Senior Services Marketing Goals & Tactics

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1 Senior Services Marketing Goals & Adding years to people s lives through the magic of science and medicine, however impressive, is an insufficient ambition for American Society. Our objective must be to add new life to those years. ~ President John F. Kennedy Marketing Mission Statement Senior Services will enhance its recognition as the primary source of information, programs and services for older adults in Midland County. While many citizens are aware of our organization, many don t realize they need or could benefit from our services. Marketing efforts need to ensure that those with the greatest need are aware of help available to them while also attracting the younger generation of seniors to help them age well. We must also draw the attention of family and friends who are helping to provide care for an older adult and develop an image that is attractive and inviting to all people.

2 Develop a brand position strategy. Work with consultant to develop a positioning strategy that communicates the benefits of our services and engages new clients. Bring Senior Services s key advantages to life in a manner that is memorable and engaging to the target audience. A written position strategy and a creative platform to be used in all media (taglines, headline examples, benefit statements, unifying visual treatment) Analysis meeting with brand consultant Work on brand strategy with consultant Review creative concepts consultant develops Approve consultant s creative concept Marketing Goal Improve our online presence by launching a new website that attracts more clients to our services. Work with local website developer to create a website that informs audience of programs and services and serves as a resource for topics on aging and caregiving. The website should attract visitors and allow for online registration, donations, advocacy and education. A completed website that is user-friendly with built-in tracking tools. Attend all meetings pertaining to the website -Web Developer - Image Branding Provide actual copy for the website and determine website content Review website features and functionality Be trained on website management Create agency video to be used on website Use candid videos on website

3 Increase awareness and new clients using the new brand position in an integrated marketing campaign. Develop a creative advertising and PR campaign aimed at promoting our new brand: Better Living Starts Here In order to truly measure this goal s effectiveness we would need to survey an audience prior to the launch of the campaign and then survey that audience after to see if perception has changed. Feedback on other measurement tools will be sought. Begin integrated marketing campaign after the launch of new website so the website can be used as a marketing tool Include articles in the SI News using messages from our branding concept. Create advertising campaign highlighting Better Living Starts Here Use campaign through other media besides SI News to reach entire county. Media to consider: Midland Daily News ads and press releases, billboards, MCTV, Facebook, website, flyers, brochure, presentations, expos, health fairs, bathroom signs, radio, direct mail, , etc. Use creative PR techniques to raise awareness throughout entire county. Ideas to consider: Create pin on buttons to support campaign Think of other things that Start Here like a game board or a path or a maze or a map or a car ignition... and develop something creative from there Parades, public events, etc have flyers or something to promote Better Living Starts Here

4 Develop a brand identity for each Senior Center to increase awareness and attendance. Use the experience of attending a center to create a promotional campaign. A written plan for promoting the brand of each center Create guidelines for branding brainstorming and provide to each center. Center Directors will work with participant Advisory Boards to develop their center s brand. Review outcomes of brainstorming meetings. Decide best methods to reach our target audience with the new brand message. Ideas could include direct mail, advertising at local events, special website page for each center, flyers around town, MDN paper specifically for Coleman and Sanford, get more ideas from specific center. Create a media plan for each center.

5 Serve more caregivers in Midland County by increasing and improving methods of outreach. Create and implement a promotional campaign that encourages caregivers to self identify. Provide information to Human Resource departments of major employers, other professionals who work with caregivers and influential community organizations who would encourage caregivers to look for help. Built-in measuring tool incorporated into the new methods of reaching caregivers Help caregivers self identify using a study developed by the National Family Caregiver s Association and emulating an advertising campaign created by Wilder Caregiving Community. Create a media plan to communicate this message and use materials with every tactic Encourage employers to recommend our services to employees who are caregivers Develop print marketing piece directed to employers highlighting the benefits for the company when they help employees who are caregivers Provide brochures that employers can make available to employees Look at Employer Best Practices For Workers With Caregiving Responsibilities for more ideas Reach professionals who interact with caregivers such as health care providers, human service agencies, etc Gather contact list from staff who have a professional relationship with these professionals. Organize with other marketing goals. Reach community and faith-based organizations with information they can give members who need help with caregiving. Brainstorm more ideas on how to do this. Increase online presence and make it easier to find information about our services on the internet. New website development which would allow for optimized search of our services, clearer description of services, helpful resources for caregivers and ease of contacting us Use social media to reach and interact with caregivers

6 Support the Volunteer Coordinator s Marketing Plan (Below) Volunteer Marketing Plan Purpose of Volunteer Marketing Plan To identify and outline volunteer recruitment opportunities that will serve Senior Services and its pursuit to enhance volunteer recruitment and retention Primary Goal Heighten community awareness of Senior Services volunteer team in order to reach more prospective volunteers for service in its programs for older adults. Primary Target Groups Retirees ~ Dow Chemical, MidMichigan Medical Center, Dow Corning, Midland Public Schools, Chemical Bank, City and County Employees, Three Rivers Corporation, Meijer, Wal- Mart, Northwood UniversityYouth ~ Midland, Dow, Bullock Creek High Schools, Delta, SVSU, Northwood Benefits Our volunteer program provides rewarding work in service to Midland County seniors. While working with this goal-oriented team, you will feel needed and valued, make great contacts, and develop skills and experience. Studies* indicate that volunteers live longer, have lower rates of depression and recover faster from physical illness. *The Health Benefits of Volunteering, a report by the Corporation for National and Community Service. Word of Mouth Print: Senior Independence News, MCTV listings, MDN listings, Church Bulletins, School Announcements Media Programs: The Scoop MCTV cable access channel, Delta radio programs, WMPX radio program Presentations/Appearances: Church groups, retiree groups (DOW, teachers, city), clubs and civic groups Expos, University fairs and kick-offs Website Post regularly on key volunteer websites including VolunteerSolutions, VolunteerMatch and PeopleMover Printed Pieces: Agency brochure, volunteer brochure, Annual Report Collaborations: Current Activity: Working with Community Center, Creative 360 and others. Churches, Alzheimer s Association, MSU Extension, MI Works, community libraries, neighboring County Councils on Aging

7 Increase the number of referrals we receive from the community in order to help the older adults who are in the greatest need. Develop a planned and active approach that relies on different sources in order to receive a steady stream of referrals. Built-in measuring tool incorporated into the new methods of reaching referral sources Identify health practices and service organizations that see higher numbers of seniors. Make a list of people who are already in our network. Consider the hospital, speakers, groups Outreach Coordinator is involved in, groups other staff are involved with, etc, health care specialists, SI News advertisers, Board members, nursing homes, discharge planners, funders, families, churches, etc. Make a list of who else our network should involve. Evaluate how well we communicate what we do with other organizations who are in our networking groups. Make sure we are asking for referrals while networking by saying something like If you know a caregiver or someone who needs help with their care, pass along our number. Send thank you letters to referrals. Track which people are referring to determine most effective method of networking. Develop marketing materials targeted to potential referral sources. (brochures, online, freebies, etc.) Be able to answer the question How much does it cost? Include Make a Referral on website. Create a complete list of referral sources and networking contacts along with addresses to utilize for marketing purposes. Marketing Goal Increase online interactions. Using a comprehensive mix of internet resources to create a more effective online presence. Built-in website tools and Facebook interaction reports. Monitor professional network sites such as Linkedin, CitySearch or other high profile sites and keep updated. Implement new strategies to better use social media. (Facebook, YouTube etc.) Develop and implement e-marketing strategies. Take candid videos to be used on website and Facebook Research other online marketing options.

8 Tasks to Achieve Marketing Goals Develop tools that measure the success of marketing efforts. Track how participants heard about program or service. When possible, build metrics into marketing efforts to better track results. Create brochures and/or other marketing pieces that communicate our image brand and position strategy and also address the following: Make it more obvious that we accept donations Address the issue of How much does it cost? Develop a media plan that evaluates all avenues of PR, advertising and marketing as they relate to image brand, mission and vision. Ideas to consider: How to best market at health fairs, expos and other outlets the Outreach Coordinator reaches Developing a speaker s bureau Agency s printed materials such as SI News, brochures, annual report and flyers Promoting on the website and other online venues such as Facebook and through Create a welcome packet for people just turning 60 or for people who move into community Radio, television, newspaper Press releases Other marketing avenues such as maps, pharmacy prescription bags, placemats, Senior Preference magazine, phone book, Senior Services bathroom doors, etc. Provide internal education to employees and volunteers on how to be advocates for Senior Services.

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