Marketing & Branding
Guidelines for our
Homes
2015
Table of Contents:
1.
2.
3.
4.
5.
6.
7.
Introduction
Phone Calls
Tours
Meals and Setting a Table
Serving Tea
Special Meal Tours
Appearance and Approach
1.) Introduction
Marketing: “Is the process of communicating the value of a product or service to customers for the
purpose of selling that product or service.” Webster Dictionary
Simply put, Eden Homes sells a service; we sell our residents (and their decision makers) assisted
living in a personalized and elegant home setting. We sell them the concept of continual engagement
with our residents and exceptional service. We sell them excellence 24 hours per day.
Our customers are not only our current residents but also their families, their friends, any potential
residents (tours), their family and friends. Care Managers are customers because they influence the
decisions of clients they refer to our homes. Basically, almost anyone who comes through our front
door is a potential customer or decision maker that can one day purchase our product.
Marketing is central to the operations of a business. Without it, there would be no customers to
serve, no income to pay expenses and, therefore, no company. While we have specific people who
are dedicated all day long to our company’s marketing activities, all staff contribute to the overall
success of the marketing program.
Marketing is a general term that covers a lot of ground. Marketing cannot be isolated from the rest
of the business. Everything we do from where we build our homes, what color we paint our kitchens,
who we hire to care for our residents, and how much we charge per room, is all related to marketing.
We have an excellent reputation for providing high level care in top notch homes throughout the
community. The entire staff contributes every day to achieving that image and excellent reputation.
Marketing success is only accomplished working together as a cohesive team.
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You may find it interesting to understand a little more about the role of the marketing department in
any organization, not just at Eden Homes. The key responsibilities of a marketing department are:
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Instilling a marketing perspective and focus throughout the business
Research on external drivers and competition
Understanding current and potential customers
Managing the customer journey (customer relationship management)
Developing the marketing strategy and plan
Managing the marketing mix (the product, cost strategy, the brand/image, how we
sell)
Managing our advertising and external outreach efforts
Measuring success
Studies show that a company that continually focuses on and makes marketing a priority (which is a
lot more than just conducting tours) and protects its brand, will have a much greater chance of
success in a competitive world. Accomplishing this takes the commitment of every employee, not just
the marketing staff.
Branding: “Your brand is your promise to your customer. It tells them what they can expect from
your products and services, and it differentiates your offering from your competitors.” Entrepreneur
Magazine
Everything that we put our logo on, to the words we use during tours communicates our mission or
promise to our customers. Consistent and strategic planning has gone into branding Eden Homes
which has helped us to establish ourselves as the best in the industry as it sets us apart from our
competition.
This Manual provides some guide lines focused on creating a consistent image (marketing and
branding) in all of our homes. While this document talks specifically about times when potential
clients or their decision makers are present, these guidelines apply when we are hosting any guest.
2.) Phone Calls
People calling the house expect someone to answer. Although your first and most important
responsibility is to our residents, answer the call as soon as possible. If the call goes to voice mail
check the message and return the call immediately. The person on the other end will appreciate and
remember your prompt response.
You only get one chance to make a first impression. Speak slowly and clearly. In a pleasant voice say
“Eden Homes. This is [your name]. How may I help you?” If you cannot immediately help them, take a
careful message. No paper in front of you? Put the person on hold while you look for a pen and paper
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so that they do not hear the noise of the house in the background. Repeat the name and phone
number to be sure you have it correct. Give the message to the shift leader (or manager).
If someone would like to come by for a tour or asks about prices or availability please suggest they
call Irene Joy at 301-299-2637 for information. If you prefer, take their name and number and email Irene the information at irene@edenhomesgroup.com.
If the person asks you a question that you cannot answer, please put the person on hold and ask your
ALM or Shift Leader to handle their questions. Do not give out any pricing information over the
phone.
3.) Tour
Tours are crucial to our company! Our goal is that someone comes for a tour, falls in love with our
homes and puts a hold on a room right away. That can only happen with teamwork, which includes
you.
Generally, Irene or Jonathan speaks on the phone with a potential family to determine if the resident
would be an appropriate fit for our home. If so, they invite the potential customer for a tour. ALM’s
receive an invitation for the tour and the dates goes on the Google Calendar. Irene will also send an
email to everyone involved so that you have detailed information on the prospective resident prior to
the tour. Everyone likes that personal touch!
People come to our houses for the first time not knowing what to expect; they are nervous and
anxious about the huge decision of placing their loved one in our homes. Usually they feel a sense of
guilt and are full of doubt and questions. They aren’t sure if we are the right place. They aren’t sure if
they can trust us with their loved one.
During the tour people form their first impression of Eden Homes. Did you know that people form
their first impression within 7 seconds? Remember we do not get a second chance to make a first
impression. You never know when someone will drop by for a surprise tour. By working together to
be ready at all times we will always be the best that we can be!
There are three key elements to be successful during a tour: House Preparedness, Etiquette and
Activities.
A.) House Preparedness – A little bit of planning ahead can save a lot of embarrassment
later. The list below is a good guide to having the house ready for a tour (or just ready for
another special day).
When someone first pulls up to our house they see the outside of the house. What do they
notice?
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Are the newspapers picked up?
Are the trash cans and recycling bins still at the curb?
Is there any trash floating around the parking area?
Does the front porch look presentable? Freshly swept and free of spider webs on the
front door?
If it is winter, is the pathway clean and safe? Salted if necessary?
Moving into the house, not only does what they see matter. Both hearing and smell impact
first impressions.
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When entering the house, is the house clean and tidy?
Does the house smell clean?
Are the lights on? Overhead and lamps lights? (the brighter the better)
Is soft classical music playing?
Are there fresh flowers in the foyer? Are there flowers somewhere else in the house
also, kitchen, living room? No flowers are better than dead flowers; please throw
them away if they are dead.
Always remove chucks from chairs when residents are not seated (this goes beyond
marketing.)
Are the trash cans empty?
Is the elevator free of laundry baskets and groceries?
Are wheelchairs and walkers neatly placed where they are neither a tripping hazard
nor eyesore? Are the wheelchairs and walkers clean?
ALWAYS TURN OFF VIDEO MONITORS when residents are not in their rooms sleeping.
If they are sleeping, place the monitor in a discrete location when visitors are present.
Privacy rules dictate that you should be able to see it but not others.
Are the house plants thriving? (Please water and maintain them; if they are dried or
dead please dispose of them.) No plants are better than dead plants. The visitor might
think this is how we take care of our residents.
Is there fresh fruit in the fruit bowl in the kitchen? Is the bowl clean? Remove any
rotten or old fruit please. Check for odors or fruit flies.
Please place all Staff Notices and Trainings in the Nurse’s Office or Laundry Room
instead of on the fridge and not on the fridge.
Leave all resident bedroom doors open unless they are in their rooms.
Close any bedroom doors where residents do not wish their rooms to be seen during
tours.
Are the shades open and lights on (overhead and lamps) in all resident bedrooms?
In the bathrooms, are all personal belongings put away, the bathroom tidy and the
trash emptied? Shower schedules should be posted in the bathrooms only.
Is the Guest Bathroom clean with toilet paper, soap and paper towels?
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During meals, are there tissue boxes on the kitchen or dining room tables? If you need
them, set them to the side on something else.
Are cookies in oven once tour arrives?
Do you have tea service ready to serve tea.* (see Etiquette)
B.) Etiquette – Proper manners are the cherry on top of an ice cream sundae! The little
niceties will be remembered by people coming for a tour. It shows that we respect them and
in turn will respect their loved one once we have the privilege of caring for them.
Always wear your name tag. If you do not have a proper name tag DO NOT make
one, ask your ALM, Shift Leader or Cathy for a new one. Your name tag gives potential
customers a way to identify with you.
All Staff that answer the door should do the following:
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Answer the door in a timely manner (do not leave a guest outside in the
weather for a long time.) If a tour is already in process and someone else
comes to the door, promptly answer the door even if the tour is sitting with
staff in the living room. It is awkward for Jonathan or Irene to leave their quests
to get the door but equally unpleasant for the person waiting outside to see
them just sitting there.
If someone comes to the door and they do not have an appointment do not
invite them in. Hand them Irene or Jonathan’s cards and suggest they call us
to make a proper tour.
Do not allow anyone to take pictures! We have to protect our resident’s
privacy.
Greet them in a clear pleasant voice. Introduce yourself. Hi, I’m [your name]
and a [care giver/manager/nurse] here at Eden Homes. Welcome! How may I
help you? If they do not volunteer the information, ask who they are here to
see. If it is a tour invite them in, offer to take their coats, and show them to the
living room. If you would like to have a seat in the living room, I will tell
[Jonathan/Irene] that you are here.
Your smile is your best accessory!
The ALM or Assistant manager (whichever is in the house) should stop by to
briefly introduce herself at some point early in the tour.
Never talk about another resident in front of another resident, staff or guest.
(This applies to all times of day, not just during tours.)
During a tour, conversations should be between you and the residents, not
between you and other staff.
Do your best to keep the residents engaged at all times during the tour. Plan
ahead. If you know a resident is likely to have a hard time during the tour, find
a way to redirect them before the problem even arises.
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Be aware of the noise level in the house during a tour (talking, washing dishes,
blender, etc.) This is not only important for us to be able to hear our guests
speaking but also for the comfort of our residents.
Always knock before entering a resident’s bedroom.
C.) Activities - Our enriching and engaging activities are what set us apart from other
assisted living facilities. We get to know our residents really well; they become part of our
family. The potential customer on the tour should be able to see how their loved one will
benefit from our engaging programming also.
You can help make the tour a success by making sure of the following:
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Post the most current activity schedule on the fridge where it can easily be viewed.
Stick to our programming as much as possible, give or take a few minutes.
Let us know if there is a reason that you are not sticking to the schedule, for example,
the residents went on an outing today and are too tired so they all decided to watch a
movie instead of doing what was on the activity schedule. (Give Jonathan and Irene a
heads up)
Post most current menu on the fridge. Please let us know if there is a reason that you
are not sticking to the menus; for example, on Friday you serve tuna salad sandwiches
for lunch because you will have roast chicken for Shabbat dinner tonight.
Remove any staff notices from the fridge and place them either in the Nurse’s Office or
Laundry Room.
Inform Jonathan or Irene privately if there is bedroom we should not enter during the
tour.
Inform Jonathan or Irene privately if there is a resident that is having a bad day that we
should avoid during the tour.
Keep the conversations going during meals. If residents do not like to or shouldn’t talk
while they eat start conversations while dinner is being served or before and after
dessert. Offer a choice of beverage or salad dressings so that all individual likes are
met.
Shift Leader should choose the staff that sits at the table based on their ability to have
conversations with our residents.
Be creative, friendly and engaging.
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4.) Setting a Table
A beautifully set table shows that we care about the finer things for our residents and supports our
image as a very thoughtful, well organized home.
The picture above is your guide for all meals. The silverware should match, as well as the plates and
glasses. The table cloth, napkins and/or placemats should be free from visible stains and rips. Do not
put the glasses upside down on the table.
For breakfast we do not use a table cloth, we only use placemats. For lunch and dinner we use a
tablecloth and place mats. Always use cloth napkins, feel free to experiment with different types of
napkin folding styles. There should be fresh flowers on the table or some type of seasonal center
piece. Your manager can order anything that is missing as well as replacements for chipped, cracked,
stained, ripped or ruined items from Irene.
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5.) Serving Tea
When we have tours, offering our guests tea and cookies is both polite and inviting. They smell the
cookies baking when they walk in the door and usually can’t wait to taste them. Each house should
have a tea service consisting of a tea pot, matching creamer and sugar bowl, tea cups, saucers and
plates. Always use the tea service. Fill the tea pot with hot tea (please remove the bags before
serving), fill the creamer with half and half or milk, fill the sugar bowl with sugar, place a few Splenda
on a plate and a few slices of lemon on a plate (if you have it). Put out a matching cup, saucer and tea
spoon for each potential customer on the tour. Also put out a matching small plate for each guest for
cookies. Don’t forget the cookies and napkins. Arrange everything on a tray and place it on the table
where we are meeting or ask Irene if you are not sure. If for some reason the guest did not have time
for tea and cookies offer to put some cookies in a bag to go, they almost never say no. They will leave
with a wonderful reminder of our hospitality.
Sometimes our guests may want coffee. In this case please make a fresh pot of coffee and serve it in
one of our Eden Homes mugs. Place the creamer, sugar, Splenda, napkin, teaspoon, plate, cookies
and napkins on a tray as you would for a tea service. If you need more Eden Homes mugs please ask
Irene.
If our guest would like a glass of ice water or juice please use our nice glasses not our plastic ware.
Fill a small pitcher with the desired beverage and place on a tray with the above mentioned items you
would serve for a tea service.
Please let Irene know if you need any supplies for serving tea during a tour or for our residents and
their guests.
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6.) Special Lunch Tours
On occasion, we will have a special lunch tour. This normally happens when the prospective resident
wants to see our home or the family wants to see how their loved one will respond to our residents.
We will always let the ALM know when there is a special lunch tour. We will tell them the day, time
and if there are any special menu items or allergies.
Set the table as shown in the diagram. If a particular resident is having a bad day please do not seat
them at the table with our guests. Have a staff member sit with them at the kitchen table; they will
appreciate the one on one time.
Our food is delicious; we have so many good cooks! Even the way we present our food is beautiful.
Make sure you get the food to the table in a timely manner so that it will be hot when everyone eats.
We want our residents and their guests to enjoy a nice hot meal together.
If any of our residents needs their food cut for them please cut their food in the kitchen before
serving. Do not cut the residents food in front of other residents or guests; this gives our residents
a sense of dignity when dining.
Tell the residents what you are serving; Today we are having meatloaf with mashed potatoes and a
salad then apple pie for dessert. When serving a resident or a guest always serve from the left; never
reach in front of one person to serve another. When removing plates always remove from the right;
again never reach in front of another resident when removing plates. Try not to stack or scrape
plates at the table. While it may be convenient for you it is extremely noisy for our residents and not
very attractive.
7.) Appearance and Approach
Remember it only takes 7 seconds for someone to form an impression of you. Your appearance is the
first thing people will judge you on; when you look friendly, approachable and professional, you are
more likely to be perceived as friendly, approachable and professional. Just like we do not want to
serve our residents on chipped plates and stained tablecloths because it would not portray our image
properly, your appearance also is a representation of our image. Please refer to your Employee
Handbook for guidelines on our dress code. Your appearance should be free of stains, rips, neither
too tight nor too low cut, should not be suggestive but should rather project the image of a friendly
professional that enjoys working with the elderly at Eden Homes.
Challenges will come up daily. A resident doesn’t want to get out of bed today, they forgot to deliver
the strawberries, and we have a surprise County Inspection in 5 minutes! Facing those obstacles with
a positive attitude can turn them into an opportunity. You can let a tired resident sleep in today and
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get another resident up first instead. Good thing we have plenty of watermelon to serve instead of
strawberries. We are always prepared so bring on the inspector! With a positive attitude, it will all be
fine.
Try being positive and watch what happens, it is contagious. This is a good thing to spread; say thank
you to someone who helped make your day a little easier or brighter, acknowledge when someone
has done a good job or helped out in some way, and practice random acts of kindness by helping out
your fellow worker who is having a rough day. Watch how the positive reaction will come back to
you.
Finally, thank you for contributing to the Marketing of Eden Home’s excellent image and reputation.
We could not do this without the hard work of our entire team.
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