Brookdale to Roll out “Game Changing” National Branding Initiative

Brookdale Senior Living (NYSE:BKD)¬†announced the launch of a new branding initiative it believes will be a real “game changer” for the company.

The campaign will go through stations such as CNN, Home and Garden TV, the Food Network, and the Hallmark Channel. The company is also utilizing print ads in the coming weeks in publications such as Better Homes & Gardens, Real Simple, More, and the Ladies Home Journal.

“We think it’s going to be a real game changer,” said T. Andrew Smith, chief executive officer of Brookdale during the company’s earnings call. “We expect the branding initiative to increase awareness and preference for our services and to generate more leads and to improve our lead conversion and move in ratios.”

While Brookdale didn’t divulge how much it will be spending on the campaign, the funds will be derived by shifting resources from existing sales and marketing budgets. The company says it should see an impact relatively quickly.

“We absolutely believe it will help us improve our occupancy and will assist us in building our occupancy through the balance of the year,” said H. Todd Kaestner, Executive Vice President, Development for Brookdale.

The company posted better than expected first quarter earnings last week, with revenue of $712.3 million, an increase of 4.3% from the first quarter of 2012. As a result, the stock jumped roughly 9% as of Friday’s close

Written by John Yedinak

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  1. says

    Marketing and sales is a corporate function. Many Operators in the mid-market or single facility Operators look at marketing and lead conversion as the responsibility of the Administrator or "marketing" person at the individual site level where the individual is responsible for creating & managing their own marketing program and lead management system.
    This leads to variability in the success of marketing (lead generation) and sales (lead conversion).
    I advised one not-for-profit Operator with two successful CCRC's that even with 2 sites, the marketing program should be driven from the top with input from the people making face-to-face contact with prospective residents & their families. At that time, the "marketing person" was keeping track of this in her Outlook email and the corporate office didn't have readily available access to it because Outlook is a desktop software.
    The one step I recommended was to have some sort of marketing database (such as Act! or where every prospective resident's contact information is kept and interactions with prospective residents and their families could be planned and reviewed.
    In today's competitive environment in seniors housing, those organizations who are best organized to convert prospective residents into move-in residents, are the ones who will incrementally see improvements in occupancy and those incremental improvements will start to add up.
    Those who keep marketing and lead conversion in a "marketing" silo at the individual site Administrator level, are taking the risk of losing to organizations who have a more organized and monitored lead conversion model.
    Chris Foley
    CPA (Retired)
    Equity National Seniors Housing Brokerage & Advisors

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