Marketing
The RVA's marketing approach is to raise consumer awareness of our industry, so people are better informed about the lifestyle opportunities retirement villages provide.
Raising awareness about our great industry is a critical activity of the industry association.
The communication objective of the RVA is two-fold.
First, we need to influence market perception of retirement villages as an aspirational wellness and lifestyle opportunity, where social interaction and support is a major benefit.
Secondly, we need to highlight the competitive edge that accreditation automatically gives a retirement village – it safeguards quality for residents. Choosing an accredited village can offer people peace of mind.
Greater marketing will also assist the profile of our industry, assist with advocacy issues with Government and give greater exposure to the broader community. This will also assist growing the media profile of the RVA as a key commentator on issues around ageing in Australia and seniors housing and the likelihood of more and more care being delivered to people living in villages.
The RVA's key outcomes to market the industry include the following:
- Consulting with our membership to develop a national marketing strategy and resource plan
- Engaging with marketing experts to determine an effective targeted industry marketing campaign
- Producing a sales and marketing information resource available to our membership
- Continuing to provide marketing professional development such as sales training and customer relationship management (CRM)
- Continuing the development of the RVA sales and marketing database of our membership
- Enhancing the RVA's online sales tool, Village Finder
- Implementing an official industry publication
- Developing additional village information packs for current and future residents