If you’ve been involved in the senior living industry for awhile, you know that expectations for what a community provides have changed. Years ago, the conversation revolved primarily around meeting the physical and medical needs of residents. That’s still obviously very important! Ensuring the safety and care of your residents is, of course your top priority, as it is every community leader’s priority.
On our blog, we’ve talked often about the importance of knowing your audience. If you’ve followed any of our advice, you hopefully understand why it’s critically important to know your audience if you’re hoping to create effective messaging and marketing that resonates with them.
At the same time, that doesn’t mean just honing in on the things you think your audience wants, or even speaking solely to that hyper-specific subset of customers you think will convert into paying residents.
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.
Do some research about how to grow as a company and organization, and you’re bound to come across more than a few articles on culture and company core values – probably pretty quickly! Not only is company culture a buzzy phrase these days, it also does matter, and in a pretty big way. Things like company values, mission statement, core pillars and culture are all part of the essence that makes up the soul of your organization.
A well-conceived marketing plan takes into consideration a whole slew of angles, from the hyperlocal to the World Wide Web. Each has the power to greatly influence your potential customer’s path to your door, and the easier and more positive you make that journey, the more likely you are to hear them knocking!
As senior living community leaders, many factors come into play when we make decisions, big or small. We have to weigh the thoughts and opinions of our fellow team members, and potentially board members, depending on where you work. Considering the views of our residents and their families is also key, and of course we all have our own personal experience and beliefs to draw upon.
No one would make a major decision, like buying a house, a car or moving to a new town, without doing some research first. In the senior living industry, we expect our clients to spend a considerable amount of time weighing their options and choosing the community that makes the most sense for them.
When it comes to opening a new community, you can have the most exceptional staff, stunning apartments, luxury amenities – and all of this at an affordable rate – but if you chose to root your business in a bad location, you’re doomed to fail regardless.