Planning for tomorrow, today
Long Term Care Insurance Underwritten by Genworth Life Insurance Company For producer use only. Not for use with consumers or to be distributed to the public.
49035 XX/XX/12
INTRODUCTION
12 WEEKS
8 WEEKS
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Workshops are an effective marketing tool, as they provide an ideal forum for attendees in a low-pressure, non-threatening environment. This guide will provide helpful tools, hints and best practices for successful Planning for Tomorrow, Today workshops.
INTRODUCTION
12 WEEKS
8 WEEKS
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
As an expert in a very specialized field, you are the educator. Long term care planning is a national concern that is being highlighted by states and the federal government through state Partnerships and the HHS Campaigns. Workshops are a great tool to reach more people with your message about the importance of long term care planning. Avoid jargon and acronyms. Use terminology and definitions that are easily understood. Attendees will appreciate learning from an expert about all the various long term care options as well as understanding up-to-date industry changes.
Make it Personal Consider keeping your workshop to 50 attendees or fewer as you want your attendees in a comfortable environment. Regardless of whether you hold your workshop at a restaurant, a home or with a networking group, be comfortable. Know your script so that it’s a conversation, not a speech. Be respectful of time and maintain eye contact.
INTRODUCTION
Helpful Tip
Helpful Attendee Questions
The more events you host, the more confidence you'll build, and attendees will naturally create a buzz in your community.
•
12 WEEKS
8 WEEKS
6 WEEKS
Do they have assets and income to protect? Do they want to pay for their own care? • Is independent living a concern? •
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Why should people plan for long term care? The good news is that mainly due to advances in healthy living awareness and the treatment of heart disease, cancer and strokes, it is likely that many people will live longer. Demographics, increased media coverage, the federal government’s awareness campaign and the high cost of care all play a role in positioning long term care insurance products for enormous growth. Unfortunately, the public, for the most part, has not yet accepted the idea that preparing for long term care is just as important as saving for retirement. After all, it was not too long ago that most Americans looked to their employers to provide them with pension plans for retirement income.
INTRODUCTION
“I never thought about long term care insurance. But after seeing my neighbor care for her mother, it’s something I don’t want to be without.”
12 WEEKS
8 WEEKS
6 WEEKS
Long term care can be delivered in home by: Personal care assistants or companions handling household tasks like cleaning, cooking and errands •
• Home
health aides providing personal care such as help with bathing and dressing • Nurses
administering IVs and medications, and assisting with complex health issues
Long term care levels may include: In-home care that makes it possible for people to live in their own homes or to return to their homes, providing assistance with household tasks they can’t manage alone •
Homemaker service aides who may clean houses, cook meals or run errands •
• Adult
day care, which offers social and therapeutic
activities while you continue to live at home
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Barriers to Purchase Unaware of Specifics
Denial
Many individuals may or may not worry about who would take care of them if something happened; however, none of them would want to be a burden. Many are not aware that long term care is available when they need help with at least two of these activities for an extended period of time (90 days or more) or have severe cognitive impairment:
•
•
Bathing
•
Transferring
•
Dressing
•
Severe cognitive impairment
•
Eating
•
Continence
•
Toileting
(mental deterioration)
Some may think they won’t need long term care services – that it's a problem for “other people” – and the elderly may be secretive about their finances and unwilling to reveal their financial situation to their children Those age 40-50 have important competing financial priorities, like paying for college or saving for retirement, or just “don’t want to think about it" •
Many think that long term care services will be covered by their traditional health plans or government programs such as Medicare or Medicaid •
Solution
A need for long term care may result from: INTRODUCTION
•
Accidents
•
Stroke
•
Illness
•
Other chronic conditions
•
Advanced aging
12 WEEKS
8 WEEKS
Education is needed about the likelihood of needing long term care and the financial hardship that can occur from lack of planning.
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
INTRODUCTION
“My dad spent some time in a nursing home when he was ill. I want the option of receiving care at home if I’m ever in the same situation.”
12 WEEKS
8 WEEKS
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Planning Considerations } Budget } Purchase mailing list: (based on mulitple zip codes, target area to hold event) • Depending on your market, search for venue within 20–35-mile radius
} Consider the following when selecting a date:
12 WEEKS 12 WEEKS
8 WEEKS
• Holidays
•
Vacations/long weekends
Check local calendars for arts, sports, school, community events
•
• Your availability prior to and after workshop for event logistics
•
Monday through Thursday instead of weekends
} Begin venue selection } Suggested start times Breakfast: 8:00 AM, 8:30 AM • Luncheon: 11:30 AM, 12:00 PM • Dinner: 6:00 PM, 6:30 PM
6 WEEKS
•
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Venue Ideas
} Picnic:
} Breakfast - Continuing Education:
• Accountants
• Attorneys • Doctors • Nursing
anniversary of worship • Teacher appreciation • Non-profit organization • Place
} Venues you may consider:
home owners
} Entertainment:
• Company
• Author
book signing (Health, Wellness, Aging) gallery/museum • Charity event • Cooking class • Elder care law attorney discussing inheritance issues • Event with Holocaust survivor • Health and finance event with free massages • Socially responsible event • Art
} Luncheon:
12 WEEKS
• Corporate officers • “Lunch is on me” - business cards dropped in fishbowls • Women’s estate planning • Lunch & Learn for company employees
8 WEEKS
6 WEEKS
• Restaurants
(with private rooms) centers • Private clubs • Local schools/colleges • Conference centers • Private homes • Community
} Workshops for target audience: • Annual Valentine’s lunch for widowed clients • Estate planning event for LGBT community • Estate attorney workshop • High Tea event for female clients • National Association of Women Business Owners • Nursing home, rehabilitation center newsletter friends/family workshop announcement • Small Business Association • Women’s networking group monthly meeting • Clothing (i.e., Cabi/trunk show), Jewelry, Tupperware, Pampered Chef… etc.
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Helpful Hints } Helpful restaurant tips:
} Sample 6:30 event agenda if holding dinner event:
5:50: Be at registration table, ready to welcome guests
Restaurants can be a perfect venue to hold an event. If you pre-select a salad and beef, chicken and vegetarian meals and a dessert with the event coordinator/chef, you can often keep your costs between $30 and $50 head. This will keep confusion to a minimum and allow you to keep your presentation going while attendees are eating. If you opt for a buffet, remember that as people line up, it will create a break in your presentation if you plan to continue after they are seated. Also, attendees may get up for seconds.
12 WEEKS 8 WEEKS
6 WEEKS
6:15: Have servers pre-set salads, water and iced tea on tables 6:30: Begin presentation 6:55: Break for salad plate collection and entrée service 7:20: Have your event coordinator give servers a 5-minute warning for dessert & coffee 7:24: Introduce survey 7:25: Break for entrée plate removal and dessert and coffee service 7:25: Have your event coordinator hand out surveys with dessert and coffee service; let attendees know what to do with completed surveys 7:30: Have your event coordinator at the registration desk to take appointments or answer any questions. You may consider standing near the exit door to answer questions. Have your calendar ready to set up any appointments that attendees request. It’s a good idea to stay in the room until the last guest exits. Don’t forget the receipt when you pay for the event.
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Venue Selection When selecting a location for your workshop, it may be helpful to ask these questions. } Is there a private room with a door? Room name: } Fee: Due:
Yes
No
Yes
No
Deposit:
} Can A/V equipment be set up? Is there A/V available to use on site?
Yes Yes
No No
Round Rectangle Both U-shape My choice Other
} Is there room for a registration table?
Yes
No
12 WEEKS
} I would like to offer accompanied by coffee, soft drinks. My budget is to stay under $ /head, inclusive of tax and gratuity. } Can you accommodate this budget?
8 WEEKS
Yes No
No
} Can you fax or email the menu and a diagram of how the room would be set up with A/V? Yes
} With no backs to the speaker, what is the maximum capacity with A/V equipment? } What types of tables?
} May I bring in outside catering? Is there a fee? Yes $
Yes
No
6 WEEKS
} What type of parking do you offer? Meter Valet $ } Do you require a contract?
No
Free/Self
Yes
No
} How many days in advance do you require preliminary headcount? } What is your cancellation policy? } Do you have any live music/entertainment events? Yes (M, T, W, T) What time? No } Visit the location to ensure that it is easily accessible } Locate and book an appropriate site
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Marketing Strategy Discovering your appropriate target market
8WEEKS 8 WEEKS
and determining your target audience are the most important activities in marketing management. A well-defined target market is the first element to a marketing strategy.
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
When looking for prospects to attend your workshop, consider targeting one of the following groups ...
8 WEEKS 6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Current Clients
You already have a relationship with them and they trust you. Take some time to review your entire book and identify those clients whom you believe would have suggestions for people they know who should hear your message about planning for long term care.
Under age 45
Younger clients might be concerned about long term care for their parents or other loved ones. With proper planning, they don’t have to worry if their parents are covered. They should also realize that the need for long term care can strike at any age.
Over age 60
People in this group are concerned about protecting and having control of their assets. They do not want to see their life savings used for their long term care needs. They also seek a sense of security knowing they can remain independent and not become a financial burden to their children, relatives or friends.
Women
Because of a longer life expectancy, long term care planning is an especially important issue for women. It's likely more women than men will ultimately become the primary recipients of long term care services.
Age 45 – 55
This is an ideal time for people to begin planning for long term care. They are in their prime earning years and because of their age may have more options available to them. They are also likely to have had a personal firsthand care-giving experience, either directly or indirectly, so they can better understand the need for long term care planning. 8 WEEKS 6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Compile Mailing List
Order
} Prospective clients – mail at least 10 times the number you want to attend
} Referrals or acquaintances – invite four times the number you want to attend
Invitations (professional printing = approximately two weeks)
[49044] – Letter [49039] – Bi-fold [49040] – Postcard [49043] – Wall flyer Reminder Postcard - [49039]
Who to Target
Script – [49030, 49030CD]
Many agents co-sponsor their events with CPAs or other professionals. Often other businesses are interested in contributing to an event, or in co-marketing.
Handout materials - order anticipated audience size +5% [49037] – Attendee survey [49041] – Attendee workbook [49045] – Attendee brochure [49034] – Attendee notepad Event Sign – [49032] – Welcome sign
Attendee gifts – www.genworthstorenewclients.com - follow your state guidelines
8 WEEKS
Name tags or table tents 3x5 cards (for notes)
6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Powerful events are similar to social media. If you have ever opened an account on Facebook, LinkedIn or any one of the other myriad social networking websites, you’ve undoubtedly noticed something quite profound: you are just a mouse click or two away from thousands of people connected to the people you know. It boggles the mind to recognize that if you have 100 friends, and each of them knows 100 people, on average, you’re just one degree of separation away from almost 20,000 people! (Assuming not too much overlap, of course.) The same is true of client events.
The most successful agents recognize that the dozens of people who show up to their events are one degree away from hundreds of other people connected to them. Part of your conversation with your guests at events is to plant seeds about who you like to work with and what types of problems you solve, so that guests may be able to identify someone in their social networks who has a need for the services you offer. You may be surprised to get a referral from someone who isn’t even doing business with you.
8 WEEKS 6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Social media is a highly effective, cost-effective way to spread the word about your event. And it's easier than you think to "go digital." Here are some tips to get you started.
6WEEKS 6 WEEKS
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
Create a Facebook Event 1. Switch to use your business Facebook as your page.
6. Type the event location, with address.
2. Click Events (left column). Facebook displays a list of upcoming events for your business (if available).
7.
3. If your page doesn’t have an Events option: Click Edit Page. Click Apps. Locate Events in the list. Click Edit Settings. Facebook displays the Edit Event Settings window. Next to Tab, click Add. Click Okay. Click View Page. Return to Step 2. 4. Click Create An Event. Facebook displays the Create an Event page. Add an event photo using the Add Event Photo button. Add a picture from your computer. The image is an important part of the event page. Don’t skip this step.
6 WEEKS
5. Type the event name at What Are You Planning? Choose carefully because you cannot change the event name after someone RSVPs that they are attending.
At More Info, type the event description. This information describes your event to people who receive invitations or land on your event page. Be clear and focused, but include enough information that people understand your event and are excited to attend.
8. If the guest list is public, leave Show The Guest List On The Event Page checked. 9. If you want guests to be able to write on the event’s wall, leave Non-Admins Can Write On The Wall checked. 10. Click Create Event. Facebook displays the event page. 11. At the event page, review your event details and use Edit Event to make any necessary changes.
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
LinkedIn Copy
5WEEKS
Jane A. Doe
5 West Cary Street R ichmond, Virg inia 23220
5 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
} Mail invitations Consider utilizing Liberty or hand-writing addresses and hand-stamping the invitation. They should arrive in time for prospects to arrange their schedules, but not too far in advance so that they will forget about the workshop by the actual date. Also, be sure to keep extra invitations on hand. You may have to mail a few extras out to those who “never received” or misplaced theirs.
} Practice, practice, practice • Knowing your presentation as a script may help you feel more confident and portray an expert level of confidence. Know every aspect of the presentation. Otherwise, you may find yourself with a “know-it-all” in the audience and appear unprepared.
•
5 WEEKS
• Consider practicing out loud. Actually pronounce the words, preferably in front of a few people, and memorize them. This will enable you to find out where there are problems and where you lose your way. When you are presenting, especially in a smaller workshop setting, you will find yourself connecting with your audience by being genuine and simply having a conversation. Individuals appreciate speakers who stay focused and are genuinely compelling.
3 WEEKS
2 WEEKS
1 WEEK
Prepare for a Successful Event A successful event takes clear vision and
3WEEKS
an enormous amount of planning, coordination, attention to detail and precision follow-up. You are now moving from conception to completion. A memorable event flows smoothly, with every detail carefully orchestrated and produced meticulously. Successful events do not just happen; they are the result of hard work, creativity, awareness and careful attention to detail ... every detail!
3 WEEKS
2 WEEKS
1 WEEK
} Start receiving RSVPs } Consider mailing reminder postcard
WORKSHOP
Planning for tomorrow, today Underwritten by Genworth Life Insurance Company
} Consider reaching out to invitees via telephone Š2012 Genworth Financial, Inc. All rights reserved. Genworth, Genworth Financial and the Genworth logo are service marks of Genworth Financial, Inc.
} Consider ordering thank-you cards } Order name tags or table tents } Continue practicing your script
49040 06/00/12
What is yo and ind ur plan for fin ancial se epende nce? Jo curity Tomorr in o ow issues a , Today worksh ur Planning fo r nd opti op to le ons tha care pla t surrou arn about nning. nd long term
Date: Time: Place:
Call us today at [000 00 you an d your 0.0000 guest. ] to rese rve Solic
3 WEEKS
a seat fo itatio r 7044 Re n of insuranc e v 7042NC and 7048 (704 is for policy fo & 7044 Rev & 7044NC 2FL & 7044FL rm series 70 42 , PA, 70 Re 70 , 7042 42ID Re 42TX Re v, 7042OK 7044W Re v, v, 70 Re 70 A and 7048W v & 7044TX v & 7044OK 44ID Rev & 70 44, availab Re A) le 48 Rev, 70 42VT & v, 7048OK, 70 ID, exclusio in all states. , an agent m ay cont 42 De ns of th act you. 7044VT, 7042 PA you by ese long tails about a license the No W d insura term care insu benefits, co t all policies A, sts, nce ag rance po are ent. licies wi limitations an ll be pr d ovided to
2 WEEKS
1 WEEK
Secure the Details Now is the time to make sure all your
2WEEKS
planning comes together. Follow up with contacts at your venue and assistants who will be helping with all the details. A little work now can give you valuable peace of mind as the day of your event nears.
2 WEEKS
1 WEEK
} Confirm preliminary head count
Helpful Tip:
and seating diagram with venue and/or caterer
Confirming the details of your workshop now can help ensure you appear
} Secure an assistant or colleague to help coordinate event activities • This will free you up to personally welcome
your event, so it's well worth putting
your guests
professional and at ease on the day of in the extra effort a few weeks out. It may seem like a lot of work at first, but the more events you host, the more confidence you'll build. And as you gain a reputation for hosting quality events, you will have a built-in networking vehicle when clients begin doing your scouting work for you and bringing qualified prospects to your door.
2 WEEKS 1 WEEK
Checklist
1WEEK
ยบ Headcount ยบ V enue ยบ A/V equipment ยบ Name Tags ยบ Sign-i
1 WEEK
Last Week
3 Days
} Confirm final head count with venue and/or caterer
} Call all confirmed attendees to confirm attendance, date, time and place; capture any important dialogue in your contact management system
} Confirm with venue:
• You will arrive 2.5 – 3 hrs prior to event for walk-through
•
Confirm seating diagram and registration table
} Check batteries on A/V equipment } Check A/V equipment
Helpful Hint: Have inconspicuous 3x5 cards to make notes of interesting information about clients or prospects and on opportunities to follow up.
•
I f someone is unable to attend, ask if they would like to schedule a personal meeting with you
} Prepare attendee name tags or table tents } Create sign-in sheet } Insure your event materials are packaged appropriately } Confirm with your assistant or colleague that they will be assisting you during the event } If holding a dinner event, type your presentation times for the venue to follow
1 WEEK
Day of Event Pack your vehicle with: 3x5 cards
Attendee gifts
Computer
Notes
Power cords
Wireless microphone set
A/V equipment
Attendee name tags or table tents
Current calendar
Pens
Presentation CD
Welcome signs/table skirts/banners
Attendee packages
Business cards
Extra batteries
Posters for venue
1 WEEK
Sign-in sheet
} Arrive at venue approximately 3 hours prior to event } Meet with your venue manager and walk through seating, menu and timing; reiterate that while you are speaking, servers are not to refill drinks or clear dishes; let them know exact times you will be breaking } Ensure that none of your guest’s backs will be to you, provide agenda, ask where cash bar is and instruct the servers to let the attendees know where they can purchase alcohol } Set up registration table } Set up A/V equipment, turn on; click through your presentation; if using wireless microphone check to ensure it is working properly and speakers are on } If holding a dinner event, 15 minutes prior to event have salads, water and iced tea pre-set on tables
Day After Event } Read your surveys } Add attendee feedback to your contact management system } Telephone all of your attendees, thank them for attending, ask them if they would like to meet in person, request that they not keep you a secret, and ask if they know of anyone that would benefit from meeting with you } Send thank-you cards to all attendees, include your business card; update your contact management system } For people who could not attend or did not RSVP: • You may consider sending them a note, mentioning when and where your next event will take place
• You
may consider just adding them to your
next mailing list
Workshop Materials
CD
Tear Out
Poster
Invite Workbook
Postcard
Long Term Care Insurance underwritten by
Genworth Life Insurance Company Long Term Care Insurance Division 6620 West Broad Street Building 4 Richmond, VA 23230 Š2012 Genworth Financial, Inc. All rights reserved. Genworth, Genworth Financial and the Genworth logo are service marks of Genworth Financial, Inc.