Anonymous of Anonymous ClLy MarkeLlng lan

!uly 2011
1 | a g e


I LkLCU1IVL SUMMAk

Anonymous Pomes are aLLracLlve slnglefamlly ranch sLyle resldences locaLed ln communlLles' mosL
deslrable nelghborhoods lnsLead of an lnsLlLuLlonal seLLlng wlLh ldenLlcal rooms llnlng long lmpersonal
hallways homes are deslgned wlLh a LasLefully appolnLed famlly room spaclous klLchen and dlnlng area
and lndlvldual bedrooms fllled wlLh each resldenL's own furnlshlngs and memenLos Anonymous ls
based ln WlchlLa kansas wlLh homes ln WlchlLa kansas ClLy and Anonymous ClLy ln kansas and
Cmaha nebraska 1hls markeLlng plan ls developed solely for Lhe Anonymous ClLy locaLlon

1he focus of Lhls plan ls falrly broad due Lo Lhe recenL sLarLup of Lhe buslness lLself Powever Lhe plan ls
deslgned Lo creaLe an lnLegraLed markeLlng plaLform for Lhe organlzaLlon ln order Lo do so lL provldes
an analysls of Lhe markeLplace ln whlch Anonymous ls slLuaLed lL descrlbes paLLerns ln elder care
compeLlLors ln Lhe reglonal markeLplace and poLenLlal cusLomer characLerlsLlcs 1hls analysls provldes
Lhe basls for undersLandlng Lhls organlzaLlon's lnLernal and exLernal characLerlsLlcs 1hls plan ls deslgned
Lo provlde guldance ln Lerms of producL developmenL lssues and promoLlonal sLraLeglc ln Lerms of Lhls
flnal polnL very speclflc sLraLegles are ouLllned lncludlng budgeL and Llmellne recommendaLlons

1he value of Lhe unlLed SLaLes elder care servlce lndusLry has been esLlmaLed aL $192 bllllon annually
8evenues for are expecLed Lo conLlnue Lo growLh aL a raLe of roughly 66 annually drlven largely by
uS demographlc paLLerns As Lhe number of older Amerlcan conLlnues Lo grow so does Lhe need for
servlces Lo asslsL Lhose aglng lndlvlduals 8aby boomers reached Lhe age of 63 years old Lhls year 8y
2030 Lhey wlll comprlse roughly 20 of Lhe populaLlon 1hose LhaL llve Lo age 63 years old can expecL Lo
uLlllze some sorL of asslsLance as Lhey age

Anonymous of Anonymous ClLy has several Lypes of compeLlLlon Lach Lype carrles a dlfferenL seL of
compeLlLlve advanLages and dlsadvanLages 1he mosL dlrecL compeLlLor ls oLher small speclallzed
mlcro communlLles" llke Anonymous CLher compeLlLors classlfled as dlrecL" lnclude skllled nurslng
faclllLles lL ls unllkely Lhe cllenLele approprlaLe Lo Anonymous wlll be approprlaLe for asslsLed llvlng
communlLles and reLlremenL communlLles lndlrecL compeLlLors lnclude AdulL uay Care and home
healLh and prlvaLe duLy agencles Anonymous of Anonymous ClLy offers much LhaL lLs compeLlLlon does
noL lL ls among Lhe smaller alLernaLlves capplng aL slx resldenLs (poLenLlally seven) 1he home ls also
newer Lhan mosL lL ls prlce compeLlLlve ln comparlson Lo oLher mlcro communlLles ln Lhe Lawrence
markeL 1he sLafflng aL Anonymous of Anonymous ClLy appears excepLlonal Care has been Laken Lo hlre
lndlvlduals wlLh boLh experlence and solld repuLaLlons for provldlng quallLy care 1he same can cerLalnly
noL be sald of Lhe many many healLh care organlzaLlons ouL Lhere compeLlng for CnAs

1hls ls a falrly amblLlous markeLlng plan deslgned Lo creaLe Lhe basls for a sLrong brand ldenLlLy and
hlgh brand recognlLlon wlLhln lLs LargeLed markeL LhaL ls susLalnable over Llme Speclflcally lL
recommends Lhe use of mass adverLlslng personal selllng publlc relaLlons/sponsorshlp markeLlng
onllne markeLlng (webslLe + soclal medla) and dlrecL mall 1he current pro[ected budget |s [ust under
512000 annua||y

1hls plan ls very much ln Lhe developmenLal sLage and much of whaL ls wrlLLen ls suggesLlve raLher Lhan
deflnlLlve lL ls declded Lo provlde Lhe basls however for pulllng LogeLher a comprehenslve plan ln a
Llmely manner lncorporaLlng sLaff and managerlal lnpuL
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
2 | a g e

II CCMAN DLSCkI1ICN AND nIS1Ck

"L|ke nome 8ecause It nome"

Anonymous Pomes are [usL LhaL aLLracLlve slnglefamlly ranch sLyle resldences locaLed ln
communlLles' mosL deslrable nelghborhoods no slgns no sLlgma 8aLher wlLh lLs manlcured lawn
neaLly Lrlmmed walk sundeck and Lended garden each Anonymous home ls Lruly aL home" ln lLs
surroundlngs And lnslde you'll flnd our resldenLs aL home ln Lhelrs lnsLead of an lnsLlLuLlonal seLLlng
wlLh ldenLlcal rooms llnlng long lmpersonal hallways homes are deslgned wlLh a LasLefully appolnLed
famlly room spaclous klLchen and dlnlng area and lndlvldual bedrooms fllled wlLh each resldenL's own
furnlshlngs and memenLos

Anonymous ls based ln WlchlLa kansas wlLh homes ln WlchlLa kansas ClLy and Anonymous ClLy ln
kansas and Cmaha nebraska

1hls markeLlng plan ls developed solely for Lhe Anonymous ClLy locaLlon

Company rof||e

name Anonymous Pomes of Anonymous ClLy

1ype CorporaLlon
lncorporaLed 2011
SLarL uaLe !une 2011

ClasslflcaLlon PealLh Care

Address 232 Llm SLreeL
Anonymous ClLy kS 66006
hone (783) xxxxxxx

Web wwwAnonymousAnonymouscom
Lmall lnfo[Anonymous of Anonymous ClLypalnLcom

Cwner(s) xxxxxx
LocaLlon(s) Anonymous ClLy kansas
Lmployee(s) 8

Descr|pt|on Anonymous of Anonymous ClLy ls a resldence speclallzlng ln compleLe care for all sLages of
memorylmpalrmenL resulLlng from arklnson's Alzhelmer's and oLher forms of demenLla and sLroke
1hey care for elders wlLh a wlde range of aglngrelaLed condlLlons ln a LradlLlonal and graclous
resldenLlal seLLlng 1he home ls llmlLed Lo seven resldenLs


Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
3 | a g e

nours of Cperat|on

1he faclllLy operaLes 24/7/363 and ls sLaffed accordlngly

roducts
O 1hree homecooked meals dally wlLh snacks avallable any Llme
O Large prlvaLe and/or companlon bedrooms
O MedlcaLlon and lnconLlnence managemenL
O 8aLhlng dresslng and groomlng asslsLance
O Pousekeeplng and laundry servlce
O CusLom flre alarm sysLem
O A secured yard and exlL doors resLrlcL elopemenL
O lnhome soclal acLlvlLles and vlslLs as approprlaLe Lo ouLslde areas of lnLeresL
O roup acLlvlLles and LransporLaLlon for fleld Lrlps

Serv|ces
O Skllled nurslng servlces
O 1herapy lab servlces
O lnhouse physlclan (lf deslred)
O Posplce
O rofesslonal halr care
O odlaLry servlces
O rovlded ln our resldence by ouLslde agencles**



Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
4 | a g e

III S1kA1LGIC ICCUS AND LAN

1he focus of Lhls plan ls falrly broad due Lo Lhe recenL sLarLup of Lhe buslness lLself Powever Lhe plan ls
deslgned Lo creaLe an lnLegraLed markeLlng plaLform for Lhe organlzaLlon ln order Lo do so lL provldes
an analysls of Lhe markeLplace ln whlch Anonymous ls slLuaLlon lL descrlbes paLLerns ln elder care
compeLlLors ln Lhe reglonal markeLplace and poLenLlal cusLomer characLerlsLlcs 1hls analysls provldes
Lhe basls for undersLandlng Lhls organlzaLlon's lnLernal and exLernal characLerlsLlcs 1hls plan ls deslgned
Lo provlde guldance ln Lerms of producL developmenL lssues and promoLlonal sLraLeglc ln Lerms of Lhls
flnal polnL very speclflc sLraLegles are ouLllned lncludlng budgeL and Llmellne recommendaLlons

lrom a promoLlonal sLandpolnL Lhe ldeas hereln glve volce Lo a relaLlvely narrow message abouL
Anonymous of Anonymous ClLy uLlllzlng markeLlng Lools LhaL efflclenLly hlL LargeL audlences 1he plan ls
deslgned Lo concenLraLe efforLs Lowards a relaLlvely LlghL geographlc reglon and a falrly narrow
demographlc Moreover lL ls deslgned Lo creaLe an underlylng porLralL of quallLy and graclousness

ln summary Lhe ob[ecLlves of Lhls plan are Lo provlde

O alnL a porLralL of Lhe markeLplace LhaL fosLers undersLandlng of compeLlLlve poslLlonlng
O rovlde guldance ln Lerms of producL developmenL over Llme
O rovlde recommendaLlons regardlng markeLlng sLraLegy whlch
4 ConLrlbuLes Lo concept awareness concernlng Lhls parLlcular form of skllled nurslng care
4 8ullds brand awareness among both con ond ho/th co potn
CreaLes an lnLeresL ln Lhe unlque experlence Anonymous offers
ulsLlngulshes Lhe company from lLs compeLlLors
O ;uallLy of llfe
O ;uallLy of care

IV INDUS1k ANALSIS

1he value of Lhe unlLed SLaLes elder care servlce lndusLry has been esLlmaLed aL $192 bllllon annually
8evenues for are expecLed Lo conLlnue Lo growLh aL a raLe of roughly 66 annually drlven largely by
uS demographlc paLLerns lL ls anLlclpaLed LhaL whlle skllled nurslng faclllLles wlll remaln Lhe Lop
segmenL home healLh care servlces wlll experlence Lhe greaLesL raLe of growLh lorproflL lnsLlLuLlons
wlll remaln Lhe largesL provlder caLegory and wlll sllghLly ouLpace nonproflL Lypes

1here ls an ever lncreaslng demand for elder care As Lhe number of older Amerlcan conLlnues Lo grow
so does Lhe need for servlces Lo asslsL Lhose aglng lndlvlduals 8aby boomers reached Lhe age of 63
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
3 | a g e

years old Lhls year 8y 2030 Lhey wlll comprlse roughly 20 of Lhe populaLlon 1hose LhaL llve Lo age 63
years old can expecL Lo uLlllze some sorL of asslsLance as Lhey age

1he lndusLry comprlses a vasL array of healLh care opLlons for elders 1hese lnclude Lhe LradlLlonal skllled
nurslng faclllLy (nurslng homes) asslsLed llvlng reLlremenL communlLles home healLh care and prlvaLe
duLy care Pybrld and emergenL forms of llvlng arrangemenLs lnclude conLlnuous care reLlremenL
communlLles speclallzed care asslsLed llvlng faclllLles and AdulL uay Care 1he sLaLe of kansas ldenLlfles
four caLegorles of AdulL Care homes 1hese lnclude

Nurs|ng Iac|||t|es nurslng faclllLles operaLe 24 hours a day seven days per week lL focuses on Lhe care
of slx or more lndlvlduals who requlre skllled nurslng care Lo asslsL wlLh dally care and acLlvlLles

Ass|sted L|v|ng AsslsLed Llvlng means a place or faclllLy LhaL cares for slx or more lndlvlduals who by
cholce or due Lo funcLlonal lmpalrmenLs may need personal care and may need supervlsed nurslng care
Lo compensaLe for acLlvlLles of dally llvlng llmlLaLlons 1he place or faclllLy lncludes aparLmenLs for
resldenLs and provldes or coordlnaLes a range of servlces lncludlng personal care or supervlsed nurslng
care avallable 24 hours a day seven days a week enerally Lhe skllled servlces provlded ln an asslsLed
llvlng faclllLy are provlded on an lnLermlLLenL or llmlLed Lerm basls or lf llmlLed ln scope on a regular
basls

kes|dent|a| nea|thcare 8esldenLlal PealLhcare means any place or faclllLy carlng for slx or more
lndlvlduals who by cholce or due Lo funcLlonal lmpalrmenLs may need personal care and may need
supervlsed nurslng care Lo compensaLe for acLlvlLles of dally llvlng llmlLaLlons 1he place or faclllLy
lncludes lndlvldual llvlng unlLs and provldes or coordlnaLes personal care or supervlsed nurslng care
avallable on a 24 hour seven day a week enerally Lhe skllled servlces provlded ln a resldenLlal healLh
care faclllLy are provlded on an lnLermlLLenL or llmlLed Lerm basls or lf llmlLed ln scope on a regular
basls

nome |us Pome lus means any resldence or faclllLy carlng for noL more Lhan elghL lndlvlduals who
due Lo funcLlonal lmpalrmenL needs personal care and may need supervlsed nurslng care Lo
compensaLe for acLlvlLles of dally llvlng llmlLaLlons 1he level of care provlded resldenLs are deLermlned
by preparaLlon of Lhe operaLor and rules and regulaLlons developed by Lhe kansas ueparLmenL of PealLh
and LnvlronmenL

A 2008 long Lerm care sLudy done by rudenLlal lnsurance suggesLs LhaL Lhe average cosL of a nurslng
home can exceed $70000 a year for a seml prlvaLe room A break down of Lhe dally charges ls $194 per
day A prlvaLe room can exceed $79000 a year or $217 a day (ln Lawrence kansas Lhe average cosL of
a semlprlvaLe room ls $4890 and LhaL of a prlvaLe room ls $6030 monLhly) lL was also noLed LhaL Lhere
has been a 7 lncrease ln Lhe cosL of llvlng ln a nurslng home over Lhe pasL 2 years nurslng home cosLs
have had an lncrease of over 30 ln Lhe pasL flve years

AsslsLed llvlng faclllLles have seen Lhe greaLesL lncrease ln cosLs over Lhe pasL Lwo years 1he average
cosL of llvlng ln an asslsLed llvlng faclllLy rose Lo nearly $39000 per year 1hls ls an average dally charge
of [usL over $100 per day ln Lawrence kansas Lhe cosL of an asslsLed llvlng faclllLy ls very slmllar Lo Lhe
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
6 | a g e

prlce of skllled nurslng Cver Lhls same perlod of Llme raLes for asslsLed llvlng faclllLles LhaL provlde care
for Alzhelmers and demenLla paLlenLs rose by 13

ln home care has had Lhe smallesL lncrease raLe of all Lhe servlce provlders 1he raLe of lnhome care
has had an lncrease of 3 over Lhe pasL Lwo years and only 17 over Lhe pasL 7 years 1he average cosL
for a cerLlfled nurslng asslsLanL provldlng lnhome care ls $21 per hour 1he servlces provlded by a
cerLlfled nurslng asslsLanL are baLhlng dresslng and care provlded under Lhe supervlslon of a reglsLer
nurse 1hese servlces are ordered by a physlclan and generally covered by lnsurance 1hese servlces are
only provlded lnLermlLLenLly and for a llmlLed amounL of Llme

1he 2008 enworLh llnanclal sLudy of cosL of care also covers Lhe non skllled ln home care 1hls ls a
growlng segmenL of Lhe lnhome care servlces as many lndlvlduals wanL Lo remaln ln Lhelr homes as
long as posslble

1he average cosL for homemaker servlces or prlvaLe duLy care ls $18 an hour 1he raLe of Lhese servlces
has lncreased by 4 over Lhe lasL year A homemaker provldes companlonshlp llghL housekeeplng
duLles asslsLance wlLh cooklng and runnlng small errands ln Lawrence Lhls cosLs ranges from $18 Lo
$23 per hour An lndlvldual requlres 24 hours of home care lncurs slgnlflcanL cosLs ofLen well above
Lhose lncurred ln resldenLlal nurslng faclllLles

ln home care also provldes home healLh aldes 1hese lndlvlduals are able Lo provlde baslc asslsLance
wlLh personal care buL are noL permlLLed Lo perform and medlcal Lasks

1he average raLe of a home healLh alde ls $19 an hour 1hls ls an lncrease of 3 over Lhe pasL year

1he MeL Llfe MarkeL survey of 2008 on adulL day servlces sLaLes Lhe average cosL for adulL day care
servlces ls $64 per day 1here has been an lncrease of 3 ln Lhese servlces ln Lhe pasL year 1here ls
growlng Lrend ln Lhe uLlllzaLlon of adulL day care servlces as lL ls a cosL effecLlve way malnLaln an aglng
loved one aL home More Lhan half of Lhe adulL day care programs surveyed provlde LransporLaLlon back
and forLh Lo Lhe program lf LransporLaLlon ls provlded Lhe average cosL one way was a llLLle over $7
As a communlLy based servlce adulL day care provldes care for Lhose lndlvlduals LhaL requlre some
supervlslon or soclallzaLlon durlng Lhe day buL do noL requlre round Lhe clock care Many adulL day care
servlces offer LherapeuLlc supporL servlces healLh servlces and recreaLlonal acLlvlLles lor many
careglvers adulL day care servlces glves Lhem an opporLunlLy Lo conLlnue Lo work or have Llme Lo geL
ouL and do lmporLanL acLlvlLles whlle Lhelr aglng senlor ls cared for ln a safe and secure envlronmenL ln
Lhe Anonymous area Lhese servlces range from $64 Lo $73 per day and generally lnclude Lwo meals buL
no LransporLaLlon

CosLs of elder care servlces wlll conLlnue Lo rlse Surveys show LhaL Lhe Lrends wlll conLlnue 1he largesL
lncreases wlll be ln Lhe asslsLed llvlng and nurslng home areas of elder care servlces
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
7 | a g e


Cver Lhe pasL flve years Lhere has been an lncrease ln asslsLed llvlng raLes by 41 nurslng homes have
had an lncrease ln raLes of over 30 ln Lhe pasL 3 years More Lhan half of all faclllLles surveyed expecL
Lo lncrease Lhelr raLes over Lhe nexL year Cnly one ln four provlders of lnhome servlces plan Lo lncrease
Lhelr raLes Lhls year

V CCML1I1Ck ANALSIS

Anonymous of Anonymous ClLy has several Lypes of compeLlLlon as lllusLraLed ln Lhe flgure below Lach
Lype carrles a dlfferenL seL of compeLlLlve advanLages and dlsadvanLages 1he mosL dlrecL compeLlLor ls
oLher small speclallzed mlcro communlLles" llke Anonymous CLher compeLlLors classlfled as dlrecL"
lnclude skllled nurslng faclllLles lL ls unllkely Lhe cllenLele approprlaLe Lo Anonymous wlll be approprlaLe
for asslsLed llvlng communlLles and reLlremenL communlLles lndlrecL compeLlLors lnclude AdulL uay
Care and home healLh and prlvaLe duLy agencles

D|rect Compet|tors

Ind|rect Compet|tors

M|cro commun|t|es

Strengths
O More esLabllshed


Jeaknesses
O oor web presence
O Medlcore markeLlng
O Clder homes

Adu|t Day Care

Strengths
O Allows famllles Lo keep loved ones aL
home

Jeaknesses
O Careglver faLlgue
O May noL provlde Lrue quallLy of llfe ofLen
no sense of own home

Sk|||ed nurs|ng fac|||t|es

Strengths
O AccepL Medlcare/Medlcald




Jeaknesses
O ;uallLy of llfe
O SLafflng concerns
O Many slow Lo delnsLlLuLlonallze
O 8ad hlsLory of abuse ln lndusLry as a whole

nome nea|th r|vate Duty

Strengths
O Medlcare/Medlcald accepLed by Pome
PealLh (noL prlvaLe duLy)
O Allow lndlvlduals Lo remaln ln home
O Can be cosL effecLlve

Jeaknesses
O 8oLLom llne" drlven
O lnconslsLency of sLaff
O May noL meeL psychosoclal needs of
lndlvlduals resulLlng ln lsolaLlon
O Can be Lremendously expenslve

Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
8 | a g e

1he compeLlLor analysls revealed LhaL mlcrocommunlLles Lhe mosL dlrecL compeLlLors have a very
weak presence on Lhe lnLerneL lL appears LhaL have been unwllllng Lo work wlLh lnLerneL slLes LhaL sell
lnformaLlon regardlng Lhe lndusLry lor Lhls reason many do noL appear on Lhese slLes and are
exLremely dlfflculL Lo locaLe 1hey also appear Lo be weak aL opLlmlzlng search englnes and are burled
among compeLlLors from Lhe reaLer kansas ClLy area Skllled nurslng faclllLles appear more adepL aL
markeLlng buL volce share ls largely conLrolled by 8randon Woods and Lo a lesser exLenL resbyLerlan
Manor 8randon Woods ls noL a hlghly raLed faclllLy resbyLerlan Manor ls ofLen aL capaclLy 1herefore
markeLlng offers a clear opporLunlLy Lo galn compeLlLlve advanLage
1he greaLesL llmlLaLlon faced by mlcro communlLles ls Lhelr lnablllLy Lo accepL Medlcare/Medlcald
Powever Lhls may noL be a concern of prlmary lnLeresL Lo Lhe LargeL demographlc whlch ls unllkely Lo
quallfy for Lhese governmenL programs

CIN1S CI DIIILkLNCL
Anonymous of Anonymous ClLy offers much LhaL lLs compeLlLlon does noL lL ls among Lhe smaller
alLernaLlves capplng aL slx resldenLs (poLenLlally seven) CreaLlng an aLLracLlve resldenL mlx (compaLlble
folks wlLh manageable healLh care lssues) would be a slgnlflcanL polnL of dlfference 1he home ls also
newer Lhan mosL lL ls prlce compeLlLlve ln comparlson Lo oLher mlcro communlLles ln Lhe Lawrence
markeL
1he sLafflng aL Anonymous of Anonymous ClLy appears excepLlonal Care has been Laken Lo hlre
lndlvlduals wlLh boLh experlence and solld repuLaLlons for provldlng quallLy care 1he same can cerLalnly
noL be sald of Lhe many many healLh care organlzaLlons ouL Lhere compeLlng for CnAs
Anonymous of Anonymous ClLy offers small Lown amblence and safeLy 1hls may be a key elemenL of
concern for famllles and senlors 1he slow pace of llfe Lhe absence of large scale crlme youLh
Anonymous of Anonymous ClLy musL focus on whaL Lhey can offer LhaL none of Lhelr compeLlLors offer
ln parLlcular Lhese polnLs of dlfference should be Lhose LhaL are Lhe mosL dlfflculL for a compeLlLor Lo
dupllcaLe Small Lown small communlLy (lnLernal and exLernal) and excepLlonal sLafflng are exLremely
dlfflculL Lo dupllcaLe Wlndow dresslng" decor gardens food servlces are much easler for oLhers Lo
maLch and beaL 1hls can become an lncredlble splrallng flnanclal problem for small companles so lL
should be avolded enerally markeLlng prlce as a mass medla sLraLegy ls poor longLerm Lhlnklng
(Powever lL ls cerLalnly flne Lo menLlon prlce compeLlLlveness when Lalklng Lo prospecLs)


Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
9 | a g e

VI SI1UA1ICNAL ANALSIS

SI1UA1ICN ANALSIS CVLkVILJ
Anonymous of Anonymous ClLy ls a sLarLup buslness ln a hlgh growLh and hlghly compeLlLlve lndusLry
AL Lhls sLage ln developmenL lL ls essenLlal Lo develop brand awareness very rapldly Cne of Lhe
beauLlful opporLunlLles for a sLarLup ls Lhe ablllLy Lo creaLe a brand lmage from scraLch whlch ls noL
LalnLed wlLh mlspercepLlons ln Lhe markeLplace lL allows Lhe buslness a very broad canvass wlLh whlch
Lo work
SJC1 ANALSIS
Cb[ecLlve 1o ldenLlfy areas of posslble developmenL whlch could be used Lo help achleve Lhe company's
overall buslness ob[ecLlves
1he SWC1 analysls descrlbes Lhe lnLernal sLrengLhs and weaknesses of Anonymous of Anonymous ClLy
and polnLs ouL Lhe exLernal opporLunlLles and LhreaLs LhaL Lhe company faces 1hls analysls can be used
by Anonymous of Anonymous ClLy Lo caplLallze on lLs sLrengLhs and Lake advanLage of opporLunlLles
whlle overcomlng weaknesses and fendlng off LhreaLs 1he SWC1 analysls ls summarlzed ln Lhe llqote
below and deLalled ln Lhe followlng subsecLlons
SLrengLhs
O Lxcept|ona| L|v|ng Space Anonymous of Anonymous ClLy offers an excepLlonally aLLracLlve and
navlgable space 1he naLure llghLlng and gardens Lhe quleL nelghborhood and lLs proxlmlLy Lo
Lhe 8aker campus presenL well 8edrooms and baLhrooms lack Lhe lnsLlLuLlonal feel of
alLernaLlves
O now|edgeab|e and Lxper|enced Staff SLaff are experlenced and veLLed ln Lhe local communlLy
O Sma|| town |ocat|on 1here are no dlrecL compeLlLors of Lhls callber ln surroundlng small Lowns
O Manager|a| Comm|tment to Market|ng 1hls managemenL ls commlLLlng resources Lo markeLlng
LhaL exceeds Lhose of lLs compeLlLors 1hls ls llkely Lo resulL ln hlgh volce Share ln Lhe
markeLplace
Weaknesses
O Low 8rand Awareness Anonymous of Anonymous ClLy as a brand ls qulLe young and has llLLle
brand awareness
O Low enetrat|on |nto LndConsumer Market Anonymous of Anonymous ClLy has recenLly
aLLracLed lLs flrsL resldenL and clearly needs addlLlonal resldenLs Lo cover operaLlonal cosLs

Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
10 | a g e

CpporLunlLles
O Growth |n 1arget opu|at|on Anonymous of Anonymous ClLy has a greaL opporLunlLy Lo Lake
advanLage of many lnLerneLbased markeLlng opporLunlLles ln addlLlon Lo enhanclng lLs
exlsLlng web slLe Anonymous of Anonymous ClLy can also adopL several forms of markeLlng
Lhrough soclal medla whlch can have a wlde reach wlLh low moneLary cosLs lurLhermore
many 1opeka buslnesses are slow Lo adopL new Lechnologles so beaLlng compeLlLlon Lo Lhe
onllne playlng fleld can glve Anonymous of Anonymous ClLy a compeLlLlve edge over oLher
locallyowned palnL and supply sLores
O No Dom|nant Compet|tor CurrenLly Lhere exlsLs no real ownershlp of Lhe mlcro communlLy
lndusLry caLegory ln Lhls area Consumer knowledge appears low and l would [udge no one flrm
has any real Lop of mlnd awareness" 1hls offers Anonymous Lhe opporLunlLy Lo conLrol and
deflne Lhls lndusLry caLegory Anonymous of Anonymous ClLy has a greaL opporLunlLy Lo Lake
advanLage of many lnLerneLbased markeLlng opporLunlLles ln addlLlon Lo enhanclng lLs
exlsLlng web slLe lL can also adopL several forms of markeLlng Lhrough soclal medla whlch can
have a wlde reach wlLh low moneLary cosLs lurLhermore many healLh care buslnesses are slow
Lo adopL new Lechnologles so beaLlng compeLlLlon Lo Lhe onllne playlng fleld can glve
Anonymous of Anonymous ClLy a compeLlLlve edge over many flrms
1hreaLs
O ro||f|c Lmergence of nome nea|th Agenc|es Consumers focused Loo heavlly on prlce may
downplay Lhe value offered by Anonymous of Anonymous ClLy Whlle Lhe company offers
compeLlLlve prlclng lL wlll sLruggle Lo undercuL Lhe prlclng of large naLlonal chalns 1o combaL
Lhls LhreaL Anonymous of Anonymous ClLy musL use a value proposlLlon LhaL ls noL heavlly
prlceorlenLed Whlle Lhls does noL ellmlnaLe Lhe need Lo develop a prlclng sLraLegy lL does
mean Lhe company musL use markeLlng Lo send messages relaLed Lo lLs unlque advanLages over
compeLlLlon
O Market|ng of Nat|ona| Cha|n Compet|tors 8ecause large home lmprovemenL reLallers and
naLlonal palnL dlsLrlbuLlon chalns have developed such hlgh brand awareness and can susLaln
brandlng Lhrough slzable adverLlslng budgeLs Anonymous of Anonymous ClLy could face havlng
Lhelr brand crowded ouL and never reachlng lLs LargeL markeLs 1o combaL Lhls LhreaL
Anonymous of Anonymous ClLy wlll llkely have Lo use some nonLradlLlonal promoLlonal
sLraLegles ln addlLlon Lo adverLlslng Lhrough LradlLlonal medla such as radlo and newspaper

VII CUS1CMLk ANALSIS

Anonymous of Anonymous ClLy has really a slngle markeL lL seeks senlors wlLh a need for memory care
asslsLance 1hls ls noL necessarlly Lhe markeL Lhey musL pursue lor example Lhere are noL a loL of
markeLplace alLernaLlves for lndlvlduals wlLh mulLlple sclerosls who are relaLlvely young l am wrlLlng
Lhls reporL wlLh Lhe undersLandlng and expecLaLlon LhaL Anonymous focuses on elder care
lL ls esLlmaLed LhaL nearly 23 of all households ln kansas have a famlly member 63 years of age or
older ln 2009 Lhere were [usL over 10000 lndlvlduals ln uouglas CounLy kansas over Lhe age of 63
1he medlan age of Lhls group was 73 years old 1hls ls hlghly relevanL as Alzhelmer's and demenLlal
becomlng sLrlklngly more promlnenL among lndlvlduals 80 years of age and older SevenLyslx percenL of
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
11 | a g e

Lhese were homeowners 1he medlan home value aL LhaL Llme was $169000 1he populaLlon ls 99
whlLe nlneLyflve percenL of Lhese lndlvlduals llve alone or wlLh a spouse nlneLyfour percenL are
above Lhe poverLy level and 30 en[oy reLlremenL lncome
1AkGL1 MAkL1S
ln Lerms of LargeLlng" markeLs Lhere are many approaches lrom my perspecLlve accesslblllLy ls key
lor example one can LargeL by zlp code because lL ls posslble Lo geL demographlc daLa organlzed by zlp
code and send mallers Lo zlp codes Slmllarly lL ls posslble Lo geL daLa aL oLher levels of analysls (such as
clLy) AnoLher example ls LargeLlng by medla Lype lor example one mlghL learn Lhe audlence
demographlcs of a parLlcular newspaper or radlo sLaLlon and make a deLermlnaLlon based on LhaL daLa
1herefore l am golng Lo wrlLe aL Lhls Llme a general argumenL based on geography and address Lhe
lssue of medla ln Lhe promoLlons secLlon of Lhls documenL
An examlnaLlon of area zlp codes suggesLs LhaL small Lowns could be aLLracLlve markeLs AlLhough Lhe
markeLs are smaller (LhaL ls Lhere are fewer elderly [usL as Lhere are fewer resldenLs) Lhe raLlo beLween
Lhe number of elderly and lncome ls more aLLracLlve ln Lhese
2|p C|ty
No over
6S
Med|an
fam||y |ncome kat|o
66006 Anonymous 694 60778 00114
66044 Lawrence 1638 40039 00414
66046 Lawrence 1314 43266 00334
66047 Lawrence 1344 62843 00246
66049 Lawrence 1770 68339 00239
6602S Ludora 603 33132 00110
66067 CLLawa 2326 44613 00321
66092 Wellsvllle 420 33229 00079

VIII LANNLD CLkA1ICN CI 1nL kCCSLD kCILC1

Seldom ln markeLlng plans do we see ldenLlflcaLlon of key players' responslblllLles for or conLrlbuLlons Lo
Lhe markeLlng efforL lollowlng meeLlngs wlLh ScoLL and Llnda and evaluaLlon of Lhe buslness model l
have begun Lhe process of ldenLlfylng roles LhaL lndlvldual may play ln some organlzaLlons parLlcularly
servlcerlch organlzaLlons concepLuallzlng each lndlvldual as havlng a role Lo play ln markeLlng ls
exLraordlnarlly helpful ln an lndusLry such as elder care and ln a small communlLy such as Anonymous
Lhls ls almosL essenLlal 1hls secLlon ls wrlLLen Lo ldenLlfy markeLlng ob[ecLlves ldenLlfy lndlvldual roles ln
markeLlng and address Lhe markeLlng mlx

Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
12 | a g e

oal
uevelop
MarekLlng
SLraLegy
uevelop
MarkeLlng
MaLerlals
(brochures ads)
uevelop ersonal
Selllng lan
roLocols
uevelop lnLerneL
resence
(webslLe soclal
medla)
uevelop 8 plan
ersonnel
Susle
Susle !ohn Chrls
(wlLh
managemenL
lnpuL)
Susle (wlLh sLaff
and managemenL
lnpuL)
Susle Susle
8esources
ManagemenL !ohn Chrls
SLaff
managemenL
!ohn Chrls? Llnda
A Cb[ect|ves

1hls plan seeks Lo creaLe a dlsLlncL aLLracLlve and meanlngful brand ldenLlLy for Anonymous of
Anonymous ClLy LhaL resonaLes wlLh Lhe LargeL markeL 1he followlng core ob[ecLlves drlve Lhe
markeLlng approach
O CreaLe a clearly arLlculaLed and relevanL message LhaL ls core Lo Lhls buslness
O CreaLe a comprehenslve markeLlng plan LhaL effecLlvely reaches LargeL audlences
O ay aLLenLlon Lo boLh healLh care parLners and end consumers and Lhelr famllles
O CreaLe a soclallyrlch lnLerneL presence LhaL appeals Lo Lhese LargeLed groups
O uLlllze cosL effecLlve soclal medla Lools Lo reach Lhese lncludlng facebook 1wlLLer and Llnkedln
among oLhers
O CreaLe a speclflc promoLlonal campalgn LhaL ls acLlonable affordable and manageable over
Llme

8 roposed organ|zat|on

1he follow flgure reflecLs Lhe Llmellne for execuLlng Lhls plan lL esLabllshes key evenLs and acLlvlLles as a
serles LhaL relles ln many cases on precedlng sLeps lL also reflecLs Lhe ldea LhaL sLaff should have Lhe
opporLunlLy Lo conLrlbuLe Lo Lhls process


FIGURE 1: TIMELINE OF MARKETING DEVELOPMENT
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
13 | a g e

C Market|ng M|x Strateg|es

CSI1ICNING
oslLlonlng ls always concepLuallzed as Lhe bellefs a consumer has regardlng a brand vls a vls lLs
compeLlLors lor example one can clalm Lo be hlgh quallLy" lf one's compeLlLors are also percelved as
hlgh quallLy" AL leasL LhaL parLlcular characLerlsLlc does noL poslLlon" one ln Lhe consumer's mlnd lL
ls lmporLanL Lherefore Lo adopL a poslLlonlng sLraLegy Lo whlch one may sLake clalm lL should be a
poslLlon LhaL ls maxlmally dlfferenL from one's compeLlLors and lnherenLly relevanL Lo one's consumer
ldeally lL ls a poslLlon whlch ls susLalnable and whlch compeLlLors may flnd lL hard Lo repllcaLe
Anonymous should glve greaL LhoughL Lo lLs poslLlonlng sLraLegy l llke Lhe Lagllne lL feels llke home
because lL ls home" however conslder whaL a prlvaLe duLy or home healLh care agency mlghL do wlLh
LhaL 1hey acLually help Lo assure LhaL folks remaln ln Lhelr own home ofLen Lhe home Lhey have llved ln
for decades 1herefore even LhaL begulllng sLaLemenL ls noL wlLhouL lLs plLfalls
ercepLual maps are useful Lools for creaLlng poslLlonlng sLraLegy (We wlll do LhaL ln Lhe Monday
meeLlng) ln order Lo use Lhls approach we need Lo esLabllsh aL leasL Lwo dlmenslons across whlch we
belleve compeLlLors vary lor example we may belleve lL would be lnLeresLlng Lo map alLernaLlves by
Lhe exLenL Lo whlch Lhey meeL soclal needs (whlch place homebound elders aL one end of a conLlnuum
and elders ln nurslng homes aL Lhe oLher wlLh Lhose ln mlcroenvlronmenLs aL Lhe cenLer) as well as Lhe
exLenL Lo whlch Lhe envlronmenL ls lnsLlLuLlonallzed (whlch agaln places opLlons along a slmllar
conLlnuum 1he problem wlLh Lhese dlmenslons ls LhaL Lhey do noL dlsLlngulsh Anonymous of
Anonymous from lLs mosL dlrecL compeLlLors 1herefore LhoughL should be glven Lo whaL dlmenslons
would accompllsh Lhls Lask Maklng Lhls deLermlnaLlon should be a flrsL sLep as lL creaLes Lhe polnL of
dlfferenLlaLlon LhaL wlll be relevanL Lo mosL oLher markeLlng communlcaLlons produced
kCDUC1 S1kA1LG
Anonymous of Anonymous ClLy offers a care soluLlon whlch ls unlque ln comparlson Lo many
alLernaLlves Powever Lhere are cerLalnly slmllar resldences ln Lhe area markeL lL ls lmporLanL
Lherefore Lo conslder whaL producLs and servlces may be offered LhaL are boLh deslrable and
dlsLlngulshable 1hls ls relaLlvely Lrlcky ulrecL compeLlLors offer many of Lhe servlces and amenlLles
provlded by Anonymous of Anonymous ClLy Some of whaL dlsLlngulshes Lhls home lnclude
O Small Lown securlLy
O 8rand new home wlLh conLemporary decor
O Modern baLhrooms
O LocaLlon beLween CLLawa and Lawrence
O (oLenLlally) resldenL mlx
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
14 | a g e

l would personally focus on resldenL mlx resldenL mlx resldenL mlx ln any group llvlng slLuaLlon Lhe
mlx of lndlvlduals deLermlnes frankly wheLher or noL Lhe llvlng arrangemenL ls en[oyable or dlsasLrous
8ecause Anonymous seeks Lo flll only slx Lo seven beds lL has Lhe luxury Lo focus on assesslng poLenLlal
cllenLs ln Lerms of boLh meeLlng Lhelr crlLlcal care needs and ln Lerms of poLenLlal compaLlblllLy wlLh
oLher resldenLs l would sLrongly encourage you Lo forego accepLlng resldenLs who would be dlsrupLlve
or unpleasanL Lo llve wlLh lL ?ou owe lL Lo Lhose oLhers who reslde Lhere buL Lhls also becomes a very
powerful and persuaslve markeLlng message

kICL S1kA1LG
SlLuaLlon Anonymous of Anonymous ClLy offers a care soluLlon whlch ls prlced very compeLlLlvely
when compared Lo dlrecL compeLlLors (Lhose asslsLed llvlng homes of slmllar slze
locaLed ln resldenLlal areas) buL may be percelved as expenslve ln comparlson Lo skllled
nurslng faclllLles ln addlLlon Anonymous of Anonymous ClLy accepLs only prlvaLe funds
1haL ls consumers cannoL use Medlcald/Medlcare Lo pay for Lhls servlce 1hls ls Lhe key
prlclng dlsadvanLage
Cb[ecLlve ArLlculaLe value message and creaLe basls for poslLlve comparlson Lo alLernaLlves
SLraLegy 8ulld value message and comparlson Lools lnLo personal selllng proLocols and webslLe
O CreaLe a charL whlch compares prlces and servlces of Anonymous and
alLernaLlves
O CreaLe llnks Lo Lhls on webslLe
O lnclude ln personal selllng maLerlals for healLh care parLners
O lnclude ln lnformaLlon packeLs Lo consumers

LACLMLN1 S1kA1LG (LCCA1ICN)
SlLuaLlon Anonymous of Anonymous ClLy ls locaLed ln Lhe small unlverslLy Lown of Anonymous
ClLy kansas 1hls places lL aL Lhe crossroads of hlghways 36 and 39 and cenLral Lo
famllles who have members ln CLLawa Lawrence 1opeka and/or !ohnson CounLy
kansas (Cn Lhe oLher hand of course lL ls offLhebeaLen paLh for many oLhers)
Cb[ecLlve ldenLlfy lndlvldual/famllles for whom Lhls ls a relevanL locaLlon arLlculaLe Lhrough
markeLlng communlcaLlon Lhe beneflLs of Lhls locaLlon
SLraLegy 8ulld locaLlon lnLo Lhe overall markeLlng plan
O uevelop an undersLandlng of Anonymous ClLy's crlme raLe amenlLles acLlvlLles
O CreaLe a Lab on Lhe homepage whlch llnks Lo Lhese
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
13 | a g e

O CollecL maLerlals relaLed Lo Lhese LhaL may be senL ln markeLlng
maLerlals and ln welcome packeLs
O CreaLe relaLlonshlps wlLh local resLauranLs bed and breakfasLs aLLracLlons LhaL
allow us Lo offer dlscounLs Lo famllles when Lhey vlslL

kCMC1ICN S1kA1LG
1hls promoLlons sLraLegy ls deslgned Lo use a varleLy of medla elemenLs and mechanlsms whlle
arLlculaLely a slngle core message ln order Lo bulld a clear ldenLlflable relevanL brand ldenLlLy lL ls
premlsed on Lhe followlng ob[ecLlves and message
Cb[ecLlves
1 8ulld brand awareness among boLh consumers and healLh care parLners
a CreaLe an lnLeresL ln Lhe unlque experlence Anonymous offers
b ulsLlngulsh Lhe company from lLs compeLlLors
l ;uallLy of llfe
ll ;uallLy of care
c rovlde lnformaLlon Lo bulld credlblllLy
2 CreaLe reputat|on of commun|ty comm|tment and lnvolvemenL
3 CreaLe reputat|on for |ndustry comm|tment and lnvolvemenL
4 8ulld concept awareness
a ulsLlngulsh resldenLlal care homes (mlcro communlLles) from oLher care
soluLlons
Message
Llke home because lL ls home" provldes a nlce shorLhand arLlculaLlng Lhe prlmary reason one would
choose resldenLlal care for an lndlvldual who needs 24 hour supervlslon lL dlsLlngulshes Lhls healLh
care soluLlon for oLhers such as skllled nurslng faclllLles 1he fuller message ls however more
complex 1hrough lLs promoLlonal acLlvlLles Anonymous of Anonymous ClLy needs Lo leL LargeL
consumers know (1) LhaL Lhe company exlsLs (2) LhaL lL offers an exLraordlnary llvlng envlronmenL
and (3) LhaL lL offers hlgh quallLy care vla exLraordlnary careglvers
Cvervlew 1hls plan ls deslgned Lo speclflcally address Lhe above markeLlng ob[ecLlves uLlllzlng a
varleLy of markeLlng Lools and medla Speclflcally lL recommends Lhe use of mass adverLlslng personal
selllng publlc relaLlons/sponsorshlp markeLlng onllne markeLlng (webslLe + soclal medla) and dlrecL
mall

Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
16 | a g e

Mass AdverLlslng
Cb[ecLlve 8ulld brand awareness
8eneflLs lncreased learnlng lncreased Lrafflc lead generaLlon
8aLlonale Mass adverLlslng remalns Lhe prlmary means of developlng brand awareness ln a
markeLplace lorLunaLely mass medla has become lncreaslngly nlcheorlenLed
maklng lL posslble Lo selecL medla vehlcles LhaL narrowly LargeL one's lnLended
markeL Mass adverLlslng ls generally concepLuallzed as lncludlng Lelevlslon radlo
and prlnL
SLraLegy My lnlLlal recommendaLlons for speclflc Lools lnclude Lhese
r|nt
O o" secLlon of fteoce Iootof wot
O Area small Lown papers (Anonymous Wellsvllle CLLawa Ludora)
O kaw valley Senlor MonLhly
O Senlor LlfesLyles ubllcaLlon
O 30+ ubllcaLlon
O Lled CenLer publlcaLlons
O Lawrence CommunlLy 1heaLre publlcaLlons
O new 1heaLre publlcaLlons
1e|ev|s|on
O Lawrence cable opporLunlLles
O underwrlLe publlc Lelevlslon (Sunflower !ourneys)
kad|o
underwrlLe publlc radlo (kAnu)
1lme 3 hours weekly
ersonal Selllng
Cb[ecLlve CreaLe relaLlonshlps creaLe brand awareness and producL knowledge close" sales
8eneflLs lncreased learnlng lncreased Lrafflc lead generaLlon
8aLlonale ersonal selllng ls generally consldered Lhe mosL expenslve form of markeLlng buL lL
ls Lhe only form of markeLlng whlch provldes lmmedlaLe feedback and may resulL ln
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
17 | a g e

an lmmedlaLe sale lL ls also Lhe maln form of buslnessLobuslness markeLlng and
perhaps Lhe malnsLay of Lhe healLh care lndusLry lL ls Lhe key means by whlch
relaLlonshlps are developed wlLh dlscharge planners lL can be hlghly compeLlLlve
expenslve and requlres excepLlonal sales skllls and good supporL maLerlals
SLraLegy ldenLlfy key referral sources and call on Lhese sysLemaLlcally and conslsLenLly
O CreaLe markeLlng maLerlals for Lhls purpose
Moblllze sLaff Lo sysLemaLlcally call on healLh care parLners and referral sources
Speclflcally Lhese may lnclude
O Lawrence Memorlal PosplLal
O ClaLhe Medlcal CenLer
O Anonymous
O Anonymous
O Shawnee Mlsslon Medlcal CenLer
O (ldenLlfy) key docLors' offlces
Conslder
O rovldlng small lLems of use Lo sLaff (mouse pads calendars eLc)
O osLcard LesLlmonlals from famllles who used Anonymous of Anonymous ClLy
1lme 3 hours weekly
Soclal Medla and Cnllne romoLlon
Cb[ecLlve uLlllze lncreaslnglypopular lnLerneL communlcaLlon channels Lo lnLeracL and bulld
relaLlonshlps wlLh exlsLlng and poLenLlal cusLomers and healLh care parLners
8eneflLs lncreased learnlng lncreased Lrafflc lead generaLlon
8aLlonale 1he lnLerneL can be an exLraordlnarlly powerful mechanlsm used properly Soclal
medla ln parLlcular has galned currency as an adverLlslng Lool SlxLynlne percenL of
elder care markeLers recenLly surveyed reporLed use of soclal medla 1hls ls
however an area very broad ln scope and ofLen very Llmeconsumlng ln lLs
malnLenance 1hose surveyed reporLed spendlng roughly slx and a half hours
weekly managlng Lhelr soclal medla accounLs lorms of soclal medla ldenLlfled as
poLenLlally mosL promlslng lncluded a range of forums
SLraLegy 8ased on Lhls survey and my own experlence ln boLh markeLlng and elder care l
recommend uLlllzaLlon of Lhe followlng
O Anonymous Anonymous webslLe
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
18 | a g e

O lacebook
O lacebook adverLlslng
O 1wlLLer
O 1he Lawrence !ournal World's Wellcommons" slLe
O Anonymous MarkeLplace
O oogle ad sense
O Search englne opLlmlzaLlon Lools
O Llnked ln
O ?ouLube and slmllar vldeosharlng slLes
1lme 3 hours weekly
ubllc 8elaLlons / ubllclLy / Sponsorshlp MarkeLlng
Cb[ecLlve 8ulld credlblllLy and brand awareness generaLe goodwlll
8eneflLs eneraLes longLerm resulLs and brand loyalLy
8aLlonale ubllc relaLlons and sponsorshlp markeLlng are lmporLanL parLs of bulldlng a
favorable brand lmage 8y properly approachlng 8 efforLs and managlng publlclLy
Lhe company can bulld credlblllLy Lhrough LhlrdparLy ouLleLs AlLhough publlclLy
cannoL be LlghLly conLrolled lL ls far less expenslve and more credlble Lhan
LradlLlonal adverLlslng Sponsorshlp markeLlng has repeaLedly been shown Lo creaLe
greaLer brand loyalLy and goodwlll Lhan oLher forms of markeLlng
SLraLegy 1o effecLlvely caplLallze on 8 poLenLlal we recommend Lhe followlng
O AcLlvely supporL Lhe Alzhelmer's AssoclaLlon
O CreaLe a press klL
O 8e an experL
O keep an upLodaLe porLfollo of 8 efforLs
O CommunlLy lnvolvemenL
Act|ve|y support the A|zhe|mer's Assoc|at|on 1here are Lwo area Alzhelmer's AssoclaLlon
chapLers Cne ls ln ralrle vlllage and one ls ln 1opeka We can become very acLlvely lnvolved ln one
of Lhese (Lhough perhaps noL boLh) 1he ralrle vlllage chapLer looks very well organlzed and mlghL
be Lhe easlesL Lo work wlLh lL offers a number of opporLunlLles We can for example parLlclpaLe ln
fundralslng evenLs (eg hosplLal hlll run arL walks) or become a vlslonary arLner Cn Lhe local or
reglonal level we mlghL conslder sponsorlng uaklm 8raln llLness and SafeLy rograms ln
Anonymous and/or aL area Senlor CenLers or creaLe a breakfasL club ln Anonymous Wellsvllle
Ludora CLLawa and/or Lawrence
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
19 | a g e

Create a press k|t Anonymous of Anonymous ClLy should be prepared Lo effecLlvely communlcaLe
wlLh Lhe press when Lhe opporLunlLy arlses AL a mlnlmum a press klL should lnclude Lhe company
proflle a plLch" leLLer and a press release LemplaLe When Lhe company has a new producL a
unlque servlce or ls lnvolved ln an evenL ln Lhe communlLy lL should noLlfy Lhe press Lo aLLempL Lo
galn coverage
8e an expert Local radlo programs and 1v Lalk shows are a greaL way Lo glve a wlde audlence
lnslghL lnLo a buslness As experLs Anonymous of Anonymous ClLy can use such medla ouLleLs as
ways Lo galn credlblllLy wlLh consumers for llLLle more Lhan Lhe Llme commlLmenL 1here are
numerous oLher ways Lo communlcaLe our company's experLlse lor example holdlng a semlnar Lo
dlscuss how Lo ldenLlfy Alzhelmer's engaglng ln dlalogue on Wellcommons LweeLlng parLlclpaLlng
ln Senlor lalrs ln a meanlngful way We should ldenLlfy an lndlvldual or lndlvlduals Lo play Lhls role
perhaps our ulrecLor of nurslng or Lhe corporaLe soclal worker
eep an uptodate portfo||o of k efforts ubllclLy can remaln beneflclal well afLer arLlcles have
run or sLorles have alred When Lhlrd parLles say good Lhlngs abouL your company people Lend Lo
noLlce and recelve Lhe lnformaLlon wlLh slgnlflcanL credlblllLy 1o caplLallze on poslLlve publlclLy
keep coples of arLlcles and news sLorles and republlclze Lhem lnsLore and on Lhe Web When
vlslLors Lo our webslLe can see lnvolvemenL ln Lhe communlLy Lhe brand wlll galn sLronger
poslLlonlng and greaLer credlblllLy ln Lhelr mlnds
art|c|pate |n Sen|or Ia|rs arLlclpaLe ln Senlor lalrs ln a meanlngful way Cffer value Lo area Senlor
CenLers (such as 8raln aeroblcs) erhaps develop a Senlor lu klL (SCS Safeguard our Senlors)
Commun|ty Invo|vement SLaff members should serve on communlLy boards and commlLLees as
well as healLh care boards and commlLLees A represenLaLlve should aLLend local and poLenLlally
area Chamber of Commerce meeLlngs Conslder adopLlng a hlghway or counLy road (buL only lf
Lhere ls sLaff enLhuslasm!)
1lme 3 hours weekly
ulrecL MarkeLlng
Cb[ecLlve eneraLe hlghpoLenLlal quallfled sales leads
8eneflLs 8esulLs ln permlsslonbased" leads LhaL ls Lhe consumer conLacLs Anonymous lf
lnLeresLed
8aLlonale Accordlng Lo Lhe uS osLal Servlce many people look forward Lo recelvlng Lhelr
dally mall ln facL 98 of consumers reporL Lhey brlng ln Lhelr mall Lhe day lL's
dellvered and 77 sorL Lhrough lL lmmedlaLely ulrecL mall has become an
lncreaslngly efflclenL means of LargeL quallfled consumers lL ls posslble for
example Lo LargeL only households wlLh a home value of $230000 or Lhose who
reporL an elderly resldenL ulrecL malls has emerged as a hlghly LargeLed
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
20 | a g e

personallzed flexlble measurable and lncreaslngly cosLeffecLlve form of
markeLlng
SLraLegy uLlllze dlrecL mall quarLerly Lo generaLe leads Speclflcally
O CreaLe a maller for Lhls speclflc purpose
O urchase malllng llsL LhaL LargeL our ldeal cusLomer
Conslder
O LlecLronlc newsleLLers (ConsLanL ConLacL)
O osLcard LesLlmonlals from famllles who used Anonymous of Anonymous ClLy
1lme 2 hours weekly
l personally belleve dlrecL mall ls mosL effecLlve lf one purchases a quallfled malllng llsL 1hese can
be relaLlvely cheap l also belleve dlrecL mall should cause Lhe reclplenL Lo acL ln some manner lor
example Lhey could be rewarded for vlslLlng Lhe webslLe (recelve a free lLem) be lnvlLed Lo a
speclflc evenL (uaklm 8raln aeroblcs wlne and cheese) or be encouraged Lo send back an aLLached
posLcard Lo recelve more lnformaLlon Lach of Lhese encourages relaLlonshlp bulldlng keeps Lhe
conversaLlon" golng and allows for measuremenL of resulLs
ConsLanL ConLacL provldes an easy communlcaLlon Lool LhaL would allow ongolng communlcaLlon
of lnformaLlon relevanL Lo consumers lor example we mlghL creaLe a newsleLLer LhaL consumers
can rely upon for Lhe Meals on Wheels menu Lhe 1bus schedule Lawrence CommunlLy 1heaLre
schedule area Senlor CenLer hours as well as naLurally evenLs and acLlvlLles aL Anonymous of
Anonymous ClLy
D ro[ected budget

1hls ls a falrly amblLlous markeLlng plan deslgned Lo creaLe Lhe basls for a sLrong brand ldenLlLy and
hlgh brand recognlLlon wlLhln lLs LargeLed markeL LhaL ls susLalnable over Llme 1he budgeL ls nC1
CCMLL1L aL Lhls Llme and some of Lhe values are speculaLlve Powever Lhls wlll be compleLed ln Lhe
upcomlng seven Lo Len days dependlng on access Lo medla sales persons
Annua||zed Market|ng 8udget by Market|ng 1oo|
Mass Advert|s|ng ersona| Se|||ng Cn||ne k D|rect Ma||
9838 600 0 100 936

Many of Lhe recommended markeLlng acLlvlLles requlre a hlgher level of lme commlLmenL Lhan
moneLary lnvesLmenL ln facL Lhere ls a blL of a negaLlve correlaLlon beLween Lhose Lwo ldeas 1he
proposed budgeL does noL accounL for any moneLary equlvalenL of Llme lnvesLmenL ConsequenLly Lhe
acLlvlLles ouLllned below show only dlrecL moneLary expenses lncurred Moreover Lhls budgeL does noL
Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
21 | a g e

accounL for my Llme as CommunlLy 8elaLlons ulrecLor or expenses relaLed Lo malnLenance of Lhe
webslLe
LIJor|d Advert|s|ng 1hls esLlmaLes an ad ln Lhe o" secLlon aL $80
Sma|| town newspapers 1hls suggesL one ad per week ln a slngle area small Lown paper for a LoLal of
four ads per monLh aL $62/ad
aw Va||ey Sen|or Month|y l need Lo verlfy cosL
L|ed Center of Lawrence 1hls reflecLs followlng Lhe 8enefacLor" level of parLlclpaLlon and lncludes
recognlLlon and llnk placemenL on Lhe Lled CenLer webslLe 20 dlscounL on slx LlckeLs (up Lo Lhree
performances of your cholce) hlgher prlorlLy seaLlng xlx Lawrence ulnlng Cards reserved parklng for
Lled CenLer evenLs fee use of Lhe Lled CenLer's meeLlng and recepLlon spaces (once per season)
Lawrence Commun|ty 1heatre and New 1heatre (Cverland ark) l need Lo verlfy cosLs and
opporLunlLles
C1 and ANU l need Lo verlfy cosLs and opporLunlLles 1hls focuses on underwrlLlng programmlng
such as Sunflower !ourneys" on kC1 and news or muslc on kAnu
ersona| Se|||ng l am sure Lhls value ls low lL really accounLs for gas and perhaps covers some of Lhe
cosL of maLerlals or glfLs such as candy hand sanlLlzer eLc
A|zhe|mer's Assoc|at|on l have lefL Lhls blank for Lhe Llme belng
Lma|| News|etter ConsLanL ConLacL charges a flaL monLhly fee based on Lhe number of emall
reclplenLs Whlle we can'L know deflnlLe numbers we are assumlng LhaL durlng Lhe lnlLlal slx monLhs
Anonymous of Anonymous ClLy wlll have less Lhan 300 emall reclplenLs whlch makes Lhe cosL $13 per
monLh
Genera| Mater|a| Lxpenses 8ecause many of Lhe markeLlng acLlvlLles have so much varlablllLy lL
would be approprlaLe Lo lnclude ln Lhe budgeL an addlLlonal amounL for general maLerlals 1hls would
lnclude boLh prlnLlng cosLs use of experLs/consulLanLs such as !ohn and Chrls and glveaways" such as
pedomeLers plll boxes eLc
Sen|or Ia|rs l have only allocaLed for a slngle senlor falr Lhe LAA falr l anLlclpaLed Lhe cosLs of
glveaway l use Lhe expresslon Safeguard our Senlors" ln Lhls documenL lL ls a concepL l aLLempL Lo
launch aL Medlcalodges buL wlLh no success l proposed provlde lu klLs wlLh Senlor lnformaLlon on Lhem
Lo be glven away aL Senlor lalrs and l conLlnue Lo Lhlnk Lhls mlghL be a dlsLlncLlve booLh ldea

Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
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Ik IMLLMLN1A1ICN LVALUA1ICN AND CCN1kCL

1he followlng flgures and charLs provlde a survey of Lhls documenL 1he Lwo ple charLs suggesL Lhe
allocaLlon of Llme and money Lo each as Lhey are currenLly concepLuallzed 1he Lable provldes an
overvlew of Lhe sLraLegy across a Llmellne and by markeLlng ob[ecLlve


19
19
31
19
12
A||ocat|on of 1|me to Market|ng 1oo|s
Mass AdverLlslng ersonal Selllng Cnllne 8 ulrecL Mall
86
3
0
1
8
A||ocat|on of Costs to Market|ng 1oo|s
Mass AdverLlslng ersonal Selllng Cnllne 8 ulrecL Mall
Anonymous of Anonymous ClLy MarkeLlng lan
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Anonymous of Anonymous ClLy MarkeLlng lan
!uly 2011
24 | a g e

l am a blL of a purlsL when lL comes Lo markeLlng l would llke Lherefore Lo esLabllsh a basellne ln Lerms
of each of Lhe proposed markeLlng ob[ecLlves as well as currenL Lrafflc Lo Lhe webslLe so LhaL we mlghL
measure and evaluaLe over Llme ln addlLlon l would llke Lo bulld mechanlsms lnLo much of Lhe
markeLlng so LhaL Lhere ls a means for evaluaLlve Lhe effecLlveness of slngle Lools
1hls plan ls very much ln Lhe developmenLal sLage and much of whaL ls wrlLLen ls suggesLlve raLher Lhan
deflnlLlve lL ls declded Lo provlde Lhe basls however for pulllng LogeLher a comprehenslve plan ln a
Llmely manner lncorporaLlng sLaff and managerlal lnpuL