Inside Advice on Marketing Senior Housing—The 15 Critical Components of Success and the planning tools that are furnished on the CD, comprise over  230 information-rich pages that lay out every detail of designing and implementing a strategic and tactical senior housing marketing program. The 15 Critical Marketing Components are a “plug and play” system that bypasses lofty theories and goes straight to the information and action steps that will make your marketing program work. A chapter is devoted to each of the 15 critical components, defining what each component is, how it works, how it’s applied, and how it integrates with a systematic marketing plan and program.

The information in Inside Advice on Marketing Senior Housing is available nowhere else; it took the authors years to acquire the practical wisdom contained in its pages. Here’s a summary of what’s inside:

• The step-by-step foolproof and tested roadmap for success that marketing gurus Phyllis M. Thornton and Christine A. Wirthwein have used to lead hundreds of senior housing providers toward meeting their occupancy goals.
• Techniques to pinpoint your market area, target market, and to understand who they are, what they want, and how you stack up against the competition.
• The same analysis techniques and formulas marketing consultants use to forecast a program’s lead and sale objectives and set a strategic marketing course.
• Tips for establishing top-notch customer service practices, an ideal sales environment and model apartment-- including your “information center”--and advice on how to best show and sell your community to prospective buyers.
• Suggestions for how to assemble and compensate the best marketing and sales team, from the number of staff that your program needs, to industry standard productivity and performance goals, to incentive programs that motivate staff to sell.
• Instructions on how to establish a marketing information system to plan, coordinate, and control every aspect of your marketing program.
• Advice on strategic networking and special events programming, from identifying the right groups to promoting the types of programs that attract the market’s attention, maintain prospect relationships, and encourage prospects to purchase.
• Guidance on creative design and copywriting techniques, from brochures to newspaper ads, that motivate prospects to read and respond to your advertising messages.
• Blueprints to plan, produce, and place every aspect of a targeted direct mail, print media, and electronic media campaign.
• Guidance on the politics and processes of marketing planning, from establishing goals, objectives, and time lines to objective-based forecasting, for every aspect of your marketing program. 
• Over 15 tables and figures, from calculating your close rate and sales objective to choreographed advertising matrixes that translate theory into no-nonsense applications.

It also includes what most business books don’t, an innovative planning prototype, The Marketing Plan Template, that allows you to take all the important ideas put forth and customize them to your own situation. Furnished on a companion CD, the Template is designed to help you create your own marketing plan or strengthen a program that you already have in place. It’s a multi-faceted tool that provides instructions, worksheets, and planners to draft a marketing plan that you can put to work right away, and to create a plan that you can use time and again.