What are the responsibilities and job description for the Marketing Director position at East Park Retirement Community?
The Marketing Director is primarily responsible for supporting census-building efforts by implementing strategic marketing initiatives to attract residents, engage families, and maintain strong relationships with referral sources. This role involves executing marketing activities, coordinating community outreach events, managing digital content, and assisting with campaigns to increase visibility and drive admissions. Working closely with admissions and community relations teams, the Marketing Director plays an essential role in supporting the growth and occupancy goals of the facility.
Key Responsibilities:
Census-Building Support:
- Implement marketing activities designed to attract prospective residents and increase census, supporting the facilitys occupancy goals.
- Assist with the execution of census-building campaigns across digital, print, and social channels to drive leads and inquiries.
- Track and report on lead generation efforts, collaborating with admissions staff to ensure timely follow-up on inquiries and tours.
Community Engagement and Referral Support:
- Coordinate and attend community events, health fairs, and networking activities to build awareness and establish relationships with potential residents, families, and referral sources.
- Work closely with local healthcare providers, hospitals, and senior organizations to strengthen referral partnerships and generate admissions.
- Represent the organization at community outreach events to enhance brand visibility and foster positive relationships within the community.
Content Creation and Digital Marketing:
- Manage the facilitys digital presence, including updating website content, engaging on social media, and optimizing SEO to increase visibility and attract inquiries.
- Assist with creating engaging content such as newsletters, blog posts, social media updates, and marketing materials to communicate the facilitys services, programs, and unique care offerings.
- Maintain a content calendar and ensure timely posting across all digital channels.
Campaign Coordination and Support:
- Coordinate the execution of census-driven marketing campaigns, tracking results and suggesting adjustments to optimize lead generation.
- Develop and distribute marketing collateral, including brochures, event flyers, and advertisements, ensuring brand consistency across materials.
- Monitor and report on the performance of marketing campaigns to assess effectiveness and identify opportunities for improvement.
Administrative Support and Reporting:
- Assist in tracking marketing expenses and staying within budget guidelines for various marketing activities.
- Gather and analyze data on key performance indicators (KPIs) related to census building, lead generation, and community engagement efforts.
- Provide regular updates and reports to management on marketing performance, census trends, and potential areas for improvement.
- Education: Bachelors degree in Marketing, Communications, Business, or a related field preferred.
- Experience: Minimum of 2-3 years of experience in LTC marketing. Experience in healthcare, senior living, or a similar industry is required.
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Skills:
- Excellent communication, writing, and presentation skills.
- Proven experience in developing and executing successful marketing campaigns.
- Analytical skills with the ability to interpret data and make data-driven decisions.
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