Director of Marketing & Admissions - SNF
Job Description
The Director of Marketing & Admissions performs a wide spectrum of functions to ensure the facility meets and maximizes targeted occupancy within the overall campus. The Director of Marketing & Admissions oversees the collection and analysis of data regarding referrals and sales to all levels of care and services provided within the organization while functioning as a mentor for the marketing team to establish a motivated culture that fosters the goals of the organization. The Director of Marketing & Admissions develops a marketing plan that executes the strategic business objectives of the organization. External communications such as media relations, all forms of advertising, web site development, and press releases are the responsibility of the Director of Marketing & Admissions. This position requires collaborating in the development of community education, wellness, and healthy aging opportunities.
Department: Marketing
Reports to: Executive Director
1. Plans, directs, and executes the operations of the sales and marketing department.
a. Manages, directs, and coordinates marketing team in Arcadia Caregving and maintaining census and occupancy goals.
b. Ensures development of appropriate team training and back-up in order to capture all viable leads at all times.
c. Identifies team training needs, skills development, technology, and tools in order to maximize team talents and sales effectiveness.
d. Proactively implements sales, marketing, and census development strategies when census levels do not meet or exceed targeted goals.
e. Directs and conducts scheduled and unscheduled tours and inquiries.
f. Participates in strategic planning committee to set future programming and expansion plans for the campus.
g. Ensures same day documented responses to all inquiries.
h. Develops annual campus marketing/communication plan, and submits weekly analysis of tracking reports to the Executive Director.
i. Ensures smooth admission process (application, agreements, move-in, etc.) for new residents and their families.
2. Oversees and coordinates all public relations functions.
a. Develops annual public relations plan for campus, including campus newsletter.
b. Submits articles to corporate newsletter in a timely and consistent fashion.
c. Coordinates completion and participation in resident and family satisfaction surveys.
d. Interacts directly with resident families and community regarding services.
e. Represents the facility at various community activities such as health symposiums, senior events, and speaking engagements. Distributes collateral material and promotional items.
f. Serves as liaison between campus and community. Responds to requests for community events and organizations.
g. Develops ongoing positive media relations with the community papers, new reporters, and other media outlets.
h. Plans, coordinates, and implements a client/community interaction program, including routine scheduled visits to physician offices and home- and community-based referral sources, both actual and potential.
i. Identifies needs of current and potential customers and referral sources, communicates services and programs, and provides educational opportunities.
3. Oversees and coordinates all advertising and communication functions on the campus.
a. Serves as a liaison between the facility and contracted marketing/public relations agencies.
b. Ensures distribution of brochures and appropriate collateral materials within 24 hours to prospective residents.
c. Ensures timely schedules, updates, edits, and proofs of all internal and external print advertising, press releases, public service announcements, promotions, and other communications, including web site and telephone advertising.
d. Encourages a culture of creativity in developing new ideas and events to maintain and increase market share.
e. Maintains current database of all advertising contact information, contract specifics, required formats, requirements, and deadline information.
f. Maintains active and current photograph and testimonial file.
4. Maintains current referral source database.
5. Actively facilitates admission of new residents, readmits, and transfers.
a. Consults with the Director of Nursing and/or Nurse Managers for acceptability of prospective residents.
b. Conducts scheduled and walk-in tours of the facility for prospective residents, families, and/or guarantors.
c. Processes all admission paperwork (per state regulation and facility policy) for each admission, including computer input of all demographic and billing information.
d. Attends daily morning meeting and reports on planned admissions and census activity.
e. Communicates, as needed, with housekeeping to assure all rooms are ready for admissions.
f. Communicates, as needed, with maintenance regarding room upkeep and repair.
6. Satisfies need for communication of daily census activity.
a. Prepares daily census and resident location list for staff, administration, finance, and vendors (i.e. pharmacy, oxygen)
b. Updates computer program, at least daily, to facilitate accurate records for financial reimbursement.
7. Maintains records of inquiry or other information requests as needed.
a. Maintains separate “wait list” of prospective/interested residents for facility.
b. Assists with “mail outs” of inquiry letter to those who have requested information, sending out cover letter, application, brochure, and price list.
8. Provides education and resources as well as support to residents, families, and staff.
a. Acts as an information referral base for Medicare/Medicaid and insurance questions.
b. Complies with all educational in-service requirements mandated by ARCADIA CARE Living Communities, external accrediting, and regulatory agencies.
9. Participates and takes a leadership role as needed in various activities within the facility.
a. Participates in Performance Improvement with active suggestion/recommendations and follow through.
b. Participates in or takes leadership role in applicable councils and support groups.
c. Participates in special projects or committee work as requested by supervisor.
10. Satisfies all educational in-service requirements mandated by ARCADIA CARE Living Communities, the department, external accrediting, and regulatory agencies.
a. Attends all mandatory in-service programs.
b. Adheres to facility policies and procedures.
c. Completes yearly online education program by deadline.
d. Attends employee meetings on a regular basis.
In addition to the essential job specific duties listed above, the Director of Marketing & Admissions shall be required to perform all duties (essential and non-essential) in a manner consistent with the mission statement and core values (reverence, integrity, compassion, excellence) of ARCADIA CARE Living Communities and will be evaluated on such basis. Furthermore, every employee must abide by all campus, departmental, and safety policies, rules, and regulations.
ARCADIA CARE Living Communities has the right to change the job specific duties and specifications required for the position of Director of Marketing & Admissions from time to time without prior notice.
Education: Bachelor’s Degree in Marketing, Communication, Business Administration, or related field.
Experience: Five years management experience leading a sales team as well as five years direct sales and marketing experience within senior housing or senior Health Care, excellent verbal and written communication skills, experience with publishing and contact management software programs.
Attendance: Regular attendance is an essential part of this job.
Work Environment:
§ Normal office environment § Tight time constraints
§ Handles confidential information § Extended visual concentration
