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Skill +
Determination doesn’t always
= Success
Blue print – used as a reference
before and during the building
process, a plan or a guide.
Who?
When?
How?
Getting Started
Meeting with my E.D prior to preparing the marketing plan gives me the opportunity to understand the expectations and see if they match what I feel is realistic.
- Dawn Sigmen Friendship Village
Who?
When?
How?
Getting Started
6-month review
Determine Occupancy Goals
Project Budget
Pre-planning
1. Situational Overview
2. Objectives
3. Strategies
4. Communications Plan
Four Components of the Marketing
Plan
1. Situational Overview – Statistics– Competitive Analysis– Strengths & Weaknesses
2. Objectives– Based on Pre-Planning– Break it down into specific
goals
Four Components of the Marketing
Plan
Goals should be specific and measurable.
3. Strategies – Based on Objectives– Specific and Detailed
4. Communications Plan– Positioning– Target Market– Goals– Strategies– Timeline/Budget
Four Components of the Marketing
Plan
Determine Who is Involved
Meet to Review Objectives and
Strategies
Develop Action Plan
Revisit Plan Throughout the Year
Execution
Examples of Obstacles/Challenges
– Research– Goals– Strategies
Obstacles/Challenges
1. Attrition has been unusually high.
– Research– Goals– Strategies
Obstacles/Challenges
2. New competitor enters the market.
– Research– Goals– Strategies
Obstacles/Challenges
3. Apartments are not in ready to show condition.
– Research– Goals– Strategies
Obstacles/Challenges
4. Sales goals have not been met.
– Research– Goals– Strategies
Obstacles/Challenges
– Importance of Having a Plan
– Consider Timing and Who’s Involved
– 4 Components– Execution
Summary
Skill +
Determination
+a Plan
= Success
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