Signature Programs: Don’t Overthink It!
It seems every conversation we have with an operator in Senior Living, one common request emerges…
WE NEED/WANT TO CREATE SIGNATURE PROGRAMS FOR RESIDENT ENGAGEMENT. WE WANT TO USE THESE TO DIFFERENTIATE OURSELVES IN THE LOCAL MARKET.
Being two people that have been in charge of creating signature, trademark and branded programs in communities and organizations, it is not as easy as it sounds. Too often we get a great idea and follow others lead to create a best in class, complex and what we think will be involved, yet easy to execute because we have written out all the rules, directions, policies, procedures, and even instructed the day and time of day to run these programs.
It just does not work as well as expected or envisioned. Hence, we have a slew of “signature programs” pasted on our websites, filling up pages of marketing collateral and promised to current and prospective residents and families. What we know, and if we are totally honest, most of the time the created signature programs take place, but they may only happen 50% of the time as dictated or instructed. Turnover happens and teaching new people about signature programs is a whole new beast to slay. Residents get bored. Staff get bored causing people not to want to participate. Funding decreases. Spaces change. Seasonal shifts impact the logistics.
Yes, all the above can happen on any given day and negatively alter the natural flow of a community, but it is much more difficult to derail naturally occurring, unforced or unsolicited happenings that become the heartbeat of the community.
3 LEARNED TAKEAWAYS
Signature Programs are Already Present. The best programs do not need to be created and concocted! They need to be unearthed, explored, expanded upon and add some simple structure. If you have to buy, build, refurb, hire new staff/skillsets or entice with flair it is not naturally occurring. This is the sign of management or leadership creating a program for the residents and staff, not the residents and staff taking into account their personal strengths and community attributes.
Successful “Signature Programs” are not a top down initiative. They originate and emanate at the community level. They grow and expand as more people witness and feel the effect of what we refer to as citizenship! The community and its patrons own and speak about them in a storytelling manner and testament to the culture. They do not gain life and traction because there is a pretty logo, catchy name or marketing brochure.
Leveraging Current Strengths. If we are already short staffed and experiencing a crisis around burnout and hiring anew, asking people to adopt and foster a new program that will be successful is a heavy lift that relies on time, training, urgency and accountability. Not that these are bad norms to establish from a HR perspective, but they are just more difficult than parlaying the already present strengths of residents, staff and families.
Ask your residents and team members these questions:
What is something you are so proud of in your community that happens without much effort?
What offerings are the most well-received with the least amount of convincing and oversight?
What are talents and strengths residents possess that naturally make there way into the daily occurrences and interactions?
What spaces and amenities (inside and outside) are most popular for convening, social interaction, and just seem to have a good energy/feeling?
New is Not Always Better. New programs can appear to be disruptive and leave people questioning why change is necessary. Meeting the individual needs and desires of residents is not a “new program.” Discovery and ongoing communication with residents and prospects is what teaches us what to do next. It opens up our eyes and instructs us how to LISTEN instead of ASSUME. The assumptions we have mastered and refer to as knowledge and expertise when working with older adults have become a weakness and form of patronizing that strips power and purpose from those we care for most. We have spent years creating programs FOR residents instead of listening and facilitating programs WITH residents.
What is not new, but must be present to engage residents and enhance quality of life? WHY Life Elevated 3?
BODY: Physical Movement - this is decades old. Exercise - movement, strength and flexibility lead to a better life; physically and cognitively.
MIND: Cognitive Stimulation - not puzzles or word searches, but rather novelty, curiosities, interests, learning, sharing, explaining and ruminating about new findings through conversation, teaching and connections.
COMMUNITY: Community is a culture. Community is engagement on individual and group levels. Community is empowerment. Community is being valued, relevant, heard, able to have an opinion, respected and a part of something bigger than oneself.
Creating a program or deliverable to evoke these emotions is not a step-by-step process that we check off in linear fashion. It is always ebbing and flowing. It is dynamic. It is not a switch to replace an old offering with a new and exciting offering that we think will grab attention and motivate people to become intrinsically involved or invested.
While LE3 Solutions would love to come in and help you “create and write” new signature programs, we know it does not turn out as planned. In the end, it looks like a lot of work, money and focus not well spent when there is no stickiness or buy-in to what is traditionally developed in a vacuum with executives and leadership.
Believe it or not, leading a group of people through a simple hands-on exercise and brainstorming session can turn into a beautiful collision, uncovering all the great things naturally happening. We begin to discover untapped strengths, learnings from great leaders, discovery of resident passions and interests. We solve the ask collectively and internally, with the team members who will execute and feed signature programs that will undoubtedly make your community stand out in a sea of sameness!