EPOCH Senior Living broke ground on its newest Bridges by EPOCH project in Hingham, Mass., in October. Bridges by EPOCH provides memory care assisted living for individuals with Alzheimer’s. The design and programming at Hingham will incorporate the latest research, and the staff will be focused on compassionate care. Bridges by EPOCH at Hingham will open in spring 2012. To learn more, visit www.BridgesByEPOCH.com.
 
 
 

When you are opening a new location or introducing a new service or business, hosting an event is one way to get people talking and lay the groundwork for future marketing efforts.  If it’s a new property, host a groundbreaking; if you are halfway built, have a beam signing or dusty shoe tour; if you are about to open, plan a grand opening.

Here are five tips to get you started:

Pick a good date and time

Make sure there is nothing important happening on the date you choose.  You could be overshadowed, or make it difficult for people to attend. Google the date and check the chamber, city, county and local news outlet websites for upcoming events. You won’t be able to ensure everyone can come, but try and choose times that are convenient. The best time for the press is generally between 11 a.m. and 2 p.m.

Invite interesting people to speak

Ask appropriate speakers to say a few words. Local celebs and public officials are great, but think too about other angles. If you’re opening a bookstore, ask a local author to say a few words; if the building design is unique, ask the architect to talk about their vision; if it’s a recycling service, ask the municipal waste department for a representative who can discuss why reducing waste saves money and saves the environment. Keep presentations short, to the point and related to your project.

Be ready – for anything

Do you have a place for people to go if it rains? Where do people park? Do you need a podium and microphone?  Should you offer light refreshments?  Do you need bathroom facilities?  Work from a comprehensive list of planning details.  We adapted a planning list produced by the military;  they don’t miss a thing.

Send invitations by mail

No, this isn’t a plug for the post office, but in the email barrage, “snail” mail still has a certain cachet. We like to hand address invites, too. You are more likely to get an RSVP for you headcount. Send out invites 2-3 weeks in advance.

Contact the media and provide good details

Before the event, blog, tweet it and send out a press release. Personally invite (write, email or call depending on your relationship) editors or reporters you really want to come. Have press kits ready with background info, facts and details that can help them write the story. If they can’t come, ask if you can provide them with photos and information afterward so they can still write a story. We always hear how newsrooms are understaffed. If you present information, and don’t try to “sell,” many reporters appreciate the support.

If you start to tell the story early, you’ll have more people talking about your project from the get-go. Events don’t need to be over the top, but if well thought out and timed right, they are a nice way to start the conversations.