Seniors Housing Business

ASHA 2016

Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.

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Page 65 of 71

AS H A 66 2016 ASHA 50 2016 growing. About 50 companies have already linked it to their own web- sites. Belmont Village Senior Living, for example, links to the website on its landing page. About 100 so-called ambassadors have been appointed by ASHA mem- bers to promote the website within their own organizations and local towns. An effort is under way by ASHA to recruit more ambassadors. The initiative relies on organic growth. A limited budget has been allocated to boost the website's position on search pages. As a result, ASHA members are encouraged to link the site to their own websites, Facebook pages, Twitter feeds and other marketing materials. Senior living owner and operator Enlivant promotes the "Where You Live Matters" website in a variety of ways. The Chicago-based company has 200 assisted living communities in 19 states. Some of the properties include memory care. Enlivant announced the launch of the website on its Facebook page. The company links to the website and has posted information about the web- site on its blog. "We have engaged in the effort on a lot of levels," says Meg Ostrom, senior vice president of sales and marketing at Enlivant, and committee member of the ASHA consumer education initiative. Since fresh content is a priority for any website, Enlivant created a content calendar for its own web- site that links to the "Where You Live Matters" website. The content calendar alerts building managers and sales staff to upcoming topics, including pieces from "Where You Live Matters," says Ostrom. "It helps attract people to our site and drives more engagement." Website will improve as ASHA members contribute content The website is still a work in progress. More outreach is needed to promote the website and involve ASHA members, according to cam- paign committee members. They add that ASHA members can participate by submitting content to the website. "It takes time to build engagement," says Ostrom. Ostrom likens the process to that of developing the Enlivant website that she spearheaded. Website ana- lytics can provide important infor- mation about how people access the site and what's important to them. That, in turn, guides modifications and updates to the website. "We are just at the beginning," says Ostrom. "We need to continue to refine the website and help ASHA members understand the value of it." n Ari Adlerstein | Managing Director 212.612.0174 | Ari Dobkin | Managing Director 212.612.0165 | CAN YOUR DO THIS? BROKER $20,000,000 3 ACQUISITION FINANCING BALANCE SHEET LENDER -YEAR LOAN MAXIMUM LEVERAGE AMERICAƕS MOST ACTIVE DEBT BROKER Bentley Senior Living Pennsauken, NJ Healthcare Facility 161 Units Pennsauken, NJ Healthcare Facility 161 Units

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