1. 6,000 Reasons
Sales Incentive
June , 2015

2. “6,000 Reasons” Incentive Promotion
The “6,000 Reasons” promotional offer provides a strong closing tool to capture new customers during June who otherwise might delay their move-in until later in the Summer.
The “6,000 Reasons” promotion is designed to drive apartment move-ins or financial possession between June 1 to June 30, 2015.
This Sales Incentive is intended to help communities secure incremental June move-ins to boost community and company occupancy results.

3. Basic Program Design
The “6,000 Reasons” offer provides for a credit of $1,000 per month for the months of July through December 2015, a total incentive value of $6,000!
The incentive credit will be applied against the full market Basic Service Rate for the selected apartment.
See “Fact Sheet” for full details.
EXAMPLE
An AL prospect selects an apartment with a market BSR of $3,000 and takes financial possession on June 30, 2015, but can’t move-in until July 15th.
No incentive proration occurs during June.
The first $1,000 incentive credit will appear on the new resident’s July statement.
The final $1,000 incentive credit would be awarded in December 2015.
The annual rent increase next January will be applied to the full BSR, not the net BSR in December.

4. Community Eligibility
Division leaders handpicked 211 consolidated communities, 8 AL/MC portions of Entry Fee campuses and 35 managed communities to participate in this incentive – see Community Participation List.
This offer is not applicable to Skilled Nursing move-ins.
All vacant IL, AL and MC apartments are eligible for this offer.

5. Parameters: Occupancy Growth
The use of the “6,000 Reasons” incentive is intended to help participating communities grow occupancy during June beyond their historic monthly levels, in order to boost community and company occupancy.
To that end, participating communities should use the program aggressively. As a result of a soft start to 2015, near-term occupancy growth for the company is favored.
This offer requires new residents receiving the incentive to move in or assume financial possession of their new apartment by June 30, The incentive will apply for any financial move-in (i.e., start paying rent but moving in later) on or before June 30, 2015.

6. Parameters: Resident Eligibility
The incentive is for new residents only, and is not intended for existing Brookdale residents who are moving internally during June to a different level of care or to a different Brookdale community.
The incentive will not apply if a resident chooses to temporarily move-out and then moves back in during the offer period.
For qualifying new residents, the incentive will continue even if they transfer to a new apartment within their campus or to another Brookdale community during the 6-month incentive period, as long as the care level remains IL, AL or MC.
A respite move-in that converts to a permanent move-in between June 1-30 is eligible for the incentive. If the respite resident converts to a permanent move-in after June 30, he/she is not eligible.

7. Parameters: Participant Eligibility
The incentive concludes if the resident releases his/her IL, AL or MC apartment and moves into Skilled Nursing or to a non-Brookdale community.
A Skilled Nursing resident who has not had a prior Brookdale IL, AL or MC apartment as a new resident will be eligible for the incentive.
A former Brookdale AL resident who transferred to Skilled Nursing but is returning to AL will not qualify for the incentive.

8. Parameters: Medicaid
This incentive does not apply to prospects moving into an AL or MC apartment with a payor source of Medicaid or similar state program funding, even if a portion of the monthly fees are paid privately.
If a Medicaid-eligible resident is privately paying our full rate, they are eligible to receive the incentive.
If the state is funding any portion of the resident stay using Medicaid funding, the resident is not eligible for the incentive.

9. Parameters: Use w/ Other Discounts
Use of this promotion may not be added to, or used in conjunction with, any other incentive or discount.

10. Parameters: Bills, Addendums, Etc.
Residents receiving this incentive will be subject to normal rate increases that will apply to the Basic Service Rate on their bill, not net of the incentive amount.
Correct entry of this transaction into Billing will result in the list price BSR being reflected on the customer’s monthly bill, with the incentive amount shown separately on the same bill.
A “6,000 Reasons” Residency Agreement Addendum is required for each move-in that is receiving this incentive. The executed Addendum should be included in the resident’s file at the community.
A separate accounting process is defined for the proper entry of move-ins receiving this incentive. See the “6,000 Reasons” billing instructions for details.

11. On-line Access to Resources
Since a limited number of communities will participate in this incentive offer, the resources will be ed to participating communities and to their divisional leadership.
The materials will also be posted in Brookdale Brandworks and will be labeled as applying only to participating communities.

12. Promotional Materials
Single community editable pdf flyer / self mailer
Community web page graphic
For existing leads and purchased lists:
blast message
Direct Mail message

13. Email Blast List Criteria
Two promotions and two direct mail promotions will be sent on behalf of all participating communities.
Home office will pull the lead list from SMS to build the distribution lists, using the following criteria.
A Leads who have been in that status for >45 days
B Leads
C Leads
“New Inquiry” leads in that status for >45 days
Any lead with a scheduled move-in date or a noted “Wait List” deposit in SMS as of the date a list is pulled will be excluded.
The s and direct mails will be sent in early and mid June

14. Internal Materials Detailed Fact Sheet Residency Agreement Addendum
Billing Instructions Job Aide
This PowerPoint Presentation
A list of participating communities

15. Program Timeline
May 28 – Home office communication of Fact Sheet, Power Point and editable flyer to Division Sales leaders.
June 1 – Field communication of Fact Sheet, PowerPoint, and editable flyer by Division Sales VPs to District ops and sales leaders who will in turn share the promotional package with participating community sales and ops leaders
June 1 – Web banner uploaded to participating community websites. Graphical image provided by Creative to Digital team.
June 1 – Home office distributes incentive details through APFM to local advisors & community sales associates mail or hand deliver flyers to prospects and professional referrers
Early June – blast to designated existing leads for whom we have an address. Direct Mail of offer to designated active leads for whom an address is not available
Mid June – blast and Direct Mail to designated existing leads and to purchased lists
June 30 – Promotion Ends, web banner removed