Sandra Mann, CEO Mrs. Mann is a strategic thinker with the ability to successfully plan, communicate and implement change on a tactical level.
Tom Mann, Managing Partner As the Senior Vice President of Advertising for Erickson Retirement Communities, Mr. Mann annually marketed retirement communities, assisted living facilities, and skilled nursing care centers valued over $2 billion in total assets owned/managed (over 20 million square feet being managed). In the last ten years of Mr. Mann's tenure, Erickson's revenue was over $6.9 billion with a settlement pace four times faster than the industry average. In addition, Erickson went from having one community in Maryland to having communities throughout the country. His responsibilities included market research, strategy, budgeting, creative review, and media placement. In this role, through interviews and surveys, Mr. Mann developed a keen understanding of the “62 plus” customer’s likes and dislikes. In addition, Mr. Mann was the publisher of The Erickson Tribune, which was the nation’s largest monthly newspaper (6.4 million printed per month/11.5 million readers) addressing healthy, active lifestyles for people age 62 plus. This stealth, monthly, direct mail piece was an amazingly effective lead generator producing almost 50% of Erickson’s leads. All-in-costs for the 10-page, broadsheet newspaper (creative, printing, and postage) were less than .28 per house. The Erickson Tribune is Erickson Retirement Communities’ number one lead generator. As publisher, Tom oversaw editorial staff, a staff of designers, a national network of reporters, and web team. Prior to joining Erickson, Mr. Mann was an award-winning copywriter who worked on a wide array of clients including: Inter-Continental Hotels and Resorts, The Mexican Government Department of Tourism, Doral Golf Resorts, Baltimore Area Convention and Visitors Association, The Willard Room Restaurant, Signatures Restaurant, and many more. Mr. Mann is a Certified Business-to-Government Specialist. He is also a Vice President on the Board of Directors for Believe In Tomorrow, a national charity dedicated to providing hospital and retreat housing for critically ill children (www.BelieveInTomorrow.org) and chairs their marketing efforts.
Dan Rexford, Marketing Partner Dan Rexford has twenty five years of management experience, 18 of which were devoted to inspiring retirees to act. A partner at Equity Partners Inc. and the founder of The Rexford Company, Dan has a strong track record of creating marketing programs, building sales and marketing organizations, reacting to a variety of market conditions, and making strategic contributions that enable the companies he works with to grow rapidly and be profitable. Dan is adept at building teams, analyzing markets, profiling customers, evaluating sites, contributing to architectural designs, setting prices, developing proformas, providing customer research that leads to sales, and assisting in raising capital. As an Executive Vice President at Erickson, his leadership helped turn Erickson Retirement Communities into one of the nations’ fastest growing companies. During the 10 years Dan led the Research, Advertising, Sales and Research departments, his team delivered a strong return on the company’s investment in sales and marketing. When he took over the top position, Erickson’s annual revenues were $141 million, when he left 10 years later they were $1.2 billion. Notably during this period, fully loaded marketing costs were only $215 million, a $32 to $1 ratio, and the sales pace was four times the industry average. Before joining Erickson, Dan Rexford committed his professional efforts to building two small businesses - an information services company and a chemical engineering company, which both grew exponentially during his tenure. Dan is a member of the National Investment Center Executive Circle, Turnaround Management Association, and the American Bankruptcy Institute. He has been a popular speaker at The National Investment Center for Senior Housing and Care Industry Annual Meeting, Best Practices in Sales and Marketing, and at J. Walter Thompson’s Boomers and Beyond conference. Currently, Dan does not work with companies that combine services and housing for retirees because of his continuing relationship with Erickson Retirement Communities.
Anirban Basu, Economist Anirban Basu is one of the Mid-Atlantic region’s most recognizable economists, in part because of his consulting work on behalf of numerous clients, including prominent developers, bankers, brokerage houses, energy suppliers and law firms. On behalf of government agencies and non-profit organizations, Mr. Basu has written several high-profile economic development strategies. Mr. Basu was also recently named the Chief Economist of the Associated Builders and Contractors (national). In recent years, he has focused upon health economics, the economics of education and economic development. He currently lectures at Johns Hopkins University in urban economics in the graduate real estate program. He has also taught micro-, macro- and international economics at both Johns Hopkins and Towson universities. The founder of Sage Policy Group, Mr. Basu is also involved with numerous organizations in a voluntary capacity, including serving as a Baltimore City Public School System board member. Mr. Basu is also on the boards of Union Memorial Hospital, the MedStar strategic planning committee, First Mariner Bank, and the Maryland Business Council. He is also chairman of the Baltimore County Economic Advisory Committee and economic advisor to the Baltimore-Washington Corridor Chamber of Commerce. Mr. Basu earned his B.S. in Foreign Service at Georgetown University in 1990. He earned his Master’s in Public Policy from Harvard University’s John F. Kennedy School of Government, and his Master’s in Economics from the University of Maryland, College Park. His Juris Doctor was earned at the University of Maryland School of Law in 2003.
Gary Applebaum, M.D, Geriatrician As Executive Vice President and Chief Medical Officer of Erickson Retirement Communities, he developed and managed the largest group practice (Erickson Health) of geriatrics providers in America. Erickson Health is recognized for providing care that is Accessible, Appropriate and Affordable for seniors. Currently, Erickson Health is staffed by 55 physicians and 30 advance practice nurses providing over 50,000 primary care visits/year with a budget that exceeds $20 million a year. Dr. Applebaum also developed and provided Medical Direction to all services of the Erickson HealthSM system including but not limited to: skilled nursing care, assisted living, rehabilitation services (PT, OT, SLP), pharmacy services, mental health, home health, podiatry, dentistry, numerous medical specialties, emergency medical services, and health clubs. Virtually all medical needs short of tertiary acute care are available at a fully developed Erickson community. In this role, Dr. Applebaum directly or indirectly supervised 2,000 staff. Gary lead the installation of Centricity (GE Health Care), a primary care electronic health record system, in less than a year at 10 practices in 7 states including data entry of over 10,000 patients’ charts. To accomplish this, the team needed to train over 200 providers and staff members to use system. Erickson’s practices are now paperless including all medical documentation, as well as orders and billing. Because of Gary’s leadership, Erickson realized a full return on investment in <24 months of $1.5 million cost. Currently, Dr. Applebaum continues to practice medicine at Levindale Hebrew Geriatric Center and Hospital. He received his M.D. from the University of Pennsylvania, trained at the Johns Hopkins University and is board certified in Internal Medicine and Geriatrics. He is also a partner and investor in an early stage venture capital fund, Nobska Ventures. In addition, he is a board member and Chairs, the Life Sciences Team of the Maryland/Israel Development Center for The Associated: - Jewish Community Federation of Baltimore, as well as serving as an advisory board member for the International Council on Active Aging. In 1992, Gary testified at a congressional hearing for the United States House of Representatives, Select Committee on Aging’s subcommittee on long-term care.
David Weigelt, Interactive Technology David Weigelt is partner and chief marketing strategist with Immersion Active, the only Internet marketing agency in the United States focused solely on the 50-plus markets. Mr. Weigelt co-founded Immersion Active in 1998, seeing the Internet as an opportunity to create a more relevant means of communication between companies and consumers. Working with clients like AARP, Del Webb, and Home Instead Senior Care, he helps companies leverage the Internet to create authentic, engaging and profitable online relationships with baby boomers and seniors. Mr. Weigelt works with clients to help them define their needs and goals, as well as providing them with insight on integrating digital media into their current marketing initiatives. Most importantly, Mr. Weigelt works with new clients to determine what core needs their product or service can fulfill for an older consumer, which then enables he and his team to develop online marketing strategies that incorporate the right mix of high tech and human touch. Mr. Weigelt, along with his business partner Jonathan Boehman, is the co-author of Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement (to be published Fall of 2008), which addresses how to effectively engage baby boomers online through a developmental marketing approach and a more holistic definition of engagement as a metric. David and his team are the recipients of over 90 regional, national and international awards including a Gold Mature Media Award for their work in senior living. He is a founding board member of the International Mature Marketing Network (IMMN) and has taught various Internet related courses, at McDaniel and Frederick Community College, as an adjunct professor for over 10 years.
Jody S. Berg, Media Specialist In 1989, Jody walked away from a senior position at a top advertising agency to start Media Works, one of the first media boutiques with focused expertise in the mature market. Her goal was to provide clients with a level of service not possible in the traditional agency system and to increase the power of their media budgets. She achieves this by extensive upfront planning, a wealth of street-smart creativity and an almost obsessive preoccupation with accountability. From Erickson Retirement Communities to United Way, Mrs. Berg has helped clients continually create advertising success across the country. As a team, Mrs. Berg and the TR Mann Consulting staff, create advertising/marketing strategies for boomers and beyond that are unmatched.
Bert Meisel, Research and Analysis As Director of Market Analysis, Bert Meisel developed the demographic models which played a key role in guiding Erickson Retirement Communities during its most successful years of conservative growth. His cutting edge site analysis methods, developed after years of refinement, gave Erickson a powerful tool for assessing site risk. He also created and led Erickson's Data Department for several years and devised its uniquely flexible approach towards integrating its CRM system with its in-house advertising agency. His strategic intuition has been forged by his extensive experience in all facets of marketing. He knows that for the truly savvy entrepreneur, the right numbers are always essential, but rarely tell the whole story. Bert currently works with real estate developers accessing best use for properties. He also plays an integral role in their marketing plans by determining the optimum group of people to market to. His unique approach to purchasing and merging mailing lists from multiple sources helps to maximize the effectiveness of his clients’ marketing dollars. Mr. Meisel is also adept at developing and implementing market surveys to gather market information from seniors. These surveys further help with site assessment, amenity development and market viability.
Elianne Ramos, Hispanic and Latin American Markets A seasoned professional, Elianne has 13 years of hands-on Copywriting, Editing, Translation, Public Speaking and TV Commercial Production experience. She has developed brand-building communications campaigns for premier clients such as Procter and Gamble, Panasonic, Anheuser Busch, SlimFast and HSBC Bank, among others. Her specialty is combining her passion for writing with a superior understanding of the US Hispanic and Latin American markets, as related to culture, influences & traditions. A Spanishnative
A seasoned professional, Elianne has 13 years of hands-on Copywriting, Editing, Translation, Public Speaking and TV Commercial Production experience. She has developed brand-building communications campaigns for premier clients such as Procter and Gamble, Panasonic, Anheuser Busch, SlimFast and HSBC Bank, among others. Her specialty is combining her passion for writing with a superior understanding of the US Hispanic and Latin American markets, as related to culture, influences & traditions. A Spanishnative
Kevin P. Glover, Architectural Design. Services and Management, AIAKevin Glover is the founder of Kevin Glover Development Services LLC. As a team member of TR Mann Consulting, Mr. Glover and Mr. Mann offer owners and developers an integrated package of processes and services that can take an idea to a turnkey finished entity that exceeds expectations in every way. Together, they draw on a long careers of putting together and managing successful teams to create financially successful, socially responsible award winning projects and communities. As Senior Vice President Development Services for Erickson Retirement Communities, Mr. Glover was responsible for directing an in-house team of architects, planners, engineers, interior designers and facility management specialists. Together, they defined the program, design, and quality standards for both new and existing Erickson Retirement Communities. Around the U.S., his innovative work is recognized as having revolutionized the Continuing Care Retirement Communities industry. In addition, Mr. Glover managed the overall development, design, and construction efforts of the Erickson Foundation. His national award winning projects include UMBC Student Housing and the NorthBay Environmental Education Camp. He also managed the development, design and construction of the Erickson’s Penthouse Unit at Harborview and most recently the Headquarters Building for Retirement Living Television located in the UMBC Tech Park. Mr. Glover has over 33 years of professional experience and worked with Erickson for more than 24 years. He is a registered architect. He has been an integral part of many award-winning projects and has lectured at MIT, Cornell and Georgia Tech. He has published many articles on retirement community development and design. Recently Mr. Glover traveled to China with an Erickson delegation to discuss the massive need for retirement housing brought on by that country’s changing demographic and cultural landscape. Mr. Glover is a charter member and past president of the Ellicott City Sunrise Rotary Club. He has also helped with the efforts of the SEED School in Washington DC and The Sisters Academy in Baltimore MD to help under privileged children get better educations. He is currently on the board of the Catonsville Chamber of Commerce.
Marks, Thomas, ArchitectsMarks, Thomas, Architects is one of the nations’ premier architectural firms. They are nationally known for designing environments and communities that have the power to inspire and transform while preserving, conserving and enhancing both natural and built environments for future generations. Their designs promote ecologically responsible, cost-effective, productive and healthy places to live, learn, work and play.
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