Senior Living Marketing: Awesome Holiday Ideas
The holidays are the ideal time to market your senior living community. Seasonal decorations make a community sparkle, and there is a lot of energy generated by special events and family visits. It is also a time when families visit, notice changes, and often decide to check out senior living options together.
With planning, every community can increase inquiries and tours. Here are some excellent senior living marketing ideas that get the job done.
Create Seasonal Marketing Campaigns
Creating a good holiday marketing campaign involves four components:
- Create original content, such as guides, tips, and best practices related to the holidays. Think home visit safety checklists for adult children, reminiscing activities for families, a collection of resident recipes, etc.
- Update your website with a listing of your holiday happenings and include an opportunity to register online. Use forms or landing pages to create an opt-in for families to exchange contact information for downloadable content.
- Send snail mail. Use direct mail campaigns to promote event listings and include urgent calls-to- action (e.g. Register Today!).
- Send emails. Use email blasts to promote holiday events with links to register and to download content.
Offer Up Yummy Homemade Pies
A pie drop-off or pick-up works for busy professionals, prospects, and families. Create an order form (paper or online) with a selection of pie choices so everyone can choose their favorites and order via phone, fax, or email.
The day before Thanksgiving, you either can deliver the pies or arrange a pick-up at the senior living community. Brand the pie boxes with stickers featuring your community information and logo. This provides a creative follow-up opportunity for your leads as well as referral sources—and it shows off your culinary department!
Show Your Heart & Hospitality
There are older adults in every market who will be alone over the holidays. This year, work with local elder law attorneys, trust officers, senior centers, senior agencies, guardians, and geriatric care managers and have them nominate some local seniors to come to your holiday dinner.
“Adopting” some new friends for the holiday feels good, builds relationships with referral partners, and allows more seniors to experience a community living lifestyle. There is usually room available in the dining room since many residents go out with their families for the day.
Think Meals On The Go
For those who cannot get out for the holiday dinner, your team can prepare meals and make them available for pick-up or deliver the meals to the home or rehab facility. This is a great way to reconnect with prospects. Also, definitely bring a home cooked meal to all residents in a hospital, rehab, or skilled nursing facility.
Hold Weekend Open Houses
Make it easy for families to stop in after shopping by hosting an Open House for one or two days over the holiday weekends. Historically, one of the busiest tour weekends is over Thanksgiving weekend and this can be increased by offering an opportunity to stop by without a scheduled appointment.
Make sure there are holiday themed treats available and activities planned. You can offer wrapping services to entice weary shoppers to visit or host a boutique craft event at the community with an interesting assortment of unique gifts. Have something fun to give out, such as a great “leftovers” recipe!
Put Some Fun in Fundraising
The holidays lend themselves to giving, so consider partnering with local agencies and organizations that support seniors, kids, homeless, animal shelters, or veteran groups. One idea is to have families, agencies, or referral sources purchase a live tabletop Christmas tree or wreath that they can decorate and return for an auction event where all proceeds benefit the charity of choice.
Have the residents make some as well (it’s a terrific intergenerational activity!) and host a cocktail reception and auction.
Remember the First Responders
The holidays are a wonderful time to reach out to first responders from your local fire department, police department, and ambulance services. They are on duty 24/7 and would welcome a dinner, dessert, or special basket of goodies.
It’s also a perfect time to stop by your ER/ED and urgent care centers. All of these community contacts know seniors who are home alone and those who would most benefit from a more supportive environment.
Logged-in Members may access Strategic Dining Services’ ‘Creating Holiday Magic‘ guide now, while non-members can grab the resource by filling out form below.