What elements make up Brookdales internal marketing effort?
There are really two types-internal and external. On the internal side, Brookdale hosts several company events including the “Plastic Classic-an annual golf tournament for employees only. This gives employees a great opportunity to interact with that employee you see every day but don’t talk to at all. In the winter, we also have our ‘Plastic Bowl-a bowling tournament for employees and guests. On the external side, we have an active publicity campaign designed to get press coverage for Brookdale. When our employees, stakeholders and even spouses of workers see these articles (or reprints of them) they’re convinced again that Brookdale is a credible and legitimate company. This press presence also acts as a recruiting device. I can’t count the number of unsolicited calls I’ve received from people wanting to work at Brookdale after seeing an article in the paper. How has this internal marketing effort helped Brookdale? Quite frankly, it increases our retention rate. Workers feel a greate
