GlynnDevins General Capabilities Booklet

UNMATCHED
SENIOR LIVING
MARKETING
COMMUNICATIONS
EXPERIENCE
E
ntering our 28th year serving senior living communities,
GlynnDevins currently has more than 150 senior living
engagements across 34 states.
NATIONAL REACH. Local Expertise.
These clients represent communities large and small, in urban,
suburban and rural areas, both entrance fee and rental models,
as well as not-for-profit and for-profit ownership.
Currently we partner with operational communities (80% of business),
communities undergoing campus redevelopment and
repositioning, and new development projects.
AND SENIOR LIVING IS ALL WE DO!
Current Client-Communities
I
t might be enough to say that GlynnDevins only works with senior
living clients, but our commitment to the field goes well beyond that
exclusive focus.
WE HAVE A SERIOUS
COMMITMENT
TO SENIOR LIVING
GlynnDevins is a premier partner of LeadingAge, and has been for
many years. Our associates participate in task forces, serve as faculty
members for CLAS (Coalition for Leadership in Aging Services), and
regularly speak at national and state conferences — often by request.
In addition, twice weekly we discuss senior living marketing topics in
our blog — Insights — that enjoys nearly 1,000 subscribers and receives
more than 30,000 visitors annually. Combined with our free quarterly
webinars and monthly newsletter, we’re actively engaging the field of
senior living in conversation.
Our blog — Insights —
enjoys nearly 1,000
subscribers and
receives more than
30,000 visitors
annually.
MEDIA
PLANNING &
PLACEMENT
G
lynnDevins supports our clients’ business goals with a full
complement of in-house services delivered by our seasoned
staff of 130 associates.
It all begins with an integrated marketing communications plan
developed for every client based on their unique needs and situation.
CREATIVE
Research
Negotiation
Planning
Placement
Copywriting
Graphic Design
Art Direction
Production
Photography
Video Production
MARKET
RESEARCH
BRAND
DEVELOPMENT
Competitive Market Research
Quantitative Studies
Qualitative Research
Positioning
Personality
Naming
Logo and Identity
DIGITAL
MARKETING
Search Engine Optimization
Search Engine Marketing
Business Listing Management
Online Reputation Management
Email Marketing
EVENT
PLANNING
DATA
ANALYTICS
Ideas
Speaker Recruitment
Event Logistics
Promotion
Lead & Customer Data Analysis
Predictive Modeling
Segmentation Strategies
Led by our senior staff with more than 10 years’ average tenure at
GlynnDevins, we’re constantly adapting to the changing landscape of
senior living marketing through the continuous evolution of our services,
as represented by our recently established in-house data analytics and
customer relationship marketing (CRM) groups.
ALL DRIVING THE SELLING PROCESS.
STRATEGIC
PLANNING
DIRECT
MARKETING
Strategy
Metrics-based Planning
Response Analysis
Creative Execution
List Management
Mailing Services
PUBLIC
RELATIONS
Releases
Articles
Media Relations
Crisis Management
Social Media Management
WEBSITES
Site Assessment
Planning
Design & Development
Hosting
Analytics
CRM & DATA
PLATFORMS
Marketing Automation
CRM Consulting
Enhanced Sales Reporting
Lead Nurturing
CLIENT
SERVICE
Brand Management
Client Communications
Consulting Services
W
OCCUPANCY
IS THE SINGLE MOST
IMPORTANT METRIC
FOR JUDGING SUCCESS
hether that’s the community’s success, the project’s success or
our own. The bottom line matters, and our entire planning and
implementation process is built with this as the driving force.
Our commitment to metrics continues to grow. From initial strategies to
final analysis, our teams are looking at the numbers to support:
•
Budget linked to sales goals
•
Plans to drive appropriate lead volume
•
Lead-to-sales conversion
•
Dynamic analysis of results
•
Accountability
INQUIRY ISN’T ENOUGH.
WE KNOW THAT.
W
e need to partner with and support the sales team at every
step in the decision-making process, while recognizing that
each lead is at a different stage in the process.
It’s why we’ve developed disciplines, strategies and tactics that nurture
leads, increase sales team capacity, and focus the team’s attention on the
highest-propensity leads, where one-on-one relationship selling is required.
Recent investment in data analytics and marketing automation allow us to
identify and reach targets in the right place at the right time.
18+ MONTHS
I
mproved technologies and the availability of data-driven insight are
rapidly changing how marketers are allocating their marketing spend.
At GlynnDevins, we’re investing in a number of services that are on-trend
and will continue to drive performance improvements.
We continue to lead in the areas of website design and online lead
generation by providing:
• Online Reputation Management
• Content Strategy Development and Creation
TRENDS
DRIVING
CHANGES
IN SENIOR
LIVING
MARKETING
SPEND MORE $$$
•
Real-time data for
actionable customer
intelligence
General to
contextualized
customer experiences
• Improved Targeting/Lead Segmentation
•
•
•
•
•
Selling effort tied to
the buyer’s process
•
• Business Intelligence (BI)
• Marketing Automation
•
•
Support of content
creation over
traditional advertising
•
•
SPEND LESS $
Integrating customer
data sources
Building predictive
algorithms
Developing
multidimensional
views of customers
•
Experience maps
for point-in-time
relevance
Touchpoint-specific
behavior analysis
•
Persona creation
Sales and service
scripts focused on
customer value
Post-sales
engagement
•
Content calendars
aligned with business
priorities
Journalists to tell
the corporate or
brand story
Shareable, trackable,
utility-focused
content
•
•
•
•
•
•
•
One-shot mailing
list purchases
Market research
surveys and small
in-person focus
groups
Personalization without
customer value
Mass emails
Inflexible content
management systems
Knee-jerk collateral
creation
Short-term focused
sales programs
Mass advertising
Single-channel-driven
creative
Reach- and
impression-based
metrics
Source: Forrester Research, Inc.
W
ith online sources responsible for close to half of all leads
generated for senior living communities, a comprehensive
digital strategy is critical.
In the last 12 months, GlynnDevins has launched 30 new senior living
websites, and currently hosts and/or manages more than 90 senior
living websites.
We continue to lead in the areas of website design and online
lead generation by providing:
• Website Development
• Content Management
• Search Engine Marketing (SEM)
• Organic Search
• Paid Search
• Business Listings
• Reputation Management
• Conversion Strategies
• Analytics
T
he lead base of most communities represents a significant
investment of marketing resources. It’s an investment that
must be cultivated and leveraged to its greatest potential
to maximize return on investment.
WE GET YOU LEADS
GlynnDevins has developed a customized lead scoring program
that continually ranks all leads in a database. It does so by using
key weighted attributes that characterize Lead Fit (financials, age,
proximity to community, lead source) and recent behavior that
signifies Community Engagement (appointments, event attendance,
website activity, email engagement).
These scores and key insights allow the sales team to focus on
leads of greatest potential — those most likely to take the next
step toward residency.
A
strong brand is a key element of senior living marketing.
The GlynnDevins R.E.D. Branding process provides a structured
approach that quickly identifies the best position for a
community, and then establishes a solid brand platform on which
to build.
WE POSITION BRANDS
FOR FUTURE SUCCESS
Using this process, we work with community stakeholders to identify
those attributes — existing or future — that fulfill three key criteria.
• (R) Real — credible to communicate
• (E) Essential — drive consumer choice
• (D) Distinctive — unique to the community
R.E.D.
R.E.D. BRAND
BRANDSTRATEGY
STRATEGY
DEVELOPMENT
DEVELOPMENTPROCESS
PROCESS
DEVELOPMENT DEVELOPMENT REAL
REAL
ESSENTIAL
ESSENTIAL
DISTINCTIVE
DISTINCTIVE
E
ven with the emergence and importance of digital marketing,
the success of any senior living marketing effort requires the
efficient use of direct mail. This remains a core competency
of GlynnDevins.
THE KEY COMPONENT
IS STILL
DIRECT MAIL
✓ Fetch my information.
1
Select level of care for more information
about the benefits of Oak Trace:
Independent Living
Catered Living
(for assistance with daily living)
Skilled Nursing
Memory Support
Name
✓ Fetch my information.
City
Phone
Email
Remove card
at perforation.
]
2
Address
State
[
200 Village Drive
60516
Downers Grove, IL
GoOakTrace.com
Tear!
[
Select level of care for more information
about the benefits of Oak Trace:
ZIP
Independent Living
Catered Living
(for assistance with daily living)
Skilled Nursing
Memory Support
Name
City
State
Choose the information you want.
Toss card in mailbox.
[
1
[
3
200 Village Drive
60516
Downers Grove, IL
GoOakTrace.com
The doggone easiest way
to fetch retirement information
for a relative, parent or friend.
Address
Drop!
[
Retrieve!
Get info delivered by your
dog-loved USPS carrier.
Tear!
Remove card
at perforation.
]
2
]
[
Drop!
Choose the information you want.
Toss card in mailbox.
ZIP
3
Phone
The doggone easiest way
to fetch retirement information
for a relative, parent or friend.
Email
[
Retrieve!
Get info delivered by your
dog-loved USPS carrier.
]
OUR IN-HOUSE
TEAM MANAGES
MORE THAN
16 MILLION
[
DIRECT MAIL
PIECES ANNUALLY.
8600 Skyline Drive
Dallas, TX 75243
villagenorthupdates.org
ne
o
Can
8600 Skyline Drive
Dallas, TX 75243
villagenorthupdates.org
e
on
Can
WE’RE BRINGING THE VILLAGE
TO YOUR NEIGHBORHOOD.
But just for one day.
WE’RE BRINGING THE VILLAGE
TO YOUR NEIGHBORHOOD.
But just for one day.
r life?
e you
g
n
a
ch
e?
ur lif
ge yo
chan
Mutual Goals. Mutual Success.
With our years of experience, occupancy orientation, innovative programs
and firm belief in accountability, GlynnDevins will continue to support our
clients in reaching their occupancy targets and goals for future growth.
SENIOR LIVING
MARKETING SOLUTIONS
11230 COLLEGE BLVD
OVERLAND PARK, KS 66210
913.491.0600
GLYNNDEVINS.COM