The document provides guidance on developing an ethical marketing plan with long term goals and a focus on motivating customers. It recommends including a purpose, action plan, resources needed, and timeline. Additionally, it suggests considering generational motivators and buyer types, outlining the sales process, developing collaborative partners, and gathering feedback to improve marketing efforts over time.

1. Ethical Marketing by Sonja Onthank

2. What If ?

3. Long-Term Goals Mission Statement Motivating Forces Risk Assessment A Support Network Collaborative Partners

4. PARTS for a Marketing Plan P-Purpose: To create ____ for ____ audience, so people get _____ benefits. A-Action: To generate sales in ____ geographic area with ____ lead generation efforts for ___ number of prospects. R-Resources: $_______ is needed to _____. This includes the cost for printing, editors, graphic design and website creation. An additional $______ is needed for _____. A breakeven point will occur when ____ is sold. T-Timeline: To have ______ in place within ___ months. S-Special Rewards: To improve _____. Paraphrased: The Mission of Metropolitan Senior Network is dedicated to promoting the professionalism of marketing appropriate housing for long term healthcare residents. The core values of this organization are Compassion, Accountability, Respect and Excellence. Our group has a focus on ethical marketing practices.

5. Motivating Customers Pro/Con List 7 Reasons for Motivation Ethical Representation

6. Pro/Con Lists What are the personal benefits? How significant are those benefits? What are the drawbacks for this decision? How much risk is felt from these drawbacks? Do the positives outweigh the negatives? Note: A Pro/Con list is an excellent tool to train sales people or marketing representatives.

7. 7 Core Motivators Independence Avoidance of Pain Excellence Personal Pride Pleasure Status Competitiveness

8. Ethical Representation AIM Goals Generational Motivators linked to Buyer Types Outlining the Sales Process… Know What You’ll Need (funds, supplies, etc.) Get Referral Business Develop Collaborative Partners Due Diligence Improvements

9. AIM Goals Attainable plans to guide the process Imaginative, inspirational ideas Measurable outcomes

10. Generational Motivators & Buyer Types Independence Straight-Forward Avoidance of Pain Proven Excellence Seeks Improvement Personal Pride Use Money Wisely Pleasure Analytical Status Value-Oriented Competitiveness Adaptive

11. The Sales Process What Happens After Leads are Generated? Efforts 1. Interviews 2. Touring the Site 3. Sales Strategy a. Partners b. Family Members c. Direct Customer 4. Referrals 5. Motivators 6. Improvements 6. Improvements 5. Motivators Due Diligence Qualified? Feedback Not Qualified? WHY? 1. Interviews & Qualify Needs 2. Show the facility & staff 3. Sales Strategy a. Partners b. Family c. Client 4. Future Referrals Lead Generation

12. Getting Referrals Incentives as an Invoice Discount Greetings and Updates Extra Services Annual Surveys Published Case Studies Web Testimonials Market Research

13. Collaborative Partners? Hospitals Estate Planners Real Estate Agents Financial Experts Estate Planners Housekeeping Mobility Experts Motor Home Sales In-Home Services Community Events Insurance Brokers Travel Agents

14. Feedback & Improvements Internal departmental concerns? What upgrades were made to the facilities? What changes have occurred in administration? What resonates as a need for other departments? What improvements will be valued by the consumer and non-qualified clients?

15. Questions?