How the Stars Shine: Caring Stars 2020 Winner Webcast

Caring.com Digital Marketing AcademyDecember 17, 2019

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Caring.com: #1 for Senior Care Reviews

High-integrity, personal touch reviews program

250,000+ consumer reviews – thousands added monthly

1st to offer service excellence award based on senior care reviews

Among 1st to host senior care reviews – reviews from 2008 to now

1st to measure reviews influence in senior care search and sales

Leading insights about consumers’ review use and preferences

Today’s Presenter: Denise Graab

•  Joined Caring in Sept. 2010–  20+ years in communications

•  Director of Industry Marketing–  Prior: Director of Social Community

•  Extensive Social Experience–  Focus for Last Decade: Online Reviews

Management, Digital Marketing–  Caring Stars Award Co-Creator–  Leading Expert on Senior Care Reviews

DENISE GRAAB

Agenda

•  Caring Stars Award Overview

•  How Caring Stars of 2019 Qualified

•  Benefits of Winning

•  How Other Winners Have Shined

•  Q&A

What is the Caring Stars Award?

First of its Kind in Senior Living Industry Recognized in 2013 National Mature Media Awards

Industry-Leading Recognition

Caring Stars – Consumers’ Choice Award

•  Uses consumer reviews on Caring.com to recognize service excellence-  Honors senior living and senior care businesses

with high volume of the best ratings – and who respond to negative reviews

•  Helps families find best service providers -  2012-2016: assisted living & memory care-  2017: Added independent living, care homes, and

in-home care agencies-  2018: Added skilled nursing-  2019 & 2020: Any listing in senior living or in-

home care

Caring.com/BestSeniorLiving

Partners.Caring.com/Reviews-Info

Caring Stars winners average twice as many inquiries and move-ins

Congratulations Caring Stars of 2020

“I am thrilled to celebrate our Holiday Retirement community

award winners and our recognition as a leader

nationally.

Our team members are passionate about our mission to help older people live better.

The Caring Star award is evidence of this passion.”

-Lilly Donohue, CEO, Holiday Retirement (11/26/19 press release)

466 agencies in 46 states#1 in Nation: Right at Home

149 communities in 36 states#1 in Nation: Pacifica Senior Living

SENIOR LIVING

HOME CARE

Caring Super Stars: ‘Best of the Best’

For 2020:

•  59 Senior Living Communities

•  139 Home Care Agencies

Super Stars Earned the Caring Stars Award in 2020, Plus 2 or More Prior Years

How 2020 Winners Qualified

Caring Stars 2020 – Qualification Timeframe

October 15, 2018 – October 15, 2019

Why this timing?Supports families after “home for the holidays” visits with elderly loved ones

Gives winning communities and agencies time to maximize award marketing

Caring Stars 2020 Criteria

•  At least 10 reviews on Caring.com listing •  Overall average rating across all reviews:

4.5 stars or higher•  3 new reviews within qualification

timeframe — at least one 5-star review •  At least one review in 2019 •  No resolved 1-star or 2-star negative

reviews (across all time)

All Winners Met or Exceeded By Deadline

Requirement: Volume of Reviews

Have at least 10 reviews on the listing by deadline

2020 Deadline: October 15, 2019

Requirement: High Overall Average Rating

Overall average rating across all reviews = equal to or greater than 4.5 stars by deadline

Date range for requirement: All reviews across time – not limited to last year

Top of Listing

In Reviews Section of Listing

Requirement: New / Recent Reviews

Have 3 or more published consumer reviews dated 10/15/18 – 10/15/19

Of those:

At least one 5-star review

At least 1 in 2019

Requirement: Negative Reviews are Resolved

All 1-star and 2-star reviews must have Provider Response or be contested and removed by deadline

Also recommended for negative 3-star reviews

Criteria, Listings & Reviews are Public-Facing

•  Promo/link from Caring.com homepage•  Caring.com press releases•  Caring Stars topic/resource center•  Partner/industry blog•  Provided upon request

Published In Multiple Locations for Consumers & Industry

Benefits of Being a Caring Star

Caring Stars PR & Marketing

•  National, local, trade PR

•  Award badge – online, email, and high resolution

•  Lobby/office certificate

•  Social media promotions

•  Call-out in directory search results and featured content

•  Family Advisor mentions in calls

All Caring Stars promotional items are free of charge — we aren’t affiliated with 3rd party vendors selling plaques!

Free PR: National, Local, Trade, Social

What We Do:

•  Issued national press release with published winner list-  Includes links to winner reviews

-  Caring outreach to journalists nationwide

•  Give you a press release template to announce your award

•  Promote winners in social media-  Give you “social meme” to use on

your social networking profiles

•  Promote winner media coverage

RECOMMENDED FOR YOU:

•  Give the free promo kit to your PR and marketing agencies or staff

•  Use the winner press release template to issue announcement to your media contacts

•  Use social media to share news about award

•  Keep us informed about your announcements and media coverage

Sampling of Caring Stars 2020 Buzz

Website Marketing — “Winner Widget”

What We Do:

•  Provide customized promotional “widget” for every 20120 winner’s website

-  Includes software code for ‘plug and play’ usage

RECOMMENDED FOR YOU:

•  Display the widget prominently on your website — communicate to your website visitors that you’re among best in your state and nation

-  Serves as “social proof” and can influence prospects

Contact reviews@caring.com for assistance

Caring Stars Shine Online: More Website Samples

Special Stand Out Award Badge

What We Do: •  Include badge and winning year(s) on your listing

-  Caring Stars status shown in directory search results

•  Give you badge image file(s) you can post on your website or use in your marketing materials

RECOMMENDED FOR YOU:

•  Post the Caring Stars winner badge on your website, blog and/or social media profiles (link to reviews page)

•  Use the badge in offline and online marketing materials, including banners, brochures and ads

•  Add badge to email signature and billing statements

Highlight the Honor in Offline Marketing too

Use Caring Stars award to…•  Differentiate locally •  Celebrate staff and community•  Gently remind payers about quality services

Additional Benefits & Opportunities

What We Do:

•  Give you an award certificate for your lobby or office

•  Mention award when referring families to winning communities and agencies

•  Promote award at trade events

•  By request: provide guest posts for winner blogs

RECOMMENDED FOR YOU:

•  Display award certificate prominently. Send us a photo of your staff and constituents with the certificate – we’ll share it in social.

•  Host an award ceremony or resident party; use award in existing events

•  Include as part of your employee recruiting and retention content

•  Contact reviews@caring.com to brainstorm more ways to make the most of your award!

Caring Super Star: The Willows at Meadow Branch

Award Ceremony & Press ConferenceWinchester, VA -- April 16, 2014

•  Low-income independent living community•  Celebrated award at annual holiday party

El Cerrito, CA -- December 2016

Two-Time Caring Star: Eskaton Hazel Shirley Manor

•  Celebrated awards at Roaring 20s gala, with county commissioner•  Featured in local newspaper, Record-Courier

Two-Time Caring Star: Home Instead Ravenna, OH

Photo credit: Kevin Graff/Record-Courier, June 2018

Bottom Line Impact of Being a Caring Star …

Listings with the Caring Stars award…

Get More Inquiries and More Move-ins

than Caring partners that haven’t won the award and don’t have the badge on their listing and website.

This finding is from two 2-year studies with analysis of inquiry and move-in data for Caring.com partner listings

Q&AHavemorequestionspost-webinar?Pleasecontact:reviews@caring.com

Key Takeaways

Award supports that you’re truly among the best

senior care providers in the

nation – you stand out!

Many ways to make the most of this award –

to increase positive

outcomes related to it.

You earned this award based on high praise from those you serve and their family

members

Need help? Have questions? Please email: reviews@caring.com

Thank You!

We Welcome Your Feedback and Suggestions

reviews@caring.com

More Resources on Our Industry Blog:

http://partners.caring.com/reviews-info

@CaringInsights, @SrCareReviews

(650) 762-8190 company/caring-com