- David Schild, President, Marketing Dynamics -

Activities that support your organization's role as a dedicated member of the community can go a long way toward building positive awareness, cementing valuable relationships and creating increased appreciation for your facility's or community's programs and services.

While public relations and other relationship-building efforts are just parts of an ongoing, integrated marketing effort, certain calendar events create particularly fertile opportunities for senior care providers. For example, as you probably know, May is Older Americans Month. During this period, awareness for senior-related subjects is considerably heightened among the general public, making it "prime time" to attach your name and messages to appropriately themed activities. It also presents added opportunities to partner with local organizations, including religious entities, fraternal organizations, schools, major businesses, chamber of commerce and civic groups.

Here at Marketing Dynamics, we have helped many of our clients on these natural promotional opportunities using broad-reaching community-based programs and events. If you are not currently using this strategy in your own marketing efforts, here is one proven program to consider.

• Sponsor a creative poster contest among grade school children throughout your community. In keeping with Older Americans Month, establish a theme that promotes intergenerational involvement, as well as increased awareness, understanding and greater appreciation for seniors. "My favorite memory of an older adult" and "How older adults make my community a better place to live" are just two theme possibilities.

• Circulate your contest entry information to local grade schools. Depending on the size and demographic makeup of your area, you may limit participation to public schools or include parochial schools in the mix. Adding Sunday schools and other religious training classes to your mailing list is another great way to increase the reach of your program.

• Communicate in writing directly with the principal of each school or with the educational directors of church or synagogue religious training programs. Include a quantity of attention-getting promotional flyers that describe the program to be posted and distributed.

• Send duplicate mailings and news releases to community newspapers, senior groups and civic associations.

• Involve a high profile member of the community in the awards presentation. Invite local personalities and dignitaries to attend. Explore the possibilities of displaying the winning entries in your local town hall, library, arts center or other high-visibility venue.

• Publicize the awards ceremony through news releases, picture-caption articles and media advisories.

• Reprint any and all press coverage and merchandize that material to other important constituencies.