AAHSA Homecoming Week Event Planning


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An AAHSA Homecoming Week event is a great chance to connect your organization with the greater community to create awareness for senior and senior housing issues. But, what kind of event? And what’s the best way to plan and execute an event? Join AAHSA and GlynnDevins Advertising and Marketing for this free webinar to discuss Homecoming event ideas and execution. Get inspired, or ask questions, either way this webinar will enhance tour Homecoming plans.

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AAHSA Homecoming Week Event Planning

  1. 2. Participants <ul><li>Lauren Shaham, Vice President of Communications, AAHSA </li></ul><ul><li>Tom Akins, Vice President, Brewster Place </li></ul><ul><li>Bill Sitton, Public Relations Account Supervisor, GlynnDevins Advertising and Marketing </li></ul><ul><li>Ken Curnes, Vice President-Director Planning and Development, GlynnDevins Advertising and Marketing </li></ul>
  2. 3. What Is Homecoming Week? <ul><li>A national celebration of local Homecoming Week is about social accountability and visibility </li></ul><ul><li>Who Decides? You Decide – Step Out of Your Comfort Zone </li></ul><ul><li>Opportunity for positioning and thought leadership </li></ul><ul><li>Get noticed for your expertise </li></ul>
  3. 4. Value of/Reason to Participate <ul><li>What we did last year </li></ul><ul><li>What our event accomplished for us </li></ul><ul><li>What we learned that you should know </li></ul><ul><li>How we are shaping our advocacy this year </li></ul>
  4. 5. <ul><li>Creating and Executing </li></ul><ul><li>a Quality Event </li></ul>
  5. 6. Find YOUR Theme <ul><li>What does “Who Decides” mean to your organization </li></ul><ul><li>Find a theme that makes you successful </li></ul><ul><li>Shape the event to shape the discussion </li></ul>
  6. 7. Narrow the Focus of Your Event to one “Who Decides” topic <ul><li>Who decides what your retirement lifestyle will be like? </li></ul><ul><li>Who decides when you slow down? </li></ul><ul><li>Who decides where future long-term care will come from and be paid for? </li></ul><ul><li>Who decides what resources our community will need for aging adults? </li></ul>
  7. 8. Have a Goal for Your Forum <ul><li>Who needs to be involved and educated? </li></ul><ul><li>Seniors </li></ul><ul><li>Civic, community and opinion leaders </li></ul><ul><li>Valued partners </li></ul><ul><li>Referral sources </li></ul>
  8. 9. <ul><li>We have a media strategy </li></ul><ul><li>Get the event broadcasted </li></ul><ul><li>Get media talking senior issues </li></ul><ul><li>Promote the event to drive attendance </li></ul><ul><li>Get reporters to the event that day </li></ul><ul><li>Aftercare for the media </li></ul>Have a Goal for Your Forum
  9. 10. <ul><li>Who attends and how do they know to get there? </li></ul><ul><li>Media outreach to drive attendance </li></ul><ul><li>Get on calendars and have PSAs </li></ul><ul><li>Direct mail invites/letters </li></ul><ul><li>Use existing networks </li></ul><ul><li>Professional groups </li></ul><ul><li>Senior groups </li></ul><ul><li>Churches </li></ul><ul><li>Use digital networks </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Email and e-newsletters </li></ul>Have a Goal for Your Forum
  10. 11. Visualize Your Event Experience <ul><li>Walk yourself through the event from other people’s eyes </li></ul><ul><li>What is the attendee experience </li></ul><ul><li>What do I need to know as a speaker </li></ul><ul><li>How is our community showcased </li></ul><ul><li>Write out an event flow detailing set up, execution </li></ul><ul><li>Identify an energetic emcee/moderator </li></ul>
  11. 12. Visualize Your Event Experience <ul><li>Set speaking format and facilitate audience questions </li></ul><ul><li>Have a checklist for success </li></ul><ul><li>What items need to happen the farthest out </li></ul><ul><li>Speakers, invites, media happen early </li></ul><ul><li>Set completion dates </li></ul><ul><li>Who is responsible to make things happen </li></ul>
  12. 13. Securing Speakers Who Sell The Event <ul><li>Who do you have an “in” with </li></ul><ul><li>Call politician’s offices personally </li></ul><ul><li>Clarify your event’s importance </li></ul><ul><li>Set an expectation for participation </li></ul><ul><li>Answer “why should I do this?” </li></ul><ul><li>Audience of voters </li></ul><ul><li>Media attention </li></ul><ul><li>Displaying leadership in the local community </li></ul>
  13. 14. <ul><li>Get an intriguing mix for an interesting panel </li></ul><ul><li>Which residents best represent your community </li></ul><ul><li>Which media members have written about aging topics </li></ul><ul><li>Which former media members are seniors themselves </li></ul><ul><li>What prominent family has aging issues </li></ul><ul><li>Are local universities studying aging </li></ul><ul><li>Sociology professionals </li></ul><ul><li>Medical researchers </li></ul><ul><li>Economic experts </li></ul>Securing Speakers Who Sell The Event
  14. 15. Giving Advocacy A Media Appeal <ul><li>Talk to the media in advance with coverage ideas </li></ul><ul><li>TV stations/radio stations book interviews weeks in advance </li></ul><ul><li>Newspapers plan out their opinion page topics </li></ul><ul><li>Public access channels or other stations schedule broadcasts </li></ul><ul><li>Talk to the media, don’t just email them a release </li></ul>
  15. 16. <ul><li>Put your best guest forward </li></ul><ul><li>Get people talking before the event </li></ul><ul><li>Popular local leaders </li></ul><ul><li>Local experts </li></ul><ul><li>Residents with a story </li></ul>Giving Advocacy A Media Appeal
  16. 17. <ul><li>Share your best stories with the media </li></ul><ul><li>Journalists like people stories not events </li></ul><ul><li>You already talk to and with people living these aging issues </li></ul><ul><li>Write op/op pieces focused on issues </li></ul><ul><li>Is your release ready to print </li></ul><ul><li>Interesting lead </li></ul><ul><li>Tells someone’s story </li></ul><ul><li>Include statistics </li></ul><ul><li>Who, What, When, Where, Why </li></ul><ul><li>Media aftercare </li></ul><ul><li>Recap </li></ul><ul><li>Photos </li></ul>Giving Advocacy A Media Appeal
  17. 18. <ul><li>Go Beyond A Forum </li></ul><ul><li>(Additional Event and PR Ideas) </li></ul>
  18. 19. Regardless Of If A Forum Is For You <ul><li>Generate media attention </li></ul><ul><li>Capture public attention </li></ul><ul><li>Highlight community contributions of seniors </li></ul>
  19. 20. Fun, Interesting, Informative Is The Goal <ul><li>“ When I Was 17” – an event series or day where seniors who are in their 60s, 70s, 80 and above talk to high school students about what it was like when they were 17, and what they think younger people need to know about aging </li></ul>
  20. 21. Fun, Interesting, Informative Is The Goal <ul><li>“ Grandparents Give Back” – event(s) organized where grandparents in the community give back to children’s charities, with the goal of reaching a certain number of volunteer hours in a day or week </li></ul>
  21. 22. <ul><li>“ Senior Snapshot” – demonstrate the number of seniors in the city/county with a visible display of one canned good or one penny for each person over 65 in the city, displayed in a prominent location or interesting way. Get senior communities to partner with local schools to help out. Donate all proceeds to a local senior aid charity. Demographic information is available at the U.S. Census web site. </li></ul>Fun, Interesting, Informative Is The Goal
  22. 23. <ul><li>“ The Senior Exchange Program” – partner with a local school for an “exchange” program where a group of seniors goes to high school for a day and a group of high school seniors spend the day at the senior living community. </li></ul>Fun, Interesting, Informative Is The Goal
  23. 24. <ul><li>“ What We’ve Learned About Marriage” – host an event where couples from the community who have been married a long time host a dinner for younger married couples to discuss what they have learned in 30-plus years of marriage. </li></ul>Fun, Interesting, Informative Is The Goal
  24. 25. <ul><li>How To Tell You Succeeded </li></ul>
  25. 26. <ul><li>You told your story </li></ul><ul><li>You got people talking </li></ul><ul><li>The media mentioned you </li></ul><ul><li>People are coming to your door </li></ul><ul><li>You changed an opinion of your community </li></ul>Defining Success
  26. 27. <ul><li>Questions and Answers </li></ul>