NH&RA Senior Housing Symposium American House Case Study Wednesday, February 19, 2014 Danielle Cantin Innovative Branding & Marketing Consultant

How to Effectively Brand Senior Housing

In an effort to increase revenue and grow business, the leadership team at American House Senior Living hired me to develop their brand identity. We’ll take a step by step look at how we accomplished both, but first let’s give the project some context and review the facts and timeline.

Context • Hired in the middle of 2008-2010 Automotive Industry Crisis • Lack of consumer confidence had skyrocketed • Seniors couldn’t sell their homes or afford the luxury of senior living Facts • In 2009 American House was holding steady at 89% surpassing national average by offering extensive promotional credits • In 2013 American House was holding steady at 94.5% with an 86% reduction in promotional credits • True rental revenue grew an average of 3% yoy from 2009 to 2013 with modest increases in 2010-2012 and a 5.5% increase in 2013

Timeline • Sep 2009 Hired to Centralize Marketing and Review Brand • Dec 2009 Presented Three New Brand Campaigns • Jan 2010 Leadership Entities Approved MADE IN AH • Feb 2010 Refined Logo and Overarching Campaign • Mar 2010 Launched Print and Collateral Extensions • May 2010 Launched Website • Sep 2010 Launched Video Series • May 2011 Launched TV & Radio Highlight By centralizing efforts and taking advantage of my pre-established relationships, American House was able to roll out an emotional and compelling brand identity for 75% of their previous annual spend.

3 Steps to Effectively Brand Senior Housing

1. Identify Offerings (Tangible & Intangible)

Tangible Offerings (or Product Mix) • 26 Senior Residences (2,619 units) in Southeast Michigan 19 Market Rate, 7 Tax Credit • Independent Living (IL) with Services (Apartments, Meals, Housekeeping, Transportation, Activities) • 3rd Party Home Health Care On-Site 24/7 (Visiting Physicians, Rehabilitation, Medication Reminders, Grooming and Mobility Assistance and more)

Intangible Offerings (or Essence) • Home-like atmosphere – Comfortable and comforting • Connectivity - Employees think of residents as family and continually find ways to connect to the outside community • Life Enrichment – Embracing life Carpe diem! • Efficiency (or Elegance) – A commitment to creating the greatest options and possibilities without waste

2. Understand Target Audiences (Plural!)

Target Audience Demographics • Potential Residents* (average age 80-85, income varies) • Family Members (typically eldest daughter 40-65) • Referral Sources (discharge planners, social workers, doctors, rehab specialists, lawyers, area agency employees, etc.) • Employees • Current Residents *Best practice is to speak to the resident knowing the family is listening.

Target Audience Psychographics Potential Residents • attached to current lifestyle and fears change I’m not ready yet. Family Members • worried but overwhelmed by caretaking Will they love mom like I do? Referral Sources • in need of quality resources My reputation is on the line here. Employees • appreciates validation I’m not doing this for the money. Current Residents • embraces a sense of self-worth and belonging I’m not dead yet!

3. Convey Brand Essence in Meaningful Ways

Declare your Independence • Consistent Yes • Ownable Yes but Limiting • Memorable No • Emotional ???

Made in American House • Consistent • Ownable • Memorable • Emotional You decide…

Campaign Launch • Feature actual residents • Share what we know • Nod to their greatness • Create connections

How might audiences feel? • Potential Residents • Family Members • Referral Sources • Employees • Current Residents

Campaign Extension • Create Moments Made in AH • Capture and share them • Challenge to imagine more • Create connections

How might audiences feel? • Potential Residents • Family Members • Referral Sources • Employees • Current Residents

Three Key Steps to Effectively Brand Senior Housing

1. Identify Offerings (Tangible and Intangible) Capture Brand Essence

2. Understand Target Audiences (Plural!) Walk a Mile in their Shoes 3. Convey Brand Essence in Meaningful Ways Make an Emotional Investment

Results of inspiring leadership 1. Increased Revenue by 3% in a down market 2. Grew Business by 21% - 26 communities to 34 - 2,619 units to 3,300

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Questions?

Danielle Cantin Innovative Branding & Marketing Consultant creatingcloudnine.com danielle@creatingcloudnine.com (248) 331- 6142