2017 Corporate Communications

Strategic Plan

November, 2016

Agenda

Review 2016 strategic priorities progress & accomplishments

Define the role of strategic communications at Brookdale

Highlight 2017 communications priorities & initiatives roadmaps

Review integrated content calendars & latticework

Align to optimized internal communications structure and

resources

Summary, measurement, and discussion

2

Current State and

Accomplishments

Win the regional and local markets with targeted press

efforts focused on high need communities to help improve

occupancy

Build the brand nationally with outreach to high visibility

lifestyle, financial & industry outlets to grow awareness & drive

word of mouth

Bring new life to senior living with innovation-themed press

that challenges the traditional view of growing older

Develop innovative and engaging multimedia press content

including infographics, animation & video, & enhanced imagery

that increases press engagement and story count

Define and develop initial thought leadership framework

to build the top of the funnel and a reputation reserve

4

2016 External Communications – Plan Status &

Accomplishments

2016 PR Results

5

National brand stories secured with NBC, CBS, New York Times, NPR,

Barron’s and more continue to drive awareness and word of mouth

Regional & local market level press secured for 82 Tableset

communities delivered 246 stories, $1.9M in ad value and 3.9M

impressions

New thought leadership platform, online newsroom, team workflow

portal, & 24/7 Media Relations team contact system efficiently manages

workflow & crises

Year-round multimedia news content targeted at bringing new life to

senior living is driving a forecasted 30+% lift in annual story volume

* 2015 metrics increased over 2014 by 206%, 45%, and 37% respectively for stories, ad value and impressions

Deliberately connect our messaging to the Brookdale

brand and celebrate our associates in delivering our

mission of enriching lives

Leverage senior leaders and direct supervisors as primary

messengers wherever possible to directly communicate key

messages

Establish ourselves as strategic partners to our internal

clients with a standard cadence/work stream

Apply an engaging inside voice in new vehicles in a crisp,

concise, visual fashion

Unify internal communications functions to centralize and

consolidate messaging

6

6

2016 Internal Communications – Plan Status &

Accomplishments

Associate Communications – Output Doubles

7

• Despite creating new consolidation vehicles, average monthly messages & topics both have

doubled in the past year, driven by change communications (HR, Procurement, Sales/Marketing, etc.)

• Establishing close internal client partnerships has also presented more volume to us

• Piloting efforts to measure engagement and effectiveness of messaging

The Role of Strategic

Communications

Corporate Communications Vision

Corporate Communications informs and

inspires with concise and motivational

messages that champion Brookdale’s mission.

9

Corporate Communications Mission

Internal communications executes strategies that connect

associates to our mission and priorities with crisp, timely and

informative messages that enable them to be successful in their roles.

External communications enhances our reputation and changes

how society views aging by showcasing our expertise and forward

thinking, making Brookdale the choice for senior care.

10

2017 Strategic

Priorities and New

Initiatives

12

Internal Communications – Issues & Opportunities

• Enhanced job intake and tracking system to better manage workflow, approvals, deliverables

• Too much volume existing; now adding operational excellence and TO communications

• How to put a ring around operational excellence strategy to make it all digestible for our

associates—create a new solution or incorporate the new communications into existing structure

• To smooth volume spikes and timing, how to incorporate these topics into an integrated

calendar, cadence, and planning document (full year, monthly, weekly)

Process

• Align our team members with the right internal clients and deliverables

• Need to provide self-service tools for common or smaller audience communications

• How to manage through aging intranet technologyPartners

Opportunities

• One-way communications without a clear picture of readership, engagement, feedback, etc.

• Not frequently reaching our frontline/non-wired associate base

• Strengthen associate identification with our mission, purpose, brand

2017 Internal Communications – Strategic Priorities

13

BUILD ENGAGEMENT WITH

OPERATIONAL EXCELLENCE STRATEGY

• Steer the organization through a series of

significant transformative change efforts

• Use communications to engage our associates

with informative and inspirational messaging

INTERNAL BRAND CAMPAIGN

• Clearly articulate and communicate

Brookdale’s essence

• Celebrate our mission, culture & values

DEVELOP TWO-WAY COMMUNICATIONS

• Refresh 2015 survey data

• Launch new listening & feedback tools

to gauge message comprehension &

drive strategic recommendations

REACH NON-WIRED ASSOCIATES

• Developing new tools & channels

STRUCTURE TEAM FOR SUCCESS

• Provide the right resources

• Identify workflow management tools

• Balance workloads

• Develop team members

Internal Communications – Strategy Roadmap

14

The Big Idea: build engagement and enthusiasm across all associate audiences to

articulate our essence and deliver against the operational excellence strategy

Internal

Brand

Campaign

Associate

Feedback &

Dialogue

New Tools

& Channels

Team

Structure

Approach: simplicity in messaging; snackable, visual content that is easy to comprehend

Strategy: Benefits: Storylines:

Planks:

Tactics: • Reissue 2015 associate

communications survey

to measure progress vs.

baseline

• Embed clickthru &

feedback tools in

messages

• Ride in-service

training rails to

deliver top 3

monthly messages

to non-wired

associates

• Launch new vehicles

• Align team with

right client &

deliverable focus

• Equip team with

right resources

• Internal brand campaign celebrates culture

& successes with unifying messaging

• Frame the operational excellence strategy

with consistent format, graphics, colors &

messages to unify multiple efforts toward

common goals

• Clearly identifies our essence &

leadership philosophy by

showcasing examples

• Brings to life the elements of the

operational excellence strategy

with easy-to-digest narratives

• Build year-round campaign

woven into existing and new

tools that celebrates our

associates & successes

• Testimonials, case studies,

initiative & associate

spotlights

• Streamlined roles, structures &

work designs; clear career paths

• NPS improvements & best

practices

• Sales growth from new tools

• Community group benefits

2017 New Initiatives – Internal Communications

Connecting non-wired

associates with Chromebook

messaging and content

Launching new operating

excellence strategy campaign

templates to deliver unified voice

and branding

15

Creating new delivery vehicles for

critical message delivery (e.g.,

Digest, Scorecard)

Embedding dialogue and

engagement tools into

messaging to drive strategy

and measure readership

Creating an internal brand

campaign rooted in our

purpose and mission that

unifies our associates and

celebrates our successes

Selecting new workflow

management system, refining

client and deliverable

assignments and creating self-

service tools to better balance

workloads and enable associate

development

16

External Communications – Issues & Opportunities

• Crises cause much strain on the system—how can we help avoid them, enhance the

operational management of crises, and provide context for media on common issues

• Need clear process for extending our content to digital, marketing, sales, other channelsProcess

• Explore content creation & distribution partners to maximize reach to right audiences

Partners

Opportunities

• Refine thought leadership framework & operationalize the production elements

• Extend brand building content into associate-facing vehicles to build mission affinity

• Improve public opinion knowledge on key press issues to drive our strategy & resp.

• Further enhance analytics capabilities (e.g., SOV comparison)

17

CONTINUE PR FUNCTION EVOLUTION

• From crisis response & pure earned media to

brand journalism

• Drives prospect consideration and associate

engagement by extending usefulness of PR content

BUILD ON NATIONAL MEDIA COVERAGE

• Leverage innovation and closer relationship

story opportunities that drive top of funnel

consideration

ENHANCE REPUTATION MANAGEMENT

• Partner with NPS team to seek early feedback in

to avoid crises before they escalate

• Better manage with standard playbooks

• Mitigate negative stories with educational

content addressing the realities of aging

OPTIMIZE THOUGHT LEADERSHIP PROGRAM

• Leveraging Brookdale’s ownable platforms on

senior H&W, caregiving & innovation

• Develop a robust content library across

external channels: digital, social and press

• Explore new content distribution partnerships

2017 External Communications – Strategic Priorities

BOOST OCCUPANCY IN 74 FOCUS MARKETS

• Align closely with marketing strategist, digital

& social teams to pursue targeted regional

and local press

18

The Big Idea: evolve PR function to brand journalism model with content

that drives prospect consideration & associate engagement

Thought

Leadership

Reputation

Management

Press

Outreach

Partner &

Associate

Engagement

Approach: blend of storytelling and visual support to simply frame emotional & complicated issues

Strategy: Benefits: Storylines:

Planks:

Tactics:• Early warning system

• Crisis playbooks

•“Candid Conversations”

content library on

common challenges

• Quick turn opinion

polling

National/Regional

• Innovation

• Closer Relationships

Hyperlocal

• Sales/Mktg Support

• Lead advancement

emails

• Extend press visibility

internally with

engaging stories &

content

• Develop content for

S&I partnerships

• Thought leadership platform builds trust,

credibility & awareness

• Enhanced reputation management program

strengthens crisis resilience

• Extending press outreach content drives

consideration & associate engagement

Brookdale owns:

• Senior Health & Wellness

• Caregiving

• Innovation/Forward

Thinking

• Closer Relationships

• Enhances brand awareness &

causes people to think differently

• Builds reputation reserve

• Top-of-the-funnel consideration

• Attracts & retains quality associates

& business partners

• BKD’s best practices &

forward thinking

showcased in a robust digital,

social, & press content library

• Speaking engagements,

media interviews, blogging,

video, web content, case studies,

new distribution channels

External Communications – Strategy Roadmap

Quick turn opinion polling for

sensitive press issues helps inform

and direct our press strategy

19

2017 New Initiatives – External Communications

Building early warning system to

address crises before they receive

press attention & crisis playbooks

with best practices on common issues

Integrated annual content

calendar builds on editorial plan &

guides thought leadership efforts

including detailed blog schedule,

speaking engagements, video,

infographics, etc.

Balance crisis story content with

Candid Conversations library

of common senior challenges

Enhanced share of voice press results

reporting with industry, healthcare &

consumer brand comparables

Operational

Excellence

Communication

External CommunicationsDaily Media Relations &

Crisis Communications

Proactive National Outreach

Regional and Local Support

Tableset/Hyperlocal

Program Max Press

Multi-Media Content Development

and Storytelling Geared at Changing

Senior Living Perceptions

Thought Leadership Efforts

Media Pitching

Vehicles & Deliverables• Press Releases and Media Responses

• Multimedia Press Releases and

Microsites Including Videos, Images,

Infographics, Animations, Blogs,

Speaking Presentations

• Talking Points and Scripts for

Communities, Referral Sources,

Residents, etc.

Executive

CommunicationsE-Committee and Critical DP

Communications

Owner Relations

Transformation Office

Town Halls Leadership/E-

Committee Q&A

Company Narrative & Message

Consistency

Sustainability

Vehicles & Deliverables• Regular Leadership Updates

• E-Committee Town Halls and

Q&A Sessions

People

CommunicationsHuman Resources Operations

Total Rewards

Talent Acquisition & Management

Learning & Development

Vehicles & Deliverables• People Matters and Monthly

Recognition Newsletters

Sales/MarketingSales/CRM/Enrich

Marketing

NPS

Vehicles &

Deliverables• Brookdale Boost Newsletter

• Analytics Dashboard

Baseline Communications Activity

21

1,100+ internal messages, newsletters, updates and intranet news articles

400+ crisis situations and community support requests, each typically requiring talking points

for multiple audiences, draft statements, resident/family/referral scripts

Operational and

Administrative

CommunicationsCommunications Channels, Tools &

Technology

DLs & Overall Governance

Communications Gatekeeping

Operations

Change Communications Initiatives

Procurement

IT and BHS

Asset Management

Finance, AP/AR, Payroll

Sustainability

Clinical

Dining

Resident Programs

Tax/Legal/Audit

Vehicles & Deliverables• Intranets Strategy & Content

Management

• BSLnet Governance Owner & Team Sites

• Strategic/Large Initiative

Communications Strategic Plans

• This Week in Headlines /Leadership

Grapevine

Operating Excellence Strategy – Guiding Principles

Brookdale is embarking on a series of transformational organizational efforts that will

impact and enhance the company’s structure and major work streams.

Simply put, our strategic communications efforts:

1. Tell inspirational stories about our unique resident and associate experience

2. Increase associate engagement in marketing tools that drive occupancy & growth

3. Rally associate support to simplify processes, capture synergies and lower costs

4. Build our industry thought leadership position and enhance our reputation

22

Operating Excellence Communications Strategy

Build a year-long internal campaign framing the operational excellence

strategy with a consistent internal brand, messaging, format, graphics and

iconography to unify multiple efforts toward common goals.

23

Enhancing Resident &

Associate Experience

Associate Engagement in

New Sales/Marketing Tools

Rally Support to Simplify

& Lower Costs

ED Role Simplification

NPS System/Resident & Family Experience

Talent Recruiting, Leadership &

Development

Internal Brand Campaign

New Network Selling, Lead Management System,

Commission Structure

Aligning Community Groups

Business Development & Professional Referral

Optimization

Organizational Model Transformations and Change

Management (Bright Ideas, Procurement, BEST)

Maximize the Performance of Ancillary Businesses

Optimize Community Portfolio Through Dispositions

& Acquisitions

Make Strategic & Cost Effective Use of CapEx

Investments

Enhancing Resident & Associate Experience

24

• ED Role Simplification

• NPS System/Resident

& Family Experience

• Talent Recruiting,

Leadership &

Development

• Internal Brand

Campaign

Major Initiatives

• Streamlined Role Frees Time for

Responsiveness to Resident

Concerns & Drives NPS & Profit

• Brookdale Offers Clear Career

Paths, Promotional Opportunities

& Leadership Development Tools

• Our Mission-Driven Culture and

the Closer Relationships We Build

are What Differentiates Us

Headlines Channels

Improved Sales and Marketing Tools

25

• New Network Selling,

Lead Management

System, Commission

Structure

• Aligning Community

Groups

• Business Development

& Professional Referral

Optimization

Major Initiatives

• Use New Tools to Better

Understand Customer Needs,

Serve More Seniors and Grow

Your Career

• Brookdale has a Tailored Offering

Priced Right for Unique Customer

Needs

• Brookdale is Your Trusted Partner

on the Journey with Informative

Content That Eases the Stress of

Making a Senior Living Decision

Headlines

Division

Presidents/

Regional VP

Presentations

and Emails

Success

Stories &

Testimonials

Channels

Simplify Processes, Synergies & Lower Costs

26

• Organizational Model

Transformations and

Change Management

(Bright Ideas,

Procurement, BEST)

• Maximize the

Performance of

Ancillary Businesses

• Optimize Community

Portfolio Through

Dispositions &

Acquisitions

• Make Strategic & Cost

Effective Use of CapEx

Investments

Major Initiatives

• New Work Designs are Meant to

Simplify Work and Save Time and

Money

• We are More Successful as a

Company When Everyone Acts

like a Founder

• IL, AL & MC Product Lines with

Supportive Services Drive

Majority of Business &

Profitability

• Customers Value Quality of Care

Over Other Amenities; Therefore,

We’re Selective in our Investments

Headlines

Division

Presidents/

Regional VP

Presentations

and Emails

Channels

Innovations Drive Thought Leadership & Reputation

27

• Develop Informative &

Engaging Content On

Ownable Topics That is

Widely Disseminated

• Developing New

Capabilities, Products

& Services

• National Stories on

Innovation,

Technology & Closer

Relationships

Major Initiatives

• Brookdale is the Source for

Informative, Easy-to-Digest

Content That Eases the Stress of

Making a Senior Living Decision

• Best in Class Senior Living Results

from Strategic Partnerships with

Class Leaders

• Thought Leaders and Innovation

Live at Brookdale

Headlines Channels

2017 Base Calendar – Internal Communications

JANUARY FEBRUARY MARCH APRIL

HR/Engagement HR/Engagement HR/Engagement HR/Engagement

Performance reviews Assoc. bonus payouts Assoc. Appreciation Day Quarterly bonus message

Merit increases-communities (last week) RSU awards-new hires MBO communications Stock statements

Marketing/Sales/Ops Support Marketing/Sales/Ops Support Bonus message-new hires Commuter benefit

Q1 marketing campaign Brookdale Now! broadcast New hire benefits deadline Wellness survey

Monthly sales promotion Monthly sales promotion 401(k) campaign Talent reviews

Finance/Ops/Administration Assoc. Stock Purchase Talent development

Finance/Ops/Administration 2015 earnings release recap NEW Assoc. engagement survey Administrative Professionals' Day

ALFA Hero call for nominations BSLnet and My Brookdale articles Merit increases-corporate (last week) Associate Annual Report NEW

National Heart Month Marketing/Sales/Ops Support Marketing/Sales/Ops Support

BSLnet and My Brookdale articles Monthly sales promotion Q2 marketing campaign

National Activity Professionals Week BSLnet and My Brookdale articles Monthly sales promotion

Brain Awareness Week BSLnet and My Brookdale articles

National Long Term Care Administrators Week Occupational Therapy Month

ALFA Arts Showcase National Volunteer Week

MAY JUNE JULY AUGUST

HR/Engagement HR/Engagement HR/Engagement HR/Engagement

HSA campaign Associate Stock Purchase Flu Shot program 2017 benefits guide

BenefitFocus postcard Talent reviews Midyear check-ins Contact info update

RSU awards-new hires Talent development Quarterly bonus message Bonus prepayments-CMIPs

Talent reviews Marketing/Sales/Ops Support 1094-1095 C forms People Week-Nash/MKE

Talent development Assoc. communication study Alzheimer’s Walks comms. Talent reviews

Marketing/Sales/Ops Support Monthly sales promotion Talent reviews Talent Management

Brookdale Now! broadcast BSLnet and My Brookdale articles Talent management Alzheimer’s Walks comms.

Monthly sales promotion Nursing Assistants Week Marketing/Sales/Ops Support Marketing/Sales/Ops Support

Finance/Ops/Administration Monthly sales promotion Monthly sales promotion

Q1 earnings release recap NEW Q3 marketing campaign Brookdale Now! broadcast

Disaster (weather) protocols Resident engagement surveys Clinical Symposium

BSLnet and My Brookdale articles Finance/Ops/Administration Finance/Ops/Administration

Older Americans’ Month Budget process Q2 earnings release recap NEW

Budget process

SEPTEMBER OCTOBER NOVEMBER DECEMBER

HR/Engagement HR/Engagement HR/Engagement HR/Engagement

RSU awards-new hires Benefits enrollment RSU awards-new hires Performance reviews-self

Stock statements Talent review reporting Marketing/Sales/Ops Support Associate Stock Purchase

Associate Stock Purchase Total Rewards communications Brookdale Now! broadcast Marketing/Sales/Ops Support

Benefits enrollment Marketing/Sales/Ops Support Brookdale Celebrates theme Monthly sales promotion

Voluntary benefits pre-enroll Q4 marketing campaign Flu shots Finance/Ops/Administration

Talent Management/Reviews Flu shots Monthly sales promotion ALFA Hero call for nominations

Alzheimer's walks communication Resident annual increases Finance/Ops/Administration Budget process

Marketing/Sales/Ops Support Monthly sales promotion Operation Holiday Mail

Monthly sales promotion Finance/Ops/Administration Q3 earnings release recap NEW

Finance/Ops/Administration Budget process Budget process

Budget process BSLnet and My Brookdale articles BSLnet and My Brookdale articles

BSLnet and My Brookdale articles Customer Service Appreciation Week National Alzheimer’s Month

Healthcare Housekeeping Week Healthcare Foodservice Week

Assisted Living Week

National Payroll Week

RECURRING MESSAGES

In addition to daily intranet articles, we also deliver weekly (This Week in Headlines, 80/20 for the OLT), bi-monthly (HR News-NEW for 2016), and monthly (The Boost, CEO message, HR recognition) emails.

NOTE: Topics often require multiple communication vehicles and more than one email message.

28

2017 Base Calendar – External Communications

29

2016 CORPORATE COMMUNICATIONS EDITORIAL CALENDAR

W2 RWA 2.0 trend story pitching W2 Year End Earnings W2 Entry Fee/Lifecare Planning Byline W1 Robin Run/IN &Edgewood/KY Prog Max (Stateln)

W4 Alz Assoc $2M record contribution (US1) W3 EIR MNR: 3Scapes, Haystk, Narr. App., CM W3 Reemos EIR local pitch/video with NBC W1 Hoffman Estates/IL Prog Max (Stateln)

W4 Haystack Dryers EIR (local/nat) & 3Scapes (local) W4 CMS Innov. Chlg Grant Results/Infographic (US1) W3 Reemos EIR local pitch/video with NBC W2 CALA Advocate of the Year Winner (Stateline)

W4 Brookdale Tramway/NM Program Max (GPR) W2 Recruiting Nurses to Senior Living Byline

W4 Natl Nut.Month/Nutrition for Seniors Byline (BP)

Base Begin Chef Profile/Seasonal Menu outreach

Base WOL, Chefs, Hyperlocal Local Wilsonville OR Relaunch/Roswell Prog Max story Base WOL, Hyperlocal community support

W1 Natl Nurses Week/SL Nursing Careers MNR W1 EIR Wilsonville Snaplaces

W2 1Q Earnings W1 Brain Health signature program MNR W1 Sandy LaFave Chairs NSH Alz. Walk Press Release W2 CBS This Morning EIR/Rendever/Boston

W2 Argentum Award Winners (US1) W1 Newsroom PRN cutover with press kit W4 Sustainability report MNR W2 2Q Earnings release (8/8) and call (8/9)

W3 ProMx: Chatfield, CT&Burr Ridge/Prosp Heights IL W3 ProgMx: Freedom Vill. Holland W3

W3&4 Brain Health Radio Media Tour & ANR W4 CBS This Morning EIR/Boston/Rendever Virtual Rel W4 WOL MNR

W4 Program Max: DeLand, Fl and TowerView/Electronic Pill Box in N.J.

Local Chef campaign & Tableset West launch Local Chef Campaign and Tableset SE launch Local Chef campaign launch

Base WOL, Hyperlocal, EIR TBD Base Chef campaign and Tableset NE launch Base WOL, Hyperlocal Base WOL, Hyperlocal

W1 New Brookdale.com MNR W1 INALA & CALA Award winner Statelines W1 3Q Earnings W1 RWA Holiday Brandpoint Listicle

W2 Dispelling myths of hospice care byline W2 Lyft pilot pitch and video & Nash Post EIR Story W1 Alz Awareness Hero Campaign W2 Brandpoint Dementia & Wandering

W3 Program Max Brookdale Desert Ridge W3 Brookdale Parklane West TX MC Conversion W3 Veterans Day Press (communities) W3

W3 Tableset Central Launch W4 Brandpoint Infographic Caregiver's Journey (Alz) W4 Program Max: Trinity Towers, Park Lane West W4

W4 Palm Beach Gardens Program Max Solana Preserve Vintage Park

W4 Infographic on Alz/Dem Roadmap Natl Distribution

Awards Argentum Award Submissions

Base WOL, Hyperlocal, BHS TV segments Base WOL, Hyperlocal; Delay Disease Partner Event/COL Base WOL, Hyperlocal, BHS/MC TV segments Base WOL, Hyperlocal, BHS/MC TV segments

JANUARY FEBRUARY MARCH APRIL

SEPTEMBER OCTOBER NOVEMBER DECEMBER

MAY JUNE JULY AUGUST

Summary and

Measurement

Major Deliverables Summary

31 31

Transformational Change Communications Campaign (ongoing)

Engage Non-Wired Associates with Corporate Strategy Msg (ongoing)

Refresh Survey Data To Measure Effectiveness

Launch Internal Brand Campaign/Tied to NPS 1Q

2Q

Raise Brand Awareness with Thought Leadership Activities (ongoing)

Drive Regional/Local Sales Efforts in Focus Markets (ongoing)

Reputation Management & Crisis Enhancements

Build Structure to Extend Content to Other Channels 1Q

2Q

Measuring 2017 Success

32 32

• Engaging Brand campaign (qualitative)

• Comprehension survey score improvement from ‘15 baseline and

click through engagement (quantitative)

• Double associate reach & launch new vehicles (quantitative)

• Successful, but reduced quantity, transformation messages

(quantitative & qualitative)

• Integrate thought leadership and brand journalism content to

digital, marketing/sales channels (process)

• Improved crisis avoidance & response (process, qualitative)

• Increase annual local/regional coverage by 10%; Improve SOV TBD

(quantitative)

• Newsroom traffic & blog engagement targets TBD (quantitative)

Long Term Success Images

Associates know how their roles

can affect the key drivers of our

business, and are inspired to

deliver our mission to enrich the

lives of those we serve.

33

Internal Communications External Communications

Thought leadership builds trust,

credibility and awareness, causing

stakeholders to think differently about

the lives of seniors, strengthens crisis

resilience, and drives consideration.

“Associates understand

what makes us tick”“Brookdale is the trusted

partner for senior living”