FRESH IDEAS For the Marketing Calendar

FRESH IDEAS For the Marketing Calendar
--Strategic Networking Activities

Remarks by Scott MacLean

These suggestions are designed to bring in and foster good relations with referral sources.

Host and attend advisory board meetings
Invite the local banks’ trust officers to lunch and write letters for their constituent newsletter.
Become an active member of the Chamber of Commerce. Host an after hours mixer at your facility.
Provide staff luncheons for churches. Host the Ministerial Association’s lunch/meetings.
Encourage your staff to be active in civic groups. Offer to speak about your community and about issues related to retirement housing. Start a professional networking group for retirement housing professionals.
Display brochures in physician’s offices on topics of interest to seniors and caregivers, offering your facility as a source for more information.
It’s important to keep your discharge planner’s contact list up-to-date. Deliver lunch to them. Create a Community Resource Book for seniors. Provide them with a brochure which explains options for senior housing which they can give to their clients. Speak at their weekly staff meetings, exchange e-mail addresses, and deliver and

refill candy jars. Try to do things that will make their job easier for them.

Plan “Family Night” events. These events could include pitch-in’s, entertainment, crafts, a volunteer fair, seminars, etc.
Sponsor a Hairdresser Appreciation Day. Drop off goodies and literature at salons.
Deliver baked goodies, preferably made in your facility’s own kitchen, to health care professionals. Put out brochures in their offices. Write personal letters to the physicians or your own residents, including a photograph of their patient enjoying your community.
Use your building. Host civic groups, card clubs, support groups, church board/elder meetings, and health care professional meetings.
Host seminars for professionals. Reach out to real estate agents, the legal profession. Don’t overlook any potential positive relationships which could result in a referral.
Write an article or sponsor an ad in the newsletter of a local bank, hospital, or church.
Use e-mail to communicate with family members and referral sources.

Scott MacLean is a sixteen-year senior housing veteran. Scott operates his own Indiana-based management and consulting firm and is available for speaking engagements and staff training. You may phone him at (317) 328-2899 or e-mail him at scott@seniorlifeweb.com.