Assisted Living Marketing

The decision support. The campaign programme leads with adult-child decision support — a care-needs guide, a conversation checklist and a tour invitation; uses themed open houses and educational events on caregiving, fall prevention and financial planning rather than only move-in offers; retargets virtual-tour and guide-download visitors; and develops professional referral outreach for hospital-discharge, elder-law, financial and local care partners.

Consented data, dignified claims. Campaigns use consented inquiry data only and do not disclose resident or prospect health information; claims are kept dignified and accurate, fair-housing considerations are followed, and event and sales language is reviewed with community counsel.

direct mail marketing services →digital advertising services →direct mail and digital marketing →

The documented mail. Assisted-living direct mail is targeted to adult children and active seniors within the drive radius, on a 6x9 postcard using welcoming community photography and a clear tour or information call to action.

Among the discriminatory advertisements, statements and notices prohibited under the Fair Housing Act regulations are using words, phrases, photographs, illustrations, symbols or forms which convey that dwellings are available or not available to a particular group of persons because of race, color, religion, sex, handicap, familial status, or national origin, and selecting media or locations for advertising the sale or rental of dwellings which deny particular segments of the housing market information about housing opportunities on those same bases. Age-based targeting of a community rests on the housing for older persons exemption at 42 U.S.C. 3607(b): 62-and-over occupancy, or a 55-and-over community where at least 80 percent of occupied units house someone 55 or older and the community publishes and adheres to policies demonstrating that intent.

HUD Fair Housing Act regulations, 24 CFR 100.75

targeted direct mail →direct mail mailing lists →postcard mailing services →

The documented ads. Paid social is used to build awareness with families before they actively search, to promote helpful guides, and to remarket during the longer decision cycle.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, that ads must not contain content that asserts or implies personal attributes including a person's physical or mental health, and that advertisers must not use targeting options to discriminate against, harass, provoke or disparage people or to engage in predatory advertising practices.

Meta Advertising Standards

digital advertising services →direct mail and digital marketing →

The playbook. A senior-living association playbook identifies educational seminars such as fall prevention and Medicare, alongside lower-pressure event invitations.

seminar marketing services →seminar direct mail →medicare seminar marketing →

The documented texts. Documented opt-in SMS is used for family inquiry qualification, nurture, and open-house or event announcements, with consent tracked and responses routed to sales counselors.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them; list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, signing up at a point-of-sale or other on-site location, and opting in over the phone using interactive voice response among the mechanisms by which a consumer might demonstrate opt-in consent; advise senders to document opt-in consent by retaining, among other data, the timestamp of consent acquisition and the medium by which it was acquired; and state that a consumer opt-in should not be transferable or assignable and should apply only to the campaign or campaigns and the specific message sender for which it was intended or obtained.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

seminar email and sms reminders →direct mail and digital marketing →

The printed set. The printed set for a senior living community is direct-mail postcards, community brochures, newsletters, calendars, flyers and event programs, signage, and branded promotional items.

USPS sets a minimum of 5 inches long by 3-1/2 inches high and 0.007 inch thick for machinable letters and cards, with 0.009 inch thickness required for a letter-size piece more than 4-1/4 inches high or 6 inches long, or both; the maximum for First-Class Mail card prices is 9 inches long, 6 inches high and 0.016 inch thick, and the maximum for letters and other cards is 11-1/2 inches long, 6-1/8 inches high and 1/4 inch thick.

USPS Domestic Mail Manual 201

printing services →direct mail cost →nationwide direct mail →