1

Begin with the end in mind to ensure your campaign achieves the desired results.

START WITH A STRATEGY

Develop a prospect list with the demographics that target seniors and their adult children:n Agen Household incomen Assets and Net Worthn Geographyn Home valuen Life-stage attributesn Adult Child in the Home

TARGET THE RIGHT PROSPECT

2

Consistent monthly marketing works best. In addition, take your activity goals, market area, lead database size and segments into consideration when determining the number ofpieces and when to send them.

SET THE APPROPRIATE CADENCE

3

Use various mail piece formats throughout a series of messages to engage both seniors and adult children such as: n Folded self-mailersn Postcardsn Brochuresn Greeting-card/invitation stylen Envelopes with lettersn Catalogs

CHANGE THE FORMAT4

Answer the question… What can you do for me and/or my parents? Demonstrate that you understand their challenges and how your community overcomes them. Don’t forget to select an offer that entices action.n Open house invitationn Family surveysn Private tour invitationn Senior living speakern Lunch & learnn Special events

CRAFT A COMPELLING OFFER

5

CREATE A SENSE OF URGENCYLimited time/availability offers or the promise of exclusivity create a higher perceived value and compel prospects to act now before it’s too late.

6

Pay attention to color and font size when designing for older adults. Show images that make it easy for adult children to imagine their parents living there.

Also, use high quality paper such as matte, silk, or cougar to make your pieces modern and appear more expensive.

CHOOSE AN EYE-CATCHING DESIGN

7

Create a unique URL or QR code that drives prospects to your website where they can learn more about your community, register for an event, or request more information.

INTEGRATE WITH DIGITAL

8

People tend to notice their name on direct mail copy and give the piece more attention as a result. In fact, research shows that personalization increases response rates 3 to 10 times more than traditional bulk mailings.

PERSONALIZE WITH VARIABLE DATA

http://mailamg.com/senior-living 800-648-3107

ALLEGIANT MARKETING GROUP Allegiant Marketing Group has a 15-year history of helping senior living

organizations maximize their occupancy. Put our expertise to work for

you and discover how we can help you meet your occupancy goals with a

high response rate direct mail campaign.

Direct mail is one of

the most effective

ways to reach

seniors, build brand

awareness and

increase occupancy.

Here are 10 proven

practices you can use

to make sure your

next senior living

direct mail campaign

is successful.

Direct Mail Practices for Senior Living Communities

Include QR codes, PURL, coupons, reply cards, RSVP’s, call tracking or other appropriate means to track response rates. Analyze your results and make adjustments as necessary.

TRACK, MEASURE, AND MODIFY

10

9

10PROVEN