Home Marketing Strategy

PROMOTION STRATEGY

This promotions strategy is designed to use a variety of media elements and mechanisms while articulately a single core message in order to build a clear, identifiable, relevant brand identity. It is premised on the following objectives and message:

Objectives:

1. Build brand awareness among both consumers and health care partners a. Create an interest in the unique experience Crescent Care offers

b. Distinguish the company from its competitors

i. Quality of life

ii. Quality of care

c. Provide information to build credibility

2. Create reputation of community commitment and involvement

3. Create reputation for industry commitment and involvement

4. Build concept awareness

a. Distinguish residential care homes (micro communities) from other care solutions

Message:

“Like home because it is home” provides a nice shorthand articulating the primary reason one would choose residential care for an individual who needs 24 hour supervision. It distinguishes this health care solution for others, such as skilled nursing facilities. The fuller message is, however, more complex. Through its promotional activities, Crescent Care of Unknown City needs to let target consumers know (1) that the company exists, (2) that it offers an extraordinary living environment, and (3) that it offers high quality care via extraordinary caregivers.

Overview: This plan is designed to specifically address the above marketing objectives utilizing a variety of marketing tools and media. Specifically, it recommends the use of mass advertising, personal selling, public relations/sponsorship marketing, online marketing (website + social media), and direct mail.

Mass Advertising

Objective: Build brand awareness

Benefits: Increased learning, increased traffic, lead generation

Rationale: Mass advertising remains the primary means of developing brand awareness in a

marketplace. Fortunately, mass media has become increasingly niche-oriented,

making it possible to select media vehicles that narrowly target one’s intended

market. Mass advertising is generally conceptualized as