Integrated Marketing Series: What is Integrated Marketing? (1 of 6)

SA-719_Blog_180520474

Aug 6, 2014 | Marketing & Branding

If you are like most senior living communities today, you have a website presence that serves as a first point of contact for consumers seeking information. You probably also engage in a variety of advertising, public relations, sales and special promotion initiatives. More and more communities are also taking advantage of social media as a productive means of interacting directly with potential customers and their adult children to highlight their lifestyle advantages.

With so many different media channels being used today by consumers, it can be very easy for your primary message to become diffused or blurred if not communicated consistently – and consistently well. Rather than a clear and compelling picture of your key advantages and benefits, your prospects could be confused as to what your message really is and what your brand actually stands for.

Effective marketing integration seeks to orchestrate your community’s key campaign message(s) in a harmonious, synergistic and timed manner through all of the communications channels you use to reach the customer. In addition to message consistency, marketing integration also focuses on the distribution of the message in a properly timed order or sequence based on interaction with the customer and the specific media used. When considering a fully integrated strategy, it is important to think beyond your print and online messaging to include your sales function as well. One key aspect of SageAge Strategies’ sales training program entails coordinating the sales message with the marketing message based upon where your prospect is in their “shopping” process.

In terms of “imprinting” your message, a well-conceived integrated marketing strategy has the power to make the whole greater than the sum of its various parts, while also optimizing the cost-effectiveness of your marketing budget.

Integrated Marketing Defined

According to one useful definition from Wikipedia, “True integrated marketing communications (IMC) is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, etc.) that are selected and then executed to suit the particular goals of the brand.” Instead of simply using various media to help tell parts of a brand’s overall story, IMC leverages each communication channel’s intrinsic strengths to achieve a greater impact together than each channel could achieve individually.

Understanding Each Medium Can Sharpen Your Plan

To achieve the most effective outcomes, it is important for senior living communities to understand each medium’s (or channel’s) strengths and limitations, including their popularity, use rates, and conversion rate among your target audiences. This information can then be used to create an evidence-based multichannel strategy that not only speaks with a consistent voice, but is also more effective and cost efficient.

Why Marketing Integration Is So Important Today

Continuing advances in communications technology have expanded the number and variety of communications channels and changed how consumers and businesses interact. Mobile technology and the growth of social media outlets are prime examples. The sheer number of useful media options today requires that your overall plan is managed closely to assure that the end product is coherent and focused on the same goal(s).

Components of Integrated Marketing Communications

Today, senior living providers including independent living, CCRCs, assisted living and memory care communities commonly use the following marketing channels that can be fully integrated:

  • Advertising – Broadcast, print, Internet advertising, outdoor advertising, online classified ads, media ads

  • Direct Marketing – Direct mail, emails, telemarketing

  • Sales – Materials such as sell sheets, brochures, presentations

  • Online/Internet marketing – Email marketing, mobile marketing, user-preference coding or “Remarketing

  • Social Media – Facebook, Twitter, YouTube, LinkedIn, Google+, Foursquare, Pinterest, Instagram

  • Content Marketing – News releases, blogs, newsletters

  • Public Relations – Community outreach, public events, grand openings, press conferences

  • Special Promotions – Limited-time offers, contests, rebates, special events

When these diverse marketing communications options are properly coordinated in a comprehensive strategy that addresses message consistency and sequencing, you can create an effective campaign that delivers an overall impact that is greater than that provided by each medium individually.

In our next article in the series, we will review ways of creating a consistent message across all marketing channels while adjusting the context of the message to fit the particular channel.

Award-Winning Expertise Is Available to Help Your Community Grow

If you are a senior living community considering the need for assistance in increasing sales and building your brand, we encourage you to take advantage of our exceptional capabilities and experience in strategic market growth, census enhancement and customer engagement techniques. We are an industry leader that operates exclusively in the unique senior living marketplace and has the specialized expertise, extensive experience and award-winning results to enable you to succeed. As 2014 recipients of 10 Generations Awards for marketing excellence and the prestigious LTC LINK Supplier Award, SageAge Strategies invites you to contact us today at 570-601-1720 for more information about our suite of strategic services that will help your community grow.

Read Part 2 of 6 Next

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...

SageTalks

Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...

Connecting with Seniors Through Facebook

Making an Impression, Enhancing Engagement For many of us, we’re no stranger to Facebook. From personal use and business to connecting with friends and family, Facebook is among the top social media platforms. In fact, did you know that there are 2.89 billion monthly...
Share This