OUR APPROACH

We Invite the Right People Through Your Doors

Some call it nurture marketing. Others refer to it as relationship marketing. We call it a steady stream of move-in-ready leads at your doorstep.

Branding Backed by Voice-of-the-Customer (VOC) Survey Data

Brand Development Strategy

• Use survey data to develop key messaging and visuals to represent the new brand, including:
  • Positioning statement, differentiators, brand essence and brand archetype
  • Brand mood board
  • Brand standards guide
  • Competitor research

Brand Naming Strategy

• Dozens of names for consideration, all of which will fit within the newly formed brand framework
• Internal workshop sessions to narrow down name contenders
• Delivery of one brand name that fits the newly formed brand

Brand Amplification Strategy

• Internal sessions with the executive team to agree on the plan, messaging, etc.
• Delivery of soft launch marketing materials, which may include a temporary website landing page, video development, biweekly emails, internal rollout sessions and more

Marketing Plan Backed by Programmatic Survey Data

Programmatic Survey Development

• Development of screener questions, survey questions and demographic criteria
• Collection of raw data from survey participants
• Analysis of raw data in the form of a written report

Marketing Plan Development

• Development of a marketing plan based on survey data and marketing objectives

Graphic Design/Marketing Collateral

• Website updates
• Social media posts
• Logo development
• Email campaign development
• Digital and print brochures
• Newsletters
• Promotional materials
• Event-related assets
• Direct mail
• And more

Content Marketing Backed by Programmatic Surveys

Programmatic Survey Development

• Development of screener questions, survey questions and demographic criteria
• Collection of raw data from survey participants
• Analysis of raw data in the form of a written report

Content Marketing Strategy

• Development of a target persona and identification of their key challenges
• Editorial calendar that weaves together the content pillars (brand differentiators)
• A clear viewpoint on the purpose of each piece of content
• Creation of a content policy checklist
• Distribution map for select media channels
• Development of content topics
• Advanced content marketing strategies may also include other types of content such as webinars, gated downloads, how-to guides, white papers, video content and more

Social Media Marketing

Social Media Management

• Management of social media accounts to increase brand recognition and consumer engagement
• Development of content posts to stay in front of the target audience
• Engagement monitoring

Social Media Advertising

• Boosted posts
• Page promotion
• Ads to drive visitors to the website
• Ads to increase event attendance
• Ads to claim offers

Online Marketing

Search Engine Optimization (SEO)

• Competitor and keyword research
• Technical on-page updates and blog optimization
• Event and goal tracking for forms, calls and/or other important on-site actions
• Google Business Profile optimization
• Evaluation of page content and CTAs to boost conversions

Google Ads

• Development of campaigns to optimize conversions and performance
• Development of ad groups, keywords, ads and extensions
• Location targeting
• Landing page development
• Management and optimization of ad targeting, monthly budget and conversion metrics

Website Development

• Development of a sitemap: a one-page document depicting the navigation of the site and which pages will be developed
• Website text: writing, editing and updating of current website to map out the text to appear on each page
• Wireframe development: an initial outline to establish the basic website layout and functionality
• Homepage design: a concept to establish the design direction
• WordPress website development: Buildout of all web pages
• Usability standards and testing: functionality testing in all browsers and on multiple devices to ensure quality performance
• Launch!

Website Development Add-Ons:

• Photoshoot: photography session at each location to gather images of the community, amenities, staff and residents
• Virtual tour: development of a virtual tour for each location to showcase each community

Relationship-Based Sales + Marketing Consulting

Marketing Objective Workshop

• Focus or refocus executives and marketing department team members on the organization’s vision and highest-level financial goal, or Big Important Goal (BIG). This may include the development or refinement of a vision statement and highest-level financial goal as needed
• Agree on key objectives, which articulate how the people will develop and how the organization must change to achieve the vision and BIG, by acknowledging the gap between today’s reality and tomorrow’s achievements
• Map strategies to each objective to focus the collective marketing team (in-house marketing department with Team Big Buzz) on the right day-to-day activities that move the meter
• Document short-term measures and long-term goals to be achieved
• Clearly articulate the vision, big important goal, objectives, strategies, measures and goals in a one-page strategic planning model, and use it as a guide for weekly standing meetings to focus and execute marketing success

Marketing Team Process Map Workshop

• Documentation of the current marketing process
• Identification of gaps and breakdowns in the process
• Agreement on solutions to close gaps and fix breakdowns
• Development of one clear marketing process

Sales Team Process Map Workshop

• Documentation of the current sales process
• Identification of gaps and breakdowns in the process
• Agreement on solutions to close gaps and fix breakdowns
• Development of one clear marketing process

Referral Training

• Team-wide training to identify how and when to ask for referrals in a way that naturally complements resident and family interactions

Executive and Marketing Team Coaching

• Elevate strategic thinking to improve employee job satisfaction and marketing outcomes
• Strengthen the project management function on the team for higher output at lower resource levels
• Bolster marketing standard operating procedures to ensure this unit of the organization is fully self-sufficient under all circumstances
• Improve marketing reporting functions to more accurately measure and validate marketing success at the executive level, throughout the marketing team and across the enterprise
• Resolve custom issues faced by your unique marketing department