA 98121 www.Emeritus.com