SEPTEMBER 2020 //
Flying Higher
In this edition – Virtual Event Marketing Guide Data Integrity: ZIP Codes & Email The August 2020 Social Media Report
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2020 Virtual Marketing Event Guide
V I R T UA L M A R K E T I N G E V E N T 1 0 1 In our new environment, it’s important to stay top of mind for our prospects, their families and our referral sources. As we continue to nurture these relationships, and since we cannot have on-site events, a virtual event is an excellent way to stay connected and continue to build on lead generation and move-ins. Below is a road map that will help guide you through the process of setting up your virtual event.
DETERMINE YOUR EVENT DETAILS
Who is your audience?
What is your theme?
Suggested events
Are you targeting new leads, prospects already in your database, adult children or professional referrals?
Determine what type of event you plan to host – will it be educational, entertaining/social or for closing your hot prospects (consider what portion of the sales funnel you want to target)?
Refer to your Marketing Event Guide located on the intranet for suggested events that meet your audience’s need and can be easily transferable to an online event.
If it will be an educational event, such as Understanding Dementia, who will be the speaker? (Note: Leverage your community experts.)
Guest speaker? Choose which platform you will use: Zoom, WebEx, GoToMeeting and Adobe Connect are all great options.
Digital platform Online events can be live or prerecorded (educational events). Don’t forget to consider some previously recorded events, such as Brain Health University or Understanding Dementia.
Live or prerecorded
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T I M E L I N E CO N S I D E R AT I O N S
Allow yourself plenty of time for a successful event: You’ll want to give participants a two-week window of response time, and to properly market your event, Grapevine needs the following event details four weeks prior to your event: - Date and time - Theme - Audience - Speaker (if applicable) - “RSVP by” date (if applicable) - Phone number and/or email for RSVP and registration information Grapevine will support your lead generation event with Facebook posts and email blasts. The number of posts and emails is dependent on when creative is approved. Additionally, if timeline and budget allow, events will be supported with newspaper inserts and/or direct mail.
T I M E L I N E CO N S I D E R AT I O N S
One week prior to your event: You will want to do a final check-in with the presenter and, if possible, run a rehearsal. For live educational events, create five canned questions to ask in case there are no live questions. Do the same for recorded presentations for the speaker to share. Event day: Be sure you and the presenter test internet connections. Post-event: Grapevine will send you a brief questionnaire to gauge the success of the event. Follow up with attendees to continue the conversation. Every attendee should receive a personalized letter, note, email or phone call to initiate that next step. The most important goal of a marketing event is to get that one-on-one appointment scheduled. Be sure to add the new lead (RSVP) to Yardi.
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T I P S FO R A S U CC E S S F U L V I R T UA L E V E N T
• Encourage audience participation and interaction. • Offer Q&A after a presentation. - Ask viewers to submit questions in comments or through a chat tool. If you do this, make sure to have a moderator assigned to the task of fielding questions. • Materials shared, such as slides, must be clear, reader friendly and tailored to your audience. • Follow-up is key. Every attendee should receive a personalized letter, note, email or phone call to initiate that next step. Don’t hesitate to contact your Grapevine Account Manager for event recommendations and planning assistance.
EFFECTIVE EVENT THEMES BY TA R G E T AU D I E N C E
Lead Generation – Database Re-engagement/New Prospects/ACIs • Resident ambassador roundtable - Prospective residents can ask questions and get to know residents (building connection between prospects and current residents) • Leadership panel - Prospective residents/ACIs can ask questions about life at community • Health-focused events - Managing Caregiver Stress - Heart Health Tips - Tips for Better Sleep • Fitness instructor demonstrations - Easy At-Home Exercises - Chair Yoga - Reducing Falls and Finding Balance • Easy recipe demonstrations/chef cooking demo • Virtual social hour/tea party • Online support groups - Caregiver - Dementia/Alzheimer’s
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EFFECTIVE EVENT THEMES BY TA R G E T AU D I E N C E
Referral Engagement • Drive-through breakfast/lunch/dinner (Dine & Dash) • Virtual CE events • Virtual happy hour - Include trivia or bingo for activity • What Does the New Normal Mean to Professionals? - How we are protecting new and prospective residents • Meet the team • Self-care for health care professionals
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What’s really happening with virtual events? RSVPS AND COMMENTS
Excellent work! In August 2020, 58 Facebook events reached 15,161 people and generated 253 RSVPs.
14 RSVPs via email for the social isolation event at Sunflower Gardens. 11 RSVPs via email for exercise videos at Thunderbird. 6
38 RSVPs via email for the social isolation event at Fullerton Gardens. 14 RSVPs via email for the social isolation event at Meadowbrook at Agoura Hills.
That’s it! “What do I like about a virtual event? There’s no travel time, and it’s easier to attend because you can come as you are.”
How To Achieve Data Integrity Prospects It’s important to capture the required fields: • • • • •
First and last name Relationship Phone number Age E-mail address
WHAT IS DATA INTEGRITY? At Senior Lifestyle, data integrity is the timely, accurate, and detailed entry of leads into our CRM (Yardi). AND, WHY IS IT IMPORTANT? It allows for smarter decision-making, the ability to target and retarget our prospects, and the return on this investment is entirely dependent on data integrity. Your CRM is only as good as the data you put in it.
The More We Know… The more we understand our current leads…
NOTE! It’s important to capture E-mail to support: • Cost-effective email campaigns • Lead nurturing & retargeting existing leads
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The more we can deliver viable, move-in ready leads right into your hands
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The smarter, more effective our campaigns become through data analysis and planning
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The more we can lead nurture them through the sales cycle
• Address • Zip code If you couldn’t obtain the address or phone number, you can do a reverse lookup on AnyWho: https://www.anywho.com • Source type Quick Tip: By asking “How did you get our number today,” you will more likely get to the correct source. Also, be sure to ask your Grapevine Designs account manager for the latest media plan and schedule so you know what source to input.
Prospect contacts Loved one’s info (be sure to save) • First and last name • Age • Zip code Prospect contact info: • • • • •
First and last name Zip code Phone number E-mail Address
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How To Achieve Data Integrity PHONE NUMBER, E-MAIL, AND ADDRESS Each of these components allows us to more effectively target leads:
PHONE NUMBER
ADDRESS
The phone number is key for follow-up with your prospect through voice-to-voice conversations. The phone number could also be used for a reverse look-up to gain additional contact information from your prospect through AnyWho.
When you input the e-mail, the most important thing we can do with it is lead nurture and create that re-engagement exchange with your prospect. The sooner we can get in touch with them using tailored content, the better.
When we have the address, we can contact the prospect via direct mail or personalized letter. We can also narrow down the leads into clusters and find better areas for our marketing efforts, which translates into more sales ready leads.
WHERE THIS LEADS US Data Mine >
Campaign >
Look-a-like >
Lead Nurturing
We can data mine this information (phone number, E-mail, and address) to find out more about the person and their shopping and online behavior.
We can use that data to create a campaign tailored to that individual, and in the future build a look-a-like model, that targets other leads with a similar profile.
Unfortunately, if you don’t input the proper data, we can’t build a look-a-like model which means we can’t find those similar profiles. (Ex: zeroing out the ZIP code)
Most importantly, we can use this information to lead nurture your prospects, helping you move more leads through the sales cycle.
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OUR COMPETITIVE ADVANTAGE The moment you enter a lead into the CRM (Yardi),
our team has a step up on the competition!
Tracking & Prediction We can use this information to track conversions, predict move-ins, and nurture potential residents more accurately
Higher Success Rate When you enter the proper information into Yardi it increases your community’s potential for follow-up, moving the prospect through the sales funnel to a move-in conversion
End Goal Eventually, instead of going after 1,500 unfocused individuals with a low move-in rate, we can focus on 150 highly motivated individuals with a higher propensity to move in
Moving forward Here’s what you can do in the interim to ensure success with data integrity:
Understanding Yardi Inputs Everything you put in Yardi can help improve efficiencies within the sales process, allowing sales to focus on the high-touch activities that drive relationships and sales. Make sure you are actively looking at your lead information in Yardi and where you can add new information that you’ve learned after discovery.
Cleaning Up the Database Check in on existing leads that have not been followed up on in a while. When looking at your leads, stop to think about how you might be able to do some creative follow-up to get those older leads re-engaged and back into the sales cycle, or deactivated if they are no longer a viable lead.
Re-establishing Contact For example, if John had surgery last time you spoke, you could reach out, ask about how he’s doing post-op, and then recommend respite or some articles that are helpful, allowing you to continue building that relationship.
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Social Media in August 2020 Overall engagement rate: 9.6% That’s a 15.7% increase from July’s 8.3% engagement rate!
36 communities had equal or higher rates and averaged 4-14 posts weekly – roughly once every other day or as much as twice daily. That’s the right cadence! When communities submit 3-4 posts weekly, those posts combine with Grapevine’s content to match that cadence.
22.5% Homestead House had a 22.5% engagement rate for the month. Posts averaged one per day and featured glamour shots, bunny bowling and crafts – showing a wide range of residents and activities. Felicita Vida topped all, with a 90.4% engagement rate on a Hawaiian-themed activity post. The post featured multiple clear images and vibrant colors. Residents were shown individually to avoid social distancing concerns. All wore masks, though there was no mention of the pandemic.
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2,131
Seasons’ fun and lighthearted “Dance Party Friday” video had 2,131 views. Video content is the growing trend on social media: Capture it whenever possible.
Overall posting was down 13.4% from July.
Overall engagements rose 20.6% from July.
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• Opportunities missed: Friends and loved ones look for residents in social media while they can’t visit in person. • Reminder: Send videos, photos and events to Grapevine so we can post them for you.
Overall Facebook page likes rose 0.9% from July.
• Optimize visuals and copy to maximize posts’ potential. • High-quality photos and videos can persuade audiences to stop scrolling and engage. • Include captions that create interaction & prompt users to share comments, such as: “Comment your memory,” “What are you doing today to celebrate?” “Help us wish our resident a happy birthday in the comments!”
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