E-5: Changing the Narrative: Breaking the Life Plan Community Mold Through Community Engagement and Media Relations
NAB; HCBS TRACT – 1 Credit Hour | Wednesday, June 5th. 2:30 PM – 3:30 PM
Session Description:
A world-class theater for residents and art enthusiasts across the region. An advanced Medspa serving both residents and members of the neighboring communities. Community events that engage and shape the perspective of local families and prospective residents. These efforts and initiatives are more than engaging opportunities to connect with those outside of your community walls; they represent a shifting mindset to meet the needs and desires of residents of tomorrows life plan communities. We dont talk about healthcare. We talk about experiencing life. And we spotlight those countless bright moments across the right media channels. Those in attendance will learn how to apply a community-centric approach to their communication activities, especially when managing multiple sites that have distinctly different audiences. Moreover, attendees will see examples as to how this organization leverages the media to help reinforce its thought-leadership position and attract both the workforce it needs and the prospective residents it wants. Specifically, this session will highlight proven, practical steps to better engage with neighbors, improve the morale of the staff members and ultimately help change the narrative often assigned to a senior-living environment.
Learning Objectives:
State the benefits of a sustained, goal-oriented community engagement program.
Explore best practices for engaging multiple sites to facilitate a consistent, sustainable outreach program that drives bottom-line results.
Describe how to effectively utilize positive media coverage as a tool to boost community morale, attract prospective residents, and foster a sense of pride and belonging among residents and staff.
Speakers:
Elizabeth Fandel, Chief Marketing & Innovation Officer, FellowshipLIFE
As Chief Marketing and Innovation Officer of FellowshipLIFE Liz Fandel is responsible new strategic initiatives, marketing and sales for Life Plan Communities and Home and Community Based Services including hospice, private-duty homecare, concierge, care management and coordination and therapy at home services as well as a continuing care at home program. As an innovative leader, strong organizational skills and entrepreneurial spirit, she spearheads innovative projects to help further the mission of FellowshipLIFE and to enhance services and programs to benefit all those we care for and serve.
Michael Gross, President, AKCG – Public Relations Counselors
Mike Gross, APR, is President at AKCG – Public Relations Counselors, and he leads the team by providing strategic planning, issues/crisis counseling and building team harmony. Previously, Mike was, COO, vice president and account manager at AKCG, respectively. Prior to returning to the firm in 2014, Mike was senior vice president of a suburban Philadelphia public relations firm, where he led robust integrated communications programs for a variety of clients. Mike was responsible for maintaining client relationships and developing new strategies for each of the firm’s clients. He served clients in the energy, healthcare, hospitality, publishing, and banking industries.
