Centre Crest is looking to improve its market share and employee recruitment. The summary provides recommendations in these areas, including: - Updating Centre Crest's website and social media presence to be on par with competitors and attract potential clients and employees. - Encouraging positive reviews on social media platforms and responding to negative ones. - Promoting special programs and fundraising events like involvement with THON to differentiate Centre Crest and improve its reputation. - Recruiting employees through career fairs and offering tuition reimbursement programs to attract and retain qualified staff.

1. 1
Marketing Share/Marketing
Plan and Employee
Recuriment Guide for
Centre Crest
Prepared for:
Mrs. Dana Keeler
Director of Care Management
Prepared by:
Students Consulting for Nonprofit Organizations
The Pennsylvania State University

2. 2
Table of Contents
Bios ………………………………………………………………………………… 3-5
Intro to Centre Crest ……………………………………………………………… 6
Market Share/Marketing Plan …………………………………………………… 7-9
Employee Recruitment ……………………………………………………………. 10-11
Future Outlook/Implementation …………………………………………………. 12-13

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Bios:
Team Lead
David DiBucci is a junior majoring in Accounting. He is also minoring in the Legal
Environment of Business and Information Systems Management. He is from Abington,
Pennsylvania. He is very excited to work as the Team Lead this year with the Centre
Crest engagement.
Team Consultant
Kate Trimble is a sophomore who is intending to major in Management Information
Systems. She is from Worcester, Pennsylvania and this is her first year with SCNO. She
is excited to help Centre Crest differentiate itself from other care centers in the area. In
addition to SCNO, Kate is involved in THON, Relay for Life, and Alzheimer’s Help and
Awareness Club.

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Team Consultant
Addie is a sophomore who is intending to major in Finance. She is from Westborough,
MA, just outside of Boston. This is Addie's first year with SCNO. She is very excited to
work with Centre Crest this year and is to both meet new people and expand her
knowledge about the business world. Addie is also involved with her sorority Kappa
Kappa Gamma as the Corresponding Secretary.
Team Consultant
Evan is a sophomore who is studying Supply Chain Management. He actively looks for
leadership roles that pertain to his major and every day life. Over the past few years, he
has been strengthening these skills. He looks forward to business opportunities after
graduating from Penn State.

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Team Consultant
Amanda is a junior majoring in Bio Behavioral Health. This is her first year with
SCNO. She looks forward to serving her community as well as getting creative. Outside
of SCNO Amanda is actively involved in the Ballroom Dance Club and AISH Penn
State.

6. 6
Intro to Centre Crest
Mission Statement: To enrich the lives of our residents by providing compassionate
health and living services
Values
Foster mutual respect
Exceed expectations
Practice concern and compassion
Provide progressive services and innovation

7. 7
Market Share/Marketing Plan
Our goal is to help Centre Crest realize its potential and become even more competitive
in the field of Marketing and Employee Recruitment for its skilled nursing facility.
Centre Crest has a lot of great features that just need to be highlighted more for incoming
employees and patients.
Social Media Presence:
Centre Crest’s website appears to be a bit outdated in comparison to Juniper Village
and Hearthside Nursing and Rehabilitation Center. This can be improved by a few
updates and improvements.
Currently Centre Crest has a Facebook star rating of 3.8:
Centre Crest employees should be encouraged to give a good review on its Facebook
page to help its star rating. This will help site traffic and overall impressions of the
skilled nursing facility.
By updating its social media presence, Centre Crest can establish a more professional
reputation while providing information to potential clients and employees.
Currently Centre Crest’s website appears to be outdated and lackluster in comparison to
Juniper Village and Hearthside Nursing and Rehabilitation Center. The website does not
provide a user-friendly experience for inquiries on job information and services offered.
By changing the layout of the website, Centre Crest will be better able to promote these
services.

8. 8
The ever-changing world of social media:
Since social media is a major part of our everyday lives, connecting with potential clients
and employees using these outlets can be extremely beneficial. Using Facebook,
Instagram, and Twitter as social media outlets allows a wider audience to be reached.
Centre Crest could advertise different programs and fundraisers that they offer through
these outlets. By keeping an updated social media presence, people will be able to see the
latest offerings of Centre Crest. Potential patients and patient’s families definitely
complete online research before sending their loved ones to a skilled nursing facility.
Just by having a higher quality rating on Facebook, the reputation of Centre Crest could
drastically increase. First impressions are a good first step to building a good pathway to
a good patient relationship.
Another important task that could be done includes responding to the bad reviews. For
example Frank King commented, “My dad is in there, we hate this place.” Corinne
Rossman Zimmerman also said, “It was awful I would never want my Mom to go in there
again. They don't read medical files. When you ask them to make a change it takes 3
weeks for them to get around to it. They just suck!!!!” It would be beneficial for Centre
Crest to respond to Mr. King and Ms. Zimmerman by apologizing for their bad
experiences. Centre Crest could also add that they have made significant changes and
appreciate their inputs. By increasing positive Internet traffic via various social media
outlets, Centre Crest could greatly increase their reputation in the Bellefonte community.
How Centre Crest can improve its content online:
Promoting Centre Crest’s special services defines your brand as well as differentiates it
from your competition. The dedication to caring for your customers shows through the
services you offer. We feel that demonstrating how much they benefit your patients
through pictures, videos, and bringing in more people into your facility will attract not
only more patients, but more employees wanting to work there. The display of
community life on your website doesn’t show all of the effort it takes to make these
specialties possible. Not only could you expand on showing the effort it takes Centre
Crest to make these activities happen, but the positive effects they have on your patients.
Therapeutic music Programs, butterfly releases, spiritual programs have long lasting
health benefits for patients. Another way you show your patients that you care about
them is personally transporting them to any other medical appointments outside of your
facility. Continuing to support your patients throughout the entire recovery process
further emphasizes what makes Centre Crest distinctive from its competition. Focusing
on the qualities that create your unique environment will attract more employees
wanting to work there and more patients wanting to check in.

9. 9
Helping increase fundraising:
Centre Crest THON Involvement:
Fundraising for THON within the Skilled nursing facility and in the community allows
Centre Crest to become a “sponsor” for the weekend event. A gift to THON means a
donation to support the Four Diamonds (Honesty, Courage, Wisdom, and Strength). This
connection with THON will also improve the morale of patients at Centre Crest which is
a paramount factor in the journey of recovery. By simply having local students from
Penn State visit the skilled nursing facility it will bring a smile to patient’s faces.
An Example of a Centre Crest THON Initiative:
Centre Crest can create their own foundation, which can partner with THON. The
foundation can tailor to the fundamentals that THON believes in and start an annual
fundraiser where 20 percent of the profits go to Penn State THON.
Turning Referrals Into Admissions (The Ultimate Goal):
To develop strategic marketing plans, Centre Crest should expand their sales and
marketing activities to include the physicians, therapists and other professionals who are
treating the elderly patients they are looking to attract. This entails the hospitals and
facilities they are already associated with and future sources of referrals.
NEED OF REFERRAL SOURCES
1) Deliver the best care that meets the clinical and functional needs of patients.
2) Reduce patients' risk for injury and re-hospitalization.
3) Quickly turn around referrals.
4) Follow post-surgical protocols.
5) Seek opportunities to grow business.
Example-
Create a postcard to inform referral sources about new programs and services. It would
also be beneficial to write a fact sheet that outlines unique programs, capabilities and
important information about services offered and distribute it to key departments in the
hospital that are treating most of Centre Crest’s patients. The best way to do this would
be drop them off in person. In addition, following up with information on their patients'
progress and recovery via summary report for physicians and case managers will make
Centre Crest more reliable for future referrals.

10. 10
Employee Recruitment
Our goal is to improve employee recruitment, retention, and to improve the overall
employee Centre Crest should expect of its skilled nursing facility
Avenues that Centre Crest can use to aid in employee recruitment:
The C.A.R.E. Fair is a Penn State career fair that promotes companies and non profit
organizations that are seeking students in health and human services, park and recreation
management, hospitality, public service, non-profit, and volunteering realms.
We believe that Centre Crest can use this opportunity as a vessel for recruiting new staff
and building a base for the future. There were 68 organizations who attended last year
that generated interest from over 300 students. Networking not only with students, but
other nonprofits would broaden your connections and ability to see how other
organizations are recruiting their employees and patients.
Strategies to bring in new employees:
When focusing on bringing in new skilled staffers, using a tuition assistance program
boldly could be a superior draw for future and current employees at Centre Crest. The
program would be intended to retain staff who may present a “flight risk” hoping that
they see the benefit of working at Centre Crest and further their education. This all being
said, the tuition reimbursement program would be a contract between employee and
Centre Crest to ensure employees stay during and after reimbursement ends. Bringing in
employees who have also graduated recently and are looking for work or tuition
reimbursement programs would bring in new, skilled, employees to revamp Centre Crest
with fresh faces and ideas. Wielding the tool of tuition reimbursement, Centre Crest
could bring in a higher quality and volume of staff.
Program for students fresh out of school looking for loan/financial assistance OR
current workers looking to go back to school:
At management's discretion, reimbursement for related expenses for degree programs.
With the thought that employees working outside of the working environment, can
enhance an employee’s skills and make them more valuable to the organization. Criteria
is based on:
Criteria:
• Degree sought in relation to the healthcare field or business management
• Potential of continued employment based on individual cases
• Length of the service with the company (minimum of one consecutive year of
work on an almost “Probationary Status” either with people currently working or
people coming in to work for company to take advantage of this program)

11. 11
• Applicability of the degree to the job or future positions in the organization
• Statement from the workers/students purpose, intentions, and personal
commitments required to program
• Classes can be taken at a community college or state college. Private colleges and
universities require cost sharing with the employee. Online classes regarding the
same degrees can also be used.
• Employees must meet the residency requirements for in-state tuition and be local.
Reimbursement:
• Tuition and/or registration fees.
• Books and supplies.
• Centre Crest makes time available for Finals and Class Registration.
Professional Training and Development:
Programs that are not necessarily for degree status and are more job related courses are
designed to keep staff up to the latest trends and technologies and knowledge.
Criteria:
• Employment with the company.
• Training may occur any time, even during the probationary period.
• Prior written approval of supervisor.
• Employees have an obligation to attend classes and seminars paid for by the
Company.
Reimbursement:
• Tuition and/or registration fees.
• Books and supplies.
In a study conducted by Spherion, a staffing and employment-services firm, 62 percent of
the respondents who had received training or mentoring said they were very likely to stay
with their current employer. And 61 percent of employees who were mentored said they
were likely to remain in their jobs for the next five years.

12. 12
Future Outlook/Implementation
Include a website link to Centre Crest in your Bio and your mission statement.
Twitter:
1. Create username and password
2. Add photo and name of Centre Crest to profile
3. Top right corner is a icon that allows you to write a post. (The icon
4. Top right corner is an eyeglass icon that allows you to search other people’s
profiles
5. A (#) Hashtag is a link to other posts that have similar interests and ideas as to
what you are searching ...For Example you can search #nursinghome
#statecollege #bellefonte and those locations will link you to other people
tweeting about the same thing
6. Follow other nursing homes, Penn State, the county, non profits etc, Gradually
people will follow back.
7. To follow people click on this icon
Tweet Ideas:
1. Event dates and times
2. Fundraiser information
3. Pictures of…
o The patients doing the activities
o Employees and patients interacting
4. Motivational quotes
5. Testimonials
6. Articles on medical breakthroughs
Facebook - Evaluation of the Centre Crest site
After discussing the benefits of having active and interactive social media profiles,
Centre Crest has made over 4 posts in the month of march, each having over 10 likes a
piece, and having organic interest in the form of comments and shares. An example of
this can be seen in a request for new nursing staff. This kind of endorsement will go a
long way, and is COST FREE. The example of this can be seen below:

13. 13
Keep up the good work when it comes to posting regularly! It may or may not seem like a
big reward initially, however like all good things, social media engagement takes time
but does have great rewards in the end if done correctly!
It is also very reassuring to see a staff member engaging and commenting, allowing
people to see your staff online, and show that they are active in your organization. It does
bring into play however, that you should be aware of an employee's facebook causing a
negative impact on your post. Let’s say that their profile was a picture of them at a bar,
drink in hand, etc. That might portray the wrong image and might be something you want
to bring up at one of your next large meetings.
Margit Yocum’s comment is a perfect example of what you want from your staff:
Keep going with it see where it takes you. Make sure it is directed. Get a better
understanding that you guys are getting what you need from it.