Pre-planning, development, branding and pre-marketing of upscale assisted living and memory care assisted living community in Clearwater, Florida.

Marshall Seiden
CEO
mseiden@menorahmanor.org

Challenge

To maintain the level of interest and commitments from depositors that were generated during pre- marketing efforts. The downturn in the economy caused a delay in financing and therefore delayed the construction, putting prospect, interest and commitment at risk.

Strategy

Develop a year long “maintenance” plan with the hopes that financing would be secured sometime during those 12 months. This would include positive communication with prospects that were broad, yet optimistic.

Produce a quarterly newsletter and an updated website to continue generating new leads and to foster goodwill among the community already committed to the project. In addition, incentive gifts were sent to depositors to keep their interest peaked and their applications intact.

Build bridges with Best Practices Caregivers and associations to position the Inn on the Pond to have a broad-based referral network already in operation prior to opening.

Results

A new resource for funding has been secured and financing is expected to be finalized before the end of 2010. Sage Age will be performing all of the pre-sales and marketing tasks until the second quarter of 2011, when a marketing director will be recruited and hired. Solid performance benchmarks have been established and census fill is expected in May 2013. With the project back on track, Sage Age is implementing every aspect of the sales and marketing efforts for The Inn on the Pond.

www.innonthepond.org