TROY, Mich. — Garry Cole, VP of Client Solutions at SSDM (formerly SS Digital Media) was part of a group of senior-living experts who presented various education sessions at the HCAM/MCAL Spring Leadership Conference, March 4 & 5 at the Motor City Casino in Detroit.
The host organization, Health Care Association of Michigan/Michigan Center for Assisted Living, designed the conference for executive- and director-level leadership in the long-term care and/or assisted-living management industry. Cole spoke about “Resident and Workforce Marketing Strategies,” exploring how proper management of the customer journey may be the best strategic solution for marketing to both audiences.
“Long-term care is changing at an incredible rate, at every level. Two of the greatest challenges facing the industry are occupancy and workforce recruiting,” says Cole. “When your successful marketing campaign increases resident rates, the need for qualified caregivers grows.”
Cole adds, “The hiring director is marketing to a different audience with distinct information needs, and since the culture of a community is so integral, attracting and retaining the right people is critical. On the other hand, adult children and seniors looking for a safe, nurturing environment must receive that distinct message through the community’s marketing campaign.”
A leader in the senior marketing arena, Cole’s popular posts about marketing to seniors – Two Minute Tuesdays – are available on YouTube. Also, he organizes and leads quarterly senior-marketing forums at Madonna College for communicators in the industry.
Now in its 11th year, SSDM is an award-winning digital marketing and advertising agency in Troy, Michigan, focused on the customer journey. For more information, please contact laura@ssdigitalmedia.com
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