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The Marketing Professional Certification Program (MPCP) is an advanced program for the experienced senior housing (independent living) marketing director.

Gaining superiority in the competitive senior housing market requires that marketing directors and sales staff possess highly developed core skills that allow them to effectively respond to occupancy challenges and succeed in connecting with the consumer. MPCP provides participants with the tools and know-how to plan for and meet the future with confidence using proven sales skills, marketing and advertising strategies.

MPCP was developed in 1997. To date over 600 individuals nationwide have earned the Certified Marketing Professional (CMP) designation. To achieve designation as a CMP, participants must pass an exam that is administered after attending the program.

In 2007 the program was updated with several new and exciting changes including a new text book that comes with a CD which provides a marketing plan template, template instructions and additional information resources.

The book "Inside Advice on Marketing Senior Housing: The 15 Critical Components of Success" was authored by Phyllis Thornton, Signum, Inc. LSN’s partner in the development of the MPCP with contributions by Christine Wirthwein, Wirthwein Corporation Marketing and Advertising the current instructor of the program. Together these two experts have over 50 years of experience and knowledge in senior housing marketing.

During the two full days of instruction participants learn how each component works, how it’s applied and how it integrates with a comprehensive marketing plan and program.

The 15 Components include:

  • The Environmental Scan
  • Marketing Objectives and Strategy
  • Customer Service
  • Marketing and Sales Manpower
  • Marketing Information System
  • Information Center and Resources
  • Strategic Networking
  • Special Events
  • Creative Design and Copywriting
  • Collateral Materials
  • Paid Media
  • Direct Mail
  • Print Media
  • Electronic Media
  • Marketing Plan, Time Line, and Budget

MPCP is conducted annually in the fall. The location of the program alternates between the Chicago-Metro area and the site of the American Association of Homes for the Aging (AAHSA) Annual Convention. The AAHSA Convention is hosted in major cities throughout the US. The 2007 program was conducted in the Chicago area. Watch this site for the posting of the 2008 dates and location.