My Mom recently sent me a newspaper clipping. Her arts & crafts club was honored (along with other organizations that serve seniors) by a local nursing home for all the work they do. The Holiday City West club makes helmet liners for soldiers in Afghanistan and Iraq. They also make wheel chair caddies and Easter baskets for veterans, some of whom are living at Crystal Lake Healthcare in New Jersey.
(Go to the Berkeley Times – page 14 – May 5, 2010.)
When I received the article, it immediately brought to mind how word-of-mouth marketing was done, and now needs to be done.
Most marketing professionals, including many is assisted living and senior care, treat a press release as a one-time bonus. That is out-dated thinking. A press release should be strategic tools that:
- Promotes your facility and/or event..and can be reused.
- Rewards those who are involved by putting them in the limelight.
- Promotes the media outlet that publishes the article, and encourages them to publishing your future releases.
Mom’s article inspired me to put together an article for the Assisted Living Marketing Guild on how to use technology to magnify the effects of press releases. Members can click – Events & PR: Driving Word-Of-Mouth Marketing – log in, and see suggestions on how to turn a press release into a marketing tool that can get people talking…and e-talking.
If you have any innovative ideas on how you reuse press releases, let me know. I will be happy to relay them to Guild members