** October Toolkit
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National Case Management + Estate Planning Awareness
Weekly Activity: SLC, GCM, Concierge Physician, Trusted Advisors
Key Marketing Dates
* National Physical Therapy Month
* Breast Cancer Awareness Month
* National Case Management Week Oct 12–18
* National Estate Planning Awareness Week Oct 20-26
* World Hospice & Palliative Care Day Oct 11
* World Financial Planning Day Oct 8
Sales Tools
**
Weekly Resident/Client Engagement Activities
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We recognize the value in having new things to bring into your accounts every single week!
With that, we're starting a weekly activity one-pager (~4 per month) that will allow you to bring in a new and exciting item to all of your priority SLC residents.
Target: P1+P2 SLC Residents and Clients,
General Managers: please pass this along to your CSM's to implement with our caregivers to provide value in the home!
Goal: Increase P1+P2 activity weekly, brand awareness, and value creation for our SLC partners
October Activity Sheets Here (https://drive.google.com/drive/folders/1xr6XAwSgNZzWQBHZOB3-FsrGkb9xzwFR?usp=sharing)
* Crossword
* Word Search
* Word Scramble
* Maze
Next Steps:
* Print out your tools.
* Bring them in weekly (not giving all 4 out at once).
* Create "buzz" around the new activities that will be coming out from TheKey.
* As you're passing out the activities - remind the residents not to cheat and see the answers on the back, but to also note there is information on TheKey and how we can support when a "little extra help is needed".
* Foster discussions with residents on our services and whether they have a need for support or know someone who does.
Documenting Activity + Collateral Dropped off
To document your use of the above tools, use the following dropdown option
* Tied to Sales Initiative: Engagement Activity One Pagers
* Collateral + Promo Given: Engagement Activity One Pagers
**
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Key Marketing Dates
National Case Management Week Oct 12–18
** "Resource to Outsource" Campaign for Hospital & SNF Partners
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Intended Audience: P1+P2 hospital and skilled nursing facility accounts
** Preparation Steps (Week of October 6)
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1. Print Your Cards
* Take the provided "Resource to Outsource (https://drive.google.com/file/d/1RgphHNJUmmRs_RSPT-i0Z9S05jegzumM/view?usp=sharing) " card design to a local print shop or in-office
* Recommend high-quality card stock (minimum 14pt) for professional feel
* Order enough cards for all case managers at each target facility (typically 5-15 per location)
2. Personalized Signature for Each Card
* Sign the back of each card - there is a small space for a personalized signature
* This personal touch reinforces that TheKey HCL's are relationship coordinators, not just service providers
3. Bring a plate to present the card to your Case Managers on upon delivery
* The restaurant presentation creates a pattern interrupt—case managers receive vendor materials constantly. You need to stand out! This will be a cheeky and memorable delivery of your note.
* Optional: Small gifts to go with the cards. Many of you may be planning to host a lunch or in-service this week as well. Dust off the old China and bring a fancy plate!
** Delivery Execution (October 13-19)
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When delivering to the case management department:
1. Arrange the card on the plate (face-up so they can see "Resource to Outsource" messaging).
2. Present to the case manager personally whenever possible
3. Use your Home Health and SNF Partners to get into Hospitals
Key Speaking Points
"Happy National Case Management Week! We know you're constantly juggling complex discharges and looking for partners you can actually count on. We wanted to celebrate you and remind you that we're here as your resource to outsource the hard parts—so you can focus on what you do best."
✓ "We handle implementation so care plans actually happen" — positions TheKey as execution partner
✓ "Our Client Success Managers close the loop with you" — addresses case managers' need for accountability
✓ "We specialize in complex care transitions" — acknowledges the high-acuity patients they manage
Primary Goal/Next Steps
Discuss your current partnership and identify patients who could benefit from home care services. Additional Next Steps below.
Choose which opportunity best fits each attorney relationship:
Never-Produced/ Win-Back: Offer an in-service presentation to their staff
Best for: CM you've worked with 2+ times who value professional education for their teams
Advancing: Monthly Care Coordination Meeting
Best for: CM with active shared clients who need regular updates
__________________________________________________________________________
National Estate Planning Awareness Week Oct 20-26
** "Illuminating the Path Ahead" Campaign for Estate Planning Partners
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Intended Audience: all Estate Planners
** Preparation Steps (Week of October 13)
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1. Print Your Cards
* Take the provided "Illuminating the Path Ahead (https://drive.google.com/file/d/1RFm6TMCIlb2Ur-xZr0DL-QuUX_sI1GHi/view?usp=sharing) " card design to a local print shop
* Recommend premium card stock (minimum 14pt) for professional feel
* Order 1-2 cards per attorney at target firms (estate planning practices typically have 2-8 attorneys)
2. Personalize Each Card
* Sign the back of each card - there is a small space for a personalized signature
* This personal touch reinforces TheKey's positioning as a professional partner who understands the attorney's role in comprehensive elder care planning
3. Research Your Target Attorneys Before your visit, review:
* Their practice areas (guardianship, Medicaid planning, special needs trusts, etc.)
* Any shared clients currently on service
* Recent articles or presentations they've delivered (LinkedIn)
* Their involvement in professional organizations (NAELA, NAEPC, local bar associations. TheKey is sponsor at the NAEPC conference this month in DC).
Delivery Execution (October 20-26)
The Professional Partnership Approach
When delivering to the law office:
1. Schedule a brief visit when possible—avoid drop-and-run delivery
2. Present the card directly to the attorney (or their paralegal if attorney is unavailable)
Key Speaking Points
"Happy National Estate Planning Awareness Week! I wanted to acknowledge the critical work you do helping families prepare for the road ahead. We know your legal strategies are only as good as the care teams who implement them—and that's where partnerships like ours become invaluable."
✓ "We implement the care components of your comprehensive plans" — positions TheKey as execution partner for legal strategies
✓ "Our Client Success Managers provide visibility into your clients' actual wellbeing" — addresses attorneys' need for care oversight
✓ "We understand how health changes impact legal capacity and eligibility" — demonstrates sophistication around guardianship and Medicaid
✓ "We make your work easier by handling the care logistics your clients need" — reinforces professional partnership model
Primary Goal/Next Steps
Discuss your current partnership and identify patients who could benefit from home care services. Additional Next Steps below.
Choose which opportunity best fits each attorney relationship:
Never Produced: Networking Event Invitation
Best for: Newer relationships or attorneys actively building their referral network
Never Produced/Win Back/Advancing: PAC Co-Host Invitation for the October Topic
Best for: Attorneys you've worked with 2+ times who value professional education
Advancing: Monthly Care Coordination Meeting
Best for: Attorneys with 3+ active shared clients who need regular updates
Documenting Activity + Collateral Given
To document your use of the above tools, use the following dropdown options.
* Tied to Sales Initiative:
+ Card: Case Management Wk.
+ Card: Estate Planning Wk.
* Collateral + Promo Given:
+ Card: Case Management Wk.
Card: Estate Planning Wk.
NAEPC Conference
TheKey will be an Exhibitor and Sponsor at the upcoming NAEPC Conference.
Our Attendees:
* Kevin Parker
* Arwa Landivar
Pre-Event Strategy:
* Pre-Attendee List HERE (https://docs.google.com/spreadsheets/d/1NVCdJq4q-hw7pQtBDuTcdpJpzCvr5Zl5/edit?usp=sharing&ouid=110228772483183671741&rtpof=true&sd=true) : please review the list, filtered by state, and connect with your local estate planners who you're connected to. If you're not connected, please reach out via LinkedIn and use the following email template if needed:
_______________________
Hello <name>,
Will you be attending the upcoming National Association of Estate Planners & Councils Annual Conference in Washington, DC Oct 19-23? TheKey is proud to be an exhibitor and sponsor at BOOTH #20. If you're attending, stop by to connect.
We're excited to share how our in-home private caregiving services add value to estate and financial planners by helping families align long-term care with their broader goals.
Would you be interested in a quick 15min chat to discuss private caregiving (and concierge skilled nursing) services for your clients with distant family, dementia, or recent hospital stays?
_______________
* After Hours Event Invite: to come asap
* Automated Email Drip: there will be a pre-email drip campaign sent out from the desk of a Sales Leadership Team member to all pre-attendees.
* Social Media: See Oct 16th on our Social Media Calendar (https://docs.google.com/spreadsheets/d/15uDCaj7CIsyuvIMSqb_Ic9sFMV4VA7lqDgGFRajL0Ug/edit?usp=sharing) for a post to announce our attendance and drive traffic to our booth.
**
Reminder: CAREzone
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CAREzone was created to support a more connected, informed, and engaged workplace. It will serve as a central space to recognize each other, stay up to date, and find tools and resources to support your work.
CAREzone has replaced Facebook Workplace.
You can now access CAREzone in the following ways:
* Visit https://carezone.thekey.com/ (https://thekey-subaccount.us.newsweaver.com/8xfq8v2m4a/12zxg86ahn31jygo69bb4x/external?email=true&a=6&p=4821320&t=1957019) and select Sign in with Google using your @thekey.com login credentials.
* CAREzone will also be available in your Chrome browser bookmarks and set as your Chrome default homepage.
Please Note: Sales Leadership is adding additional sales tools to the Sales section and will continue to optimize this platform for Sales. Should there be anything needing to be added, please contact Jackie Summers jsummers@thekey.com and Ian Belcher ian.belcher@thekey.com.
FAQ Sheet here (https://carezone.thekey.com/thekey/ls/space/2758036484085565/how-do-i/post/1999824697848301) for more information.
**
Upcoming Salesforce Email Campaigns
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w/o Oct 1 - Thriving in the Ninth Decade and Beyond (Shadi Blog)
w/o Oct 6 - NAEPC Pre-Strategy Email, Dr. Shadi ALCA Hosted CEU Event (GCM Only)
w/o Oct 13 - National Case Management Week, When to Stop Driving (Shadi Blog)
w/o Oct 20 - Engagement Activities (for residents and clients), Waitlist Support (SLC Only)
w/o Oct 27 - Hosting an Aging Loved One: Upcoming Holiday Tips, New Speakers Bureau Topic on Friendship
October PAC Topic
Click HERE (https://docs.google.com/document/d/1UvCcYjLGzmXBDqZfSILbRWpOvrOjxZrgdT2PmE2xOhc/edit?usp=sharing) to read this month's PAC topic.
Topic: Estate Planning Case Studies: A Comparative Analysis of Two Families' Experiences
** Sales Social Media Marketing Calendar
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Click here to access (https://docs.google.com/spreadsheets/d/15uDCaj7CIsyuvIMSqb_Ic9sFMV4VA7lqDgGFRajL0Ug/edit?usp=sharing) this month's TheKey social calendar.
*Tips: Schedule your LinkedIn posts out in advance and don't forget to attach your images*
Highlighted Blue posts are for Concierge Nursing States only
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