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Posts by Walker Marketing

Creating Talking Points for Your Community Leaders

Can members of your leadership team quickly express your mission and describe what differentiates your community? By creating basic talking points, you can ensure that your community relations director and other executives can — on the spur of the moment, if necessary — summarize your community’s brand positioning. Talking points can help get your team…

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Why Off-Site Events Can Be Effective

In senior living, most selling happens within the confines of communities. The traditional approach aims various marketing channels toward persuading prospective residents to tour your campus in person. If you can convince a prospect to visit, seeing often is believing. Your website, print ads and social media posts can engage your prospects and get them…

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Your Community’s Brand Position, Part I: How Do Your Residents Perceive Your Community?

The comedian Stephen Colbert coined the term “truthiness” to describe his view that facts don’t matter and perception is truth. In your senior living community, your success may depend less on the overall state of your operations, health care, human resources and programming than on how you’re perceived by residents. Because of past mistakes, current…

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Benchmarking and Tracking Your Marketing Results

Is your marketing program delivering the results you want? If not, it’s time for a little detective work. By implementing measures to effectively benchmark and track your marketing efforts, you can determine which components are working — and which aren’t. Over the long term, the data you gather will help you allocate your marketing budget…

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What’s in a Name? Wellness Programs Around the Country

What’s in a name? If you’re hoping to use your wellness program to attract prospective residents to your senior living community, the right name can significantly enhance your efforts.

Active seniors will scour your website and collateral materials for references to wellness. Broaching the topic without a strong branding element may or may not appeal to your prospects. And if you don’t mention wellness at all, you’ve probably lost those active and health-minded folks.

But what if you provide your prospects with thorough information about a program that has its own appealing brand personality? By creating a unique name and other branding elements for wellness efforts at your community, you merge science with psychology in what Forbes has referred to as a “promise mark.”

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