1. Grass Roots DIY Marketing

2. The Elusive Adult Influencer
“While adult children of senior living prospects can be elusive from a marketer’s standpoint, connecting online and supplying them with information early on can be extremely valuable.” - Senior Housing News

3. What do we know about the influencer?
74% of adults with eldercare responsibilities have had jobs at one point
61% are either employed full time or part time
Caregiving responsibilities average 20 hours per week
Sandwich generation
More than 65.7 million care for an aging family member
National Alliance for Caregiving

4. Best Practices Be creative!
Conducting presentations outside the community
Short educational presentations at mixers
Using the participant handouts as creative follow up and business development
Sending out the educational press releases each month
Partner with organizations to educate on senior living topics
The community leadership team should all participate

5. Best Practices cont’d
Involve residents and families – what groups do they belong to
Have informal round table conversations rather than school room type presentations
Partner with groups, you present or provide content in exchange for mailing list i.e. Silver Sneakers
Present at the Kiwanis Club, Chamber events
Tap into your own personal network
Partner with your local broadcast stations to give short presentations on senior living topics

6. Marketing to Adult Influencers & Prospects
Instead of hoping they come to us, we will go to them.
Know your Neighborhood. Where do they live, work and play?
Identify a list of places with contact information
Set up a Speaker’s Bureau – Community leadership team each picks topics they will become the experts on and can present at any time
Identify residents & family members who can speak and/or present on your behalf

7. Know Your Neighborhood
Adult day care centers
Large employers
Churches
Country clubs
55+ communities
Banks
Mall walkers
Kiwanis Club & other organizations
Junior League
Community colleges
Women’s & Men’s Groups
Financial organizations
YMCAs
Silver Sneakers
Libraries
Elder care attorneys
Senior Centers
Universities
Fire & police stations
Schools

8. Marketing Toolkits (on BrandWorks)

9. Next Steps
Work with your ED and identify team that can conduct outreach
Identify the places you want to target
Set up your Speakers’ Bureau
Complete the profile sheets so you are adequately prepared
Start by contacting people that you know. If you don’t know the contact, send that person an introduction letter*
* Sample letters are available
Start by contacting people that you and the team knows. If you don’t know the contact, send that person an introduction letter*
Show contact the type of presentations you can give (slide 7)
Schedule presentations and use your Speakers’ Bureau
Work with contact to promote the upcoming presentation
* Sample scripts are available.

10. Next Steps cont’d
Have a sign in sheet at the presentation so you contact people later
Conduct the presentation and give each person a handout*
Bring along a resident and family member to speak on your behalf
Follow up after the presentation
Go back and do more informational presentation
*Presentation handouts are located with marketing toolkits.

11. Additional Ways to Identify Places
Network Connections Move-in Sheet - At the time of lease signing, have the new move-in fill out the network connections form.
Affinity Groups – Work with resident program director to identify groups and places that residents frequent

12. Where do you live, work and play?