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.

Swiftly identify the one sales or marketing issue killing your organization fastest, get to its root cause and eradicate it for good for stronger overall results by engaging Big Buzz to audit and suggest improvements to one area of your nurture marketing efforts.

Options include:

• Brand amplification audit to consistently and efficiently broadcast a truly differentiated offering across all marketing channels
• Content marketing audit to encourage higher engagement and conversions from content marketing readership to move-ins
• Social media marketing audit to encourage higher engagement and conversions from social media marketing followership to move-ins
• Marketing collateral audit to encourage higher engagement and conversions from marketing collateral consumption to referrals and move-ins
• Website UX/UI audit to achieve higher web conversions and more move-ins

Unlock the power of C-suite-level marketing leadership without the commitment of a full-time, in-house executive. Engage Big Buzz founder, CEO and senior living marketing strategist and benchmarking expert Wendy O’Donovan Phillips as your ultimate fractional Chief Marketing Officer (CMO) and your strategic marketing partner for unparalleled growth. By partnering with Wendy, you’ll gain access to a level of marketing expertise that is typically reserved for larger corporations.

Gone are the days of high salary and benefit packages, as Wendy works efficiently, focusing on your success on an as-needed basis. With a proven track record of delivering results in the senior living industry, she possesses an innate understanding of what it takes to propel multi-location organizations like yours forward. Her strategic insights, honed over years of leading successful marketing strategies and campaigns in the senior living industry, will be dedicated to solving to your organization’s most pressing issues.

Whether you require comprehensive marketing strategies or targeted support on team alignment for stronger outcomes, Wendy will customize her approach to suit your unique needs on a part-time basis. Her deep understanding of market trends and consumer behavior in the senior living industry will ensure your organization’s marketing outcomes are industry-best.

Don’t let limited resources hold you back. Wendy’s fractional CMO services offer the perfect blend of high-caliber marketing leadership and cost efficiency. With her on your team, you can focus on what you do best while leaving the marketing challenges in her capable hands.

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

Marketing Automation Strategy

• Audit of current automation strategy
• Establishing automation goals
• Identify target audiences
• Promotional email campaign deliverables (emails, landing pages, forms, etc.)
• Social media automation
• CRM buildout

Digital Marketing Strategy (execution referral available)

• Audit of current online advertising and marketing strategy
• Outlining target personas
• Establishing digital marketing goals
• Data-driven recommendations on digital marketing distribution
• Review of existing digital channels and assets
• Documentation of additional digital channels needed to add to reach the target and KPIs
• Sample campaigns with suggestions for ads and blogs
• SEO and ad execution referral available

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