We all want our companies to look neat, but designing a logo is about more than that. Logos have a deeper power — they showcase what your business is about, give you credibility, and hopefully have a positive impact on your audience.

Logos affect the subconscious of consumers, who attach emotions and attitudes to company’s images. There are several ways to create an effective logo so you can make the most of your one chance to make an impression:

Your logo should communicate your identity.

It can be easy to fall into the trap of thinking a logo should come first, and then you can frame your brand around it. In fact, the opposite is true.

Before you create or redesign your logo, you should consider taking time to look at your core values (often found in your mission statement and history). You should be able to answer who you are, what the organization is about, and how you want your customers to feel when they interact with your company.

Your logo should communicate values, keywords, and other design elements that are personal to you, but will also resonate with your audience.

Your logo should be memorable.

This seems obvious — you want your customers to remember your company the next time they need your product or service. The easiest way to make your logo unique is to make the design distinct. For example, if your business sells outdoor products, don’t put mountains in your logo. REI has already done that.

How do you know your logo will be remembered? Answer this: if you replace your name with a competitor’s, would your audience know the difference? Your customers should see your logo and immediately associate it with your organization.

Your logo should be simplistic.

You can give your logo meaning and individuality without overdoing it. Think about the logo of global phenomenon McDonald’s. Golden arches in the shape of the letter “M.” It’s as simple as that, and when we see it, we recognize it.

Choose one symbol or acronym for your organization and let that be the focus. Less is almost always more!

Your logo should be right.

Take your time with the logo design and approval process. Logos stick, so you want to make sure you get it right the first time.

Sometimes it helps to bring in different people to give their feedback — think about your customers and board members, and especially your employees. Give honest feedback to your marketing team, and don’t sign off on anything until it feels right to all involved in the organization.

Need help redesigning your logo? RSPR has the corporate logo and branding services that can transform your company. Contact us today to get started.

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The majority of seniors (age 65 and above) are online, with at least 82% using search engines for research. As senior living community managers are aware, prospective customers often have help from their children or other loved ones, who are even more likely to rely on the Internet to investigate possible retirement homes and assisted living facilities. In fact, every hour in the United States, there are 6,000 online searches related to senior living communities.

Internet, social media, and smartphone usage will only increase as time goes on, in every demographic. As your most important marketing tool, your website needs to be as accessible, accurate, attractive, and search-engine-friendly as possible. Is your website effectively selling your facility?

Senior Living Community Website Checklist:

• Mobile Optimization. Enter your URL here to see if your site is mobile friendly. https://search.google.com/test/mobile-friendly
• Large Buttons and Text. The size of the words and the buttons to click or tap affects how well older visitors can use your site on both desktop and mobile.
• Easy Navigation. Make it easy for visitors to move around your website and find the information they’re looking for.
• Accurate Information. Make sure all the facts and links on your site are correct, especially contact information.
• Search Engine Optimization. Is your website appearing in search results as high and as often as you would like?

Beyond your website, digital marketing possibilities are endless. Every facility has different services, target customers, and branding, so a digital marketing plan needs to be customized just for you. However, in general these are RSPR’s most recommended digital marketing methods for senior living communities to get the best return on the dollar.

• Local Listings. Starting with Google My Business, local listings are essential to helping people in nearby neighborhoods find your community when searching online.
• Google Ads. We recommend varied Google Ads campaigns—search, display, YouTube, and more—to reach your full target market when they’re searching in Google or viewing content related to senior living.
• In addition to video ads on the platform, it’s important to have a YouTube channel and make regular video posts.
• Facebook reports that 62% of online seniors aged 65+ are on the platform, and 72% of those between age 50-64 are on the platform. We recommend posting to the senior community’s Facebook page at least twice per week. Setting up a variety of Facebook advertising campaigns will increase brand awareness, page likes, interactions with posts, visits to the retirement community’s website, and more.
• Other Social Media. Don’t underestimate the benefits of having a broad social media presence that includes LinkedIn, Twitter, Instagram, and more.
• Online Media Relations. More and more people get their news online. Get your community in the news with a media relations plan.
• Email Marketing. Use a friendly and informative email newsletter to keep in touch with prospects and the family members of residents.

Are you ready to take your marketing to the next level? RSPR Marketing + Communications takes pride in offering comprehensive marketing plans that are customized to get results for you. With experience and skill, we’re the best choice for managing digital marketing for senior living communities.

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Normally, RSPR would recommend any number of special events to bring people into the community and entertain guests and residents alike. During a pandemic, however, public and non-essential group activities and events are not possible.

Retirement communities must have open communication with four groups – residents, workers, visitors, and prospects. Prove to each group that your facility is safeguarding them.

A disease outbreak is a stressful time; do residents know how to manage stress and anxiety? Do staff members feel safe? Do visitors know what protective measures are being taken?

Senior living marketing trends during COVID-19 center around getting the word out to your prospects and everyone in your area that yours is a safe, responsible, and caring community. Marketing is crucial not just for increasing resident occupancy but also for attracting skilled staff.

There are several ways to communicate with the public and what your facility is doing.

First, we recommend getting in the habit of creating regular video messages from facility management, staff, residents, and resident family members. Choose a different topic for each video, such as:

• How to deal with pandemic anxiety.
• The advantages of living in your community during this pandemic.
• How visitation works at your facility during COVID-19.
• How you are protecting workers (bonus if staff speaks in the video).
• How you are protecting residents.
• COVID-19 myths.
• How your facility manages testing.
• What proactive plan do you have if the pandemic spreads in your facility?
• New availability and pricing.
• The ways that senior living facilities differ from each other.
• A message from a resident family member on why they recommend your facility.

Keep the videos friendly and reflecting your brand. They could have a theme, such as morning “coffee talks” that show off a nice sitting area in your facility.

Ways to use your video messages:

• Include them in press releases emailed to local newspapers, online news sites, radio, and TV stations. Follow up with the media to offer interviews.
• Post the videos to your website.
• Post them to social media including YouTube, Facebook, Twitter, and LinkedIn.
• The scripts used in the videos can also be used as text blog posts on the website and shared.

Taking advantage of live video streaming, such as Facebook Live and YouTube Live, could go a long way toward changing people’s perception of your community.

Are you regularly posting to social media, at least a few times a week? Social media helps establish the “personality” of your community, and especially now it is an easy and open way to communicate with the public.

Digital advertised can be customized to your precise target audience and your budget. Google Ads and social media advertising are excellent ways to ensure people who could benefit from your services are connected to you.

With highly customized mailing lists, direct mail remains an effective marketing tool. Develop a marketing piece that answers all the questions and fears raised by the pandemic, and mail it to the neighborhoods and demographics you choose. You may want to include a custom URL to track some of the website visits that result from the mailing (note that many people will still use Google rather than typing the URL).

Now more than ever, your website needs to be a showpiece to sell your services. Having high quality pictures, written details, and a 360-degree virtual tour would help make up for a lack of in-person tours. Make sure you are search engine optimized, and have a blog and use it!

This is a difficult, heartbreaking time for so many people, and an uncertain time for the industry. Even if your facility has suspended new residency, you’ll still want to continue compassionate and safe sales measures for the future of your community. As always, RSPR is here to help with experience and knowledge of effective senior living marketing trends during COVID-19.

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First, it’s important to understand the audience. Half of all households over 65 are headed by a single person, and 80 percent of those people are women. Instead of only couples, you will want to depict single women in your direct mail piece, as well as single men.

Most of the seniors you’re targeting are strong, healthy adults that like making choices for themselves. Sell your product directly to them instead of targeting caregivers or their children. Be conscious of your tone to avoid being disrespectful or condescending.

Seniors want information to be concise and easy to understand, persuasive yet honest. Be straightforward with a mature audience, using plain language. Finally, make them feel valued as people and personalize your message, because seniors respond to a personal touch.

More specifically, what should you include in a successful direct mail campaign to seniors?

• Make sure the content explains why and how your senior living community will improve the prospect’s life. Without fixating on the prospect’s age, focus on how your senior living community is designed to meet his or her needs and values.
• Offering something for free is a powerful incentive to drive response. Lunches are the most commonly promoted draw. You can also appeal to fears about finances, downsizing, or health.
• Most people see themselves about 5-10 years younger than they are. Keep that in mind when selecting images for the direct mail piece.
• When a prospect contacts you, be responsive and helpful about any issues, and stay in touch.

If your target audience is broad, you may want to divide it into categories with separate marketing campaigns. Campaigns can be defined by multiple criteria, including education, employment status, income, location, home type, home value, years spent in the home, marital status, interests and more.

Successful direct mail marketing to seniors requires a well-developed and targeted plan, a beautiful mail piece that is written to sell, and a willingness to follow up. If you’re ready to sell your services to seniors, contact RSPR to discuss your target market today.

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When you think of prospective residents, what do you think interests them? What are they concerned about? How can you help them?

A Sample of Events and Activities for Senior Living Communities:

• seminars on downsizing and real estate
• themed lunches
• health classes including memory care topics, fitness, and navigating healthcare
• financial planning and legal consultations
• music and arts performances
• hosting support groups
• senior expo featuring other senior service providers
• movie night
• holiday events
• cooking demonstrations
• classic car shows
• craft fairs selling items made by residents and the local community

As you begin planning, it is necessary to define the event’s objective. Then you need to establish the event budget. Break it out by categories like entertainment, decorations, food and drinks, marketing, etc.

Event location is the next consideration. You will need the event to be accessible – consider the parking, ramps, elevators, and handrails. Hold the event on the ground floor if possible, and try to keep the distance short from the building entrance to the event room. Are accessible bathrooms nearby?

Tips for Planning Your Special Events:

• Put up signs directing guests to the event room.
• Try to schedule the event in the morning, or no later than mid-afternoon.
• Make sure your audience will be able to read your printed materials – avoid cursive fonts, small type, and neon colors. Consider what is linguistically appropriate.
• When planning the food for the event, make sure it is healthy and easy to eat.
• Secure any guest speakers or performers at least three months before the event. Ask them for a bio and photo you can use for promotion.
• Publicize the event well in advance. Invite your guests in multiple ways – direct mail invitations, e-blasts, advertising, social media, a news release, and on the website.
• Which service are you going to pitch to attendees? Determine your focus and prepare promotional materials. Be prepared to give tours of the facility on the day of the event.
• Inform all staff members of the upcoming event details, and coordinate responsibilities with anyone involved in the activities.
• Prepare the thank you notes to send to all attendees, inviting them to plan a return visit.

RSPR’s team approach is perfect for managing and planning special events for senior living communities. To discuss your needs and explore the ways we can help you generate leads, contact RSPR today.

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Of course, a business needs to make money in order to stay in business, and if done right, local sponsorships will pull their weight in increasing sales. At RSPR, we’ve seen our clients reap the following benefits of local sponsorships, which lead to a better market position and profits.

• Build a positive image. How do people feel about your company? With local sponsorships, your company becomes more than just a name, more than just one option among many. If people have positive feelings toward your business, it will stand out from the competition and improve customer loyalty.
• Be remembered. The best sponsorships provide repetition. The more often people in your community are presented with your business name and marketing message, the more likely they’ll be to remember you when they or their neighbors need you.
• Attract employees. People would rather work for a company that is deep-rooted in their community. The more your name is out there and associated with community groups and causes, the more you can attract loyal employees that, like you, value more than a paycheck.
• Open communication with community leaders. You never know where new business opportunities will come from, or when your business would benefit from having an open door to the leaders in the community. Through sponsorships, you may discover like-minded professionals and form new partnerships.

How do you select the best local sponsorships to boost community relations? Brainstorm how your company’s mission intersects with your town. Consider ways to demonstrate sensitivity toward current community concerns and issues. Of the available sponsorship opportunities, which attract your target market? Which seem relevant to your products and services? Which support your company’s long-term vision? It’s also worthwhile to brainstorm new opportunities of your own making—ideas that showcase your products and services while supporting local events and institutions.

Out of the many marketing and advertising options available to you, local sponsorships are a unique opportunity to connect with your audience and create engagement. RSPR works with businesses to take their sponsorships to the next level, coming up with ways to further engage consumers and enhance the positive association and the return on investment in business growth. Contact us to get started.

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Whether your company posts daily or hardly at all, there are times you run out of content ideas. The important question is what should you post that will have the greatest benefit, making your time (and possibly your social media advertising dollars) well spent?

If you want social media to work for you, your company has to have a strategy. Before you choose the content that will influence your audience, make sure you first determine who your audience is and what platforms they’re using.

The most valuable platforms for businesses, in order, are Facebook, LinkedIn, YouTube, and Twitter. Instagram is fifth and is actively growing in size and popularity. Other sites that currently benefit brands are Google+, Pinterest, and Snapchat. Each platform has its own style of posts—YouTube is obviously all video—but a few basic principles can apply to all.

According to the Clutch 2017 Social Media Survey, the three most engaging types of content on social media—by a huge margin—are written articles, videos, and images. (View the full report at https://clutch.co/agencies/social-media-marketing/resources/social-media-survey-2017.) The following ideas should help you come up with social media post plans.

Written Articles

If you don’t have a blog on your website, get one. That’s where you need to be writing content, and then sharing it to social media. Keep in mind that written articles should always include relevant images.

• Write an article of tips. If you regularly offer educational information in an accessible format, you’ll build a genuine community with your company positioned as the expert. It could be a how-to, a list of things to avoid, or tips for the current season or holiday.
• Disagree with a popular opinion. Is there a misconception in your industry? A popular product you don’t like or a popular method you take issue with? Write it up.
• Answer a question. When people call up your company, what questions do they ask? Pick one and write out your answer.
• Do a review or a compare and contrast.
• Interview a customer or post a testimonial with your own commentary on the project.

Videos

• Walk through/around a completed or almost completed project, discussing what has been done (great for Facebook Live, also YouTube).
• Interview a happy customer (YouTube).
• Take a tour of your company’s headquarters, introduce staff, talk about how customer service is handled (great for both Facebook Live or YouTube).
• Take a video on location before a project and another video after, and edit the two together (YouTube).
• Make a video at a trade show (Facebook Live).

Images

Facebook posts with images see 2.3 times more engagement than those without. Tweets with images receive 150% more retweets. Articles with an image once every 75-100 words receive double the social media shares. (View the full BuzzSumo study at http://buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these-5-awesome-image-stats.)

• Photos before, during, and/or after a project.
• Photos that illustrate trouble areas.
• Infographics.
• Photos of the team at work.
• Event photos.
• Product photos.
• Take photos in and around the community.

Make sure that all social media posts have a relevant visual element—photo, infographic, or video.

Join the Conversation

In addition to posting your company’s tips and stories, it’s a good idea to search for groups and conversations to join. On Twitter and Instagram, check out hashtags that relate to your industry. What are people talking about? What questions do they have? What stories could you comment on and share? Even branching out into conversations about your city or your state, local events, or local news will show that your company is a part of the community and approachable.

Frequency

Most social media experts recommend posting between 3-15 tweets per day, and around one post per day each for Facebook, Instagram, and LinkedIn. Having a strategy and planning ahead are essential for staying on top of this schedule.

In the end, determining what to post, where to post, and how often to post can be tricky. The best course of action is to run experiments. Spend a couple weeks making two Facebooks posts per day, followed by a couple weeks making two posts per week, and check the “insights” that Facebook provides. Which frequency had better results? What content got the best engagement? Every platform offers insights or analytics to help you move forward and make the most of social media.

RSPR is ready and able to take your online presence to the next level. Give us a call to get started.

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So how does Google decide which websites are the best to put on the first page of search results? Here are a few of the basics.

Website Setup

There are some things you should make sure your web developer has addressed.

Is your website responsive—does it deliver a great user experience across all screen shapes and sizes? What is your page speed—do your pages load fast enough? Do you have sitemap.xml and robots.txt files? Are there any broken links on your site? Are there any 404 errors to fix or 301 redirects to set up? Has your web developer validated your HTML and CSS coding?

Keywords and Content on Your Website

Keywords used to be enough. You could load up a page of your site with fifty repeats of the word for which you want to rank on Google and call it a day. Today, such keyword stuffing has negative effects, because search engines evaluate content and context. Google’s algorithm updates are always working hard to better weed out the spam sites, and you don’t want to be one of them.

If there is a keyword phrase for which you really want to rank higher on Google, dedicate a page of your site to that phrase. Use that phrase in the header tag and in one or more subheadings on the page. Write the content naturally, including the phrase a few times within the text, which should be at least 300 words. Include at least one relevant photo on the page, and give that photo an alt tag with the phrase. To take it a step further, on other pages of your website, use the phrase within text and have it link to that page (this is called internal linking). Then find other ways to get people to visit the page by promoting it on social media and asking your vendors to link to it on their websites (external linking).

Titles, Snippets, and Structured Data

How each page of your site looks in Google search results matters. The title tag is what appears as a bold headline in your search result entry and should be 60-65 characters long. The snippet, sometimes called a meta description, is the text beneath the title that should be around 155 characters. If you’re using a content management system (CMS) like WordPress, make sure you have an SEO plugin that allows you to write unique titles and snippets for each page of the site, and that you use the appropriate keyword phrase within each.

The structured data, sometimes called schema markup, is the additional information Google may include in the search result listing, such as operating hours, pricing, and review ratings. Setting up structured data is a way of helping search engines interpret and index both basic information (name, address, phone) and more complex information (events, products, articles). The more information Google has, the greater the chances Google will use it.

History and Other SEO to Rank Higher on Google

Two types of history are relevant here. First is your website’s history of being clicked on when Google shows it for that particular search term. The more often your site is chosen, the more often and higher Google will show it for that search in the future.

The second relevant piece of history is the user’s. Your site will show up high and often for someone who has a history of visiting your website. If people from a particular city or region tend to choose your website over your competitors’, then a searcher from that city is also more likely to be shown your site higher in search results.

SEO stands for “search engine optimization,” which is the general practice of improving your search engine ranking to maximize website visitors. To rank higher on Google, there are more aspects to SEO than what has been listed here so far.

One such factor is backlinks—how many websites and online articles out there have a link to your website? Another important factor is claiming your business on all social networks and directories, including Google My Business and Google+, Facebook, LinkedIn, Twitter, and more. Are your website address, location address, business name, and phone number consistent across all online directories?

Search engine optimization is broad and constantly developing. Having a well-written, organized, user-friendly website is only the beginning. One final factor you must overcome to rank higher on Google—the factor that is out of your control—is your competition. If your product or service is offered by many other companies in your target area, you’ll have to fight that much harder for your Google ranking. Contact RSPR for help with your SEO.

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In theory, it’s a simple and painless process. Here are a few guidelines for merging Facebook pages, plus a few notes on what may go wrong.

If you are an admin for both pages:

1. Change the name of one of the pages so that it exactly matches the name of the other. Do this by clicking “About” in the left column of the page you’re merging. Then under “General,” next to the company name, click “Edit” and change the name. It will take some time for Facebook to approve the name change.
2. Once you are notified that the name change was approved, go to Facebook.com/pages/merge. You will have to reenter your password.
3. Choose the two pages from the dropdown menus. The second page will be considered the one that is merging, and its posts and photos will be deleted during the process. Likes and check-ins will be combined.

NOTE: If you don’t want to lose the posts and photos from the page that’s merging into the other one, don’t start the process — it can’t be undone.

If you want to merge an “unofficial” page with yours:

1. On the unofficial page, click “Is this your business?” at the top of the page just under the header photo.
2. Select the option to merge the page into a Verified Page you manage. Hopefully you can now select your official page and wait for Facebook to complete the merge, but if not…
3. If nothing happens when you click “Continue,” congratulations, you’re part of a Facebook glitch that has yet to be fixed. You must select the option to “Claim and verify” the page “with a phone call or documents.” Click continue.
4. Now you will need to upload a .doc, .pdf, or .jpg of a business document that must contain two pieces of information—your business name and address. This will probably be one of these documents:
   • Utility bill/Phone bill
   • Business license
   • Business tax file
   • Certificate of formation
   • Articles of incorporation
5. Once this document is submitted, you can now wait for Facebook to complete the merge.
6. In some instances, Facebook will allow you to verify by phone call—the automated call to your business number will contain a verification code you enter to complete the merge.

If you don’t have access to an official Facebook business page that is using your company’s information:

• One option is to click the three dots icon below the header photo and click “Report Page.” You can then select that “This Place has duplicate or inaccurate info” or “I think it’s an unauthorized use of my intellectual property.” Facebook will investigate and get back to you. Sometimes the duplicate page is removed in 24 hours. Sometimes you have to report the page many times before you get a response from Facebook. It can take a long time and be very frustrating.
• Another option is to fill out a form and contact Facebook. They have a specialized team that reviews Intellectual Property claims such as trademark and copyright infringements, and you can contact them directly here: www.facebook.com

Do you have more questions about how to merge Facebook business pages? Give us a call or shoot me an email.

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Have you noticed all the headlines about millennials “killing” certain institutions and products? From marmalade and Big Macs to gyms and hotels, this generation, as well as the upcoming Gen Z, get a lot of credit for ruining things. Why do companies have such a hard time reaching them? As economies change and people change, your products, services, and approach need to change too. Companies that, until recently, have been very good at what they do have a tendency to fight change, to resist altering what has worked well up until now.

The good news is that the method for successfully marketing to millennials isn’t radical or new. Good marketing has always been about understanding what people want (not telling them what they should want), and being the best at giving it to them.

• You have to have data from reliable research. Read the articles, study the studies, then look closer to home. What is your Google Analytics data telling you? If you really want people to fill out a form on your website, make that action a conversion metric and watch the data. Who fills out the form? What steps did they take before filling out the form? How can you better direct people to take those steps?
  
• You have to be able to think the way other people think. Half of this ability comes from that data, and the other half comes from a good imagination combined with logic. The ability to get inside other people’s heads — the thoughts and motivations of people different from you — is critical for the next bullet point.
• You have to predict what will prompt a particular group of people to take action. Once you’re inside people’s heads, you need to be able to determine what they want (trying to sell something people don’t want has an extra step of trying to make them want it, and this usually ends badly), and you need to understand what it will take to get them to buy. Maybe they need more information, better packaging, more reminders, a deadline, or the belief in a great deal.

Data for Marketing to Millennials:

• They’re being paid less than you think. Why do you think they’re killing vacations? On average, millennials are more risk-averse and are less likely to spend money unnecessarily than previous generations. With hundreds of thousands in student loan debt, many millennials are very, very particular about where to put their paychecks.
• They care about the planet. It’s the only one we’ve got and we’re getting closer to making it uninhabitable for humans. The younger you go in generations, the more this seems to matter. Generation Z was born surrounded by post-apocalyptic stories, and this is bound to leave its mark.
• They value transparency. In this era where information is always readily available, being convoluted or vague means you’re not trustworthy.
• They value corporate social responsibility. When they do spend money, millennials prefer companies that practice business sustainably and ethically. “They want companies that prioritize ‘making an impact’ on the world around them.”
• They don’t want to ingest garbage. More and more information is coming out about artificial ingredients, harmful chemicals, pesticides, and bleach in our food, in the animals, in gas exhaust, in household cleaners, coming out of factories, and on and on. Millennials know these chemicals are hurting more than the ozone; they’re hurting our bodies.
• There’s a lesson in avocado toast. Why are restaurant chains hurting? Mashing up some avocado and putting it on a piece of whole grain toast costs less, takes less time, and is infinitely healthier. Where is the chain restaurant serving fast, inexpensive food made with only fresh, wholesome ingredients? Marketing is about meeting customer demand, not demanding customers want what you’re selling.

It’s not all positive, of course. Millennials also have reputations for laziness, arrogance, and self-absorption. We have to acknowledge that survey data is inconsistent. “One study finds millennials care about environment, education, and health. Another finds economic, gender issues, or wage as their most important issues.” What’s the truth? That lining real people up in columns and rows based on income and gender and race and the year they were born is a haphazard business indeed.

While it’s good to look for trends and not get too testy about what the trends say (“Not all millennials!”), it’s also critically important to market to the individual. That’s where you’ll reach millennials, by listening, by interacting with them one-on-one on their terms, by putting more energy into transparency and good deeds (and PR to spread the word) and less into pushy sales, by showing you care about what they care about, and by not being fake. And it couldn’t hurt to stop blaming them for not golfing or buying motorcycles.

US GENERATIONS BY BIRTH YEAR

Consensus varies, but this data is accepted +/- a couple years.

• Silent Generation: -1945
• Baby Boomers: 1946-1964
• Generation X: 1965-1979
• Millennials: 1980-1994
• Generation Z: 1995-2009
• Generation Alpha: 2010-present

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