Post on 26-Jul-2020
transcript
THE CUSTOMER JOURNEY
Innovative Ways to Drive
SPEA
KER
S MOLLY WHITE Senior Strategist, Strategy, CRM & Analytics
mwhite@glynndevins.com
JEREMY JOHNSON Vice President, Creative
jjohnson@glynndevins.com
Overview 1. 50,000’ View of the Customer Experience
2. The Customer’s Journey
3. Innovative and Integrated Approaches to Guiding the Prospect’s Journey
Poll Question One On average, how long is your customer’s journey
from initial inquiry to sale?
Poll Question Two What phase of the Customer Journey do you find most challenging from a marketing perspective?
The Consumer Is in the Driver’s Seat Messaging Mix:
90% Category / 10% Community
• Awareness • Interest
• Initial Consideration • Engagement
Messaging Mix: 90% Category / 10% Community
PHASE 1 TOOLS
MARKETING
Brand Development Identity Development Offer Strategies Collateral Comparison Tools Speaker Events ACI Education Tools Pricing & Incentives Sales Presentations Lead Nurturing Event Planning Post-Event Surveys
MEDIA
Direct Mail Broadcast Print Public Relations Media Relations Social Media
DIGITAL
Websites Online Display Landing Pages SEM SEO Local Listings Online Education Virtual Tours E-Marketing
ANALYTICS
Attitude & Awareness Studies Market Research Market Analysis CRM Tools Data Analytics Web Analytics Integration
SIGNAGE
PRINT ADVERTISING
XXX-XXX-XXXX to schedule a personal appointment. MyTerraces.com for more information.
Rocking chairOur view of senior living is different. It’s an active, social lifestyle complimented by a secure, established future health and financial plan. Don’t let old ideas of senior living hold you back – we’re not. Discover a dynamic new retirement community designed around your interests and ambitions.
Adjust your perception.Call 1-866-517-2671 or visit MyTerraces.com for more information.
Rocking chairOur view of senior living is different. It’s an active, social lifestyle complemented by a secure, established future health and financial plan. Don’t let old ideas of senior living hold you back – we’re not. Discover a dynamic new retirement community designed around your interests and ambitions.
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Washed upLike you, we have our own definition of “senior living.” It’s an active, social lifestyle with a secure future plan, so you’re not upriver without a paddle. Don’t let old ideas of senior living hold you back – we’re not. Discover a dynamic new retirement community designed around your interests and ambitions.
Adjust your perception.Call 1-866-517-2671 or visit MyTerraces.com for more information.
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Blue HairWe see senior living differently. It’s not about growing old, it’s about growing. Don’t let old ideas of senior living hold you back – we’re not. Discover a dynamic new retirement community designed around your interests and ambitions.
Adjust your perception.
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of B
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filia
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Call 1-866-517-2671 or visit MyTerraces.com for more information.
DIRECT MAIL
DIRECT MAIL
SPEAKER SERIES
We Have Entered The Age Of The Consumer
- Source: Forrester, 2014
AGE OF MANUFACTURING
AGE OF DISTRIBUTION
AGE OF INFORMATION
AGE OF THE CONSUMER
SEARCH
75% - 80% of site traffic should be generated by search
Search Marketing
Multiple conversion points
FIRST RESPONSE
COLLATERAL
Sales Team Plays a Major Role
• Desire • Evaluation • Moment of Purchase
Messaging Mix: Begins at 50% Category / 50% Community Gradually Increases to 100% Community
PHASE 2 TOOLS
Brand Tracking Lead Scoring Brand Videos Online Ratings Sales Training Social Services Guest Packages White Glove Testing Branded Touches Sales Centers
Integration
BRAND VIDEOS
ONBOARDING PROGRAM
A series of four automated emails and postcards: 1. Wellness –1 Week 2. Financial –2 Weeks 3. Life Care –2 Weeks 4. Downsizing –2 Weeks
Open Rate: 44%
Click Rate: 10%
Open Rate: 35%
Click Rate:
7%
Click Rate:
7%
Open Rate: 38%
Click Rate:
7%
Open Rate: 39%
ONBOARDING AUTOMATION: GREENFIELDS, IL
2014: 21%
2013: 14% Inquiry to
Appointment Ratio
Increased
2014: 10 Days 2013: 18 Days
Average Days from
Initial Inquiry to
Appointment Decreased
Sales Cycle Improvement
Act On Placeholder
Lead Scoring
Impact marketing communications and
sales team effectiveness by ranking all accounts and
providing insight to enable more relevant communications
§ Prioritize and engage lead based on scores
§ Identify new top leads
§ Target high-scoring inactives for reactivation
§ Sales management tool
§ Past due / unscheduled activities
LEAD SCORING BENEFITS
An overall lead score is calculated for each account in the database. The score is comprised of two components:
§ Lead Fit Score: How well does the account fit the community prospect profile?
§ Community Engagement Score: How engaged is the lead with the community?
LEAD SCORING BENEFITS
§ Lead Fit Score: § Age – Prospect and spouse § Gender, marital status § Financials – Income, net worth, home value, IPA (data append) § Resides in PMA or SMA – Prospect and/or adult child § Initial inquiry source, reasons, objections
§ Community Engagement Score: § Action visits, action calls, events, appointments § Priority list § Sales stage § Digital – Email engagement, web visits, content downloads
LEAD SCORING
LEAD SCORING
LEAD SCORING
LEAD SCORING
LEAD SCORING
GUEST STAY PACKAGES
DIRECT MAIL
SPEAKER SERIES
PLANNING GUIDES
Introduction
THE CCRC LIFESTYLEGET STARTED GUIDE | INTRODUCTION
THE CCRC LIFESTYLE
What Can You Expect from a CCRC?Experts have found several golden keys to aging well. Among those are: social connections, daily physical activity, eating well-balanced meals and continuing to challenge your mind.
A CCRC (Continuing Care Retirement Community) is an option for active, independent adults, designed to make it easy and convenient to do all these things and more.
The best of these communities offer comprehensive wellness programs that promote successful aging, outstanding services and a vast array of amenities — all to inspire you to continue enjoying everything life has to offer. Plus, by choosing a CCRC, you’ll have a solid plan in place if your health needs change.
Key Benefits of CCRC Living��Comprehensive residential lifestyle and health care services in one community
��A one-time entrance fee and predictable monthly fees to cover housing, services, amenities and activities
��Priority access to on-site assisted living, memory support, nursing and rehabilitation care, provided by people you know and trust, often at discounted costs
��Outstanding estate protection with rebatable entrance fee options
��Financial assistance available if you outlive your resources through no fault of your own
��7V[LU[PHS�MVY�Z\IZ[HU[PHS�[H_�ILULÄ[Z��WLY�09:�Y\SPUNZ�[OH[�OH]L�LZ[HISPZOLK�WVY[PVUZ of CCRC entrance fees and monthly fees as deductible prepaid medical expenses
Typical Services in a CCRCWhile services vary from one community to another, they often include:
��Restaurant-style dining options, sometimes multiple venues
��Planned recreational, social, educational and cultural activities
��Housekeeping and linen service
��0U[LYPVY�HUK�L_[LYPVY�THPU[LUHUJL
��24-hour security and emergency call systems
��:JOLK\SLK�[YHUZWVY[H[PVU�MVY� appointments and outings
Why Wait to Enjoy All This?6UL�VM�[OL�WYPTHY`�ILULÄ[Z�VM� choosing a CCRC is freedom, which can take many forms:
��You can live in a home that perfectly suits your lifestyle and budget, with no maintenance or upkeep to tie you down.
��You can be as active and engaged as you want to be, with many opportunities for M\U�HUK�M\SÄSSTLU[�^P[OPU�LHZ`�YLHJO�
��You can have all the privacy you want, but when you prefer company, there are friendly neighbors and helpful staff nearby.
��You can rest easy knowing you have access to quality long-term health care, if or when you need it.
CCRC Living Options��Residential Living is for those living
independently and not in need of any particular assistance. Depending on the CCRC, living options may include apartment homes, cottages, attached homes and single-family homes. Floor plans vary widely, and many have balconies, patios or other outdoor living space.
��Assisted Living is for those who need some assistance with daily living activities — such as bathing, medication management and meal preparation — in a residential setting. Residents NLULYHSS`�OH]L�T\S[PWSL�ÅVVY�WSHUZ� to choose from.
��4LTVY`�:\WWVY[�WYV]PKLZ�H�ZHML�� supportive environment for those with Alzheimer’s and other cognitive disorders. At most communities, accommodations are private.
��Nursing is for those who require either physician-prescribed rehabilitation or around-the-clock nursing care, whether short- or long-term. Accommodations may be either private or semi-private.
Keep in mind that, wherever you live in a CCRC, all community amenities are yours to enjoy — everything is waiting for you just outside your front door.
AMENITIES AND ACTIVITIES University Village
Other Community
YourHouse
Opportunity to participate in and enjoy more than 40 clubs and committees, from dance and drama to computers and bridge.
State-of-the-art fitness center with personal trainers and other fitness programs, including yoga and water aerobics.
Massage therapy suite and salon services.
Heated year-round outdoor pool with jacuzzi and sun cabana.
In-house television channel and a website offering movies, activities schedules, etc.
Catalina Hall with stage for concerts, plays, meetings and other community events.
Library with reading equipment for low vision.
Billiards and card rooms.
Six meeting/party/game rooms in resident buildings.
Recreation room with two pool tables, television, lounge chairs and two poker tables.
Card and game room overlooking the beautiful lagoon and swimming pool.
Arts and crafts room.
Conference rooms for meetings and presentations.
Computer lab with computers and comprehensive beginner-to-advanced instruction.
Well-equipped woodworking shop.
Beautiful pitch-and-putt golf course with sand trap.
Putting green.
Bocce court (Italian-style lawn bowling).
Horseshoe pits.
Community garden.
Dog park with comfortable shaded benches.
AMENITIES AND ACTIVITIES University Village
Other Community
YourHouse
Dozens of activities every month, including speakers and concerts, plus excursions to the theater, symphony, sports events and points of interest.
Nearby access to sporting events, performing arts and classes at California Lutheran University.
Outpatient rehabilitation center.
Exercise and aerobics classes.
DINING University Village
Other Community
YourHouse
Fine dining with both indoor and courtyard options.
Casual dining with cozy fireplace and television to view your favorite sports or other programs.
Bring your own wine to dinner (no corkage fee), or purchase by the glass or bottle from the house wine list.
Private dining rooms, including an intimate wine room for entertaining family and friends.
On-site catering available for special events.
Frequent holiday parties, themed dining, happy hours and social events held year-round.
New menus every day, including appetizers, soups, salads, entrées and desserts.
Dozens of entrées to choose from daily, ranging from gourmet dishes to home-style favorites.
Full breakfast available every morning, plus complimentary continental breakfast and afternoon refreshments.
Sumptuous Sunday brunch with carving station, omelettes, etc.
COMPARISON TOOLS
DEPOSITOR PORTAL
INTERACTIVE FLOOR PLANS
• Preparation for Move • Settling In
The Most Challenging Time for the Customer… Who Is Now Your Resident
PHASE 3 TOOLS
Resident Portals Depositor Portals Inventory Tools Relocation Packages Interactive Floor Plans Retention Events Welcoming Committee Buddy Programs Personalized Gifts Resident Orientation Follow-Up Programs
Integration
RETENTION EVENTS
DOWNSIZING EVENTS
FRIDAY, SEPTEMBER 23 1:00 P.M. – 4:00 P.M.
(REGISTRATION BEGINS AT 12:30 P.M.)Marriott Oak Brook Hotel 1401 West 22 Street Oak Brook, Illinois
To R.S.V.P. or for more information, call 1-800-785-9718.
JOIN US! Park Place of Elmhurst Moving Expo
Park Place Christian Community of Elmhurst is a distinct subsidiary of Providence Life Services, which has served area seniors for more than 90 years.
Gain Knowledge and Invaluable “How-To” Information About Decluttering, Packing & Moving.
IT’S THE PARK PLACE OF ELMHURST MOVING EXPO!
REGISTRATION STARTS AT 12:30 P.M. — Pick up your souvenir bag and raffle ticket for exciting door prizes.
PANEL PRESENTATIONS: 1:00 P.M. AND 2:30 P.M.
construction updates.
{ Jennifer Prell with Paxem, Inc., a senior move management company
{ Patty Wolf, CPO-CD® Owner, StuffBusters, a professional organizing service
{ Maureen Fouser & Teresa Holton from Grand Redesign and Staging, specializing in interior redesign & home staging
Come to our Exhibit Floor and meet professionals who can give you the tips and information you need to start making smart decisions about downsizing Here’s What You’ll Find
When You Arrive.
REALTORS
HOME REPAIR/ MAINTENANCE
PAINTERS
WINDOW TREATMENTS
INTERIOR DESIGNERS
FURNITURE RESTORATION AND REPAIR
ESTATE SALES
PROFESSIONAL ORGANIZERS
MOVING COMPANIES
SENIOR MOVE MANAGEMENT COMPANIES
CHARITABLE DONATIONS
CLOSET COMPANIES
ATTORNEYS
HOME INSPECTORS
SOCIAL MEDIA
• Involvement • Endorsement
Life Is Good. And the Journey Begins Again.
PHASE 4 TOOLS
Ambassador Programs Resident/Guest Events Resident Reviews Referral Programs Reputation Management Testimonial Videos Photo Shoots
Integration
RESIDENT REFERRAL
PHOTO SHOOTS
RESIDENT TESTIMONIAL
RESIDENT TESTIMONIAL VIDEOS
RESIDENT PANEL EVENTS
REPUTATION MANAGEMENT
Poll Question Three To what degree are your residents involved in
online reviews for your community?
Thank You!
Thanks
SPEA
KER
S MOLLY WHITE Senior Strategist, Strategy, CRM & Analytics
mwhite@glynndevins.com
JEREMY JOHNSON Vice President, Creative
jjohnson@glynndevins.com
Questions via Chat
Q&A