Media

Cross-Channel Messaging: Integrating Your Media Strategy for Success

As any marketing professor will tell you, resonant messaging, reach, frequency and targeted media are essential for any successful marketing strategy. Today, the media options for reaching the senior living market have become much more plentiful, due largely to the influence of technology and social media. And as a result, media decisions have become more complicated. Gone are the days when running a display ad in the local newspaper was the easy answer.

Frequency or Reach – Deciding Based On Your Campaign's Goals

Any time you set out to create and run a marketing, public relations, or media campaign, you likely have a big picture idea of what you want to accomplish. Increase your prospective customer base, boost your sales, increase visibility and strengthen customer loyalty are all worthwhile goals of any such campaign, and many well-executed campaigns will hit the mark in several of these areas.

Tips For Devising An Integrated Media Plan

The senior living industry is, at its core, all about relationships. You develop deep and meaningful relationships with your residents, most of all, as you meet them, bring them into your community, learn from them, help them enjoy their lives to the fullest, witness them change over the years, and much more. Beyond that, you develop relationships with your residents’ family and friends, who may often stop by to visit and become part of your larger community.

Sharing the Stories Your Audience Wants to Hear

Public relations (PR) is sometimes seen as the “spin” creator for many companies. A lot of people see the practice of public relations as a way to put a certain spin on a story in order to use it to your benefit, even if it may not really be a positive story, or to take a negative story and put it in the best light possible. For that reason, lots of people also have misconceptions about PR as a practice, what it can do, how it should be used and how PR professionals do their jobs. It definitely gets a bad rap sometimes!

Understanding and Leveraging the Value of Hyperlocal News

Everywhere you look, experts are touting the importance of focusing on digital and online when it comes to your organization’s media and public relations efforts. By and large, given today’s media landscape, that’s a smart strategy. It’s true that the public relations world has changed drastically over the last decade or so, and much of that change has come about thanks to the proliferation of the internet.

Selling Your Story: Developing Compelling PR

You know as well as anyone that your community, from the residents and their families to the staff, is chock full of great stories worth telling. You probably hear them nearly daily, in fact. From the resident who breaks records in his or her chosen sport and the family who donates generously to your annual holiday drive to the employee who goes above and beyond every single day without seeking any recognition, there’s a treasure trove of anecdotes you probably wish others could hear.

The Importance of Audience: Effective Daypart Targeting

Effective Dayparting

In years past, advertising or, at least, choosing where to advertise was a pretty simple task because there were only so many mediums to work with. They are what we refer to today as “traditional” advertising avenues and are largely print-based. From magazines to posters, pamphlets to newspapers and even billboards, these mediums were pretty straightforward – at least when compared to the options businesses have today!

How to Bridge the Gap Between Print and Online Media

Before the advent of digital media, it could have been said that advertisers and marketers had a pretty straightforward job. Or, at least, their jobs were less complicated when compared to what today’s marketers and advertisers face.

One of the biggest changes to the advertising and marketing environment in the last few decades has been the addition of the digital realm. Print used to rule the entire marketing scene, but now, digital is a huge piece of the equation and its influence only continues to grow.

Is Your Public Relations Plan Integrated?

Too often, an organization’s marketing, media relations, public relations, sales and content strategies exist in their own defined silos. At times, keeping things compartmentalized makes them easier to handle, but when it comes to building an effective organization-wide marketing strategy, “compartmentalization isn’t the best method,” says Taigen Thorne, Sage Age’s Director of Public Relations and Media.

The VIP List: Planning, Execution and Publicity for the Perfect Public Event

Today, public events represent an excellent vehicle for connecting with your customers in a highly engaging and memorable way. In a profession where trust and confidence are an imperative for success, your special events afford an ideal opportunity to interact on a personal level with prospective customers, families, referral sources and other sources of public influence.

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