Care Homes Marketing Process

Objective

How would you lead the marketing process within a Signature community to ensure you get the full ‘buy-­‐ in’ of the team? Since the Sales Teams and General Managers won’t actually report to the Marketing Manager and will have to implement much of the marketing, how would you as the Marketing Manager direct and influence marketing at the site level?

Marketing Process

Step 1: Feedback

Gather feedback and input on existing approach to Marketing Understand current situation in terms of Marketing approach at each of the homes Gather feedback and input from General Managers, Sales Team and Customers Research consumer markets and understand market trends, competition, consumer needs and spending habits

Current Marketing

Step 2: Plan

Develop Marketing Plan for each home using feedback and input gathered Set up Project Team for each home, include General Managers and Sales Team Use customer insight to develop each Marketing Plan Each plan to be consistent in terms of overall brand strategy and should follow overall marketing strategy

Step 3: Key Stakeholders Take plan to Key Stakeholders for buy in and feedback to refine Set up customer focus groups and interviews to gather feedback on proposed plan Segment customers into two groups The individual residing at the home The family related to the resident

Important to consider the balance of power on decision making

Step 4: Internal Communication Develop internal communication plan to announce, explain and regularly report on the roll out of the plan and promote key successes Set up Marketing Roadshow to communicate plan Set up weekly conference calls with General Managers and Sales Team Visit each home monthly Create Marketing Toolbox for internal customers Communicate plan and key successes via weekly/ monthly newsletter and intranet

Step 5: Review Plan

Review plan quarterly with key stakeholders Review KPI’s of marketing plan and provide detailed analysis of marketing activities Discuss next steps with key stakeholders

Summary Communication with internal and external customers key to success of marketing plan Important to involve key stakeholders at every step of development of the marketing plan Continuous monitoring and refining of marketing plan key to success