rocketing census, occupancy and marketing success for senior living - smash 2014
TRANSCRIPT
Rocketing your Census, Occupancy
& Marketing Success
• Founded in 1994, Chicago-based
• Content agency staffed by 100 full-time content marketing professionals
• Leaders in integrated and effective strategic marketing programs for the B2B financial services audience
• Experts in content• Strategy• Management• Curation• Integration
• Leaders in creating original content
• Content distribution• Digital• Video• Social Media• Print
Imagination.
• Chicago-based content marketing agency founded in 1994
• 100 full-time content marketing professionals
• Leaders in integrated and successful strategic content marketing programs for
more than 25 senior living, financial services, associations & B2B organizations
• Experts in Content Marketing strategy, content creation, storytelling, curation,
integration, delivery and measurement
• Content distribution: Digital, social media, video, print
2014 Senior Living Study
imaginepub.com/SeniorResearch
Imagining your Customer’s Journey
& Utilizing Digital to Achieve Success
Zero Moment of Truth
2012 2013 2014
5.3 10.4 14.1
Marketing isn’t as
Easy as it Once Was
Advertising vs. Content Marketing
FromWe’re selling something
Short term campaigns
Just Browsing
Mass-market approach
Push messaging
Paid media
ToWe’ll share our knowledge with you
We’ll help you though the entire
journey
Engaged, qualified leads
Targeted, Individualized to best
prospects
Viral Engagement, Prospects come to
you
Earned media8
ROI of Content Marketing
• Insights: Generates audience insights for brand planning & future content
creation
• SEO: Produces strong content leads to more links, better Google rankings,
better & more sales leads
• Prospect harvesting: Delivers new customers as content is discovered 7
shared
Customer advocacy: Turns customers into advocates who spread the word,
resulting in less advertising spend
• Sales generation: Increases the number & quality of leads, reduces length of
the sales cycle9
Content Marketing Analytics
Goals
Drive Brand Awareness
Expand Marketing
Footprint
Understand Customer
Increase Sales
Tactics
Social shares & Sentiment
Engagement
Links to your content
Google rankings
Website authority
Coverage by
bloggers/media 10
Business Objectives
Marketing Objectives
Marketing Strategy
Content Objectives
Content Strategy
Content Tactics
Content Metrics
Business Objectives Drive Content
11
Business
Goals
Lead
GenerationPersonas,
Voice, Tone,
Content
Calendars,
Formats,
Channels,
Measurement
Strategy &
Execution
Long-term Customer
Engagement by
addressing Pain
Points & Cultivating
Trust, Building
Relationships &
Action
Content
Goals
Frequent & consistent Content Creation utilizing Integrated Distribution Tactics
Getting Started
Shorter
Sales
CycleThought
Leadership
Social Media
Listening
Strategy
Content Creation
Community Management
Design
Blogging
Competitive Audits
PPC/CPM
Digital Media
Motion Graphic Videos
Live Action Videos
Basic Animated Videos
How-To Videos
Animated GIFs
Interactive Articles
Infographics
Digital Development
Websites
E-Newsletters
Apps
SEO Strategy
Mobile
Metrics
Magazines
White Papers
Special Reports
Integrated Content Marketing
Strategy Creative Execution Distribution
PERSONAS
15
Constance “Concerned for Parents”
Age: 59
Location: Philadelphia
Personal: Married with three grown children (youngest in
college) and two grandchildren
Profession: Project Manager for Pharmaceutical
Company
Motivators: Worried about her Pittsburgh–based elderly
parents, who live five hours away and can no longer take
care of themselves; wants to move them into a senior
living facility—both for their physical and emotional well
being and for her peace of mind
Pain points: Started researching Philadelphia– and
Pittsburgh–area communities online and asked family and
friends for referrals, but feels overwhelmed by the options,
the transitions process and affordability concerns
Communication Patterns and Preferences: Uses email
at work and at home; new to social media but belongs to
several LinkedIn groups; still subscribes to a daily
newspaper but also scans business online for profession news and international trends in pharmaceutical industry
Colleen “Community Seeker”
Age: 77
Location: Tampa, Fla.
Personal: Widow; one daughter in LA
Profession: Retired high school teacher
Pain Points: Lifelong diabetic now battling chronic hip
problems; feels isolated from the world since losing her
husband of 50 years to cancer last year; needs help
getting around—and craves companionship
Challenges: Doesn’t feel emotionally ready to sell the
house she and her husband lived in throughout their
marriage (believes she won’t be comfortable or happy
anywhere else); worries that she can’t afford a senior
living community and that she won’t have anything in
common
Communication Patterns and Preferences: Uses
email to stay in touch with daughter, but doesn’t feel
comfortable using social media; does frequent websites
like WebMD to get health advice. Subscribes to and
reads the local newspaper and several magazines, but only in print
Ben “Busy Referrer”
Age: 31
Location: Scottsdale, Ariz.
Personal: Single
Profession: Physician at Scottsdale General
Motivators: Frustrated by high numbers of elderly
patients who arrive at his hospital needing (but
resisting) rehabilitation or long-term care; seeks acute
care community partners that he can trust and feel
good about recommending and trust to his patients
Pain Points: Works 70 hour weeks and doesn’t have
a lot of time to research care options, outcome
comparisons or facilitating care transitions; wants
quick answers to his questions so he can make
timely, yet informed decisions. Doesn’t want anymore
paperwork.
Communication Patterns and Preferences: Prolific
emailer and texter via his ever-present smartphone
and tablet; active on social media; gets his news,
research and information online exclusively
THE CUSTOMER
JOURNEY
CONTACT LEAD PROSPECTQUALIFIED
LEAD
RESIDENT
Envisioning the Customer Journey
DIGITAL CONTENT (Articles, Videos,
Magazine)
E-NEWSLETTERS, WEBSITE
VISIT
COMMUNITY
EDUCATE
ENGAGE
CONVERT
ENGAGEMENT
AWARENESS
SOCIAL MEDIA,
WEBSITE
SALES
MEETING
DECISION
CONTRACT
Advisor Consultation
Third Party Confirmation
Advisor
ConsultationADVISOR
REFFERALS/
INFLUENCE
21
CONVERSION
Peer Encounters
Family Consultation
Visitor
Starts
Visitor
Completes
Form
Nurture
CRM Profile/
Lead Score
Call From
Sales
Qualified
Prospect
Opportunity
New
Resident
Nurture
Nurture
Direct
Contact
With Sales
Direct Contact
With Sales
Visitor
Engages
Content
Customer Journey
Content Marketing Ecosystem
More on be.group
23
Connecting Content Types to Business
ObjectivesAwareness
Engagement
Purchase
• Social Media
• Infographics, Tools
• Expert Advice
• Keyword Search Articles
• Thought Leadership Content
• Lifestyle Articles and Videos
• User-generated Content
• Blogs written by SME’s
• Real People Storytelling
• Community Specifics
• Solutions
• Meet the Staff Experts Business Objectives
An
aly
tics
Content Tied To User Journey
Education Planning Selecting Touring Signing UpJoining
Community
Sharing Experience
s
Content creation and distribution drives engagement, insights & sales throughout the journey
11
Website
Social
Metrics & analytics insures we’re learning, adjusting and achieving our business goals
Magazine Website
Blogs
iPad App + Animated
Video
Social
The Content Journey
More on US
Foods
Video
26
Articles Videos Infographics
Among Boomers 84% on average
find educational articles and videos
on retirement topics helpful
In 2013, 78% of U.S. adults watched
online videos, with 18-to-29-year-olds
most likely to watch; 79% of Gen X
download / stream video at least once a
month
From 2010 to 2013, infographic
searches increased by 800%;
publishers with infographics grow
12% (average) more in traffic than
those without them
Podcasts Magazine Email Direct
As of May 2013, 27% of Internet
users 18 and older download or
listen to podcasts, up from 21%
three years ago; Most active
podcast listeners are 18 to 29
From 2012 to 2013, there were 26.6
billion printed custom publications
distributed (down 2.5%); a 2014 content
marketing trends report shows 37% of
B2C marketers produce magazines.
For permission-based promotional
materials, 77% of all age groups
prefer email (tops the list) and
direct mail (9%) is the second
highest distribution channel
Facebook LinkedIn Twitter
45% of 25-to-34-year-olds are on
Facebook via desktop or mobile
(39% of Gen X, 35% for ages 45-54,
25% 55-64 and 12% for 65 and up)
41% of 25-to-34-year-olds are on LinkedIn
via desktop or mobile (42% of Gen X,
41% for ages 45-54, 32% 55-64 and 17%
for 65 and up)
46% of 25-to-34-year-olds are on
Twitter via desktop or mobile (35%
of Gen X, 33% for ages 45-54,
21% 55-64 and 8% for 65 and up)
Sources: Media Bistro, comScore, Transamerica, ExactTarget, eMarketer, Pew Research Center, Pew Internet, Unbounce, Content Marketing Institute, Custom Content Council
The Right Content, The Right Channels
A V I
P E DM
F L T
27
M I P LA V F ET D
Accumulators 1
(Older Millennials)
Accumulators 2
(Gen X)
Accumulators 3
(Younger Boomers)
Pre-Retirees
Retirees
M I P LA V F ET D
I P LA V F ET D
M I P LA V F ET D
I P LA V F ET D
AArticles
Videos
Magazine
EmailPodcasts
Infographics Direct mail
V
M
I
P
L
T
F
D
E
AD
VIS
OR
: K
EY
CO
NT
EN
T F
AC
ILIT
AT
OR
Very likely to use
Somewhat likely
Less likely
28
M
M
Sample Personas with Content Preferences
Content In ActionPrint
Publication
Digital
ContentArticle, Blog Post,
Infographic, Video or
Other Content
Website
E-Newsletter
Social
Media
Post
Premium
Content
Influencer/Bl
ogger
Campaign
Case Study: be.groupDan Hutson: VP, Marketing
For every piece of content,
we ask ourselves these questions …
Who is it for?
What stage?
Which bucket?
What’s the storyline?
Why are we doing it?
What’s the best format?
How will we distribute it?
Content examples
Organization Buy-In & Integration is Critical
Buy-In and Integration
C-Level
Sales
Marketing
Operations
54
87%According to a recent study by the Corporate
Executive Board, 87% of the terms that Sales
and Marketing staff used to describe each
other were negative.
3 Steps to Sales and Marketing Alignment
Accountability
Get Marketing to Sign Up for a single Number that Aligns
with the Sales team’s Goals
Transparency
Communicate & Celebrate the Achievement of that Numerical Goal
Mutual Commitment
Set & Communicate Quantifiable Marketing Goals & Quantifiable Sales
Goals & have each team commits to supporting each other
“There are those in life who sit
in the back row with their arms folded
complaining and judging.
Then there are those who sit in the front row
with an open mind and vision;
spending their energy making
their vision a reality.”
Ben Zander: Conductor, Author & Motivational Speaker
2014 Senior Living Study
imaginepub.com/SeniorResearch