Independence Day Event Plan

Plan Checklist

Objective

The spectacle of an Independence Day celebration is a highlight of summer. YourIndependence Day event allows prospective residents and adult influencers the opportunity to experience life at a Brookdale community while being the guests of residents and referral sources. It’s an opportunity for them to make a personal connection with residents, while positioning Brookdale as a trusted partner that will help them plan for an enriched life.

The event is limited only by your own creativity. Consider hosting a cookout before attending a local fireworks display. Have a reading of the Declaration of Independence by the local library, Chamber, Veterans, or other civic organization. Residents may want to put on their own parade for the community or participate in the local parade. You may be able to view fireworks from your community or even conduct your own fireworks display.

Target Audience

Your target audiences are the prospective Independent Living residents, Assisted Living residents, and Adult Influencers that are active leads in your community Sales Management System databaseas well as your “Friends for Life” contacts.

Lead Strategy

Build upon your “Friends for Life” database and advance existing Sales Management System A and B status leads as well as C leads that are beginning to engage in the buying process.

Time and Day to Schedule Event

The event can run in conjunction with the local municipal celebration of Independence Day or the weekend before. Keep in mind that assisted living prospects may be accompanied by their adult influencer and depending on when the event is (during the day and week when some adult influencers may be working); they may not be able to attend.

Event Timeframe

Actual time will depend on the event planned, whether it’s a cook-out, themed activity or fireworks viewing. Be aware of local municipalities’ celebrations, some may take place on days other than the 4th. You do not have to have the community event the same day as the local fireworks display.

Event Goals

This event should allow prospects to experience life at yourBrookdale community by mingling directly with residents and their families. Ideally, each prospect that attends should be paired with a resident who will serve as their host. In the event that it is not be possible to pair a resident to each prospect, no more than three prospects should be paired to a resident. Ideally, the resident and prospect should have something in common – a personal connection –maybe they both lived in the same areas, have had similar careers, hobbies or interests. It’s very important that sales associatespartner with the Resident Programs Director for successful pairing. During the event, the sales associates will take a back seat, letting the resident host the prospects.

Event Attendee Goals

Set targets based on space availability, but do not seek a large audience. The goal is to have the resident make a personal connection with the prospect. As a rule, based on previous events, plan on a 15% to 25% response rate to your invitations with half of them actually attending. Move-In rates vary by community and usually range from 15% to 45%. As an example, sending 60 invitations should net 15 responses with 7 or 8 actually attending. The goal would be anywhere from 1 to 3 Move-Ins from the event. The end of the event is not the end of the nurturing for the prospect. Final Goals should be set with your District Director of Sales.

Event Budget

Budgets for special events (food, decorations) vary by community type. This event can be run in conjunction with Resident Programs resulting in shared cost. A portion of costs paid by the sales budget should correspond to the extra number of participants at the event. Full event cost should not be charged to the sales budget. Please refer to your community budget for the 600709 Special Event budget when planning your event promotion and pro-rate share of event cost.

Multi-touch Event Promotion

View an effective marketing campaign as surround sound, using multiple marketing tactics, consistency and frequency of message/design and timely follow-up.

  • Identify Resident Hosts– The sales manager and Resident Programs Director identify potential resident hosts and describes the event to them to determine who will be participating. Finish three weeks prior to the event.
  • Personalized Invitation– Send a personalized hand addressed invitation (using one of the Brandworks invitations or your community stationary) to a select number of your A and B leads. You may want to consider having the resident hosts write out the invitations to prospects they know. Invitations should be in prospects hands 2.5 weeks prior to the event.
  • Sales Staff Contacts Each Invitee– Three to five days after mailing Sales staff personally contacts each prospect, describes the event and gathers information on each prospect for pairing. One week prior to event Sales Staff contacts prospects that received hand delivered invitation.
  • Resident & Prospect Pairing– The sales manager and Resident Programs Director pairs prospects with residents. This may not be possible in assisted living communities. In that case, it’s perfectly acceptable to have a resident host with several prospects. Two weeks before the event.
  • Resident Host Meeting– Sales staff meets with resident hosts to confirm and explain their roles during the event and answer any final questions. One week before the event.
  • Host Contacts Invitee– Resident hosts contact their assigned invitee, personally invites them to the event and confirms attendance. One week before the event.
  • Social Media Posting– Post your event to your community’s Facebook andTwitter accounts. Consider adding the event to your community website but completing the formstack request available from your marketing Strategist (submit four weeks prior to your event).

Event Preparation

Practice is for professionals. No one will want to come to your events if you don’t prepare well. The more you work with the team around you, the better the event. Collaborate and communicate!

  • Make arrangements for room use and refreshments.
  • Host a brief meeting with your assigned event staff to review the sequence of events, guest flow during the event, list of attendees and paired residents (who they are and brief overview of their interests).Staff your event appropriately.
  • Assign an Event Manager who is responsible to know all the details.
  • Brookdale associate “photographer” - take photosbefore, during and after the event to use with internal displays and social media postings.
  • Resident Hosts are the Front Door Greeters to send themessage “I’m glad you’re here” in order to reduce guest’sarrival anxiety.
  • Welcome Table coordinators - manage guest sign-in andbook follow-up private appointments.
  • Ensure that one or more associates are ready in thepresentation room as guests arrive to encourage theirenjoyment of refreshments and to make a personalconnection with each guest.
  • Consider giving a themed gift and/or door prize. Residents can design and make small gifts for their guests…pins, badges, name tags, bracelets, etc.
  • Day of Event – community leadership team should walk exteriorperimeter of the building and throughout common areas andbathrooms to make sure the community is VIP ready – clean andclutter free.
  • Provide themed music in the event room, creating apositive setting as guests arrive.
  • Prepare nametags for your Resident Hosts as well as confirmed attendees—place atWelcome Table and hand out after residents bring their prospectsto register.
  • Prepare a tour route in advance should the prospect decide theywant one. The resident host should also participate in the tourbut should not conduct the tour individually.
  • Arrange for an Information Table to book follow-up appointments. Also seekWait List fully refundable deposits. Communitycollaterals should be available at the Information Table, but noton display. PDF collateral should always be offered via email first.
  • Provide copies of the current month Resident Program calendarfor participants highlighting events that would interest the prospect.

Event Activity

The important thing to remember is that prospects are making personal connections with resident hosts and experiencing life at a Brookdale community, using a non-sales approach. The ultimate goal is to advance the lead towards a purchase decision by having the prospect envision life in their new home.

  • Conduct an activity indoors with a drawing for a simple prize (potted plant, resident craft item, etc.)
  • Cook-out may need a tent to protect from the sun. Make seating and refreshments readily available.
  • Take pictures of the resident hosts with their prospects to send as follow-up post event.
  • Invite attendees to the next planned “lead advancement” event based on their interest expressed when reviewing the activity calendar. Offer to early-register them for the event before they leave.

Post-event Follow-Up

What you do after the event is just as important as the event itself. You made the investment of time and effort so you want to be sure that you nurture those connections.

  • Update the Sales Management System with new statuses for attendees, additional information collected during conversations, guest registration or appointment table discussions.
  • Send a personal email to participants thanking them for their feedback; attach a few photos you took during the event within 24 hours.
  • Resident hosts mail handwritten “Thank You for Attending!” notes to each attendee.
  • Mail handwritten “Sorry We Missed You!” notes to those who were unable to attend, with the next month event calendar and an invitation that they come to an upcoming event to meet their resident host.
  • Post photos from the event on approved social media channels and according to Brookdale’s Social Media Policy (on BSLnet).
  • Include a reference to an upcoming event on all follow-up communications.
  • Correspondence should reflect on the experience and emotions enjoyed during the event.
  • Evaluate your event.
  • Create a “Did Well – Do Better” list of key learnings to be used for future events
  • Did you meet the attendee and appointment goal? Will you achieve the move-in goal?
  • Share the results with your community and regional team
  • Thank everyone for their part in supporting the event
  • Set a date for the prospects to attend the next event

Have Questions? Reach out to your District Sales Director of Divisional Marketing Strategist for guidance.