SEPTEMBER 2021 //
WE RISE AND SUCCEED TOGETHER.
In this edition – Messages That Matter The Return of Event Kits SOCIAL MEDIA: A Look Back at August 2021
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MESSAGES That Matter As part of our ongoing commitment to finding the best ways to connect with seniors and their families, we participated in a multi-year marketing study sponsored by the American Seniors Housing Association. Through a combination of surveys and other tools, ProMatura Group took a closer look at the kinds of information prospective residents and their family members expected, sought out and responded to. Among other things, the survey results emphasized that our prospective residents value transparency – from the size and cost of floor plans to the location of nearby medical facilities. They value a personal touch, with less generic marketing materials and more small and intimate gatherings to gain information. We’re taking all of these insights to heart! Over the coming months, we’ll be working to add additional marketing and event pieces to support you. From additional collateral pieces to concepts for smaller events, we’re working to give you the tools you need to help seniors find a happy new home with Senior Lifestyle.
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18% of influencers and 29% of prospects would
discontinue exploring a community if they were unable to find pricing information
33% of prospects find out about communities from the website
29% use internet searches 26% rely on word of mouth FLOOR PLANS MATTER! Ranked in order of importance, prospects want to see the floor plans and know: 1. Total square footage 2. Room dimensions 3. Closet/storage space 4. Type of kitchen
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202-628-3844
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Tuesday, August 10 | 7 p.m. 1330 Massachusetts Avenue NW | Washington, DC 20005
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welcoming com Celebrate the crispness of autumn with an old-fashioned s’mores munity? Join party. Friends coffee and us for and a chat with family are invited to join us as we sit by the campfire, sing residents and songs and tell tales. mem team ber
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We’d love to see you there. Call today.
202-628-3844
delicious dining and exceptional hospitality.
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The Return of Event Kits For Q3, we launched event kits as a way to help make it even easier for you to connect with the greater community and your prospects. We curated a special list of events, keeping in mind timeliness, the ability to host the event outdoors as you accommodate local guidelines, and providing a variety of activity types to choose from. And you responded! Event kits were very popular in Q3, with more than 20 communities deciding to host Painting on the Patio and Music Under the Stars events. Fireside S’mores was also very popular with close to a dozen communities – and it was also very well performing, giving one
community 8 calls for a July event. It’s also a great event to transition with into fall, so it’s also part of the Q4 event kit selection. With the approach of a less outdoor-friendly season overall, many events in Q4 are built around smaller-scale engagement. Coffee chats with select residents and dinners with the executive director are encouraged. We know how popular pie pickups are – so of course we included them as part of the holiday season. We hope that event kits are making your roster of prospect and referral engagement events easier, and we look forward to hearing the results.
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Social Media. A look back at August 2021.
OVERALL ENGAGEMENT RATE:
5.6%
44
communities had equal to or higher engagement rate on their individual pages. Engagement rate is the primary indicator of content success. The pages with a lower engagement rate than the average posted very few times in August – more evidence that limited opportunities to engage hurt a community’s Facebook presence.
Communities that met or exceeded the average engagement rate posted between
1 - 7 times a week,
maintaining a consistent presence without overloading the audience. 4
STANDOUT FACEBOOK STARS TIMBERWOOD
engagement rate of
20.38% by
• Averaging 2 posts per week • Posting about resident events, including pictures
Royal Estates of Wichita Falls had a post with more than 1,440 video views: Featured a thank-you to a volunteer. Recognizing staff and volunteers can be a great way to up engagement! Overall published posts were
DOWN 22.9%
when compared to July 2021.
FELICITA VIDA
had one post with an engagement rate of
74.5% that:
• Featured a video of a luau party • Had a short, snappy caption
A decrease in published posts can lead to a decrease in engagement rate, as there are fewer posts for your audience to like, comment or share. Overall Facebook page likes were also up only 0.3%. There’s a strong correlation between the slowed growth and the decreased number of published posts, so remember to keep your Facebook content top of mind, with a post per day recommended! 5
303 East Wacker Drive, Suite 2400 Chicago, IL 60601 WWW.SENIORLIFESTYLE.COM 6