May 14th, 2024
What events and programs do you regularly promote to nurture the kind of relationships that become brand ambassadors?
So we intentionally end this series with the question above because it circles back to the beginning… Refining your efforts to source your own referrals.
Whether you answer this question through purely manual efforts, Marketing Automation and CRM, an outside agency, or any combination thereof, we encourage the intentional focus required to build and “lead” with “trust” - establishing a relationship with your brand ambassador and investing in your success like only a Trusted relationship can.
In Part 4 of this 4 part series, we explore the types of events and programs that build trust, intentionally nurturing relationships into brand ambassadors, and how to promote them.
As in all parts of the series, we end with the Bigger Picture of what we believe is required for seamless execution, given our commitment to help clients promote, capture, and reward free referrals from existing residents and their families.
Lead With Trust
You’ve already earned the trust of employees, residents, and their families. No one knows your brand better. There will never be a more credible
conduit to pass your message through than the people who have direct access to your next, best opportunity. So what events and programs should you
promote that nurture brand ambassadors? How should you promote them? How routinely? How do you measure success?
Example Events & Programs:
Here are some event and program ideas that could help you optimize business by nurturing relationships and cultivating a sense of pride and trust in your brand:
- Family events: Host regular events that involve residents' families, such as holiday celebrations, picnics, or special dinners. This helps strengthen the bond between the community and the families, increasing the likelihood of referrals.
- Seasonal Celebrations: Host events that mark the changing of the seasons. Garden Parties in the spring, Summer Concerts on the back lawn with drinks and food, Fall Festivals with pumpkin patches, pumpkin decorating contests and warm apple cider.
- Employee appreciation events: Show appreciation for your staff by organizing events that recognize their hard work and dedication. Happy employees are more likely to provide excellent service and speak positively about the community to potential residents and their families.
- Educational seminars: Offer educational seminars on topics relevant to seniors and their families, such as health and wellness, financial planning, or technology workshops. This positions your community as a valuable resource and helps build trust. This can also be an opportunity to partner with other resources in the field who would value the opportunity to share their knowledge and expertise.
- Volunteer opportunities: Encourage residents and their families to participate in volunteer activities within the local community. This helps foster a sense of purpose and connection, while also increasing visibility for your Senior Living community.
- Personalized move-in experiences: Create a welcoming and personalized move-in experience for new residents, involving their families in the process. This helps set a positive tone from the start and increases the likelihood of long-term satisfaction.
- Intergenerational programs: Partner with local schools, youth organizations, or daycare centers to create intergenerational programs. These could include reading sessions, art projects, or storytelling events where residents and children interact, fostering a sense of purpose and connection.
- Resident interest clubs: Encourage residents to form interest-based clubs, such as book clubs, gardening clubs, or knitting circles. This helps residents build friendships and a sense of belonging within the community.
- Family support groups: Offer support groups for family members of residents, particularly for those dealing with challenging situations like dementia or end-of-life care. This shows that your community cares about the well-being of both residents and their families.
- Community outreach events: Organize events that involve the wider local community, such as charity fundraisers, art exhibitions, or cultural celebrations. This helps integrate your Senior Living community into the larger community and builds goodwill.
- Wellness challenges: Implement wellness challenges that encourage residents to engage in healthy activities, such as walking challenges or meditation programs. This promotes a sense of camaraderie and supports overall well-being.
- Resident ambassador program: Select a group of residents to serve as community ambassadors, welcoming new residents, leading tours, and providing peer support. This empowers residents and creates a welcoming atmosphere.
- Legacy projects: Encourage residents to participate in legacy projects, such as writing memoirs, creating art, or recording oral histories. This helps residents feel valued and creates a lasting connection to the community.
- Family volunteer days: Invite family members to participate in volunteer activities alongside residents, such as gardening projects or event planning and setup. This strengthens bonds and creates shared experiences.
- Gratitude events: Host events that focus on expressing gratitude, such as a "Thank You" dinner for residents, staff, and families. This promotes a positive and appreciative culture within the community.
Takeaway:
By focusing on events and programs that nurture relationships with residents, their families, and employees, you can create a strong, supportive, and trusting environment within your Senior Living community, ultimately leading to increased resident satisfaction, family engagement, and positive word-of-mouth referrals.
How to Promote Them
To effectively communicate and promote your events and programs to residents, employees, and their family members, consider using a multi-channel approach. Here are some ways to raise awareness:
Ideas and Examples:
- Monthly newsletter: Create a monthly newsletter that highlights upcoming events, programs, and community news. Distribute it to residents, employees, and family members via email and print copies.
- Social media: Use your community's social media channels (e.g., Facebook, Instagram, Twitter) to announce events, share photos, and engage with your audience. Encourage residents, employees, and family members to follow your pages.
- Community website: Dedicate a section of your website to upcoming events and programs. Keep it updated and include registration links or contact information for those interested in participating.
- Email communications: Send targeted email invitations and reminders to residents, employees, and family members for specific events or programs that may interest them.
- SMS notifications: For those who opt-in, send text message reminders or updates about upcoming events or program deadlines.
- In-community displays: Place posters, flyers, and digital displays throughout your community to promote events and programs. Use high-traffic areas like lobbies, cafeterias, and activity rooms.
- Resident and employee meetings: Announce upcoming events and programs during resident council meetings, town hall gatherings, or employee meetings. Encourage feedback and suggestions.
- Family orientation sessions: During new resident orientation sessions, inform family members about ongoing events and programs, and encourage them to participate.
- Ambassadors and influencers: Enlist the help of resident ambassadors, influential family members, or engaged employees to spread the word about events and programs through their personal networks.
- Local media: For larger community events, consider reaching out to local media outlets (newspapers, radio stations, or community blogs) to secure coverage and raise awareness.
- Direct mail: Send postcards or letters to residents' family members, highlighting upcoming events and programs, especially those that encourage family participation.
- Partner cross-promotion: Collaborate with local businesses or organizations that partner with and sponsor your events or programs to cross-promote through their channels, expanding your reach.
Takeaway:
Remember to tailor your communication methods to your specific audience, considering factors like age, technology adoption, and preferred communication channels. Continuously monitor engagement and gather feedback to refine your promotion strategies over time.
The Bigger Picture
LeadTrust has intentionally focused on delivery of tools that make it easy to answer the questions posed through this 4-part series. We integrate these tools into one, seamless solution that can live alongside your existing technologies. We don’t expect customers to pay a premium for features they rarely use so we tailored a solution that meets specific needs that are often overlooked by larger vendors who have a broader focus. Many sales and prospecting solutions focus on traditional leads, but self-sourced referrals often break the workflows and drip campaigns they support. Likewise, great Customer Relationship Management software will focus oncross-selling and upselling, but rarely concentrate on nurturing and deploying brand ambassadors.
If you’re interested in learning more about how LeadTrust can help you to source more of your own, organic leads for both occupancy and staff by effective word-of-mouth, each out to learn more or sign up for the beta today.
Final Takeaway:
If you’re interested in learning more about how LeadTrust can help you to source more of your own, organic leads for both occupancy and staff by effective word-of-mouth, each out to learn more or sign up for the beta today.