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As
with all programs, these can be tailored to the client’s
preferences and company policies with greater emphasis on
participant’s weaker areas.
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"You received
one of the highest rated evaluations that we have
ever received at an
annual convention, and we only
invite the most prominent industry speakers.
The
comments from your session were wonderful, people
could not say enough about
your great ideas. In
fact, we conducted participant introductions before
the afternoon session began by asking everyone to
introduce themselves and to share one new idea from
your morning session. EVERY person in the room
shared a completely unique idea with the exception
of only 2 or 3 duplications!!! What a compliment!
The only "complaint" that our people
voiced was to wish that your session had been a full
day."
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"Thank
you for helping to make our Marketing Convention a
tremendous success,
and for energizing our minds and
those of our people with exciting new ideas that
can
be implemented and practiced immediately."
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Jumpstart your Marketing Efforts (1 - 4 Hours)
Take a moment to look at your property as if it is the
first time you are seeing it. How does it compare with the
other guys? How do you compete even if you’re property isn’t
the newest or with the most amenities? Can you have great
marketing presence without spending a fortune? This session
will answer those questions and more. Advertising
effectiveness is crucial to consumer perception and making
the most of your dollars. We will look at several types of
ads and discuss tips on making sure your advertisements are
read and get response.
Repositioning is the wave of the coming years as markets
are bulging with new product. The property that invests
their dollars in a way that the consumer buys in to its new
position will stand head and shoulders over the competition.
Evaluate pictures of actual renovations and determine how
your community can benefit from these stories.
You will definitely get a JUMPSTART on this leasing
season by putting these ideas to use!
Through the Looking Glass…A View of Market
Responsiveness — Full Day Program
Prevent drastic drops in occupancy and learn to be
proactive. Since 1968, most markets have experienced as many
as five downturns in the overall occupancy. Learn the signs
to watch for and how to determine variations. From third
party research companies to the national newspapers, what
information will you need to predict changes in your market?
Analyze your position in your submarket and discover how
to improve it with value enhancement and perception changing
ideas. Who really is your competition and what do you need
to know about them?
Walk away with a template form for use when evaluating
the property’s sales and marketing effectiveness. Your
findings will unveil weak links and we will discuss
proactive ways to strengthen those weaknesses.
Advertising effectiveness will be covered with many ideas
on making the most of your advertising dollars. You will
also receive several marketing campaign ideas that are ready
for implementation.
We will discuss strategies to maintain higher occupancy
including; future leasing, responsive pricing, lease /
policy management, product merchandising and service
performance.
Writing a marketing plan will be easy once you evaluate,
prepare and implement. Packed with ideas, this session could
be the key to your success in a softening or unstable
market.
Traffic Generators for any Market (1 - 3 hours)
What does it take to really drive traffic to your site?
This session will explore curb appeal, marketing campaigns,
print and Internet advertising as well as many, many ideas
that work in almost every market. Walk away with ideas on
marketing with little or no money as well as making the most
of the dollars you have budgeted. Some time will be spent on
increasing your advertising effectiveness as well as having
all the basics covered in order to create excellent word of
mouth advertising. It's always a combination of efforts and
vehicles that successfully drive traffic - this session will
help you define which combination is right for your
property.
Writing an Effective Marketing Plan (1 - 4 hours)
There is rarely any training offered for those who are
responsible for writing marketing plans which explains why
there is no specific format used universally. This program
will cover the necessary components for writing an executive
level marketing plan and emphasis on the need for it's
application to "come to life" in order to be
effective.
What kinds of preparation should one do prior to writing?
What types of things does the boss want to see when there
are dozens to review? Is it ok to change the plan once it is
in place? These questions will be answered and more in this
informative session. Participants will walk away with a
template to use as a base when designing their company
specific plan outline.
Marketing Made Easy
For on-site Managers (1 - 3 hours)
Look at your community through the eyes of the customer.
Are you putting forth your best effort? How is your
advertising compared to your competitors? Are you improving
your property as it ages and increasing value where
possible?
In this informative session, managers will learn how to
determine why their occupancy isn't consistently 95%. Tips
will be given for both basic and advanced marketing
management. Industry benchmarks will be covered as a
measuring tool as well as direction on where to look when
there is a problem.
The Management of Marketing (2 - 4 hrs.)
This in-depth session will put you on the right track to
managing the marketing function. You'll learn how to develop
solid strategies that ensure concentrated action. Save time
and resources you might waste on "hit-or-miss"
activities. Complete with marketing systems and tools that
you can take back and use now. Whether you're a seasoned
professional or a new marketing director, you're sure to
gain guidance, creative insight and fresh solutions to
common challenges.
The Competitive Strategy (2 - 4 hours)
The proof, as they say, is in the pudding; and in the
case of apartment marketing, that means how well your
community performs in the face of competition. It takes more
than a good plan and great strategies. What you need is a
decided competitive edge which you will discover and learn
to use in this exciting session. It's packed with real-world
examples, covering: understanding the relationship between
your management and marketing plans and strategies;
assessing your competitors and identifying opportunities;
creating a competitive marketing strategy; resident-focused
marketing; identifying the factors involved in market
segmentation; community and services positioning; portfolio
models, analysis and strategies for resource allocation; the
art of competitive analysis; strategic decision making,
implementation and control.
Geared toward site managers and multi-site managers -
typically considered an advanced program. Can be a half day
presentation or a full day workshop. The program was
designed and presented at the Brainstorming Sessions tm in
Reno, Nevada in 2002
Web Site Marketing Essentials
For those who have or are considering having a unique web
site for their property or company. Allow Tracey Hopkins to
lead you through the necessary marketing process to Maximize
your Internet Exposure in an informative and interesting
manner. Your web address will be your phone number in the
coming years. Learn ways to get more traffic to your web
site and moving on site! This session is not for techies who
want technical information. There is nothing about cookies,
spider food or any other info only a web site designer would
love.
You will walk away with enough knowledge to get a jumpstart
on your Web Site Marketing Program
- Benefits of Internet Marketing and Internet Traffic
- Essentials for Property Web Sites
- Ideas to drive resident use / services
- Marketing your Web Site
Performance Essentials for Training and Marketing
Directors
The average marketing or training director is usually
spread so thin they are transparent! Do you have more duties
than any one SUPERSTAR can physically handle? This session
is designed to help you work smarter not harder by using the
tool and resources you have now as well as exploring new
ones. Learn how to create marketing evaluations with an easy
to follow guideline format, make the most of your
advertising campaign, design shops that coach rather than
criticize, how to conduct quick and easy market analysis and
more!
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