D-4: The Digital Dilemma – Navigating the Endless and Ever-changing Demands of Digital Marketing

NAB – 1  Credit Hour | Wednesday, June 5th. 1:15 PM – 2:15 PM

Session Description:

This session will unravel the complexities of digital marketing and equip your community with the tools needed to thrive in today’s competitive landscape. The alphabet soup of SEO, SEM, PPC, AI, and ChatGPT may seem daunting, but understanding these elements is crucial for staying ahead in the market share race. As seniors increasingly conduct their lives online, a robust digital presence is no longer a luxury but a necessity. Industry data reveals that more than half of move-ins originate from online searches and website interactions, yet many senior living communities overlook or underestimate the importance of digital marketing. Ignoring this critical aspect can severely impact the overall success of your community. This session will delve into the dynamic world of digital marketing alongside seasoned experts specializing in senior community outreach. Gain invaluable insights into the ever-evolving landscape of search engine algorithms and learn how to position your community as a trusted authority in the eyes of Google and other platforms. Hear firsthand accounts from a community marketing director who successfully elevated her community’s online profile through strategic website development, engaging content creation, and vibrant social media presence. Discover how digital strategies have not only supplanted traditional marketing channels like direct mail and print advertising but also become indispensable tools for driving sales and fostering resident engagement. Moreover, you’ll gain invaluable wisdom from the executive director of a thriving senior community who will share his enlightening journey toward embracing and appreciating the importance of digital marketing. Understand the pivotal role of digital outreach in not only attracting new leads but also nurturing prospects through ongoing engagement efforts. Explore the significance of allocating ample resources toward establishing a comprehensive and sustainable digital marketing program, and recognize the value of seeking external expertise to navigate the ever-changing digital landscape effectively.

Learning Objectives:

Review how the digital revolution has transformed consumer behavior among seniors and how a multi-channel marketing approach can drive traffic and increase brand recognition.

Recall the essential elements of digital marketing.

Describe the impact of social media in increasing engagement and brand awareness.

Speakers:

Donna Langer, Vice President of Digital Operations, Solutions Advisors Group

Passionate about leveraging technology to enhance lives, especially for older adults, Donna Langer brings over 20 years of digital marketing expertise to her role as VP of Digital Operations at Solutions Advisors Group. Her proven track record in marketing across diverse industries, including extensive experience in pre-need planning, death-care, finance, customer loyalty and senior living marketing, equips her to implement digital marketing efforts that resonate with today’s tech-savvy seniors and their families. Multi-channel expertise: Led the development and execution of omnichannel campaigns, including email marketing, direct mail, social media, and website optimization, tailored to resonate with senior demographics. Data-driven insights: Utilized marketing analytics and customer segmentation to understand senior preferences and behaviors, informing targeted messaging and maximizing campaign ROI. Deep understanding of senior buying behaviors: Donna has honed her skills in understanding the motivations, concerns, and media consumption habits of mature audiences

Jennifer Kohan, Director of Sales & Marketing, Applewood

Jennifer Kohan has 10 years of experience in the senior living industry, the last 3 years as the Director of Sales and Marketing at Applewood. In this role, Jennifer oversees Applewood’s online profile, driving strategies that emphasize digital presence, encompassing website development, content creation, and the cultivation of a vibrant social media footprint. Collaborating with Solutions Advisors Group, Jennifer adeptly navigates and leverages digital channels, staying attuned to the dynamic shifts in online consumer behavior in order to increase Applewood’s brand recognition and contribute to the success of the community.

Keith Grady, Executive Director, Applewood

Keith Grady, LNHA, is an innovative and dedicated professional in the field of aging and long-term care with over 35 years of management, operational, and development experience in continuing care communities. Responsible for the administration of the day-to-day operations and the development of Applewood’s future strategy, Keith is a visionary with a focus on quality care, effective leadership, and cultivating environments of trust and mutual respect.