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Do You Take Advantage of PR or Public Relations Opportunities?

Do You Take Advantage of PR or Public Relations Opportunities?

Posted on by MDSadmin

PR or Public relations should be in everyone’s marketing communications tool kit.

As a Senior Living Consultant working with many Senior Living clients over the years, this is one form of community promotion that tends to be over looked the most. So what exactly is PR? PR or public relations, the noun, as defined by Meriam-Webster.com is as follows:

the activity or job of providing information about a particular person or organization to the public so that people will regard that person or organization in a favorable way

OR

the relationship between an organization and the public

What is PR?
PR iDo You Take Advantage of PR or Public Relations Opportunities?s different from advertising in the fact that in advertising you pay for the privilege of controlling the timing, placement, and message associated with it. While with PR, since it is generally free, the control lies in the hands of the writer and media outlet providing you the coverage. I once heard that “Advertising is what you pay for, PR is what you pray for.”

There are many forms of PR. Most of the time the words PR conjure up images of events at opposite ends of the spectrum. Either a publicity stunt where someone is doing something that is outrageous and crazy to call attention to themselves, their company or their mission, or a company spokesperson trying to put a positive spin on a potentially bad situation that has arisen for the company.

Examples
An example of an outrageous PR stunt would be similar to the flash mob dancing troupe a few years ago that held an impromptu performance at Grand Central Station, it ended up netting them 28 million YouTube hits and a lot of media exposure. An example of positive spin on a bad situation would be the aftermath of the BP oil spill in the Gulf of Mexico. There have been subsequent news conferences and advertising campaigns trying to convince the public, that the gulf coast is now better than ever.

The kind of PR I am talking about is somewhere in the middle of these two extremes. The press release, media tours, special events, sponsorships, public service/public interest stories are all form of PR that your company/community can use to build brand awareness. These types of PR also show that your brand is part of the greater community and can generate loyalty in a larger audience.

Put PR To Work For You
One of the great things about PR is that it is happening all around us and while we get the intended message, we don’t realize the company or brand is promoting itself to us. Instead of thumping our chest telling everyone how great our company and/or products are through advertising, PR is a subtle way of getting a company name out by providing useful information and activities to others.

PR is also a way to have others validate you as an expert. The general thinking of readers or viewers is that they surely wouldn’t be quoting you or doing a piece on you or your company/community unless you were an authority, the best and most knowledgeable in your field.

November Public Relations Webinar
As part of MDS’ “Plug-In and Prosper” Webinar Series, the November 18, 2015 webinar will be “Generating Public Relations for Your Community”. The webinar will focus on the meaning and use of public relations and why it’s important. I will discuss PR as part of a well-rounded marketing communication plan, the benefits of PR, and how it can enhance your relationship between your company and the public.

So mark your calendar and join me on Wednesday, November 18 at 1:00 pm (CDT) for this important webinar.

I look forward to having you join me for this complimentary monthly webinar! You can also check out our past webinars on the Moore Diversified Services YouTube channel!

Registration Link

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in Senior Living operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

What is Your Digital Media Strategy for 2015?

What is Your Digital Media Strategy for 2015?

Posted on by MDSadmin

 

Are you about to move right past this post because you don’t believe you need one? THINK AGAIN!

Digital Media is now an integral part of any comprehensive marketing strategy/plan. While some products and services may use digital media more than others, every business needs to utilize digital media in some form to build and enhance client and customer relationships.

Product Marketing vs. Relationship Marketing

There was a time when you strictly marketed your product or service to your target audience. While that is still a part of an effective marketing plan, relationship marketing is extremely effective in our industry. As a provider in the senior living and housing industry you actually have two target audiences. The first target audience is the senior themselves. The second is the family members of the senior who may be the primary decision maker or at minimum highly influential in the decision making process. You must be building relationships with current and potential customers as well as their family members.

In the case of a senior living and housing community, if an individual is not a resident or has a family member as a resident, you still want to be the first community they think of if the need arises or if someone asks for a recommendation. This means getting your community name out there and engaging with the public, resident or not. This process does not have to be complicated. Start with a simple plan and build from there.

Website

First, no matter your marketing strategy, your size, your mission or your occupancy rate, you must have a presence on the web. One of the first places, a potential resident or family member will go is the web. Whether it is to just get contact information, an address to pay you a visit or to get an idea of what your community looks like, a large percentage of people immediately will look up your website opposed to the previous process of looking you up in the phone book.

“Up to 84 percent of all Americans now expect the Internet’s World Wide Web to provide them needed information on government, news, healthcare, and commerce, according to a new survey compiled by the Pew Internet and American Life Project.”

Having a website is 24/7 marketing. Websites market to those around the country. It can market to those you don’t even realize need your services; think out-of-town family members doing preliminary research on a community for their senior. It would be difficult to direct-market by mail to that particular audience.

Blog

If you have a website, the next easiest step would be to add a blog to your site. While blogs can be intimidating, they don’t have to be! Use it to simply give updates about your community, upcoming events and most importantly provide your audience some general tips, hints and information. This can include:

  • What is happening in your immediate area, not just your community
  • Helpful tips from your current residents about downsizing and moving
  • Advice on what to look for in a senior living community
  • Great recipes from your residents or their families
  • Profile some of your residents (with their permission of course)

A blog can be as simple or as sophisticated as you make it. Just be sure to keep it current so that anyone who makes it to your website will know the information is up to date.

Facebook

The next logical step would be to create a Facebook page for your community. You can basically use the same content as your blog on your Facebook page. Family members who are already on Facebook will enjoy seeing updates about where their parents, grandparents, aunts, or uncles are living. So many communities already have a presence on Facebook and have found great success with this strategy.

Resources

There are more resources available than we could list, so here are a few of our suggestions to get you started:

These can all be purchased from Westridge Publishing or most book retailers.

Stuck and don’t know the first step or maybe you need some reassurance about the path you’re taking? Let me help! I can perform an audit of your company and/or community’s digital footprint, provide guidance, and a sound plan of action for you.

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies

Kim Jimenez has been a regular contributor to the MDS website and MDS blog for the past 15 years.  Kim holds a supervisory position in a Fortune 100 company and has extensive experience with a multitude of employee, training and leadership issues.  She is currently obtaining her degree in Human Resource Management at Southern New Hampshire University.

Wishing You and Your Family a Safe and Happy Holiday Season!

Wishing You and Your Family a Safe and Happy Holiday Season!

Posted on by MDSadmin

 

Happy Holidays From The Staff of MDS

We at MDS would like to take this opportunity to wish all of you dedicated to the service and care of the many residents aging successfully in communities around the world a Safe and Happy Holidays!

We especially thank those that will tend to residents on Christmas Eve and Christmas Day; there is no day off in an industry such as ours.  To many of these residents, you are their family and you will make their holidays bright!

Thank you for your commitment to the betterment of the Senior Living and Senior Housing Industry.

 

Family Caregivers Are Using Social Media – Why You Should Take Notice

Family Caregivers Are Using Social Media – Why You Should Take Notice

Posted on by MDSadmin

According to an August 2012 survey of the Pew Internet & American Life Project, 85% of American adults use the internet.

• 91% of these internet users use a search engine to find information.
• 80% look for health and/or medical information.
• 78% look for information about a service or product they are thinking of buying.
• 66% use social networking sites like Facebook, LinkedIn or Google Plus.

The predominant age group for family caregivers or caregiving candidates, adults ages 50 to 64, increased their use of social networking sites by 454% from 2008 to 2012, according to data from the Pew Internet Project. That is a staggering number!

It turns out that caregivers are more likely than non-caregivers to turn to friends online for health information.

“We call it peer-to-peer health care — they triage with their peers and friends online, rather than going to medical sites,” said Susannah Fox, an associate director of Pew Internet Project, in an interview with The New York Times.

A study conducted by research and consulting firms Age Lessons and comScore found that caregivers spend 150 minutes per month on social media sites. Caregivers also tend to explore more online than others, reading 70% more web site pages.

Why are caregivers turning the internet in droves?

1) Staying connected. Caregiving is so time-consuming that people often find themselves isolated and disconnected from even their closest friends. Social networking sites can help a caregiver maintain their relationships with their family and friends, while forging new alliances with their peers who are taking care of elderly loved ones of their own.

2) Research. Caregivers are much more likely than the average person to research medical terms, support groups and information online.

3) Asking for help. Getting announcements and news and calls to action out quickly and efficiently. If someone needs advice or help, posting a quick request on Facebook or Twitter will yield immediate responses.

4) Celebration of a life. Social media also offer opportunities to commemorate the life of a senior who has passed on. Many people share pictures and memories of an elderly loved one via e-mail or Facebook post after they have died. Facebook also allows you to memorialize a person’s profile page.

Are you ready to engage these caregivers?

It is important to understand that caregivers are online for the reasons listed above – NOT to be sold a product or service.

However, senior care businesses and providers can position themselves online by providing valuable information that caregivers are searching for.

Our suggestions for getting in front of caregivers where they already are (online):

• Commit the resources to social media monitoring and maintenance. Using most of the most popular social networking sites is free, but the time to do so effectively is not. Manage and allot your time and resources appropriately.

• Write a blog. Blogs are the best way to increase your SEO (Search Engine Optimization). Develop an editorial calendar with ideas for future blog posts. As youself the following questions: How do you want to position yourself in your field? What are you an expert on? What are people searching for – who do you want to find you? What actions do you want to spur from your blog?

• Create great content and provide value. Much easier said than done! But ultimately social media is about delivering value to people – it’s not about selling your products and services. The companies that use social media effectively have followers because they deliver information that is useful and they minimize (if not completely eliminate) the sales pitches.

• Build trust. Why are you the best place to go to for this information? Why should people trust you? With trust comes followers… and with followers comes potential customers.

• Provide immediate support. Answer questions, be accessible and always respond to comments on your blog posts, Facebook page and any other social networking sites you maintain.

• Make sure your website is up-to-date and “ready for prime time”. If you are using social media to drive people to your website to learn more about your business, then make sure what they are seeing is visually appealing, clear and concise. What do you want them to do when they get to your website? Download a white paper? Join your email list? Attend an event? You have a 2 second window to capture the attention of a website visitor – is your website doing that now?

There are many ways to successfully engage caregivers and grow your business using online tools. However, these tools require a commitment of time and patience.

Don’t get discouraged, and look to the experts if you need professional help.

As a thank you for taking part in our survey, MDS would like to enter you in a drawing for a free book give away.  The book entitled “Independent Living and CCRCs; Survival, Success & Strategies for Not-For-Profits Sponsors and For-Profit Owner/Operators” written by Jim Moore, President of Moore Diversified Services.  Jim’s 40 years of experience in the senior living industry make this a must read! To enter the drawing all you need to do is leave a comment on the blog (see link at top of this post). If you haven’t already, I would invite you to connect with MDS on LinkedIn at http://www.linkedin.com/in/roydbarkeriii. Also “Like” us on FB at www.facebook.com/moorediversifiedservices and follow us on Twitter @MDSseniorliving.

About the author:

This content was provided courtesy of guest blogger Julia Campbell, founder and president of J Campbell Social Marketing, an interactive marketing communications agency. Julia, in conjunction with MDS, is writing a multi-part series on Social Media for senior living, housing and health care providers. She will address ways the industry can use social media and online tools to grow their business and stay in touch with their customers, residents and families.
Julia has been featured on Social Media Today, Business 2 Community, Forbes and The Glass Heel.

SPECIAL LIMITED TIME DEAL: MDS in conjunction with J Campbell Social Marketing is excited to provide an in-depth Social Media and Digital Marketing Evaluation Package tailored especially for the senior housing industry. For a limited time, this customized Social Media and Digital Marketing Evaluation Package (valued at over $600) is being offered for the preferred rate of $350 when booked through MDS. Contact Roy Barker at MDS today to take advantage of this tremendous offer and put this team to work improving your social media program.

Roy Barker, Director- Special Projects
RoyBarker@m-d-s.com
Direct Line: 817-925-8374

How A Senior Care Business Can Use Social Media

Posted on by MDSadmin

A recent report by the Pew Internet & American Life Project found that 32% of people aged 50 to 64 use at least one social networking site on a regular basis. We are seeing a big increase in these numbers from only one year ago, and the numbers are increasing every day.

The first piece of advice I give to companies and organizations marketing to seniors, boomers and caregivers is: Don’t underestimate the older generation – they are online too!

How are Baby Booomers using social media, and for what reasons?

  • To stay connected. Baby Boomers use social media to connect with the things and the people they are interested in. This includes family, friends and colleagues; political issues; organizations they support; hobbies; travel; you name it.
  • To conduct a job search. In 2012, retirement is not a reality for everyone. People are not assured a comfortable standard of living anymore when they reach 65. Baby Boomers use social media sites to help find jobs, to seek referrals, to post resumes and to conduct research on potential employers.
  • For entertainment. It’s not all looking up photos of the grandkids – Baby Boomers go on YouTube and watch funny videos just like you do!
  • For support and for fun. ActiveEmptyNesters.com, a social networking website designed specifically for the baby boomer generation, launched in 2011. Ronald Mercier, the site’s creator and founder, has made it his mission “to help his generation stay involved in, and educated on, the rapidly changing technology of today’s modern world.” Baby Boomers want to be connected to other Baby Boomers, and they are finding ways to do so.
  • To stay current. Baby Boomers don’t want to get left in the dust. They want to be relevant, to know what’s going on in the world, and to experience news and events in real time.

How to reach Baby Boomers online?

  • Get on social media. Join LinkedIn Groups, Facebook Groups and Facebook pages that include large concentrations of your target market.
  • Create relevant content. The best bets for getting boomers and caregivers interested in your content is to create blogs or videos that relate to their life or work-style. Publish a white paper that people can only access by signing up for your email newsletter or by liking your page on Facebook. Create an infographic that can be shared across social networks. Be creative.
  • Encourage interaction. if you’re looking for feedback and contributions from the Boomers themselves – like comments or criticisms – make that process extremely simple. Do not introduce overly complex sign up forms or opt-in processes. Instead, encourage low-effort contributions such as star ratings, the Facebook like button and easy to find social media sharing buttons.

My advice? Ignore the Baby Boomers at your own peril. Any savvy digital marketing plan should build in ways to connect with older generations, not just the young.

About the author:

This content was provided courtesy of guest blogger Julia Campbell, founder and president of J Campbell Social Marketing, an interactive marketing communications agency. Julia, in conjunction with MDS, is writing a multi-part series on Social Media for senior living, housing and health care providers. She will address ways the industry can use social media and online tools to grow their business and stay in touch with their customers, residents and families.
Julia has been featured on Social Media Today, Business 2 Community, Forbes and The Glass Heel.

SPECIAL LIMITED TIME DEAL: MDS in conjunction with J Campbell Social Marketing is excited to provide an in-depth Social Media and Digital Marketing Evaluation Package tailored especially for the senior housing industry. For a limited time, this customized Social Media and Digital Marketing Evaluation Package (valued at over $600) is being offered for the preferred rate of $350 when booked through MDS. Contact Roy Barker at MDS today to take advantage of this tremendous offer and put this team to work improving your social media program.

Roy Barker, Director- Special Projects
RoyBarker@m-d-s.com
Direct Line: 817-925-8374

Social Media – Have You Embraced or Missed This Current Marketing Strategy?

Social Media – Have You Embraced or Missed This Current Marketing Strategy?

Posted on by MDSadmin

Having a consistent, comprehensive online presence that positively represents your brand is vital in today’s fast-changing digital marketplace. This is applicable to most businesses today in any industry and, even more importantly in the senior living industry, whether you are a single community operator, a national chain multi-community operator, or a senior housing service provider.

Despite its importance, many business owners, executives, and property level managers are just too busy and overwhelmed by the prospect of starting and maintaining an online marketing campaign.

MDS understands this – and we want to help.

As part of a special feature section on our blog, we are introducing guest blogger Julia Campbell. Julia is founder and president of J Campbell Social Marketing, an interactive social media and digital marketing communications agency in Beverly, MA.

Throughout her professional career, Julia has served as a one-woman development and digital marketing department for several organizations.

Currently she works with both nonprofits and for-profit businesses, helping them achieve their social media and digital marketing goals. Her clients include local businesses, nonprofit organizations, and universities, and she also offers one-on-one coaching sessions, group seminars and college courses.

Julia has been featured on Social Media Today, Business 2 Community, Forbes and The Glass Heel.

Here’s Julia:

“Hello! I believe that any successful digital marketing strategy includes a substantial social media component. This includes a fabulous website, updated social media profiles, a well-written blog and compelling email marketing communications. Working together with all these tools, I have a proven track record of success in helping clients generate revenue by developing their strategy, connecting with their audience, and increasing engagement with customers and supporters.”

Stay tuned for future blog posts from Julia on specific ways that businesses can use social media and online tools to grow their business, to stay in touch with their customers and to grow an army of brand ambassadors.

SPECIAL LIMITED TIME DEAL: MDS in conjunction with J Campbell Social Marketing is excited to provide an in-depth Social Media and Digital Marketing Evaluation Package tailored especially for the senior housing industry. For a limited time, this customized Social Media and Digital Marketing Evaluation Package (valued at over $600) is being offered for the preferred rate of $350 when booked through MDS. Contact Roy Barker at MDS today to take advantage of this tremendous offer and put this team to work improving your social media program.

MDS recognizes that social media has not only become a vital part of a well-rounded marketing plan, but it is here to stay and is only growing in strength and importance. The question for businesses is how to most effectively use social media and digital marketing tools to connect with your community, to engage with them and to provide them with information and resources? Don’t hesitate, book this evaluation package immediately to ensure your social media and digital marketing efforts are providing your community with the greatest value and return.

Roy Barker, Director- Special Projects
RoyBarker@m-d-s.com
Direct Line: 817-925-8374