Today’s Successful Marketing: Segmenting Audiences & Improving ROI Mary Jane Fitts, VP – Marketing Services, Greystone Alyssa Adam, VP of Marketing, Methodist Retirement Communities Mark Ingram, CMO, SenioROI

Discussion Topics Develop messaging strategies that are efficient and cost effective Segment audiences and improve sales conversion ratios Utilize technology in executing strategic marketing initiatives, allowing more time for sales conversion and retention.

“There are lies, damned lies and statistics.” - Mark Twain

Is direct mail old school?

Direct Mail is a Survivor Targeting Personalizing Interacting Remarketing Converting

72% go online after receiving DM 70% like vouchers with DM 62% believe DM is the most effective 32% prefer DM 98% bring the mail in every day 77% sort their mail immediately 9 out of 10 people open DM Consumers spend 30 minutes reading the mail

Sales pace lacking optimum velocity Road map -- Ignite 15 Plan Monthly onsite events promoted through direct mail !

Mail list purchase Scrubbed list – minimal returns Mail tracking with drop dates Attendance increase

Q move-ins out of 11 sales Q move ins out of 7 sales Q3 – 5 move ins out of 6 sales Generated revenue

How can one prospect list be so different than the others? What do you really know about your target market? What more can and should you know?

What do you really know about your active lead base?

Existing List – Updating/Cleaning Who has passed away Who has moved away or into a competitor or nursing home

REPS Data Append – over 600 possible demographics: Religion, ethnicity, all financial data, information on spouse and other people in household

List Comparison Analysis Zip Code# in Reps # from existing purchase list New unique leads ,1551, ,

The Multi-Compiler List Process What have we always done? How is this process different? How do we get more qualified prospects?

Qualifying Prospects Financially

The Benefit Using multiple national databases will increase the number of prospects that meet your criteria. A: Age, Income, and Income Producing Assets B: Age, Income, and Net worth C: Age, Either Income Producing Assets or Net Worth Group:File 1:File 2:File 3:File 4:File 5:Total A1,6311, IPA – N/A 3,080 B2,8302,5781, ,712 C4,9511, ,257 Total9,4124,7503,0121, ,049

Direct Mail 101 for Retirement Communities Planning process Critical Dates Mail Tracking

Date/TimeDuration Phone NumberFirstLastAddressCitySTZipIPANetWorth Home Market ValueIncomeAgeGender Marital Status Length of Residence Homeowner/ Renter 1/28/ : JohnDoe123 Main St.AnytownSC $ 250,000 - $500,000 $ 500,000 - $ 999,999 $ 350,000 - $399,999 $ 25,001 - $ 50,00074MM12 yearO 1/28/ : JohnDoe124 Main St.AnytownSC 1/28/ : JohnDoe125 Main St.AnytownSC $2,000,000 or more $1,000,000 - $1,999,999 $ 250,000 - $299,999 $ 125,000 or More80MM13 yearO Call Reporting with Data Match Back Date/Time, Duration, Phone Number, Name, Address and All Demographic Data from Purchase List/Data Append Provided. Can include MP3 Recording of Call.

Strategically Segment Specific inventory – Age/Income Special knowledge about your prospects – Pets – Hobbies – Interests Geography Communication styles – FB – Direct Mail – School flyers

GlynnDevins Lead Scoring Segmented for one bedroom apartment inventory: – The most inclined buyer was determined to be Age/Income qualified, Single Prospects – Income of $54,000+ and Net Worth of $500,000+ and Single = 93 leads

Using technology Harness the Power Purchased List compilers Database Management System (REPS, SalesForce, AOD, etc.) Social Media Call Tracking

Size Doesn’t Matter

Closing Remarks & Questions By using technology to understand and analyze response data, your team can generate a higher quantity and quality of leads with a higher return on investment. The data and analysis will give your team the most effective ways to utilize marketing dollars for the largest line item in your marketing budget – direct mail.