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How the Stars Shine: Caring Stars 2020 Winner Webcast
Caring.com Digital Marketing AcademyDecember 17, 2019
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Welcome
This presentation will be available within a few business days.
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
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Caring.com: #1 for Senior Care Reviews
High-integrity, personal touch reviews program
250,000+ consumer reviews – thousands added monthly
1st to offer service excellence award based on senior care reviews
Among 1st to host senior care reviews – reviews from 2008 to now
1st to measure reviews influence in senior care search and sales
Leading insights about consumers’ review use and preferences
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Today’s Presenter: Denise Graab
• Joined Caring in Sept. 2010– 20+ years in communications
• Director of Industry Marketing– Prior: Director of Social Community
• Extensive Social Experience– Focus for Last Decade: Online Reviews
Management, Digital Marketing– Caring Stars Award Co-Creator– Leading Expert on Senior Care Reviews
DENISE GRAAB
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Agenda
• Caring Stars Award Overview
• How Caring Stars of 2019 Qualified
• Benefits of Winning
• How Other Winners Have Shined
• Q&A
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What is the Caring Stars Award?
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First of its Kind in Senior Living Industry Recognized in 2013 National Mature Media Awards
Industry-Leading Recognition
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Caring Stars – Consumers’ Choice Award
• Uses consumer reviews on Caring.com to recognize service excellence- Honors senior living and senior care businesses
with high volume of the best ratings – and who respond to negative reviews
• Helps families find best service providers - 2012-2016: assisted living & memory care- 2017: Added independent living, care homes, and
in-home care agencies- 2018: Added skilled nursing- 2019 & 2020: Any listing in senior living or in-
home care
Caring.com/BestSeniorLiving
Partners.Caring.com/Reviews-Info
Caring Stars winners average twice as many inquiries and move-ins
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Congratulations Caring Stars of 2020
“I am thrilled to celebrate our Holiday Retirement community
award winners and our recognition as a leader
nationally.
Our team members are passionate about our mission to help older people live better.
The Caring Star award is evidence of this passion.”
-Lilly Donohue, CEO, Holiday Retirement (11/26/19 press release)
466 agencies in 46 states#1 in Nation: Right at Home
149 communities in 36 states#1 in Nation: Pacifica Senior Living
SENIOR LIVING
HOME CARE
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Caring Super Stars: ‘Best of the Best’
For 2020:
• 59 Senior Living Communities
• 139 Home Care Agencies
Super Stars Earned the Caring Stars Award in 2020, Plus 2 or More Prior Years
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How 2020 Winners Qualified
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Caring Stars 2020 – Qualification Timeframe
October 15, 2018 – October 15, 2019
Why this timing?Supports families after “home for the holidays” visits with elderly loved ones
Gives winning communities and agencies time to maximize award marketing
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Caring Stars 2020 Criteria
• At least 10 reviews on Caring.com listing • Overall average rating across all reviews:
4.5 stars or higher• 3 new reviews within qualification
timeframe — at least one 5-star review • At least one review in 2019 • No resolved 1-star or 2-star negative
reviews (across all time)
All Winners Met or Exceeded By Deadline
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Requirement: Volume of Reviews
Have at least 10 reviews on the listing by deadline
2020 Deadline: October 15, 2019
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Requirement: High Overall Average Rating
Overall average rating across all reviews = equal to or greater than 4.5 stars by deadline
Date range for requirement: All reviews across time – not limited to last year
Top of Listing
In Reviews Section of Listing
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Requirement: New / Recent Reviews
Have 3 or more published consumer reviews dated 10/15/18 – 10/15/19
Of those:
At least one 5-star review
At least 1 in 2019
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Requirement: Negative Reviews are Resolved
All 1-star and 2-star reviews must have Provider Response or be contested and removed by deadline
Also recommended for negative 3-star reviews
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Criteria, Listings & Reviews are Public-Facing
• Promo/link from Caring.com homepage• Caring.com press releases• Caring Stars topic/resource center• Partner/industry blog• Provided upon request
Published In Multiple Locations for Consumers & Industry
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Benefits of Being a Caring Star
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Caring Stars PR & Marketing
• National, local, trade PR
• Award badge – online, email, and high resolution
• Lobby/office certificate
• Social media promotions
• Call-out in directory search results and featured content
• Family Advisor mentions in calls
All Caring Stars promotional items are free of charge — we aren’t affiliated with 3rd party vendors selling plaques!
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Free PR: National, Local, Trade, Social
What We Do:
• Issued national press release with published winner list- Includes links to winner reviews
- Caring outreach to journalists nationwide
• Give you a press release template to announce your award
• Promote winners in social media- Give you “social meme” to use on
your social networking profiles
• Promote winner media coverage
RECOMMENDED FOR YOU:
• Give the free promo kit to your PR and marketing agencies or staff
• Use the winner press release template to issue announcement to your media contacts
• Use social media to share news about award
• Keep us informed about your announcements and media coverage
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Sampling of Caring Stars 2020 Buzz
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Website Marketing — “Winner Widget”
What We Do:
• Provide customized promotional “widget” for every 20120 winner’s website
- Includes software code for ‘plug and play’ usage
RECOMMENDED FOR YOU:
• Display the widget prominently on your website — communicate to your website visitors that you’re among best in your state and nation
- Serves as “social proof” and can influence prospects
Contact [email protected] for assistance
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Caring Stars Shine Online: More Website Samples
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Special Stand Out Award Badge
What We Do: • Include badge and winning year(s) on your listing
- Caring Stars status shown in directory search results
• Give you badge image file(s) you can post on your website or use in your marketing materials
RECOMMENDED FOR YOU:
• Post the Caring Stars winner badge on your website, blog and/or social media profiles (link to reviews page)
• Use the badge in offline and online marketing materials, including banners, brochures and ads
• Add badge to email signature and billing statements
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Highlight the Honor in Offline Marketing too
Use Caring Stars award to…• Differentiate locally • Celebrate staff and community• Gently remind payers about quality services
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Additional Benefits & Opportunities
What We Do:
• Give you an award certificate for your lobby or office
• Mention award when referring families to winning communities and agencies
• Promote award at trade events
• By request: provide guest posts for winner blogs
RECOMMENDED FOR YOU:
• Display award certificate prominently. Send us a photo of your staff and constituents with the certificate – we’ll share it in social.
• Host an award ceremony or resident party; use award in existing events
• Include as part of your employee recruiting and retention content
• Contact [email protected] to brainstorm more ways to make the most of your award!
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Caring Super Star: The Willows at Meadow Branch
Award Ceremony & Press ConferenceWinchester, VA -- April 16, 2014
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• Low-income independent living community• Celebrated award at annual holiday party
El Cerrito, CA -- December 2016
Two-Time Caring Star: Eskaton Hazel Shirley Manor
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• Celebrated awards at Roaring 20s gala, with county commissioner• Featured in local newspaper, Record-Courier
Two-Time Caring Star: Home Instead Ravenna, OH
Photo credit: Kevin Graff/Record-Courier, June 2018
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Bottom Line Impact of Being a Caring Star …
Listings with the Caring Stars award…
Get More Inquiries and More Move-ins
than Caring partners that haven’t won the award and don’t have the badge on their listing and website.
This finding is from two 2-year studies with analysis of inquiry and move-in data for Caring.com partner listings
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Q&AHavemorequestionspost-webinar?Pleasecontact:[email protected]
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Key Takeaways
Award supports that you’re truly among the best
senior care providers in the
nation – you stand out!
Many ways to make the most of this award –
to increase positive
outcomes related to it.
You earned this award based on high praise from those you serve and their family
members
Need help? Have questions? Please email: [email protected]
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Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com/reviews-info
@CaringInsights, @SrCareReviews
(650) 762-8190 company/caring-com