The Arbor Company Marketing

Marketing

With over 25 years of experience in the health care field, the Arbor Company’s Vice President of Marketing ensures that creative, innovative thought goes into each community’s marketing strategy.

Click on a topic below to learn more about our management programs.

Mystery Shopping Program

Through an outsourced provider, Intellishop, we routinely conduct random mystery shops of our communities by telephone and in person. With this program, we are able to evaluate performance and provide feedback to all receptionist staff and Marketing Directors. Survey results are posted online with both written and audible components available as tools to be used for follow-up coaching by our VP of Marketing.

Quarterly Marketing Plans

Quarterly marketing plans are developed by each community and include a strategic planning process that identifies goals, objectives and events for the upcoming quarter. The required thoroughness and frequency of these plans ensure that Marketing Directors are fully engaged in their local communities and actively working on external marketing campaigns. Twice a year, Marketing Directors complete a competitive analysis and refresh marketing collateral.

Monthly Inquiry Trend Report

The Arbor Company prepares monthly trend reports for each community that track inquiries, tours, move-ins and move-outs and how those numbers compare to the ending occupancy for the month. Marketing Directors have also been trained on forecasting the number of inquiries needed in a given month to reach occupancy goals based on current occupancy position.

Graduated Support Structure for Marketing Directors

Support for the Marketing Directors is multifaceted. Monthly Marketing Director calls are held in a round table format which allows all to share best practices on a relevant topic. Marketing meetings are held routinely in Atlanta to provide further support and training for Marketing Directors, often involving nationally recognized experts. In addition, one-on-one coaching is conducted with all Marketing Directors who need additional support. Any community with occupancy less than 93% has a weekly focus call with the VP of Marketing and the COO.

Sit-Tour-Sit Program

A proven customer-based, needs-focused selling program is standard in all of our communities. Our approach includes an in-depth discovery process with each prospect, followed by a tour of the community and introduction of staff who are able to describe the ways in which they will meet the prospect’s newly discovered needs. At the end of the tour, the Marketing Director and prospect return to the discovery room for financial conversations and concrete next steps. All department managers receive training in this program and are expected to be “tour ready.”

2-Minute Drill

This is a thoughtfully prepared statement based on the community’s identified Arbor Advantage that tells a brief, but precise, description of their community. The 2-Minute drill is taught to the entire Leadership Team and is designed to promote the inquirer to ask for more information.

30-Second Commercial

Every employee of Arbor communities receives training on how to give a warm welcome to all guests when introduced. The 30-Second commercial is a big smile and firm handshake, combined with one or two sentences that speaks to who the employee is, how long they have worked with us, or have been in senior living, and is designed to leave a guest with an assuring statement that reflects the upstanding reputation of the community. It is the affirmation that they are choosing the best place that leaves them with a good feeling about an Arbor community.

Transitional Care Counselor

In select markets, we have retained the services of a masters level counselor who has firsthand experience in placing a loved one into an assisted living community and who works with families to help them navigate the complex dynamics of family issues when making placement decisions. We provide one hour of complimentary counseling to those prospects unable to overcome decision-making barriers or to those who have need for a counselor to help them make a better transition to assisted living.

Websites and G5 Search Marketing

Through the leadership of the Arbor Company’s graphic design consultant, all community websites and collateral have been redesigned and refreshed in order to portray a more consistent marketing message through print and online material. Changes and updates to each community website and collaterals are controlled by the corporate office, allowing for flexibility and promptness in getting accurate information to inquiries. The Arbor Company has also partnered with G5 Search Marketing, an internet search optimization firm, which assists in optimizing visits to community websites through sponsored links, Google maps and organic search links. G5 tracks and records all internet traffic to community websites and compiles information gathered into an accessible reporting database.

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