Marketing Activities
The same concepts that encourage you to buy a specific brand of salad dressing
can be used to market your activities to your customers. Why have a marketing
campaign for activities? We know that we spend a great deal of time developing
an activities calendar and that every one in the home has a calendar. As our
number one marketing tool we forget that not everyone in the home actually
reads it or understands it. Sometimes that big old calendar on the wall becomes
“wallpaper”. It's always there, but no one pays any attention to it. We pass out
calendars, highlight events for each resident and hang them in the resident's
room. And we still have staff that doesn't see it or read it. So sometimes we need
to look at the way companies market their services and take some tips.
An activities marketing plan serves to highlight the attributes of your program and
brings the “regular” programs a boost in attendance and participation. A plan of
what activities that the resident's are interested in and how to advertise them to
them and their families will assist you in encouraging people to participate and
become active in their quality of life. As with all plans, this takes some time and
some proven marketing techniques that can be utilized in your facility. Think of
investing some time as an investment in your activities program.
Think about the family members who visit only in the evenings or weekend when
traditional activities are limited. How do they know that their loved one actually
participates in activities? How do they know that activities visit regularly? What
types of materials are there in the resident’s room saying that they are involved in
programs? Does the resident have “proof” that they participated? What about the
resident that is involved in all of your activities? Can family members say that
their loved one is actively involved and helps plan the programs? Are families
encouraged to be a part of the program?
Now the obvious answer is that you have an activity calendar in their room. But
as we just discussed, it just hangs there. Families are visiting, but rarely look at
the calendar that is in the room. They need to see that there are programs that
their particular family member is interested in. We know that the resident
participates, but they don't see Mom or Dad attending the program. It boils down
to what people see and how they see it. Our job is to make them see that their
loved one is involved. We have the activities when the family is working and
involved in their own lives. Now besides changing the activities department
schedule, using some marketing techniques will assist families and residents in
actively contributing to their quality of life.
Getting Started
Using your existing calendar take a good hard look at it. If you were a resident
would you know what the various activities were? If you were newly admitted to
the facility would you know what programs were actually designed just for you?
Even after they participated in the Activities Assessment process, and the nice
activity lady told us about all the activities a few weeks ago, do we really know
that “Pencil Olympics” is actually a program about Word Searches? The
program may be exactly what the resident would really like to participate in, but
because there is no additional information, may not attend. If the resident (our
primary customer) doesn't know what the program is, then families and staff may
not know as well.
After assessing your calendar the next step would be to write out a marketing
plan. This will give you a clear path toward making an advertising program a
reality. Look at the programs that you regularly have and pick at least five of
them that need a boost in attendance and that would enhance the quality of life
for your residents. Those programs that your particular residents have expressed
an interest in. Even individuals who are considered “low functioning” would
benefit from having some advertising and marketing as we are all familiar with
having companies market their products and services to us.
Once you have picked the programs that you have identified as being included in
your marketing plan, look at what you do at those activities. Are residents
involved and do they recall what happened? Take an end of the day informal
survey of residents to see if they recall what they participated in that day. See if
your “low functioning” residents recognize an article from their previous activity.
You can then use the “Identify your Customer” tool. Each ring will represent a
group of customers. Keep in mind that each group will have it's own perspective
on your activities. Your mission is to role-play while filling out the ring. For
example, if in one of the rings you place the “Administrative” Staff, you will need
to consider their perspective on your activities. Are they busy looking at the
“bottom line” or are they involved in Public Relations? Marketing to this group
would depend on their needs and interests. A whole new marketing program
would be implemented for this particular group. If you place the “Community” in a
ring, that would also include a different marketing strategy from “Administrative
Staff”
Marketing
“The American Marketing Association suggests that Marketing is "the process
of planning and executing the pricing, promotion, and distribution of goods, ideas,
and services to create exchanges that satisfy individual and organizational
goals.”1
Marketing your delivery of activities services means that your customers would
be in the process of receiving promotional items that will encourage participation
through a variety of tools and programs. Marketing your services to meet the
needs and interests of your customers through advertising, creating curiosity of
programs and satisfaction in your services.
“A marketing strategy serves as the foundation of a marketing plan. A
marketing plan contains a list of specific actions required to successfully
implement a specific marketing strategy. An example of marketing strategy is as
follows: "Use a low cost product to attract consumers. Once our organization, via
our low cost product, has established a relationship with consumers, our
organization will sell additional, higher-margin products and services that
enhance the consumer's interaction with the low-cost product or service."
A strategy is different than a tactic. While it is possible to write a tactical
marketing plan without a sound, well-considered strategy, it is not recommended.
Without a sound marketing strategy, a marketing plan has no foundation.
Marketing strategies serve as the fundamental underpinning of marketing
plans designed to reach marketing objectives. It is important that these objectives
have measurable results.”2
A marketing plan for the activities department should include identifying specific
activity programs that you have designed for the interests of your residents.
Those programs that your customer has interest in or skills in, that would
encourage a supportive atmosphere in the activities program. Marketing
strategies should include an increase in participation by the customers or
enthusiasm of the customer to actively participate in activities. It can be
considered a “Care Plan” for your activities program. With measurable goals and
interventions that you would establish for your customer. Instead we are
establishing measurable goals for your activities programs.
To establish a “Marketing Plan” for your activities services would in fact include
the information that you gathered at the mall and advertising materials that you
see in your everyday life. Look at the Sunday Newspaper to see how companies
advertise their specials and their products. Then consider how you would go
1Taken
2Taken
from Wikipedia at http://en.wikipedia.org/wiki/Marketing
from Wikipedia at http://en.wikipedia.org/wiki/Marketing_strategy
about advertising your activity programs using the same methods. Coupons,
pictures, large fonts, easy to identify products and glossy paper. All attract you as
the customer to their product. Using that information think about how you can go
about advertising your programs to customers.
After you identify the programs that you want to market and your customers
interests, you are ready to develop your marketing tools. These tools can be a
variety of items that will tell the “activities story” in your facility. Keep in mind that
the “new” guidelines instruct surveyors to assure that your programs meet the
needs and interests of your residents. This guidance can be met with the same
marketing tools that companies use. How? You are providing programs that the
residents are interested in and making sure that they know about them. You are
also providing “cues” that the resident did participate in your programs.
You are now on you’re way to planning a marketing strategy for your activities
program. The next few steps will involve some creativity, time and some basic
materials, but will be worth the investment.
1 Marketing your existing programs.
Look at the programs that you provide now. Besides the fabulous Bingo
prizes that you have for your residents, what other programs have
something that your customer can take “home” with them that says that they
attended a program? If a resident goes to a current events program do they
have something that they can take with them? When you go to a workshop
or educational session, what do you take home? Handouts, a certificate
that you attended, the brochure, nametag, business cards or a door
prize. Have you considered having a door prize at random activities? Use
those Bingo prizes that no one wants placed in a jazzy gift bag with a tag
that says what activity the resident participated in.
Why do organizations give out nametags? So people can get to know each
other. Every so once in awhile, nametags for residents will encourage
interaction among your customers. Residents can make their own name
tags while they are waiting for the program to begin. Tags can be made on
a computer or bought at an office supply store.
At your crossword puzzle programs do residents get handouts that perhaps
explain the history of crossword puzzles or a copy of the daily crossword
puzzles? Perhaps providing small books of puzzles or inexpensive “dollar
store” puzzles for each participant. This does not have to happen all the
time, but on a regular basis.
Upon identifying the programs that you are going to market, think about
appropriate handouts, brochures, nametags or door prizes that you can
provide for your customers can take with them.
2 Advertising Your Programs
Upon delivery of your number one marketing tool, your calendar how about
providing coupons that residents can use during their programs? And
remember that when we talk about programs we are also considering
individual activities as well.
Coupons that let your customer know the special events coming up, a
coupon that enters the customer into a “special drawing” or a raffle ticket for
a special “take out” luncheon if they get them “punched” 5 times in a row for
attending or participating in activities. A secret number that will be drawn
during a pre-meal program in the dining room, must be present to win and
have the ticket.
At restaurants you see all sorts of ads that encourage you to have that extra
purchase. My, how those desserts look good! Table tents and menu
holders encourage customers to spend more and eat more. The
restaurants know that their customers will flip through them and talk
themselves into buying a little extra with their meal.
Table tents used for a marketing tool can be made with simple plain index
cards or purchasing the menu holders that restaurants use. Make sure that
they are updated regularly or they too become “wallpaper” and just
something else taking up room on the dining room tables.
Special place mats announcing a program to your customers by simply
using 11x17 paper on your copier will advertise your program. Placed on the
dining room tables for dinner the night before will provide information that
will encourage customers to participate. Some trivia questions, a puzzle, or
a mystery picture to color while they are waiting will make them interactive
and last longer in one's memory. A breakfast place mat will inform your
customer about the daily events. Again, used every so often will prevent the
ad from getting “stale”
Remember waiting for the “Tooth Fairy” to leave something for your tooth?
Having staff leave an invitation in a residents room at night or an
inexpensive item to encourage anticipation of a 1-1 visit will not only give the
resident something to cue them about your program, but also encourage
them to look forward to your visit. Just the anticipation of a special visit will
advertise your program for those residents who are room bound. This also
works for those customers who you have planned a program for.
Imagine a resident getting a playing card with a note attached to it for a
Poker Game. The note explains that if the resident brings the card, they will
get an extra poker chip. Perhaps finding a little envelope with an emery
board and a perfume sample to let the customer know that today we will be
having a 1-1 Beauty Cart coming to their room. Perhaps leaving a recipe of
the dish that you will be cooking up in your program in the afternoon.
3 A Picture is worth a Thousand Words
Make a practice of taking pictures at all of your activities. Not just those
special events but at those programs that you have regularly. A digital
camera would be the best, but a regular camera and a volunteer who likes
to take pictures and will get them developed for you would be great. Make
double copies so that residents can share them with family and visitors. It
also makes a great addition to a “Guest Book” that residents can make to
use in their rooms and show families what they do during the day.
Taking pictures of residents interacting with each other, making scrapbooks
of their activities and having families assist with picture taking during
programs will cue all that their loved one actually participates. Remember
that placing these photos in your newsletter will also encourage residents
and families. There have been activities departments who also place photos
of events on their facility web sites.
If you use a digital camera, you can also e-mail them to families. You can
also have the second copy of your photos placed on a CD. This will assist
you in making multiple copies on the computer or to easier access them for
photo collages or displays. Keep in mind that you will need to follow your
HIPAA policies when instituting this program.
4 Make it an event!
Even an exercise program can become a “Special Event”. You get
entertainment for theme parties, why not get entertainment for your
exercise program? How about a news reporter for your current events
program? Plan to make a daily program a special event. Imagine having a
baking program and inviting a professional cake decorator in to show cakedecorating techniques. Or floral arrangers to make an arrangement then
use it as a door prize!
Keep the program simple and remember that your most useful marketing
tool is the anticipation and the word of mouth. An initiation to a
“Tupperware” party with anticipation of having their families invited so that
you can use it as a fund raiser for programs or a way to get “hostess points”
to buy supplies for the facility will encourage people to participate. Having a
goal in mind will encourage people to participate.
Having your local elementary school come and read to residents would
enhance a Short Story program. Adding that personal touch of a “Reading
Buddy System” with particular residents will encourage residents to take an
active role in planning their program. Taking an active role in
planning will encourage your customer to have “ownership” of a program.
5 Become a Resource
The activities department should be a resource for their customer. Not the
“K-Mart” of the facility, but a resource. A place where customers can get
information and ideas for their quality of life. Seasonal packets for
educational and diversional purposes should be handy and made ahead of
time for customers to use.
Having packets of information, puzzles, history and interactive trivia
available for the more alert customer will encourage them to interact with
each other, It also provides information for staff to use with the residents.
Planning ahead to use information, books, props or items that customers
can use for activities will assist you in marketing your resources.
Check out your weekly newspapers to see if they will leave the “free”
newspapers in your lobby. Do some Internet searches to find information
about your area for people. Go to a hotel and take some brochures about
area attractions and have them available for a resource of a place to take
“mom” when going out for a ride. Contact the area attractions for any
information that may be helpful for a resident and family to visit.
Create a packet of take-out or delivery menus that will come to your facility.
Update the information regularly for new admissions. Encourage families
during Care Plan meetings to have delivery with their loved one. Perhaps
they will provide a coupon for a discount if used during a “slow” day or time.
This will encourage families to see your department as a resource for their
visits.
6 Use your creativity!
This program can be ongoing and should become “the way we do it”. With
some creativity and an investment of time, you can market your program
to the entire facility. Think of it as a way to encourage your customers to
take an active role in their quality of life. You already have many of the
tools of the trade, you need to give yourself permission to take the time to
actually create a marketing plan.
Marketing Plan
1 What is the purpose of your marketing?
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1 Who are your customers?
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3 What programs are you going to market?
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4 Which marketing tools are you going to use for your marketing program?
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5 How are your going to distribute them?
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6 What is your budget for your marketing program?
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7 What are the goals of your marketing plan?
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Activities Marketing Tools
1 Handouts
When people go to a conference they get handouts. Those handouts assist
the participant in following the presentation, give them something to take back
to work to refer to. Using a handout for your activity will let the participant
follow along and have something to remind them that they attended. The
handout does not have to be complicated, it can be a puzzle that matches the
theme, and it can be a picture or additional information about the activity.
1 Certificate
Many organizations and groups give out certificates to recognize the people
that participated. You receive a certificate of attendance to educational
programs and remember how you felt when you got your diploma? Giving out
certificates of attendance to your customers will give them a sense of
accomplishment and recognize their participation.
3 Name Tags
Residents can make their own nametags, or they can have a nametag like the
rest of your staff. This feeling of “community” is one way to include the
residents in your activities. Making your own nametag for some of your
activities allows for creativity and a sense of belonging. You can also make a
program out of designing your own nametag with residents having free reign
on what they would like to place on them.
4 Door Prizes
We all like to get something extra. Why do we go to trade shows or fairs? We
enjoy getting the “freebies”. You can use door prizes to encourage residents
to participate by either giving them the ticket before the program (they would
then have to bring the ticket with them to the program) or during the program.
Having the drawing at the end (you must be present to win) will give the
participant a feeling of anticipation and might keep some people at the
program. You can use “freebies” for 1-1 activities as well.
5 Business Cards
In the 18th and 19th century people used “Calling Cards” or “Visiting Cards”
when they called on each other. Simple calling cards can be done on a
computer for residents to use when they call on someone. They can also use
them for activities including having them available for visiting groups or
intergenerational programs. Teen volunteers can make the cards for the
residents or residents can make their own. There is also a new activity for
trading “Art Cards” that could be a great activity for residents to trade these
cards with family.
6 Coupons
Everyone likes a deal. Using a coupon for activities can encourage customers
to attend to see what kind of deal they can get. If you have residents that
enjoy doing something, why not make a monthly packet of coupons for your
activities? Decorate up some legal size envelopes using rubber stamps,
stickers or markers for each monthly theme. Add some coupons for your
activities.
7 Table Tents
Making table tents for dining room tables or to be delivered during 1-1 visits.
There are many table tents available to purchase, but you can make them by
folding over an index card and writing the information on it using a marker and
some stickers. Depending on the interests of your residents you can make
them as elaborate or as simple as you need. You can also print off the
information or trivia using a “greeting card” software program and simply glue
them onto the index cards.
8 Menu Holders
You can get inexpensive menu holders on the Internet or at a restaurant
supply store. You then print up the information that you want to place in them
on cardstock and place them in the menu holders. They tend to be a little
more formal than table tents, but sure add to your marketing tools when used
with other marketing tools.
9 Placemats
Check to see if your copier uses 11x17 paper. If it does you can enlarge
pictures to copy onto them. There are software printing programs that will not
only enlarge pictures for you, but also print them “Coloring Book” style. You
can find the information in the “Printing Properties” of your printer and through
the particular software. If you do not have access to any of the above, you
can use scrapbooking papers (12x12) and some rubber stamps. Making special placemats for mealtime highlight upcoming events. There are
restaurants that encourage their customers to decorate their own tablecloths
using newsprint and crayons. Consider announcing the next activity with
place mats.
10 Invitations
We rarely receive written invitations for anything but weddings. Handmade
invitations are reserved for those that are “crafty”. But making simple
invitations makes the activity “special” and lends to the anticipation of the
customer. You can make them on the computer, or make them by hand. And
if you are looking for a project for volunteers, this is right up their alley. You
can also research invitations as a craft project, thus making the entire facility
involved in making and getting invitations. They also cue families and visitors
on upcoming events or your regular programs. They also serve as reminders
of the program afterwards.
11 Taking Pictures
Digital or regular pictures are worth the investment. Showing people engaged
in activities remind residents that they participated and let families see that
their loved one is engaged in programs. Using them for a variety of projects,
displays and newsletters will assist you in your marketing program. Investing
in a digital camera and a photo printer can become an activity in itself. You
can also scrapbook them, use them on calling cards, table tents and for
marketing your facility.
12 Entertainment
We get entertainment for special events, but what about using your budget for
entertainment for regular programs. Having a cake decorator show
techniques on cake decorating for a cooking class or hiring musical
entertainment for an exercise class would add something extra for your
marketing program. How about a strolling guitar player for a meal? Or using
your entertainment budget to have a magician entertain during a Men's Club.
The best resources for entertainment are the “Yellow Pages”.
13 Resource Packets
There are many resources to use for educational, game and informational
packets. The copier can become your best and inexpensive tool for marketing
your programs. Having packets to use for holidays or special themes will let
you become a resource for the facility. Having packets done ahead of time will
let you pass them out during 1-1 activities as well as for those residents who
are always looking for something to do.
Remember the worksheets that you had in school? Worksheets can be found
on the Internet for nominal fees or you can contact your local schools. There
are also teacher’s books that are available.