Congratulations to our most recent set of managers and leaders who worked hard over the first three weeks of January in our intensive class entitled “Marketing Management: Developing a Mature Consumer Strategy.”
The group met over three mornings and pushed hard to develop new marketing strategies for each organization represented. Each team started with an examination of their own services and areas for improvement, and then started working on a communications strategy for a new target segment.
Adults learn by doing. This is experiential learning at its best!
We got the right experts in the room: Hector Iweka, Marketing faculty at Lasell College and Erin Read, Director of Strategic Planning at Creating Results (nationally-recognized experts on marketing to matures). Most importantly the room was filled with executive directors, community outreachers, and marketing managers challenging each other to about why a message was unique, and how it would feel.
It’s not easy capturing an organizations’ culture in a web site or a photo, or knowing how to target limited resources, and this is what the group did in teams, and then presented to each other.
We were not surprised how the group innovated by being together. But we were surprised by the breadth of ideas! Though each organization was faced with similar challenges of reaching its target segment and how to build relationships with enduring value and authenticity, in a sensitive time of life, the breadth of approaches was outstanding. We’ll mention three here:
- A CCRC with great assets in the arts is investing in expanding art facilities and offerings. It is developing a plan for how to do this better with its current residents, the community of arts supporters, and the community of arts organizations. It’s a win-win-win, and it responds to current needs, adds a distinctive flair (we saw beautiful art in the class) and should attract new leads.
- An adult day health organization identified a new target – those with early onset Alzheimers – and developed a plan for positioning their center as a resource for the whole family, patient and caregivers.
- Another CCRC with a terrific active community and a geographic location that boasts tremendous outdoor recreation options (mountains, golf, wetlands, nature reserves) is developing and deepening already-strong relationships and working on partnership marketing to reach its younger prospects.
The details of these plans are far more substantive than our summary.
Good job class! We were impressed by your self-analysis, creativity, and commitment to improving your communities not just for marketing but for current customers. We want to hear how implementation goes and will check in with you in six months. Marketing and improving services are not a solo activity and we know it is challenging to make any vision a reality.
This class included representatives from a range of senior-serving segments: CCRCs, skilled nursing, geriatric care management, assisted living, adult day health, and rehab. Diverse organizations but common marketing challenges.
Heads up for a couple of other presentation “nuggets” next week!