A Gift for You Business Development

Campaign

December 2015

A Gift for You campaign is a multi-touch campaign

designed to thank your top referral sources for

their partnership this year and continue to nurture

the relationship.

• Offer a gift to their patients/clients that would benefit by

making Brookdale their home

• Reinforce the value of Brookdale as a partner

• Offer a Thank You gift to the professional for their

partnership

• Ask for referrals who need help finding a solution before

the end of the year

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A Gift for You Campaign Overview

Four touch tactical outreach campaign targeting

medical or non-medical professionals:

1) Dec. 7-9: Email Blast to all Professional Referral

Sources, excluding APFM, local paid referral sources

(coordinated by home office marketing team)

2) Dec. 4: Mailer to select Gold and/or Silver status

referral sources (mailed locally by community on 12/4

to arrive within 2-3 business days—about the same

time as e-blast hits inboxes and before the visit occurs)

3) Dec. 9-14: Community Visit to Top Gold Referral

Professional Sources (scheduled visits)

4) Dec. 15-18: Community Activity/Event

A Gift for You Campaign Timeline

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• E-blast/Mailer – Patients/Clients referred receive a $25

gift card when they tour a community by Jan. 31, 2016

• In-person Visit – Identify Top 3-5 Gold professionals

and schedule a visit to discuss:

– Thank them for their valued partnership this year and deliver a

personalized Holiday Card signed by team; highlight the value

of Brookdale partnership (Talking Points)

– Hospitality Leader Magazine, see the digital issue

– Invitation to selected community event

– Stack of ten $25 Gift Card flyers/prospects for referrals to give

to patients/clients

• Event – Select an event that treats your professionals

– Giftwrapping Event, Holiday Food Truck or Holiday Pie Pickup

Campaign Tactics Highlights

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• Distributes Dec. 7-9 by home office

marketing team

• Offers a $25 gift card to prospects

referred by your professionals who

tour by January 31, 2016

• Send to active professional lead bank

with versions for medical and non-

medical

• Excludes APFM and local paid referral

sources

• Directs professionals to BKD website

to find a community phone number:

https://www.brookdale.com/find-a-

community/

Campaign E-blast Details

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• Send mailer by Dec. 4 to your

professionals (ETA within 2-3 days or

Dec. 7-9)

• Two mailer versions available,

medical & non-medical. Self-mailers

on BrandWorks: 1) customize, 2)

download, 3) print and mail locally.

• Offers a $25 gift card to prospects

referred by your professionals who

tour by January 31, 2016

• Identify your mailing list comprised of

Gold/Silver sources (suggest 25-50)

• Work with your DDS to eliminate

duplicate mailings in cluster markets

Campaign Mailer Details

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• Schedule visits between Dec. 9-14

• Suggested visit time is 15-20 min.

• Identify your Top Gold/Silver

professionals

• It is suggested you visit at least

3-5 professionals—work with your

DDS/BDD to eliminate duplicate

visits in a cluster market

• 1) Conversation: Thank them for

their valued partnership this year

and deliver personalized

Holiday Card*, highlight the value

of Brookdale partnership (Talking

Points)

Campaign Visit Details

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*standard shipping is 5-7 business days

• 2) Show & Tell: Hospitality Leader

Magazine (home office mails printed

copies to SM based on qty. of visits

provided), see the digital issue

• 3) Invite & RSVP: Share the invitation

to your event (see next slide)

• 4) Leave Behind: Leave a stack of

ten flyers (prospect version) for

professionals to hand out—sharing

offer of $25 gift card for those they

refer who tour by January 31, 2016.

• Bring a stack of business cards—

professionals can hand to families who

need to start the conversation about

senior living—Ask for referrals!

Campaign Visit Details (cont.)

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Schedule an event between Dec. 15-18.

Select ONE event below to treat your

professionals this holiday! Download,

customize template and print locally.

1. Gift Wrapping event- we’ll

wrap up to 5 gifts while you

enjoy holiday treats, flyer

2. Holiday Pie Pick Up event-

drop by for a delicious, fresh-

baked pie and enjoy holiday

treats, flyer (3 photo options)

3. Holiday-themed Food Truck-

we bring the treats and holiday

cheer to your office, Activity

Partner—Ask for referrals!

Campaign Event Details

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STEP 1: After a prospect (referred by professional)

tours, prepare a copy of redemption form which

instructs how to redeem the gift card.

STEP 2: Fill in their unique code (SMS Lead ID), in

the field indicated on the form.

• Scheduled visits- look up SMS lead ID (screen

shot) before the prospect arrives, complete the

form; hand to prospect after the tour.

• Unscheduled visits- a SMS lead ID doesn’t exist

yet. Give the blank form to the prospect; obtain

their email address and phone number so you

can email, call or text the code once you create

the SMS profile (follow-up timely).

Prospect Gift Card Redemption

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NOTE: Any community associate may

go online and fill out this form for the

prospect or family member if they are

unable to do so themselves. Ensure you

have all required fields: First & Last

name, Full Address and Email Address.

Tracking your efforts is important to determine the

campaign success. Use two sources when you code the

inquiry source of your new referrals:

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Campaign Tracking

Primary Lead Source Lead Source: Referral - Professional

Assoc/Org: [select the name]

Secondary Lead Source Lead Source: Special Event Off-Site

Detail: Educational Program/Seminar

Additional Detail: A Gift For You BD

Campaign

Example:

What is the cost per referral source?

• $1/gift card self-mailer printing at a local printer, plus postage

• $59.40 for 50 Brookdale Holiday cards (consider splitting with another

community); $10.85 for ground shipping (5-7 business days)

• $2.03/Hospitality Leader magazine, includes packing and shipping

• Cost for the pie, gift wrap or an array of holiday treats based on your

event selection

Will I be charged for the $25 Gift Card redemptions?

• Yes. The gift card expense will be applied to the community's Business

Development GL account, 601609.

Where do I code the charges for the campaign?

• Charges are to be coded to the community's Business Development GL

account, 601609

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Campaign Expenses

Campaign Questions? Contact your DDS or Divisional Marketing Strategist.

Resources in “A Gift For You” campaign folder found on BrandWorks:

1. Campaign PowerPoint Deck (PDF)

2. $25 Gift for You Self-Mailer for medical professionals (PDF)

3. $25 Gift for You Self-Mailer for non-medical professionals (PDF)

4. $25 Gift for You Flyer for prospects (PDF)

5. Holiday Pie Pickup Event (PDF)

6. Giftwrapping Event (PDF)

7. Visit Talking Points (PDF)

8. How-to, Food Truck Activity (PDF)

9. Central Division Community Participants List (xls)

10. Northeast Division Community Participants List (xls)

11. Southeast Division Community Participants List (xls)

12. West Division Community Participants List (xls)

Resources in “A Gift For You” campaign found on Fidelity:

13. Brookdale Holiday Card-External & Blank Envelopes (7x10 folded)

Resources in “A Gift For You” campaign found on BSLnet:

14. Redemption Form (PDF)

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Campaign Toolkit Index

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