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!1
Marketing and Sales Road Mapfrom Concept to Opening
Rob Adams
!2
Rob Adams
Senior Vice President, Richmond
!3
Is your organization for-profit or not-for-profit?
!5
Understand the community journey from concept to opening, always staying focused on the buyer.
!6
Buyer Journey
AWARE
INTERESTED
EVALUATING
INITIALLY ENGAGED
LOYAL
COMMITTED
ACTING
Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.
Marketing Consideration:Are we in front of the desired audience?
Success Measure:Market research on awareness levels
Quantifiable Goals: Total impressions, website traffic
Buyer Emotion:A trigger event starts the information-gathering process.
Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?
Success Measure:Trackable activity
Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)
Buyer Emotion:They take the risk and commit to gathering information about this option.
Marketing Consideration:Is the desired target audience willing to engage in the sales process?
Success Measure:Prospect provides contact information to marketing staff.
Quantifiable Goals: New lead generation
Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.
Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?
Success Measure:Engagement
Quantifiable Goals: Reengagement/Re-inquiries
Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.
Marketing Consideration:Are we compelling leads to buy?
Success Measure:One-to-one, in-person sales engagement
Quantifiable Goals: Appointments (initial and subsequent) and deposits
Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.
Marketing Consideration:Are we incentivizing and supporting people to physically move?
Success Measure:Downsizing and home sales, depositor retention
Quantifiable Goals: Closings
Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.
Marketing Consideration:Are residents satisfied enough to become advocates for the community?
Success Measure:Residency satisfaction scores and retention
Quantifiable Goals: Referrals
Community Journey
CENSUS ISSUES
EXPANSION
BANKRUPTCYTURNAROUNDREPOSITION
START UPCO
NSTR
UC
TIO
NMA
INT
EN
AN
CE
OPERATIO
NA
L
STA
BILIZED
!7
Community Journey
!8
CENSUS ISSUES
EXPANSION
BANKRUPTCYTURNAROUNDREPOSITION
START UP
CON
STRU
CT
IONM
AIN
TE
NA
NCE
OPERATIO
NA
L
STA
BILIZED
Buyer Journey
!9
AWARE
INTERESTED
EVALUATING
INITIALLY ENGAGED
LOYAL
COMMITTED
ACTING
Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.
Marketing Consideration:Are we in front of the desired audience?
Success Measure:Market research on awareness levels
Quantifiable Goals: Total impressions, website traffic
Buyer Emotion:A trigger event starts the information-gathering process.
Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?
Success Measure:Trackable activity
Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)
Buyer Emotion:They take the risk and commit to gathering information about this option.
Marketing Consideration:Is the desired target audience willing to engage in the sales process?
Success Measure:Prospect provides contact information to marketing staff.
Quantifiable Goals: New lead generation
Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.
Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?
Success Measure:Engagement
Quantifiable Goals: Reengagement/Re-inquiries
Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.
Marketing Consideration:Are we compelling leads to buy?
Success Measure:One-to-one, in-person sales engagement
Quantifiable Goals: Appointments (initial and subsequent) and deposits
Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.
Marketing Consideration:Are we incentivizing and supporting people to physically move?
Success Measure:Downsizing and home sales, depositor retention
Quantifiable Goals: Closings
Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.
Marketing Consideration:Are residents satisfied enough to become advocates for the community?
Success Measure:Residency satisfaction scores and retention
Quantifiable Goals: Referrals
Deep dive into some of the stages that you’ll encounter as you’re are marketing your community.
!10
CONCEPT
1
!11
FeasibilityResearch
!12
CONCEPT
R.E.D.Branding
REAL -True to community -Credible to communicate
ESSENTIAL -Key driver of choice -Resonates with all audiences-Sustainable
DISTINCTIVE -Unique -Not owned
!13
CONCEPT
Development Consulting
!14
CONCEPT
Sales Team Recruitment/
Hiring/Training
!15
CONCEPT
Alignmentwith All Teams
!16
CONCEPT
Enquire CRM
!17
CONCEPT
AWARENESS
2
!18
AWARE
INTERESTED
EVALUATING
INITIALLY ENGAGED
LOYAL
COMMITTED
ACTING
Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.
Marketing Consideration:Are we in front of the desired audience?
Success Measure:Market research on awareness levels
Quantifiable Goals: Total impressions, website traffic
Buyer Emotion:A trigger event starts the information-gathering process.
Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?
Success Measure:Trackable activity
Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)
Buyer Emotion:They take the risk and commit to gathering information about this option.
Marketing Consideration:Is the desired target audience willing to engage in the sales process?
Success Measure:Prospect provides contact information to marketing staff.
Quantifiable Goals: New lead generation
Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.
Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?
Success Measure:Engagement
Quantifiable Goals: Reengagement/Re-inquiries
Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.
Marketing Consideration:Are we compelling leads to buy?
Success Measure:One-to-one, in-person sales engagement
Quantifiable Goals: Appointments (initial and subsequent) and deposits
Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.
Marketing Consideration:Are we incentivizing and supporting people to physically move?
Success Measure:Downsizing and home sales, depositor retention
Quantifiable Goals: Closings
Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.
Marketing Consideration:Are residents satisfied enough to become advocates for the community?
Success Measure:Residency satisfaction scores and retention
Quantifiable Goals: Referrals
!19
METRICS-BASEDPLANNING
3 Develop Marketing and Sales Plan + Launch Initial Work
!20
Senior ID&
Persona
Persona
!21
METRICS-BASEDPLANNING
!22
Senior ID &
Persona
METRICS-BASEDPLANNING
Public Relations/ Media Relations
!23
METRICS-BASEDPLANNING
ReputationManagement
!24
METRICS-BASEDPLANNING
Sales Management and Goal Alignment
!25
METRICS-BASEDPLANNING
Direct Mail
!26
METRICS-BASEDPLANNING
Direct Mail
!27
17400 Holy Names Drive
Lake Oswego, OR 97034
VillageatMarysWoods.org
SOMETHING NEW IS COMING
TO MARY’S WOODS.
Join us for a complimentary
informational lunch.
METRICS-BASEDPLANNING
PPC/ Landing Pages
!28
METRICS-BASEDPLANNING
PPC/ Landing Pages
!29METRICS-BASED
PLANNING
PRIORITYPROGRAM
4
!30
Metrics-Based Plansto Drive Conversion
!31PRIORITY PROGRAM
Direct Mail/ Events
!32PRIORITY PROGRAM
Landing Pageor Microsite
!33PRIORITY PROGRAM
PPC/Digital Media
!34PRIORITY PROGRAM
Lead Score
!35PRIORITY PROGRAM
!36
CONVERSION
5
!37
Communication Portals and
Digital Signage
!38CONVERSION
Communication Portals and
Digital Signage
!39CONVERSION
Communication Portals and
Digital Signage
!40CONVERSION
Retention Tactics
!41CONVERSION
Retention Tactics
!42CONVERSION
Photo/Shoot Video
!43CONVERSION
Full Website
!44CONVERSION
Sales Management/ Experience
!45CONVERSION
MarketingContinues
AWARE
INTERESTED
EVALUATING
INITIALLY ENGAGED
LOYAL
COMMITTED
ACTING
Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.
Marketing Consideration:Are we in front of the desired audience?
Success Measure:Market research on awareness levels
Quantifiable Goals: Total impressions, website traffic
Buyer Emotion:A trigger event starts the information-gathering process.
Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?
Success Measure:Trackable activity
Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)
Buyer Emotion:They take the risk and commit to gathering information about this option.
Marketing Consideration:Is the desired target audience willing to engage in the sales process?
Success Measure:Prospect provides contact information to marketing staff.
Quantifiable Goals: New lead generation
Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.
Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?
Success Measure:Engagement
Quantifiable Goals: Reengagement/Re-inquiries
Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.
Marketing Consideration:Are we compelling leads to buy?
Success Measure:One-to-one, in-person sales engagement
Quantifiable Goals: Appointments (initial and subsequent) and deposits
Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.
Marketing Consideration:Are we incentivizing and supporting people to physically move?
Success Measure:Downsizing and home sales, depositor retention
Quantifiable Goals: Closings
Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.
Marketing Consideration:Are residents satisfied enough to become advocates for the community?
Success Measure:Residency satisfaction scores and retention
Quantifiable Goals: Referrals
!46CONVERSION
CONSTRUCTION MOVE IN
6
!47
Build a Waitlist
!48CONSTRUCTION
MOVE IN
Staff Recruitment/ Hiring/Training
!49CONSTRUCTION
MOVE IN
Staff Recruitment/ Hiring/Training
!50CONSTRUCTION
MOVE IN
OperationalPreparedness
!51CONSTRUCTION
MOVE IN
MarketingContinues
AWARE
INTERESTED
EVALUATING
INITIALLY ENGAGED
LOYAL
COMMITTED
ACTING
Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.
Marketing Consideration:Are we in front of the desired audience?
Success Measure:Market research on awareness levels
Quantifiable Goals: Total impressions, website traffic
Buyer Emotion:A trigger event starts the information-gathering process.
Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?
Success Measure:Trackable activity
Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)
Buyer Emotion:They take the risk and commit to gathering information about this option.
Marketing Consideration:Is the desired target audience willing to engage in the sales process?
Success Measure:Prospect provides contact information to marketing staff.
Quantifiable Goals: New lead generation
Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.
Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?
Success Measure:Engagement
Quantifiable Goals: Reengagement/Re-inquiries
Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.
Marketing Consideration:Are we compelling leads to buy?
Success Measure:One-to-one, in-person sales engagement
Quantifiable Goals: Appointments (initial and subsequent) and deposits
Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.
Marketing Consideration:Are we incentivizing and supporting people to physically move?
Success Measure:Downsizing and home sales, depositor retention
Quantifiable Goals: Closings
Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.
Marketing Consideration:Are residents satisfied enough to become advocates for the community?
Success Measure:Residency satisfaction scores and retention
Quantifiable Goals: Referrals
!52CONSTRUCTION
MOVE IN
Checklist
CONCEPT
AWARENESS
METRICS-BASED PLANNING
PRIORITY PROGRAM
CONVERSION
CONSTRUCTION/MOVE IN
!53
?QUESTIONS?
!54
THANK YOU
Rob Adams
!55