1. American Council
on Exercise®
Senior Living’s Emerging Marketing
and Retention Tool
Presented By:
Graham Melstrand
Vice-President, Business Development

2. The Senior Living Industry Today
 Dynamic
 Evolving
 Competitive
 Breaking Free From Stereotypes

3. Goals For Operators-Old
 Acquisition
 Occupancy
 Retention

4. Goals For Operators-New
 Acquisition of New Residents
– Early
 Occupancy
 Retention
 Resident Function
 Manage Cost of Care
 Decrease Risk of Staff Injury

5. Challenges for Operators
 Excelling at Core Competencies no
longer enough
 Changing Consumer Values and
Expectations
 Aspirational Goals in Wellness

6. How We Changed As An
Industry

7. Our Product- Old
 Health
 Housing
 Happiness (Dining)

8. What We Marketed
 Safety
 Cleanliness
 Healthcare

9. Who We Marketed To
 Adult children of prospective
residents

10. Today’s Senior Living Product
 Lifestyle
 Hospitality
 Health
THE RESIDENT EXPERIENCE

11. Who Are We Marketing To Today?
 Future Residents
– Self-Selectors
– Long-Term Brand Building
 Adult Children of Potential Residents

12. Challenges for Operators
 Excelling at core competencies no
longer enough
 Changing consumer values and
expectations
 Aspirational goals in “wellness”

13. So What Changed?
EXPECTATIONS
Non-Negotiable:
 Healthcare
 Housing
 Cleanliness
 Safety

14. Changing Values and
Experiences of the Decision
Makers

15. Defining Our Competition
Available Consumer Choices
 Age In Place-AT HOME
 Multi-Generational Living-WITH
KIDS
 Senior Living Communities

16. Decision Maker-Past
 Adult Baby Boomer for Greatest
Generation

17. Decision Maker-Present/Future
Sandwich Generation
 Raising/Supporting Adult Children
 Caring for Aging Parents

18. Choosing A College: A Case
Study in Choice
Past Present
 Academics  Academics
 Housing  Recreation/Lifestyle
 Dining  Housing
 Geography  Dining
 Geography

20. Questions to Answer
 What business are we really in?
 What are our consumers and
influencers looking for?
 Are we adequately prepared to
deliver a product that meets and
exceed their expectations

21. ICAA Wellness Model

22. Active Lifestyle Programs-The
Frontline of Wellness Programming
Qualities of Physical Activity Programs
 Aspirational and Inspirational
 Multi-dimensional
 Tangible
 Health

23. Key Goals
 Health and Function
 Fitness
 Recreational Pursuits
 Engagement-Leadership

24. Dimensions of Wellness
Impacted
 Physical
 Social
 Intellectual
 Vocational

25. Physical: Maintain Health and
Quality of Life
 Function
 Independence
 Prevention
 Manage HEALTH
– Not Decline

26. Social/ Intellectual: Lifestyle
 Active
 Continued participation in activities
and hobbies
 Opportunity to explore new
activities
 Engage with
peers/families/community
 Develop new skills

27. Vocational
 Leverage
experience/skills/knowledge
 Lead peer and other groups
 Legacy

28. So How Do We Prepare?
 Program needs identification
 Staffing and leadership
 Staff preparation and education
 Marketing and implementation
 Outcomes

29. Determining Which Programs to
Offer
 Assess and Survey
– Residents and Family
– Physical Plant
– Staff
– Geography

30. Core vs. Ancillary Programs
Core:
 ADL
 Balance/Fall Prevention
 Chronic disease management
 Post-Physical Therapy

31. Ancillary Programs
 Recreation
 Sports
 Other
Required for Success!
 Authenticity
 Delivery
 Correlation to Actual Activity

32. Building Engagement-
Participation
 Establish Interest Groups
 Identify Staff AND Resident
leadership
 INVITE: Family and Community
participation

33. Best Practice

34. Staff Delivery of Wellness
Programs
 PT/OT
 Nursing
 Fitness Professionals
 Laypersons
– Recreation Director
– Residents

35. Strengths and Opportunities
 Foundational Skills
 Population Specific Training and
Education
 Competence and Confidence
 Leadership

36. Risks! The Three P’s
 Planning
 Professional Development
 Perseverance

37. Getting Started
 Needs assessment
 Inventory
 Timelines
– Training
– Marketing
– Recruiting
– Launch

38. Questions
Contact me:
858-576-6554
graham.melstrand@acefitness.org
Booth # 1033