Marketing To Seniors, Mature Market - TR Mann Consulting

Important News

In a move that makes perfect strategic sense, Tom Mann has joined Love and Company as Vice President of Strategic Marketing Services. Tom brings his 20+ years of mature market experience to a talented team that has specialized in the boomer and senior market for the last 30 years. If you are trying to reach Tom or any other former TR Mann Consulting teammates, visit us here.

Tom Mann, Managing Partner

The co-founder of TR Mann Consulting, a firm that specializes in selling to boomers, seniors, and the mature market, Tom Mann and his team are knowledgeable on every aspect of selling to boomers, seniors, and the mature market … as well as building, advertising, selling and operating senior housing projects.

A social media expert, Tom is also the co-founder of Mature Market Experts; a networking group formed for investors, financial institutions, retirement community, assisted living, and nursing home developers … along with health and service professionals, publishers, and marketers serving the senior market.

Mr. Mann serves on the Board of Advisors for the National Active Retirement Community Association, as well as the International Council on Active Aging's Visionary Board. Tom has been a keynote speaker at several conferences including "Targeting Boomers and Beyond" hosted by the International Mature Marketing Network and Market Research Global Alliance. Since opening the doors of TR Mann Consulting in 2007, the team has partnered with financial institutions, retirement communities, assisted living facilities, fitness programs, boomer and senior products, publications, and not-for-profit foundations.

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. Today, Mr. Mann's team has replicated that newspaper success for a wide variety of new clients.

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.

In 2006, Mr. Mann was the Chairperson on the Senate Task Force studying the effects of senior migration into and out of Maryland. This task force created a report, "The Dynamics of Elderly Retiree Migration into and out of Maryland" which is now helping guide state policy. 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.