Dan Gartlan: No financial relationships to disclose
Today’s media landscape continues to be fragmented and complicated as the media habits of prospects have been altered, making it difficult to select from the many channels available. Adult children spend significant time online and on mobile devices when searching for Senior Care. However, seniors themselves still rely on traditional media like TV, radio and newspapers to consume information. As a result, both digital and traditional media campaigns are essential components of a comprehensive marketing campaign to engage your audiences. Are you doing all you can to utilize your marketing dollars effectively and address the changing media landscape? In this session, attendees will explore various media options, learn how each outlet meets a different need, and discover how multiple media channels can work together to drive brand awareness, understanding and generate leads. Additionally, this session will demonstrate how to maximize results with any size budget, offering advice on how to scale campaigns and spends based on your financial resources. You’ll understand how the media mix differs based on your objectives, target audiences and types of services and levels of care your community offers. This presentation was well received at LeadingAge Illinois earlier this year.
Learning Objectives:
List the types of online and traditional media specific to your location, how they play a role in reaching specific audiences, and how to balance them together to gain trust.
Identify how to adjust spending levels in each type of media based on your organization's goals, target groups, types of services, and the level of care offered.
Design a well-articulated strategy document with clear objectives as the key to acquiring leadership buy-in and creating optimal media program's for your organization.
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