Once the best message and the right audience have been identified, it’s time to prioritize the communication modes of delivery. In terms of glamour and appeal, TV advertising is at the top of the list, followed by radio, newspaper, and direct mail. While seeing your community or your residents on TV or in a half-page newspaper ad may be a real ego boost, it will not generate leads the way a campaign can that uses direct mail as the program core, with print and electronic media being employed as integrated supplements to boost direct mail response.

While media performance varies by market place, there is one aspect of media use that is abundantly clear to all seasoned marketers: Direct mail, newspaper, radio, and television advertising require consistent use in order to realize any measurable return. For example, it’s fruitless to perform just one direct mail campaign, as is placing just one ad in the newspaper every several months. Your message will simply be lost in the media-saturated market. These media require long-term use to see a return. In other words, the effectiveness of direct mail, newspaper, radio, and television advertising is in direct proportion to the amount of recurrent exposure you generate, and the amount of money you spend.

Equally important to selecting the most effective communication mode is orchestrating the messages and images being conveyed to your target market. Too often facilities use a hodgepodge of marketing materials lacking visual integration or even a common theme. The cost of confusing consumers by peppering them with disparate messages and inconsistent visuals is ultimately far greater than investing in a new and well-conceived identity. Conveying a recurrent theme, in a visually appealing manner, is essential. Prospective residents should perceive your community as an attractive solution to the difficult decisions that come with their changing life-stages.

Themes with the most appeal to senior consumers are lifestyle, education, and involvement. In other words, you should convey your life-enriching social programs at least as much as you discuss your basic service package. In the minds of today’s savvy seniors, “three-hots-and-a-cot” is not their idea of an American retirement dream.

Equally important is how you tell your story. Certain concepts, and even specific words and phrases, tend to alienate the senior consumer. Your copy should avoid so-called “labeling phrases” such as “senior citizen,” “retiree,” “elderly” and “independent”. Popular euphemisms such as “leisure years” and “golden years” are an equal put-off.

Consistency of message not only integrates your various marketing communication materials; it also saves on production costs. Using similar graphics, recurring typeface and photographs can reduce the expense of graphic design work, layout, typesetting and other costs incurred in creating high impact, low cost advertising campaigns.

In marketing and advertising communications, the most important way to maximize your budget is not to waste it on off target, inefficient or counter-productive efforts. A consistent message conveyed through cohesive design and delivered directly to a carefully identified target market is the best way to get Madison Avenue advertising results on a shoestring budget.

Phyllis M. Thornton is author of Inside Advice on Marketing Senior Housing—The 15 Critical Components of Success.
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