A Vice President’s Marketing Success Story: How a Fresh Perspective Changed Everything

By: Courtney McGinness, Vice President of Marketing and Community Engagement | Episcopal SeniorLife Communities

I’ve worked at Episcopal SeniorLife Communities for 24 years, and I’ve witnessed a lot of changes along the way. Perhaps it was that familiarity that prepared me for the first-time challenges we faced when I realized our occupancy blips stopped being blips and became a trend.

As the vice president of marketing and community engagement, I knew we needed to pivot and take a step back to reflect on our goals and current situation. It took me some time to admit that I didn’t have all the answers. It was a humbling realization, but one that ultimately led our team to seek external help to revitalize our marketing strategy.

The Role of Successful Leaders in Marketing Success

Change can be uncomfortable, but most successful leaders often know it’s necessary. The moment we asked for help marked the beginning of our journey toward improvement and getting back on track. We began by reaching out and interviewing several senior living marketing agencies, but it was Love & Company that felt like the best fit for our needs.

Watch the webinar recording to learn more about the value of third-party assessments.

Watch the webinar recording to learn more about the value of third-party assessments.

In our October 9, 2024 webinar, Episcopal SeniorLife Community VP of Marketing & Community Engagement Courtney McGinness and Love & Company President/CEO Rob Love discuss taking a fresh look at your sales and marketing program in our webinar, “How Executive Leadership Drives Census Turnarounds: There’s a Leadership Story Behind Every Marketing Success.”

I felt at ease with them and appreciated their senior living knowledge and diverse Life Plan Community marketing experience that they’ve gained by helping communities around the country. I trusted they could address our team’s challenges and provide timely solutions, but I also did my homework and asked for references, which were glowing!

The Benefits of a Senior Living Marketing Service

Our team asked Love & Company for a comprehensive assessment of Episcopal SeniorLife Communities, which included a detailed tour of most of our locations and company-wide marketing evaluation.

I recognized that I was becoming a little blind in our organization, which is why a fresh voice and perspective were needed. The assessment process and approach provided valuable insights into our community’s CRM systems, occupancy rates, customer service and other areas that needed to be improved. Love & Company’s findings gave us the tools and data we needed to pinpoint specific problems, which set us up for success.

Boosting Senior Living Occupancy with Professional Help

After the assessment, we implemented several major upgrades. For instance, a new CRM system proved to be a lifesaver because it improved our team’s efficiency and communication.

Working with Love & Company boosted our senior living occupancy and made a noticeable difference in market relevance, resident satisfaction and marketing and program staff. They taught me how important it is to tackle problems early and to lean on outside professionals for unbiased advice and support.

We had great results because we had an unbiased agency giving us their honest opinion with no intent other than to help us do better than we’re doing now. They’re also an agency who has diverse perspectives because of their success stories with senior living communities around the U.S.

How to Find Success with a Senior Living Marketing Agency

After looking back on everything, I wish my team and I reached out for personalized guidance and support sooner. We couldn’t be more excited to continue our partnership with Love & Company because there’s no better feeling than working with people we trust.

Love & Company’s Perspective

We are grateful that Courtney and the leadership team at Episcopal SeniorLife Communities trusted us to listen, advise and support their team’s specific goals. Our personal goal is to help communities by offering unbiased advice and creative services.

If your team is looking for personalized advice, strategic marketing, sales assessments, or simply wants to have a conversation, Tim Bracken at Love & Company would be happy to help you. Contact Tim at 410-207-0013 or tbracken@loveandcompany.com. You never know when your team could become Love & Company’s next marketing success story.

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