Comprehensive Strategic Marketing Plan and Budget
Strengthening Your Senior Living Community’s Sales and Marketing Efforts
Signs You Need a New Marketing Plan
A well-crafted marketing plan is the foundation of successful lead generation and sales for senior living communities. Bobby Sumner Consulting (BSC) specializes in developing Comprehensive Strategic Marketing Plans tailored to the unique needs and goals of your community, ensuring that your marketing efforts deliver results.
It may be time to engage a consultant to create or refresh your senior community’s marketing plan if:
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Your current plan is not producing the desired results.
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Your sales team has never provided a yearly marketing plan.
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Your marketing efforts feel repetitive, broad, or lack focus.
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Your plan isn’t comprehensive enough to support long-term growth.
The Backbone of Your Marketing Strategy
A Comprehensive Senior Living Strategic Marketing Plan serves as the backbone of your community’s sales and marketing efforts. It outlines the strategies, timelines, and guidelines for generating leads, improving occupancy, and driving sales. A successful plan includes:
History & Market Position
A summary of your organization’s background and current standing in the market.
SWOT Analysis
Identifying your community’s strengths, weaknesses, opportunities, and threats.
Competitor Analysis
A thorough review of your competitors and how they position themselves in the market.
Marketing Strategies
Recommendations for marketing efforts in the upcoming year, with tailored strategies for primary, secondary, and tertiary markets.
Our Process
When BSC is engaged to create a marketing plan, we take a detailed, hands-on approach.
Review Essential Data
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Previous marketing plans and budgets
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Lead generation reports and sales rates
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Examples of advertisements and current marketing contracts
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Compensation agreements with your sales team
Work with your Leadership Team to Understand...
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The community’s goals for the coming year
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Plans for expansion or rebranding
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Desired occupancy rates and sales targets
On-Site Visit and Analysis
Our consultants conduct a 2–3 day on-site visit to engage with your sales and marketing teams, reviewing both the internal and external marketing environments. This step allows us to gain a clear understanding of your community’s current market challenges and long-term objectives.
Delivering a Comprehensive Plan
Following our analysis, BSC will deliver a Comprehensive Strategic Marketing Plan that includes:
Target Market Identification
Pinpointing the markets most likely to yield results.
Marketing Tactics & Objectives
Recommendations for achieving your marketing and sales goals.
ROI Optimization
Strategic allocation of marketing dollars to maximize return on investment, including suggestions for reallocating ad spend.
Frequently Asked Questions
A: A strategic marketing plan helps drive leads, improve occupancy, and maximize your marketing investment, ensuring your community stays competitive.
A: BSC tailors each plan by analyzing your community’s data, marketing efforts, and goals, and conducting on-site visits to align with your unique needs.
A: A targeted plan provides clear strategies, optimized marketing spend, and measurable steps to reach occupancy and sales goals.
Why a Comprehensive Plan Matters
Sales happen only when people are aware of your community. While your sales counselors are responsible for converting leads, marketing is what generates interest in the first place. A strategic marketing plan ensures that your marketing dollars are well spent and that your community stays competitive in an evolving marketplace. Be proactive. Be strategic. Contact Bobby Sumner Consulting today to create a strategic marketing plan that drives results and supports your community’s long-term success.