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More Marketing Insights for Motivating Boomers & Seniors in 2015 – Part 3

Thursday, December 18th, 2014

In this post, we wrap up our series of 15 actionable ideas to improve your results with baby boomers and seniors in 2015 with quotes from thought-leaders who inspired us this year.

As our Creating Results team is always on the look out for new mature marketing insights, innovations and best practices, we hope you’ll consider the thoughts below and then share your own BIG ideas in the comments section.

11. Partnerships

Larry Guengerich of Landis Communities recommends:

  • Be intentional – look for partners that can help the organization answer “WHERE ARE WE HEADED.”
  • Make creating partnerships a strategic goal. That gives your team the “right and the duty” to explore and form them.
  • Meet with LOTS of groups/people, but set some parameters. You never know how or when the planting of a partnership seed will grow into a value tree.

RELATED: Our own Beth Spohn looked at how partnerships are evidence of Landis’ consumer-centric culture in this article for the Journal on Active Aging.

12. SEO/SEM – and why it’s important

Keyword planning isn’t just good for Google, it’s good for web visitors who benefit from your focus on points relevant to them.

Keyword research is “data-driven empathy.” – Andy Crestodina

Andy Crestodina - SMASH 2014

Andy Crestodina – SMASH Senior Care Marketing Summit, 2014


13. Solve, don’t sell (specifically when talking to adult child influencers)

“The best content tells a bigger story, as relates to actual people—rather than, say, myopically focusing on a company’s own products or services. Paradoxically, your “story” is not about you—it’s about what you do for others.

That’s a subtle shift, but an important one, because it installs your customer at the very heart of your marketing. It’s customer-centric versus corporate-centric.” – Ann Handley, http://bit.ly/1mAv1Ib

ebook cover - Marketing Research - Baby Boomers, Seniors and Websites, Social Media14. Technology (getting up to speed with Boomers& Seniors)

“It doesn’t matter what we do, we ask ourselves how can technology help us do this more efficiently and effectively.” Jennene Buckley,Feros Care (Australia)

“This notion that older adults don’t love technology? That’s not on older adults — that’s bad technology,” says Joseph Coughlin, director of MIT’s AgeLab, in May at Washington Post Live’s Booming Tech conference in Boston

Action Step: Improve your 2015 digital marketing results by better understanding what Baby Boomers and seniors want (and do not want) from websites and social media. Buy the “Social, Silver Surfers” ebook today!

15. Listening & Understanding

Jonathan Ruchman, Brookdale Senior Living: “Feedback is a gift and every day is Christmas.”


We’d love to receive the gift of feedback from YOU, our readers! To help everyone achieve their goals in 2015, please share your thoughts below.

(Did you miss our previous posts? Click here for numbers 1 through 5 … and here for recommendations 6 through 10.)

15 Boomers and Seniors Marketing Insights for 2015 – Part II

Wednesday, December 17th, 2014

Today we continue our series of posts with five learnings to apply to boomers and seniors marketing and advertising programs in 2015.

(Did you miss part I of these mature marketing insights? Click here. Then hurry back.)

6. Surveys (Lost Lead and Resident)

Do you know what elements of your marketing plan brought in your most recent residents? Or do you know why a lost lead is a lost lead? If not, then maybe it’s time to provide one or both of these groups with a survey. By asking these questions, you can not only get insights into where your prospects are coming from, but also what is driving them away.

This not only helps you get more in tune with your audience, but helps make sure that your marketing plan reaches the most qualified leads. You could save money and reduce your cost per lead.

Action Step: Use a survey to reengage with your “lost leads.” You can reduce your mailing costs because you’re not sending them further marketing messages, or — better yet —  convert a lost lead to a prospect because they have reconsidered and are now in the position to make a move.

Senior living ad 7. Timing

Most people say that it’s all about location, location, location. With older adults, it’s also about timing, timing, timing.

We all understand that there are down times in a selling season, but that doesn’t mean you have to stop selling. It could just be that you need to send a different marketing message during these down times because they are experiencing a different need.

Inspiration: For those of us in New England, the winters can be pretty rough and slow in the real estate market. But if you also consider that seniors and Boomers are also experiencing the same winter, you can tap into this knowledge and send a message that you understand their problem. This ad for The Overlook, a CCRC located west of Boston, was targeted to seniors living on Cape Cod. Cape Cod can get quite lonely and desolate when it’s not bustling with life as in the summer months. Therefore the ad highlights a robust lifestyle and maintenance-free living (and a heated, indoor pool!).

8. Brand Champions

No matter what you say in a print ad, direct mail or on your website, if the message doesn’t match the experience in real life you will never convert a prospect to a sale. Seniors and Boomers are very savvy and smart shoppers. They understand marketing, and want to be sure that they aren’t being put in a bait and switch situation.

One way of making sure that the internal experience is matching the external marketing message is by enlisting brand champions within your organization. These are employees or residents who understand the brand promise and make sure that it’s followed throughout the community. Residents can be hosts for prospects at events. Employees take care of the logos, fonts, and public spaces to make changes or apply the brand where necessary. And together they live and breathe your core mission. They make sure that the experience demonstrated inside the community is the same as what has been promised outside.

RELATED: This presentation, given at the LeadingAge Annual Meeting, addresses the “alchemy” of culture and brand, and offers tips for organizational alignment: http://slidesha.re/1GIxR36.

9. Email Marketing

Just as with direct mail, email marketing should be treated as a personal message. Older adults are becoming savvier with technology, growing in terms of their use and interaction with brands on the web. This was very apparent in responses to our 2010 “Social, Silver Surfers” survey when compared to responses gathered in 2013. And it’s supported by a Pew survey where usage for people 65+ had grown from 2010 to 2012 by 13% and continues to increase into 2015. Even with our own clients, we’ve seen mobile traffic double year over year since 2010.

We urge you and your team to use email marketing wisely and frequently. We have found there have been instances where prospects prefer to be reached via email versus any other medium. And that’s because seniors and Boomers feel as though they are getting an exclusive message and provided with information that the general public is not. Not only that, but to them if feels less intrusive than a sales call or direct mail and for this group that is important.

Action Step: Build those lists! Train your team to ask for email addresses, and the permission to use them for ongoing marketing, at every interaction with leads and prospects.

10. Twists on Traditional Mediums

We’ve talked a lot about trends and different ways to reach seniors and Boomers but one thing remains the same – traditional mediums still reign supreme.

We continuously find that direct mail, print and word-of-mouth tend to bring in the highest number of quality leads over some of the newer, non-traditional mediums. But for 2015, Creating Results recommends looking at the traditional avenues and figuring out ways to kick it up a notch.

Marriage of print and digital marketingUse variable printing to personalize postcards with not just a person’s name but also the locations and hours that are closest (and most relevant) to them. Integrate direct mail with online and email marketing for a one-two punch. You also can and should track which printed items are most appealing by clicks to related online content.

Action Step: While we don’t recommend ditching the non-traditional mediums altogether, but we’d rather you and your team focus on the avenues that drive the highest quality leads and creates the best results.

RELATED: In November, Creating Results shared ideas for “Print 2.0″ at the SMASH senior care marketing summit. Click here to download the handouts from that presentation on improving your results with digital techniques.


These are the 10 boomers marketing / seniors marketing insights that bubbled to the top for our Creating Results team. In Part III, we’ll share five insights from thought-leaders in senior living, content marketing and more.

15 Marketing Insights for Motivating Boomers & Seniors in 2015 – Part I

Tuesday, December 16th, 2014

Did the year go by as fast for everyone else as it did for me? It seems like yesterday we were all looking back at 2013 and forward to what changes or new learnings we would apply to our marketing plans and advertising in 2014.

So how did you do this year? Were you able to try something new or reach a new market? To help you meet your goals in 2015, the Creating Results team has put together a list of insights we feel could mean the difference in motivating Baby Boomers and seniors to purchase/act.

Over the next three posts I’ll share a total of 15 actionable ideas to apply to your 2015 programs, including insights from thought-leaders.

1. Relevant Content (Inbound) Marketing

Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your prospect more intelligent.

Take a soft-sell approach, but provide enough information that the person on the other side doesn’t feel like they are being hounded by a sales team.

Inspiration: The be.group uses content marketing to have conversations with people who are not yet sold on housing. They do so through a separate website called “My Silver Age” and through materials such as a magazine and PDF guides. Link to MySilverAge: http://bit.ly/1waAF7O

Segmented email - North Hill2. Segmentation

Do you enjoy getting presents in the mail? I know I do. Think of segmentation as sending a present to our prospect. You carefully choose what message or “gift” you want to send to your prospect. Your personalization makes the prospect feel as though you truly took the time to listen to them and understand their needs. This can be done in the form of direct mail or email.

Inspiration: North Hill, a CCRC in Needham, MA, uses this method when sending emails out on a monthly basis. People who have signed up to receive “Future Apartment Home” information only will receive only the Featured Floor Plan on a monthly basis.

3. Video Marketing

Video is becoming more and more prevalent and proving effective with seniors and Boomers.  It is an easy way to provide a quick and easy virtual tour of a community or to allow for residents or buyers to say how great your product is. This makes your message more authentic to older adults.

Videos don’t have to be a large and expensive production. They must be high enough quality to share on YouTube and your site. Be sure to include some branding, a benefit and a reason to respond.

Inspiration: Hybrid 55+/continuing care community Fairing Way incorporates video into email, social marketing and, yes, the website. Visitors who come to the site via YouTube stay longer than average and have a lower bounce rate.  Link to Fairing Way video: http://bit.ly/1qSwZXx

4. Experiential Events

Prospects can tire of invites to countless sales meetings and luncheons, which inevitably means they will be shown the floor plans, pricing sheets and more. If you really want to get to the heart of what your prospects or future residents enjoy, host experiential events.

Action Step: Events can be anything your local area has available or what is accessible within your community. From book talks, to fine art displays, to cooking classes and meeting local celebrities – experiential events have been proven to drive a substantial amount of leads which then turn into sales.

RELATED: Download Creating Results’ white paper on Experiential Partnership Marketing, with three age-qualified housing case studies.

5. Call to Action (*WIIFM)

Most seniors and Boomers, when receiving a marketing message, ask “What’s In It For Me?” (aka WIIFM). When sending a message and trying to reach this group, you must provide them with a benefit.

This could be in the form of an offer, an incentive or it could be as simple as an invitation to an event. At every touch point there should be a strong call to action; on direct mail, in a print ad and on a landing page. And the benefit should directly relate to the message itself. Meaning if you are highlighting a resident of a community, then maybe the call-to-action or the “benefit” would be an invitation to meet that resident and tour the community.

Inspiration:  We appreciate the way Episcopal Retirement Homes features residents in a large image that directly relates to the download call-to-action – that download is about how residents are living well.

Episcopal Retirement Homes screen grab

Share your thoughts on this first wave of 2015 marketing plan insights below … and stay tuned in to this blog for more!

Mature Marketing Links of the Week – “Graduating” to College Towns

Monday, December 8th, 2014

Greetings! On this day 120 years ago, American author James Thurber was born. Perhaps best known for “The Secret Life of Walter Mitty” and wry dog cartoons, Thurber mastered the “modern” communications art of pairing an image with a punchline long before the .gif was born.

James Thurber - doesn't know anything except facts

The facts for today are simple: it’s Monday, so this is the Monday round-up of those items that got the most attention from mature marketing pros on various social platforms.

1. MOST SHARED: The Legacy Project has launched its 15th annual “Listen to a Life” essay contest, with entries accepted through March 31, 2015. To enter the Listen to a Life Contest, a person 8-18 years old interviews someone older than 50 years, then writes a 300-word essay based on that chat.

I love two  things about this project.

1) The interview subject cannot be a parent, though it may be a grandparent. What a lovely way to connect generations beyond family ties!

2) The site offers suggested questions for Life Interviews. Wouldn’t this be a wonderful thing to pass around the holiday table, encouraging all ages to connect on a deeper level?

Yup, I’m schmaltzy and proud of it.

Get the Contest Rules and other details: http://bit.ly/1ASIfnz


2. MOST CLICKED: A little “native content” (editorial supplied to Forbes by advertiser Northwestern Mutual) got the most clicks last week, a piece on why Baby Boomers are “graduating” to college towns.

“Retiring to or near a college campus may not be the obvious choice for many people; but as the Snyders discovered, college towns typically offer other important advantages besides access to classes and cultural events. For one, many have world-class teaching hospitals that draw top medical talent. College towns with strong, diverse economies also may offer full- and part-time job opportunities for retirees who aren’t ready to fully exit the work scene. And as the Snyders learned, housing prices in college towns like Asheville can be surprisingly affordable.

Many colleges and universities have linked up with private developers to build residential communities specifically designed to attract retirees. These can take a number of forms, ranging from luxury golf course housing and attractive condos to continuing-care retirement communities with apartment-style living and access to health care facilities.”

We noted in our original tweet that our client Traditions of America is a prime example of this trend. Baby boomers retiring to State College and Pittsburgh are very motivated by the influence of and access to higher education in those cities. The Creating Results team references the college-town appeal wherever appropriate in Traditions’ marketing. For example this page on their website appears to hit the same positive points about college-town retirement that the Forbes item did!

Traditions of America - college town - mature marketing
Please share your examples of mature marketing that reflects the draw of college towns in the comments section, below.

Read the article: http://onforb.es/12E0i4L


3. Also of note:

* What marketers should do about the growth in technology adoption by older adults: http://bit.ly/1qjxv0r

* Silent Generation seniors (born 1925-1942) win the “life lottery” as the richest age group in the United States, Bloomberg reports. So why aren’t economists happy about that? http://bloom.bg/1Ippqx5Chart - Median family net worth by age group

Those are the facts for this Monday! What didn’t we know? I hope you’ll share your insights below.

Mature Marketing Links of the Week: Shopping and Email

Monday, December 1st, 2014

Happy Cyber Monday!

Let’s jump right into the mature marketing stories that had people clicking and sharing.  This week we look at the holiday shopping habits of boomers and how to stick out in the inbox.  Have something to share?  Please be sure to add it to the comment section.

MOST CLICKED:  The holiday season is a time to gather with friends and family AND… for shopping.  A PunchTab report exploring shopping trends was of great interest this past week. More than 1,100 were asked to share how they will approach their shopping this holiday season.

Key findings of the report included:

* Mature consumers plan ahead, with 34% reporting their shopping begins in November and 22% starting even earlier.

* 70% of seniors do not plan on using social media channels for their purchases.

* Smartphones are increasingly important when shopping, with 35% indicating they plan on using (though boomers and beyond responded with a slightly lower percentage than millennials).

Read the full article here.

MOST SHARED: This time of year it can be especially difficult for email marketers to rise above the swell of retail noise.  With holiday emails beginning earlier and earlier (I received my first email for holiday shopping in August), it takes more than just a strong subject line to stand out.

A recent WhatCounts article reminds us that when shaping our email messages, knowing how your prospects receive your message is just as important as knowing what to say. The article shared key takeaways from a webinar of related content, noting that much has changed in how people choose to open their email messaging.

While many elect to scale back their email campaigns through the holiday season to make way for this flood, the article recommended a few things that can be done to make sure those emails you are sending make it to their recipient:

Google Analytics, your email marketing software’s reporting, and so on – you can drill into device- and operating system-specific information and use that to see where your customers “are,” which is to say how they’re contacting you and engaging with your content.

As the year wraps up it will become even more challenging to compete, use of mobile friendly messaging templates and testing your emails within multiple browser versions will help ensure a positive experience for all. Read the full article here.

RELATED: Content Marketing: Conversations not Campaigns, Empathy not Email Blasts

Mature Marketing Links of the Week – Senior Care Marketing Tips

Monday, November 24th, 2014

It’s hard to believe we are nearly at the end of November. The Creating Results team has been very much on the go this month, spending time with clients, visiting prospects and participating in various conferences. Looking back on the past few weeks and looking ahead to Thanksgiving Day, I thought this quote was apt:

“If you are really thankful, what do you do? You share.”

- W. Clement Stone

We are really thankful to the many folks who shared their expertise in senior care marketing, as this week’s mature marketing links round-up collects many of those insights.

1. MOST SHARED: A handful of ideas from the first annual Senior Care Marketing Summit held in Chicago last week. This conference drew professionals from both non-profit and for-profit senior living and senior services organizations. And it drew an impressive line-up of speakers, whose insights were retweeted, favorited and passed along. Starting with Amber Naslund:

Tweets with insights from Amber Naslund at Senior Care Marketing Summit

Senior living creates “real-world” communities that older adults, their families and employees want to belong to. No wonder Amber’s statement resonated with this crowd! (You can gain further insights by following her on Twitter – @AmberCadabra – or subscribing to her blog http://www.brasstackthinking.com.)


Andy Crestodina proved he has a talent for making complex ideas easily understood, and in an elegant fashion. In explaining the ins and outs of content marketing, Andy noted that “the problem with the Internet is that everyone is one click away” from another site. This means senior care websites have to be the best at solving their customer’s problems. How do you do that?

#1 – Skip the acronyms and the insider, technical language. This advice resonated with several of our Twitter followers:

Tweet - Andy Crestodina at Senior Care Marketing Summit

#2 – Listen to what customers want and need. You’ll find content marketing inspiration in your email inbox, in the questions posed to your sales team. You’ll even find it while doing keyword research, which Andy described as “data-driven empathy.”

(You can follow Andy @Crestodina or find his posts at http://www.orbitmedia.com/blog.)


Senior living leaders also shared some great tips during the Summit.

* Jonathan Ruchman, Brookdale Senior Living: “Feedback is a gift and every day is Christmas.”

* Dan Hutson, be.group: Use content marketing to have conversations with people who are not yet sold on housing. His organization does so through a separate website called “My Silver Age” and through materials such as a magazine and PDF guides.

* Lori Alford, Avanti Senior Living: Each week, her marketing team is asked to bring in one of two items — either an example of good marketing from another industry or an example of bad marketing from senior care. Plenty of insights from both samples!

* Kim Kilday, Liberty Healthcare and Rehab: To the “4 Ps of marketing” add Pleasing. We must please our senior customers!

* Lori Woodward, ACTS Retirement Life Communities: The motivation of older adults to embrace senior living remains the same; “we haven’t found a cure for the aging body.”

Sharing is caring! Please forward this post to colleagues who would benefit from the insights. And/or, let us know your thoughts, below.


2. MOST CLICKED: Frank Bruni’s op-ed in the New York Times, “Gray Hair and Silver Linings,” struck a chord with many. After musing about losses (people, muscle tone, ambitions) he wrote:

“But there’s something else that you start to notice, something that muffles all of that, a muscle that grows stronger, not weaker. More than before, you’re able to find the good in the bad. You start to master perspective, realizing that with a shift in it — an adjustment of attitude, a reorientation of expectations — what’s bothersome can evaporate and what only seems to be urgent really isn’t.”

Read Bruni’s lovely piece: http://nyti.ms/1uw4sBZ

Happy Thanksgiving to all!

Mature Marketing Links of the Week- Boomers & Health

Monday, November 17th, 2014

It’s the start of a new week, which means a fresh look at the mature marketing news that had people talking.  This week is all about the boomer and their approach to staying healthy.  Have something to share?  We’d love to hear from you.

MOST CLICKED: 84% of baby boomers turn to the web for health-related insights according to a recent Klick HealBoomer and health related online searchesth article.  The survey examined responses across all generations, and explored how people use the web for health-related searches, questions and needs. Other insights from the survey: 27% of boomers and 22% of silents use the web to access personal health info while 58% use the web to learn more about health symptoms.   The study also found that boomers and seniors are least likely to refill prescriptions online.

Discover more here.

MOST SHARED: Boomers are increasingly more focused on sustaining their wellness, and look to the healthcare industry for helping them achieve it, according to a new eMarketer article.

Marketers are looking for ways to encourage them to take more responsibility for their own care and become comfortable with technology that will reduce long-term costs and keep them healthier. Digital advances, including electronic health records, mobile apps, video and wireless monitoring technology, allow for widespread adoption of digital care management.
The takeaway for senior living?  A focus on wellness (and the programs to back up that dedication) is mission critical for enticing your residents of tomorrow, as boomers have a renewed passion for not just being healthy, but thriving.

Mature Marketing Links of the Week- Road Trips and SEO

Monday, November 3rd, 2014

Happy Monday!  Let’s get right into the mature marketing stories that had people clicking and sharing this past week.  Our focus- a road trip for the books and SEO tips.  Have something to share?  We’d love to hear from you so be sure to add it to our comment section.

Road TripMOST SHARED: For 26 years Gunther Holtorf traveled the world- exploring Brazil, Australia, Paris and even Hollywood…all from his car.  A recent article highlighted snippets of his travels to many breathtaking (and sometimes dangerous) destinations.  In total, he visited more than 170 countries, drove 549,000 miles and even interacted with baboons.

Click here to discover more about Gunther’s travels.


MOST CLICKED: The quality of  content is the most important element for SEO rankings.  This is just one insight from a MarketingCharts article for how to effectively improve your search engine optimization.

The article referenced research from Ascend2 and SearchMetrics that examined several ranking factors of search engine optimization.

The importance of keywords in the URL and domain name has disappeared over the past couple of years, to the extent that this “no longer exists as a ranking factor.” However, there are some onpage keyword factors that have a positive correlation with rankings; namely, keywords in description, the title and the H1 heading, with the latter two increasing in importance from last year.

Other results of note:

*The highest ranking content typically has a higher word count.

*Even though its importance has decreased slightly from previous years, backlinks remain incredibly important.

*Look at your webstats, as longer time on site and lower bounce rates matter.

While the importance of some individual factors may shift over time, one thing remains—a properly optimized website is critical to ensure your prospects can find you, and is not a one-time set it and forget it.  It takes care and ongoing review and adjustments.

Read more of the findings here.

Mature Marketing Links of the Week – Resident Knows Best

Monday, October 20th, 2014

Happy Monday!  This week’s mature marketing stories that had people talking examine the benefits of resident surveys and content marketing. Have something to add?  Please be sure to incorporate in the comment section.

MOST CLICKED: Content marketing (also known as inbound marketing) is all the rage these days.  Why you ask?  Because it generates more leads and sales while increasing your ROI, by highlighting the value of your brand in a non-threatening way.    A recent article examined just how (and why) it is so effective.

First and foremost, the author defines inbound marketing as:

Inbound marketing strives to convert website visitors to customers through tactics that align content with customer interests, nurture these leads along conversion paths into customers, and delighting these customers so they become outspoken promoters of the company. 

Some statistics the article included:

*  80% of business decision makers prefer to receive insights about your brand through a series of pieces.
*  90% of consumers will find the information you incorporate within custom content more useful in their decision making process.
*  Brands that create 15 blog posts per month generate an average of 1,200 leads through that content.
An inbound marketing strategy can be incredibly effective in creating relevant, motivating pieces that inspire your prospects and reinforce why your service or community is THE BEST choice.  How do you approach your strategy?  We’d love to hear your thoughts or discuss how you can take a few easy steps that make your inbound marketing shine.

MOST SHARED: Never underestimate the power of a resident satisfaction survey.  At Creating Results we work closely with many Senior Living clients as they strive to not only attract new prospects, but work with happy residents to generate even more word-of-mouth marketing (and leads) for their communities.  It goes without saying that the more content the resident, the more enthusiastic the recommendation to friends.

A Senior Housing News recent article and webinar discussed just how powerful a resident satisfaction survey can be. The piece followed The Marshes at Skidaway Island, a CCRC in Georgia.  After struggling with resident satisfaction the community decided to do something about it by capturing insights from residents to help improve the community.  The result? Within the first year The Marshes reported positive increases in occupancy, sales and referrals.

Resident surveys can help identify not only areas for improvement, but where your community already is heads above the competition.  But a survey is only as effective as your approach to what happens next, what you do with those insights.

“You get out of a resident satisfaction survey what you put into it,” said Catherine Jenkins, vice president and director of operations management at Life Care Services. “I’m not talking about just the process of getting it distributed, but what you put into those results. … The commitment to put the hard work in [during] the years leading up to that survey is really critical.”

For The Marshes, they received feedback from residents that highlighted the need to make some improvements within their Health Center.  By implementing some changes to their overall approach they were able to move the satisfaction needle from 59% to 90%.  This satisfaction has led to more resident referrals and new members of the community.

Discover more about how you can approach satisfaction surveys when you read the full article.

Mature Marketing Links of the Week-Email and the Economy

Monday, October 13th, 2014

Happy Monday.  This week’s mature marketing links are brought to you by the letter “E”.  Let’s jump right in.  Have something to share or add?  Please leave in the comment section.


We continually work to remind our clients that email isn’t dead.  In fact, it continues to serve as an important avenue for engaging your boomer and senior target markets.  But an email list doesn’t grow on its own—there is a lot of care and nurturing that needs to go into it. Why is growth important you ask?  Each year current subscribers will leave you.  It’s sad but true.  You need to be able to account for the inevitable unsubscribes and bounces your list will receive by continually adding new subscribers.

A recent article focusing on tips for driving subscriptions through offline avenues generated a lot of interest this past week. The author focused on 8 things you can do in your everyday marketing efforts to generate more awareness of your email program.  These tips included:

*  Incorporating incentives for sign up

*  Using a paper sign up at special events

*  Using planned signage to promote

No matter which promotional avenue you pick, remember to highlight the value of your program. You need to give your prospects a reason to join (and engage with you).  Get more tips here when you read the full article.

How do you promote your eNews?  We’d love to hear your ideas.

RELATED: Don’t Let Your Email be Evil


The middle-class is still feeling the pinch, according to an article in The Dallas Morning News.  The author notes:

Now, five years after the recession ended, the economy appears to be improving, but middle-class consumers still haven’t bounced back.

In fact, a recent Federal Reserve report found that more than a third of American households say they’re worse off now than in 2008, and nearly 40 percent said they’re “just getting by” or struggling to do so.

As savings shrink and money remains tight, people continue to scale back. For the mature consumer, this means a focus on the essentials, like healthcare, and possibly putting off a desired home move.  For Continuing Care Retirement Communities (CCRCs), opportunities do exist to demonstrate how a move would be smart financially and allow for planning for the future, however this does require examination of how you are positioning your communities during the critical awareness and interest phases of the purchase process.

How do you address the changing economic tide?  We’d love to hear your thoughts.

Read the full article here.

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