October 8-10, 2013Bloomington, MN

Aging Services of Minnesota’s

Marketing and Sales for Senior Housing Communities

Sponsored by

A Signature Certificate Program Promoting Excellence and Innovation in Older Adult Services

10thYear

Tuesday, October 8 - Thursday, October 10, 2013Minnesota Society of CPAs 1650 West 82nd Street, Suite 600 (6th floor)Bloomington, MN952.831.2707

About the programGet the tools, training and resources you need to successfully market your senior community and increase occupancy.

Aging Services’ Marketing & Sales Certificate Program, now in its 10th year, is the #1 training series preferred by senior housing professionals working in sales and marketing.

• Know your community and your competitors• Build an effective marketing plan• Lead and referral generation• Harness the power of social media• Sales schedule and proven closing techniques

What you’ll learn and skills you’ll buildThis program is designed to help you build and execute an effective marketing plan and successfully close the sale on prospective leases. This certificate program will teach you how to:• Conduct market research, situation analysis and competitive analyses• Know the difference between marketing and sales and when to use each• Maintain compliance with Fair Housing laws• Anticipate, prevent or respond to a vacancy crisis• Successfully build your lead and referral sources• Build a customized marketing plan for your community• Target your marketing messages to specific audiences and generations• Plan events and advertising campaigns that reach your target market• Harness the power of social media as part of your marketing plan• Effectively present your community to potential residents• Understand what’s involved in hoarding as a barrier to moving into your community • Ensure effective tours during off-hours such as nights and weekends• Create a sales cycle that will help you stay on track• Respond to potential clients’ questions, objections, and barriers to move-in • Conduct meaningful follow-up after a tour• Determine when it’s time to close the sale and suggest a reservation

Faculty• Judy Graff, Corporate Sales Director, Ebenezer, Minneapolis

Guest Speakers• Lisa Dunn, Realtor, RE/MAX Senior Services, Edina• Dick Fisher, Owner, E-Merge Marketing, Oakdale• Michelle Klegon, Attorney, Klegon Law Office, Ltd., Minneapolis• Bill Shell, Founder, Legacy Market Services, Burnsville • Janet Yeats, Co-Founder, The Hoarding Project, St. Paul • Mary Youle, Vice President of Housing and Community Services, Aging Services of Minnesota, St. Paul

Day One – Tuesday, October 8

Establish a strategic and effective marketing plan for your senior community.

Agenda8 a.m. Registration and Continental Breakfast

8:30 a.m. Welcome and Course Introduction

9 a.m. Overview of Senior Housing and the Legal Requirements Affecting Marketing and Sales

10 a.m. Break

10:15 a.m. Fair Housing: What is your community doing to maintain compliance? A best practices discussion.

11:15 a.m. MARKETING PLAN – The Four Components of a Marketing Plan • Situation Analysis • Positioning Strategies • Lead and Referral Generation • Sales Schedule and Lead Management Review Marketing Plan Template 12:15 p.m. Lunch and Networking

1 p.m. Component #1 - Situation Analysis

1:45 p.m. Component #2 – Positioning Strategies

3 p.m. Break

3:15 p.m. Component #3 - Lead and Referral Generation and Effective Use of Social Media to Reach Target Audiences

4:30 p.m. Recap and Adjourn

Day Two – Wednesday, October 9

Lead generation sources and techniques, creating a sales schedule, effective marketing/advertising materials, and capitalizing on today’s real estate market.

Agenda8:30 a.m. Registration and Continental Breakfast

9 a.m. Welcome and brief review of Day 1

9:15 a.m. Component #4 – Sales Schedule and Lead Management

11:30 a.m. Lunch

12:30 p.m. Today’s Real Estate Market and Your Senior Housing Hoarding as a Barrier to Moving into Your Setting

2:45 p.m. Break 3 p.m. Reviewing Your Marketing Collateral Materials – How can they be Improved?

4 p.m. Prepare a Marketing Plan to Take Back to Your Community

4:30 p.m. Recap and Adjourn

Day Three – Thursday, October 10

Communicating with consumers, creative follow-up and closing the sale.

Agenda8:30 a.m. Registration and Continental Breakfast

9 a.m. Welcome and brief review of Day 2—Q & A Review individual marketing plans

9:45 a.m. Sales – Developing a Systematic Approach

10:45 a.m. Break

11 a.m. The Circle of Sales – Building Trust

11:45 a.m. Lunch

12:30 p.m. Identify Needs

1:30 p.m. Problem Solving

2 p.m. The Closing 2:30 p.m. Creative Follow-up

3 p.m. Closing, Class Summary

3:15 p.m. Certificates of Completion Awarded - Adjourn

REGISTRATION FORM Marketing and Sales for Senior Housing Communities

Certificate Program

NAME _________________________________________________________________________________

TITLE _________________________________________________________________________________

E-MAIL (required for confirmation) ___________________________________________________________

COMPANY NAME _______________________________________________________________________

ADDRESS______________________________________________________________________________

CITY __________________________________________________ STATE____ZIP___________________

PHONE ( )__________________________________FAX ( )________________________________

Method of payment: r Payment enclosed r Please invoice (Aging Services members only)

r VISA r MasterCard r AmEX

Card#______________________________________________________ Exp. Date ___________________

Name on Card ___________________________________________________________________________

Cardholder’s Signature____________________________________________________________________

Cardholder’s Phone# ( ) ________________________________________________________________

Registration form and fee (payable to): Aging Services of Minnesota 2550 University Avenue West, Suite 350 South St. Paul, MN 55114 Attn: Accounting #6333

REGISTRATION INFORMATION AND FEESAging Services of Minnesota member: $520 per personProspective member: $715 per person

This program is expected to fill quickly with a waiting list. Registration is for all three days to receive the certificate of completion (single day registrations not accepted). The program fee includes a comprehensive manual valued at $210, lunch and breaks. Registration is limited to 30 participants, accepted on a first-received basis. Aging Services of Minnesota reserves the right to cancel the program. Registration cut-off date/cancellation deadline is October 1, 2013. Cancellations before October 1 are subject to a $50 processing fee. No refunds for cancellations received after October 1 and no-shows.

CONTINUING EDUCATION CREDITSApplication has been made to/or the program has been designed to meet the criteria for continuing education credits for the Minnesota Board of Examiners for Nursing Home Administrators and the Minnesota Board of Nursing.

ACCOMMODATIONSPlease make your reservations at the Country Inn & Suites Bloomington West, 952.831.9595 at your earliest convenience and ask for the MNCPA special rate of $86 standard, $109 king.

TO SEND REGISTRATION VIA E-MAIL OR FAXRegister on-line at www.AgingServicesMN.org or fax to 651.645.0002. Include a P.O. number or follow-up with payment to be received by Aging Services of Minnesota prior to the program. Aging Services of Minnesota members (only) may be billed.

FOR FURTHER INFORMATIONRegistration questions: Kellie Thoen, kthoen@agingservicesmn.org Local calls: 651.645.4545 • Toll free: 800.462.5368

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