More than just a book, Inside Advice on Marketing Senior Housing provides you the actual tools to plan and implement your program - tools you won't find anywhere else. Inside you’ll find a CD that contains several documents.  First is the Marketing Plan Template. Designed to be used in conjunction with the textbook, it was created so that readers could actually put the information in the book to work for themselves, using their own community-specific data to create a customized Marketing Plan.

The Marketing Plan Template is a Microsoft Office Word document that allows you to “word process” your marketing plan. This is no “boilerplate” document or simple outline. Rather, the Template has 15 plan sections, along with multiple sub-sections that correlate to the 15 critical components of marketing covered in the textbook. It also contains all of the tables, worksheets, and planners (17 in all) that you need to complete your plan.

That’s not all. To make the planning process even simpler, we’ve provided detailed guidance in the Template Instructions and Action Steps, which define exactly what you need to do to write your plan every step of the way. These resources are conveyed electronically on CD, providing a time-efficient way to create and update your marketing plan every year.
 
Here are just some of the tools you will use:

• Competitive Provider Profile Worksheet - assess the strengths and weaknesses of the competition and identify tactics so your community can become the provider of choice.
• Move-In and Attrition, Sales Objective Analysis Worksheets – to understand the cause and corrective action for vacancies, forecast attrition, and dial in on the number of sales your program needs to offset attrition, fill vacant units and achieve the occupancy goal. 
• Lead Count and Lead and Sales Source Analysis Worksheets – to assess the sum and substance of your lead base, quantify your total and qualified lead count, identify the lead profile of individuals who are likely to move to your community, and identify the promotional vehicles that are proven sources of leads and sales.
• Lead-to-Sale Close Rate and Lead Objective Analysis Worksheets –  to determine how many leads are being converted into sales, to understand the cause and corrective action for declining sales, and target the number of leads to program needs to fulfill the sales objective.
• Staff Performance Goals – to determine and assign the telemarketing, touring and sales performance goals necessary to achieve the occupancy goal, and monitor staff productivity.
• Networking, Special Events, Direct Mail and Print Media Planners –  to identify target markets, promotional themes, materials, and outreach and advertising frequencies for maintenance and growth marketing,
• Gantt Chart and Marketing Plan Budget Prototype – to create detailed tasks, time lines and cost projections for an integrated and comprehensive marketing program.

As a bonus, the CD also offers recommended training and education resources, as well as professional firms that provide support in all facets of marketing from research to staff training.