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Agenda
Review 2016 strategic priorities progress & accomplishments
Define the role of strategic communications at Brookdale
Highlight 2017 communications priorities & initiatives roadmaps
Review integrated content calendars & latticework
Align to optimized internal communications structure and
resources
Summary, measurement, and discussion
2
Win the regional and local markets with targeted press
efforts focused on high need communities to help improve
occupancy
Build the brand nationally with outreach to high visibility
lifestyle, financial & industry outlets to grow awareness & drive
word of mouth
Bring new life to senior living with innovation-themed press
that challenges the traditional view of growing older
Develop innovative and engaging multimedia press content
including infographics, animation & video, & enhanced imagery
that increases press engagement and story count
Define and develop initial thought leadership framework
to build the top of the funnel and a reputation reserve
4
2016 External Communications – Plan Status &
Accomplishments
2016 PR Results
5
National brand stories secured with NBC, CBS, New York Times, NPR,
Barron’s and more continue to drive awareness and word of mouth
Regional & local market level press secured for 82 Tableset
communities delivered 246 stories, $1.9M in ad value and 3.9M
impressions
New thought leadership platform, online newsroom, team workflow
portal, & 24/7 Media Relations team contact system efficiently manages
workflow & crises
Year-round multimedia news content targeted at bringing new life to
senior living is driving a forecasted 30+% lift in annual story volume
* 2015 metrics increased over 2014 by 206%, 45%, and 37% respectively for stories, ad value and impressions
Deliberately connect our messaging to the Brookdale
brand and celebrate our associates in delivering our
mission of enriching lives
Leverage senior leaders and direct supervisors as primary
messengers wherever possible to directly communicate key
messages
Establish ourselves as strategic partners to our internal
clients with a standard cadence/work stream
Apply an engaging inside voice in new vehicles in a crisp,
concise, visual fashion
Unify internal communications functions to centralize and
consolidate messaging
6
6
2016 Internal Communications – Plan Status &
Accomplishments
Associate Communications – Output Doubles
7
• Despite creating new consolidation vehicles, average monthly messages & topics both have
doubled in the past year, driven by change communications (HR, Procurement, Sales/Marketing, etc.)
• Establishing close internal client partnerships has also presented more volume to us
• Piloting efforts to measure engagement and effectiveness of messaging
Corporate Communications Vision
Corporate Communications informs and
inspires with concise and motivational
messages that champion Brookdale’s mission.
9
Corporate Communications Mission
Internal communications executes strategies that connect
associates to our mission and priorities with crisp, timely and
informative messages that enable them to be successful in their roles.
External communications enhances our reputation and changes
how society views aging by showcasing our expertise and forward
thinking, making Brookdale the choice for senior care.
10
12
Internal Communications – Issues & Opportunities
• Enhanced job intake and tracking system to better manage workflow, approvals, deliverables
• Too much volume existing; now adding operational excellence and TO communications
• How to put a ring around operational excellence strategy to make it all digestible for our
associates—create a new solution or incorporate the new communications into existing structure
• To smooth volume spikes and timing, how to incorporate these topics into an integrated
calendar, cadence, and planning document (full year, monthly, weekly)
Process
• Align our team members with the right internal clients and deliverables
• Need to provide self-service tools for common or smaller audience communications
• How to manage through aging intranet technologyPartners
Opportunities
• One-way communications without a clear picture of readership, engagement, feedback, etc.
• Not frequently reaching our frontline/non-wired associate base
• Strengthen associate identification with our mission, purpose, brand
2017 Internal Communications – Strategic Priorities
13
BUILD ENGAGEMENT WITH
OPERATIONAL EXCELLENCE STRATEGY
• Steer the organization through a series of
significant transformative change efforts
• Use communications to engage our associates
with informative and inspirational messaging
INTERNAL BRAND CAMPAIGN
• Clearly articulate and communicate
Brookdale’s essence
• Celebrate our mission, culture & values
DEVELOP TWO-WAY COMMUNICATIONS
• Refresh 2015 survey data
• Launch new listening & feedback tools
to gauge message comprehension &
drive strategic recommendations
REACH NON-WIRED ASSOCIATES
• Developing new tools & channels
STRUCTURE TEAM FOR SUCCESS
• Provide the right resources
• Identify workflow management tools
• Balance workloads
• Develop team members
Internal Communications – Strategy Roadmap
14
The Big Idea: build engagement and enthusiasm across all associate audiences to
articulate our essence and deliver against the operational excellence strategy
Internal
Brand
Campaign
Associate
Feedback &
Dialogue
New Tools
& Channels
Team
Structure
Approach: simplicity in messaging; snackable, visual content that is easy to comprehend
Strategy: Benefits: Storylines:
Planks:
Tactics: • Reissue 2015 associate
communications survey
to measure progress vs.
baseline
• Embed clickthru &
feedback tools in
messages
• Ride in-service
training rails to
deliver top 3
monthly messages
to non-wired
associates
• Launch new vehicles
• Align team with
right client &
deliverable focus
• Equip team with
right resources
• Internal brand campaign celebrates culture
& successes with unifying messaging
• Frame the operational excellence strategy
with consistent format, graphics, colors &
messages to unify multiple efforts toward
common goals
• Clearly identifies our essence &
leadership philosophy by
showcasing examples
• Brings to life the elements of the
operational excellence strategy
with easy-to-digest narratives
• Build year-round campaign
woven into existing and new
tools that celebrates our
associates & successes
• Testimonials, case studies,
initiative & associate
spotlights
• Streamlined roles, structures &
work designs; clear career paths
• NPS improvements & best
practices
• Sales growth from new tools
• Community group benefits
2017 New Initiatives – Internal Communications
Connecting non-wired
associates with Chromebook
messaging and content
Launching new operating
excellence strategy campaign
templates to deliver unified voice
and branding
15
Creating new delivery vehicles for
critical message delivery (e.g.,
Digest, Scorecard)
Embedding dialogue and
engagement tools into
messaging to drive strategy
and measure readership
Creating an internal brand
campaign rooted in our
purpose and mission that
unifies our associates and
celebrates our successes
Selecting new workflow
management system, refining
client and deliverable
assignments and creating self-
service tools to better balance
workloads and enable associate
development
16
External Communications – Issues & Opportunities
• Crises cause much strain on the system—how can we help avoid them, enhance the
operational management of crises, and provide context for media on common issues
• Need clear process for extending our content to digital, marketing, sales, other channelsProcess
• Explore content creation & distribution partners to maximize reach to right audiences
Partners
Opportunities
• Refine thought leadership framework & operationalize the production elements
• Extend brand building content into associate-facing vehicles to build mission affinity
• Improve public opinion knowledge on key press issues to drive our strategy & resp.
• Further enhance analytics capabilities (e.g., SOV comparison)
17
CONTINUE PR FUNCTION EVOLUTION
• From crisis response & pure earned media to
brand journalism
• Drives prospect consideration and associate
engagement by extending usefulness of PR content
BUILD ON NATIONAL MEDIA COVERAGE
• Leverage innovation and closer relationship
story opportunities that drive top of funnel
consideration
ENHANCE REPUTATION MANAGEMENT
• Partner with NPS team to seek early feedback in
to avoid crises before they escalate
• Better manage with standard playbooks
• Mitigate negative stories with educational
content addressing the realities of aging
OPTIMIZE THOUGHT LEADERSHIP PROGRAM
• Leveraging Brookdale’s ownable platforms on
senior H&W, caregiving & innovation
• Develop a robust content library across
external channels: digital, social and press
• Explore new content distribution partnerships
2017 External Communications – Strategic Priorities
BOOST OCCUPANCY IN 74 FOCUS MARKETS
• Align closely with marketing strategist, digital
& social teams to pursue targeted regional
and local press
18
The Big Idea: evolve PR function to brand journalism model with content
that drives prospect consideration & associate engagement
Thought
Leadership
Reputation
Management
Press
Outreach
Partner &
Associate
Engagement
Approach: blend of storytelling and visual support to simply frame emotional & complicated issues
Strategy: Benefits: Storylines:
Planks:
Tactics:• Early warning system
• Crisis playbooks
•“Candid Conversations”
content library on
common challenges
• Quick turn opinion
polling
National/Regional
• Innovation
• Closer Relationships
Hyperlocal
• Sales/Mktg Support
• Lead advancement
emails
• Extend press visibility
internally with
engaging stories &
content
• Develop content for
S&I partnerships
• Thought leadership platform builds trust,
credibility & awareness
• Enhanced reputation management program
strengthens crisis resilience
• Extending press outreach content drives
consideration & associate engagement
Brookdale owns:
• Senior Health & Wellness
• Caregiving
• Innovation/Forward
Thinking
• Closer Relationships
• Enhances brand awareness &
causes people to think differently
• Builds reputation reserve
• Top-of-the-funnel consideration
• Attracts & retains quality associates
& business partners
• BKD’s best practices &
forward thinking
showcased in a robust digital,
social, & press content library
• Speaking engagements,
media interviews, blogging,
video, web content, case studies,
new distribution channels
External Communications – Strategy Roadmap
Quick turn opinion polling for
sensitive press issues helps inform
and direct our press strategy
19
2017 New Initiatives – External Communications
Building early warning system to
address crises before they receive
press attention & crisis playbooks
with best practices on common issues
Integrated annual content
calendar builds on editorial plan &
guides thought leadership efforts
including detailed blog schedule,
speaking engagements, video,
infographics, etc.
Balance crisis story content with
Candid Conversations library
of common senior challenges
Enhanced share of voice press results
reporting with industry, healthcare &
consumer brand comparables
External CommunicationsDaily Media Relations &
Crisis Communications
Proactive National Outreach
Regional and Local Support
Tableset/Hyperlocal
Program Max Press
Multi-Media Content Development
and Storytelling Geared at Changing
Senior Living Perceptions
Thought Leadership Efforts
Media Pitching
Vehicles & Deliverables• Press Releases and Media Responses
• Multimedia Press Releases and
Microsites Including Videos, Images,
Infographics, Animations, Blogs,
Speaking Presentations
• Talking Points and Scripts for
Communities, Referral Sources,
Residents, etc.
Executive
CommunicationsE-Committee and Critical DP
Communications
Owner Relations
Transformation Office
Town Halls Leadership/E-
Committee Q&A
Company Narrative & Message
Consistency
Sustainability
Vehicles & Deliverables• Regular Leadership Updates
• E-Committee Town Halls and
Q&A Sessions
People
CommunicationsHuman Resources Operations
Total Rewards
Talent Acquisition & Management
Learning & Development
Vehicles & Deliverables• People Matters and Monthly
Recognition Newsletters
Sales/MarketingSales/CRM/Enrich
Marketing
NPS
Vehicles &
Deliverables• Brookdale Boost Newsletter
• Analytics Dashboard
Baseline Communications Activity
21
1,100+ internal messages, newsletters, updates and intranet news articles
400+ crisis situations and community support requests, each typically requiring talking points
for multiple audiences, draft statements, resident/family/referral scripts
Operational and
Administrative
CommunicationsCommunications Channels, Tools &
Technology
DLs & Overall Governance
Communications Gatekeeping
Operations
Change Communications Initiatives
Procurement
IT and BHS
Asset Management
Finance, AP/AR, Payroll
Sustainability
Clinical
Dining
Resident Programs
Tax/Legal/Audit
Vehicles & Deliverables• Intranets Strategy & Content
Management
• BSLnet Governance Owner & Team Sites
• Strategic/Large Initiative
Communications Strategic Plans
• This Week in Headlines /Leadership
Grapevine
Operating Excellence Strategy – Guiding Principles
Brookdale is embarking on a series of transformational organizational efforts that will
impact and enhance the company’s structure and major work streams.
Simply put, our strategic communications efforts:
1. Tell inspirational stories about our unique resident and associate experience
2. Increase associate engagement in marketing tools that drive occupancy & growth
3. Rally associate support to simplify processes, capture synergies and lower costs
4. Build our industry thought leadership position and enhance our reputation
22
Operating Excellence Communications Strategy
Build a year-long internal campaign framing the operational excellence
strategy with a consistent internal brand, messaging, format, graphics and
iconography to unify multiple efforts toward common goals.
23
Enhancing Resident &
Associate Experience
Associate Engagement in
New Sales/Marketing Tools
Rally Support to Simplify
& Lower Costs
ED Role Simplification
NPS System/Resident & Family Experience
Talent Recruiting, Leadership &
Development
Internal Brand Campaign
New Network Selling, Lead Management System,
Commission Structure
Aligning Community Groups
Business Development & Professional Referral
Optimization
Organizational Model Transformations and Change
Management (Bright Ideas, Procurement, BEST)
Maximize the Performance of Ancillary Businesses
Optimize Community Portfolio Through Dispositions
& Acquisitions
Make Strategic & Cost Effective Use of CapEx
Investments
Enhancing Resident & Associate Experience
24
• ED Role Simplification
• NPS System/Resident
& Family Experience
• Talent Recruiting,
Leadership &
Development
• Internal Brand
Campaign
Major Initiatives
• Streamlined Role Frees Time for
Responsiveness to Resident
Concerns & Drives NPS & Profit
• Brookdale Offers Clear Career
Paths, Promotional Opportunities
& Leadership Development Tools
• Our Mission-Driven Culture and
the Closer Relationships We Build
are What Differentiates Us
Headlines Channels
Improved Sales and Marketing Tools
25
• New Network Selling,
Lead Management
System, Commission
Structure
• Aligning Community
Groups
• Business Development
& Professional Referral
Optimization
Major Initiatives
• Use New Tools to Better
Understand Customer Needs,
Serve More Seniors and Grow
Your Career
• Brookdale has a Tailored Offering
Priced Right for Unique Customer
Needs
• Brookdale is Your Trusted Partner
on the Journey with Informative
Content That Eases the Stress of
Making a Senior Living Decision
Headlines
Division
Presidents/
Regional VP
Presentations
and Emails
Success
Stories &
Testimonials
Channels
Simplify Processes, Synergies & Lower Costs
26
• Organizational Model
Transformations and
Change Management
(Bright Ideas,
Procurement, BEST)
• Maximize the
Performance of
Ancillary Businesses
• Optimize Community
Portfolio Through
Dispositions &
Acquisitions
• Make Strategic & Cost
Effective Use of CapEx
Investments
Major Initiatives
• New Work Designs are Meant to
Simplify Work and Save Time and
Money
• We are More Successful as a
Company When Everyone Acts
like a Founder
• IL, AL & MC Product Lines with
Supportive Services Drive
Majority of Business &
Profitability
• Customers Value Quality of Care
Over Other Amenities; Therefore,
We’re Selective in our Investments
Headlines
Division
Presidents/
Regional VP
Presentations
and Emails
Channels
Innovations Drive Thought Leadership & Reputation
27
• Develop Informative &
Engaging Content On
Ownable Topics That is
Widely Disseminated
• Developing New
Capabilities, Products
& Services
• National Stories on
Innovation,
Technology & Closer
Relationships
Major Initiatives
• Brookdale is the Source for
Informative, Easy-to-Digest
Content That Eases the Stress of
Making a Senior Living Decision
• Best in Class Senior Living Results
from Strategic Partnerships with
Class Leaders
• Thought Leaders and Innovation
Live at Brookdale
Headlines Channels
2017 Base Calendar – Internal Communications
JANUARY FEBRUARY MARCH APRIL
HR/Engagement HR/Engagement HR/Engagement HR/Engagement
Performance reviews Assoc. bonus payouts Assoc. Appreciation Day Quarterly bonus message
Merit increases-communities (last week) RSU awards-new hires MBO communications Stock statements
Marketing/Sales/Ops Support Marketing/Sales/Ops Support Bonus message-new hires Commuter benefit
Q1 marketing campaign Brookdale Now! broadcast New hire benefits deadline Wellness survey
Monthly sales promotion Monthly sales promotion 401(k) campaign Talent reviews
Finance/Ops/Administration Assoc. Stock Purchase Talent development
Finance/Ops/Administration 2015 earnings release recap NEW Assoc. engagement survey Administrative Professionals' Day
ALFA Hero call for nominations BSLnet and My Brookdale articles Merit increases-corporate (last week) Associate Annual Report NEW
National Heart Month Marketing/Sales/Ops Support Marketing/Sales/Ops Support
BSLnet and My Brookdale articles Monthly sales promotion Q2 marketing campaign
National Activity Professionals Week BSLnet and My Brookdale articles Monthly sales promotion
Brain Awareness Week BSLnet and My Brookdale articles
National Long Term Care Administrators Week Occupational Therapy Month
ALFA Arts Showcase National Volunteer Week
MAY JUNE JULY AUGUST
HR/Engagement HR/Engagement HR/Engagement HR/Engagement
HSA campaign Associate Stock Purchase Flu Shot program 2017 benefits guide
BenefitFocus postcard Talent reviews Midyear check-ins Contact info update
RSU awards-new hires Talent development Quarterly bonus message Bonus prepayments-CMIPs
Talent reviews Marketing/Sales/Ops Support 1094-1095 C forms People Week-Nash/MKE
Talent development Assoc. communication study Alzheimer’s Walks comms. Talent reviews
Marketing/Sales/Ops Support Monthly sales promotion Talent reviews Talent Management
Brookdale Now! broadcast BSLnet and My Brookdale articles Talent management Alzheimer’s Walks comms.
Monthly sales promotion Nursing Assistants Week Marketing/Sales/Ops Support Marketing/Sales/Ops Support
Finance/Ops/Administration Monthly sales promotion Monthly sales promotion
Q1 earnings release recap NEW Q3 marketing campaign Brookdale Now! broadcast
Disaster (weather) protocols Resident engagement surveys Clinical Symposium
BSLnet and My Brookdale articles Finance/Ops/Administration Finance/Ops/Administration
Older Americans’ Month Budget process Q2 earnings release recap NEW
Budget process
SEPTEMBER OCTOBER NOVEMBER DECEMBER
HR/Engagement HR/Engagement HR/Engagement HR/Engagement
RSU awards-new hires Benefits enrollment RSU awards-new hires Performance reviews-self
Stock statements Talent review reporting Marketing/Sales/Ops Support Associate Stock Purchase
Associate Stock Purchase Total Rewards communications Brookdale Now! broadcast Marketing/Sales/Ops Support
Benefits enrollment Marketing/Sales/Ops Support Brookdale Celebrates theme Monthly sales promotion
Voluntary benefits pre-enroll Q4 marketing campaign Flu shots Finance/Ops/Administration
Talent Management/Reviews Flu shots Monthly sales promotion ALFA Hero call for nominations
Alzheimer's walks communication Resident annual increases Finance/Ops/Administration Budget process
Marketing/Sales/Ops Support Monthly sales promotion Operation Holiday Mail
Monthly sales promotion Finance/Ops/Administration Q3 earnings release recap NEW
Finance/Ops/Administration Budget process Budget process
Budget process BSLnet and My Brookdale articles BSLnet and My Brookdale articles
BSLnet and My Brookdale articles Customer Service Appreciation Week National Alzheimer’s Month
Healthcare Housekeeping Week Healthcare Foodservice Week
Assisted Living Week
National Payroll Week
RECURRING MESSAGES
In addition to daily intranet articles, we also deliver weekly (This Week in Headlines, 80/20 for the OLT), bi-monthly (HR News-NEW for 2016), and monthly (The Boost, CEO message, HR recognition) emails.
NOTE: Topics often require multiple communication vehicles and more than one email message.
28
2017 Base Calendar – External Communications
29
2016 CORPORATE COMMUNICATIONS EDITORIAL CALENDAR
W2 RWA 2.0 trend story pitching W2 Year End Earnings W2 Entry Fee/Lifecare Planning Byline W1 Robin Run/IN &Edgewood/KY Prog Max (Stateln)
W4 Alz Assoc $2M record contribution (US1) W3 EIR MNR: 3Scapes, Haystk, Narr. App., CM W3 Reemos EIR local pitch/video with NBC W1 Hoffman Estates/IL Prog Max (Stateln)
W4 Haystack Dryers EIR (local/nat) & 3Scapes (local) W4 CMS Innov. Chlg Grant Results/Infographic (US1) W3 Reemos EIR local pitch/video with NBC W2 CALA Advocate of the Year Winner (Stateline)
W4 Brookdale Tramway/NM Program Max (GPR) W2 Recruiting Nurses to Senior Living Byline
W4 Natl Nut.Month/Nutrition for Seniors Byline (BP)
Base Begin Chef Profile/Seasonal Menu outreach
Base WOL, Chefs, Hyperlocal Local Wilsonville OR Relaunch/Roswell Prog Max story Base WOL, Hyperlocal community support
W1 Natl Nurses Week/SL Nursing Careers MNR W1 EIR Wilsonville Snaplaces
W2 1Q Earnings W1 Brain Health signature program MNR W1 Sandy LaFave Chairs NSH Alz. Walk Press Release W2 CBS This Morning EIR/Rendever/Boston
W2 Argentum Award Winners (US1) W1 Newsroom PRN cutover with press kit W4 Sustainability report MNR W2 2Q Earnings release (8/8) and call (8/9)
W3 ProMx: Chatfield, CT&Burr Ridge/Prosp Heights IL W3 ProgMx: Freedom Vill. Holland W3
W3&4 Brain Health Radio Media Tour & ANR W4 CBS This Morning EIR/Boston/Rendever Virtual Rel W4 WOL MNR
W4 Program Max: DeLand, Fl and TowerView/Electronic Pill Box in N.J.
Local Chef campaign & Tableset West launch Local Chef Campaign and Tableset SE launch Local Chef campaign launch
Base WOL, Hyperlocal, EIR TBD Base Chef campaign and Tableset NE launch Base WOL, Hyperlocal Base WOL, Hyperlocal
W1 New Brookdale.com MNR W1 INALA & CALA Award winner Statelines W1 3Q Earnings W1 RWA Holiday Brandpoint Listicle
W2 Dispelling myths of hospice care byline W2 Lyft pilot pitch and video & Nash Post EIR Story W1 Alz Awareness Hero Campaign W2 Brandpoint Dementia & Wandering
W3 Program Max Brookdale Desert Ridge W3 Brookdale Parklane West TX MC Conversion W3 Veterans Day Press (communities) W3
W3 Tableset Central Launch W4 Brandpoint Infographic Caregiver's Journey (Alz) W4 Program Max: Trinity Towers, Park Lane West W4
W4 Palm Beach Gardens Program Max Solana Preserve Vintage Park
W4 Infographic on Alz/Dem Roadmap Natl Distribution
Awards Argentum Award Submissions
Base WOL, Hyperlocal, BHS TV segments Base WOL, Hyperlocal; Delay Disease Partner Event/COL Base WOL, Hyperlocal, BHS/MC TV segments Base WOL, Hyperlocal, BHS/MC TV segments
JANUARY FEBRUARY MARCH APRIL
SEPTEMBER OCTOBER NOVEMBER DECEMBER
MAY JUNE JULY AUGUST
Major Deliverables Summary
31 31
Transformational Change Communications Campaign (ongoing)
Engage Non-Wired Associates with Corporate Strategy Msg (ongoing)
Refresh Survey Data To Measure Effectiveness
Launch Internal Brand Campaign/Tied to NPS 1Q
2Q
Raise Brand Awareness with Thought Leadership Activities (ongoing)
Drive Regional/Local Sales Efforts in Focus Markets (ongoing)
Reputation Management & Crisis Enhancements
Build Structure to Extend Content to Other Channels 1Q
2Q
Measuring 2017 Success
32 32
• Engaging Brand campaign (qualitative)
• Comprehension survey score improvement from ‘15 baseline and
click through engagement (quantitative)
• Double associate reach & launch new vehicles (quantitative)
• Successful, but reduced quantity, transformation messages
(quantitative & qualitative)
• Integrate thought leadership and brand journalism content to
digital, marketing/sales channels (process)
• Improved crisis avoidance & response (process, qualitative)
• Increase annual local/regional coverage by 10%; Improve SOV TBD
(quantitative)
• Newsroom traffic & blog engagement targets TBD (quantitative)
Long Term Success Images
Associates know how their roles
can affect the key drivers of our
business, and are inspired to
deliver our mission to enrich the
lives of those we serve.
33
Internal Communications External Communications
Thought leadership builds trust,
credibility and awareness, causing
stakeholders to think differently about
the lives of seniors, strengthens crisis
resilience, and drives consideration.
“Associates understand
what makes us tick”“Brookdale is the trusted
partner for senior living”