1. May Move-in Motivator Sales Incentive

2. “3M” Incentive Promotion
The “3M” promotional offer provides a strong closing tool to capture new customers during May who otherwise might delay their move-in until Summer.
The “3M” promotion is designed to drive apartment move-ins or financial possession between May 16 and May 31, 2015.
This Sales Incentive is intended to help communities secure incremental May move-ins to boost community and company occupancy results.

3. Basic Program Design
The “3M” offer provides for a credit of $1,000 per month for the months of June through December 2015, a total incentive value of $7,000!
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 May 31, 2015, but can’t move-in until June 15th.
No incentive proration occurs during May.
The first $1,000 incentive credit will appear on the new resident’s June 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
200 consolidated rental communities were handpicked for eligibility to use the promotion, where occupancy opportunity is combined with good people who are capable of delivering results with this incentive tool – see Community Participation List.
No Entry Fee or Managed communities are participating.
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 “3M” incentive is intended to help participating communities grow occupancy during May 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 May 31, The incentive will apply for any financial move-in (i.e., start paying rent but moving in later) on or before May 31, 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 May 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 7-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 May is eligible for the incentive. If the respite resident converts to a permanent move-in after May 31, he/she is not eligible.

7. Parameters: Resident 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 “3M” 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. Three separate addendums are provided for any IL residents and separate AL, MC addendums for legacy Emeritus vs. legacy Brookdale to align language appropriately.
A separate accounting process is defined for the proper entry of move-ins receiving this incentive. See the “3M” billing instructions for details.

11. On-line Access to Resources
Since only 200 communities will participate in this incentive offer, the resources will be ed only to participating communities and to their divisional leadership.
The materials will not be posted in Brookdale Brandworks.

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

13. Email Blast List Criteria
One promotion 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 will be sent on approximately Tuesday, May 19.

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

15. Program Timeline
May 15 – Home office communication of Fact Sheet, Power Point and editable flyer to Division Sales leaders. 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
May 16 – Web banner uploaded to participating community websites. Graphical image provided by Creative to Digital team.
May 18 – Call blitz by community management team to active lead bank to inform them of this special offer.
May 18 – Home office distributes incentive details through APFM to local advisors & community sales associates mail or hand deliver flyers to prospects and professional referrers
May 18 – Direct Mail of offer to designated active leads for whom an address is not available
May 19 – blast to designated existing leads
May 31 – Promotion Ends, web banner removed