IVY Marketing and Monarch Landing to Present at LeadingAge Expo
IVY Marketing Group founder and president Debra Sheridan will address audiences at the 2018 LeadingAge Annual Meeting and Expo in Schaumburg on April 19 about the impact of content marketing on senior housing sales. She will be joined by Kimmy Giudice, sales and marketing manager of Monarch Landing independent senior living community in Naperville, and Samantha Breden, business development director at The Springs healthcare community connected to Monarch Landing.
While Sheridan will shed light on the strategies that comprise a strong, successful content marketing program, Giudice and Breden will punctuate those tactics using the example of their winning teamwork with IVY Marketing Group.
Identifying content marketing as the creation and sharing of online and print material that is focused on consumers' needs as opposed to a company's, Sheridan will stress the value of a responsive, content-rich website that encourages consumer interaction and moves them to action.
A niche expert in quality accommodations for older adults, she will also impart what she has learned, and continues to learn, over nearly 30 years of marketing for senior living, particularly as it has moved into the digital age.
In her sunny, approachable style that welcomes questions and sharing from the audience, Sheridan will illuminate the various components of robust content marketing, including the aforementioned and all-important website, blog and news (and the difference between the two), visual media, newsletters, press releases, social media strategies, stories, testimonials, search engine optimization, data analytics, interactive forms, and website functionality. She will also discuss time and budget allocation and expectations of content marketing results.
"I am excited to share what I've learned, to learn what others will share, and to explore together the best ways to share all that today's senior living communities have to offer customers and prospects," said Sheridan.
Giudice and Breden will detail how IVY Marketing has integrated content strategy into Monarch Landing and The Springs' overall marking plan and share results of their collaboration with the IVY team. IVY's primary services to the two communities include public relations (press release writing and distribution to local and national media), blogs, e-newsletter creation and circulation, and, most recently, significantly redesigned websites for both Monarch Landing and The Springs, the former of which won a National Mature Media Award for best website design.
The client-agency relationship between IVY and the Monarch Landing complex is nourished by regular face-to-face meetings, frequent phone calls, and attendance at special events. "We're fortunate to be locally based so that we can be in personal touch with Monarch Landing and The Springs," said Sheridan, whose boutique agency is located in Glen Ellyn. "They are like family to us."