Situation: The Gulf Coast’s largest Continuing Care Retirement Community, it was beginning a $63.3 million redevelopment and needed marketing direction. Action: I managed a staff of 5 and worked to:
- Develop a comprehensive marketing plan to guide the campus through this transitionary period. This included print, direct mail, Internet and television.
- Increase resident referrals through the use of statement stuffers, table tent cards and personalized business cards/holders for 40 resident ambassadors to better represent the community.
- Help advertising agency develop the marketing plan, print media presence and oversee media insertions while also working to establish a better online presence and reputation.
- Manage ongoing renovation efforts of apartments and patio/garden homes.