Sample Marketing Plan | Health Care | Public Health

Anonymous of Anonymous ClLyť MarkeLlng Þlan

!uly 2011
1 | Þ a g e


IŦ LkLCU1IVL SUMMAk¥

Anonymous Pomes are aLLracLlveţ slngleŴfamlly ranch sLyle resldences locaLed ln communlLles' mosL
deslrable nelghborhoodsŦ lnsLead of an lnsLlLuLlonal seLLlng wlLh ldenLlcal rooms llnlng longţ lmpersonal
hallwaysţ homes are deslgned wlLh a LasLefully appolnLed famlly roomţ spaclous klLchen and dlnlng areaţ
and lndlvldual bedrooms fllled wlLh each resldenL's own furnlshlngs and memenLosŦ Anonymous ls
based ln WlchlLaţ kansasţ wlLh homes ln WlchlLaţ kansas ClLyţ and Anonymous ClLy ln kansasţ and
Cmahaţ nebraskaŦ 1hls markeLlng plan ls developed solely for Lhe Anonymous ClLy locaLlonŦ

1he focus of Lhls plan ls falrly broad due Lo Lhe recenL sLarLŴup of Lhe buslness lLselfŦ Poweverţ Lhe plan ls
deslgned Lo creaLe an lnLegraLed markeLlng plaLform for Lhe organlzaLlonŦ ln order Lo do soţ lL provldes
an analysls of Lhe markeLplace ln whlch Anonymous ls slLuaLedŦ lL descrlbes paLLerns ln elder careţ
compeLlLors ln Lhe reglonal markeLplaceţ and poLenLlal cusLomer characLerlsLlcsŦ 1hls analysls provldes
Lhe basls for undersLandlng Lhls organlzaLlon's lnLernal and exLernal characLerlsLlcsŦ 1hls plan ls deslgned
Lo provlde guldance ln Lerms of producL developmenL lssues and promoLlonal sLraLeglcŦ ln Lerms of Lhls
flnal polnLţ very speclflc sLraLegles are ouLllnedţ lncludlng budgeL and Llmellne recommendaLlonsŦ

1he value of Lhe unlLed SLaLes elder care servlce lndusLry has been esLlmaLed aL $192 bllllon annuallyŦ
8evenues for are expecLed Lo conLlnue Lo growLh aL a raLe of roughly 6Ŧ6Ʒ annuallyţ drlven largely by
uŦSŦ demographlc paLLernsŦ As Lhe number of older Amerlcan conLlnues Lo growţ so does Lhe need for
servlces Lo asslsL Lhose aglng lndlvldualsŦ 8aby boomers reached Lhe age of 63 years old Lhls yearŦ 8yţ
2030 Lhey wlll comprlse roughly 20Ʒ of Lhe populaLlonŦ 1hose LhaL llve Lo age 63 years old can expecL Lo
uLlllze some sorL of asslsLance as Lhey ageŦ

Anonymous of Anonymous ClLy has several Lypes of compeLlLlonŦ Lach Lype carrles a dlfferenL seL of
compeLlLlve advanLages and dlsadvanLagesŦ 1he mosL dlrecL compeLlLor ls oLher smallţ speclallzed
ºmlcro communlLles" llke AnonymousŦ CLher compeLlLors classlfled as ºdlrecL" lnclude skllled nurslng
faclllLlesŦ lL ls unllkely Lhe cllenLele approprlaLe Lo Anonymous wlll be approprlaLe for asslsLed llvlng
communlLles and reLlremenL communlLlesŦ lndlrecL compeLlLors lnclude AdulL uay Care and home
healLh and prlvaLe duLy agenclesŦ Anonymous of Anonymous ClLy offers much LhaL lLs compeLlLlon does
noLŦ lL ls among Lhe smaller alLernaLlvesţ capplng aL slx resldenLs (poLenLlally seven)Ŧ 1he home ls also
newer Lhan mosLŦ lL ls prlce compeLlLlveţ ln comparlson Lo oLher mlcro communlLles ln Lhe Lawrence
markeLŦ 1he sLafflng aL Anonymous of Anonymous ClLy appears excepLlonalŦ Care has been Laken Lo hlre
lndlvlduals wlLh boLh experlence and solld repuLaLlons for provldlng quallLy careŦ 1he same can cerLalnly
noL be sald of Lhe manyţ many healLh care organlzaLlons ouL Lhere compeLlng for CnAsŦ

1hls ls a falrly amblLlous markeLlng planţ deslgned Lo creaLe Lhe basls for a sLrong brand ldenLlLy and
hlgh brand recognlLlon wlLhln lLs LargeLed markeL LhaL ls susLalnable over LlmeŦ Speclflcallyţ lL
recommends Lhe use of mass adverLlslngţ personal selllngţ publlc relaLlons/sponsorshlp markeLlngţ
onllne markeLlng (webslLe + soclal medla)ţ and dlrecL mallŦ 1he current pro[ected budget |s [ust under
512ţ000 annua||yŦ

1hls plan ls very much ln Lhe developmenLal sLage and much of whaL ls wrlLLen ls suggesLlveţ raLher Lhan
deflnlLlveŦ lL ls declded Lo provlde Lhe baslsţ howeverţ for pulllng LogeLher a comprehenslve plan ln a
Llmely mannerţ lncorporaLlng sLaff and managerlal lnpuLŦ
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
2 | Þ a g e

IIŦ CCMÞAN¥ DLSCkIÞ1ICN AND nIS1Ck¥

"L|ke nome 8ecause It ¾ nome"

Anonymous Pomes are [usL LhaL ŴŴ aLLracLlveţ slngleŴfamlly ranch sLyle resldences locaLed ln
communlLles' mosL deslrable nelghborhoodsŦ no slgnsŦ no sLlgmaŦ 8aLherţ wlLh lLs manlcured lawnţ
neaLly Lrlmmed walkţ sundeck and Lended gardenţ each Anonymous home ls Lruly ºaL home" ln lLs
surroundlngsŦ And lnsldeţ you'll flnd our resldenLs aL home ln LhelrsŦ lnsLead of an lnsLlLuLlonal seLLlng
wlLh ldenLlcal rooms llnlng longţ lmpersonal hallwaysţ homes are deslgned wlLh a LasLefully appolnLed
famlly roomţ spaclous klLchen and dlnlng areaţ and lndlvldual bedrooms fllled wlLh each resldenL's own
furnlshlngs and memenLosŦ

Anonymous ls based ln WlchlLaţ kansasţ wlLh homes ln WlchlLaţ kansas ClLyţ and Anonymous ClLy ln
kansasţ and Cmahaţ nebraskaŦ

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

Company Þrof||e

nameť Anonymous Pomes of Anonymous ClLy

1ypeť CorporaLlon
lncorporaLedť 2011
SLarL uaLeť !une 2011

ClasslflcaLlonť PealLh Care

Addressť 232 Llm SLreeL
Anonymous ClLyţ kS 66006
Þhoneť (783) xxxŴxxxx

Webť wwwŦAnonymousAnonymousŦcom
LŴmallť lnfo[Anonymous of Anonymous ClLypalnLŦcom

Cwner(s)ť xxxxxx
LocaLlon(s)ť Anonymous ClLyţ kansas
Lmployee(s)ť 8

Descr|pt|onť Anonymous of Anonymous ClLy ls a resldence speclallzlng ln compleLe care for all sLages of
memoryŴlmpalrmenL resulLlng from Þarklnson'sţ Alzhelmer'sţ and oLher forms of demenLla and sLrokeŦ
1hey care for elders wlLh a wlde range of aglngŴrelaLed condlLlons ln a LradlLlonal and graclous
resldenLlal seLLlngŦ 1he home ls llmlLed Lo seven resldenLsŦ


Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
3 | Þ a g e

nours of Cperat|onť

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

Þroductsť
O 1hree homeŴcooked meals dallyţ wlLh snacks avallable any Llme
O Largeţ prlvaLe and/or companlon bedrooms
O MedlcaLlon and lnconLlnence managemenL
O 8aLhlngţ dresslng and groomlng asslsLance
O Pousekeeplng and laundry servlce
O CusLom flre alarm sysLem
O A secured yard and exlL doors resLrlcL elopemenL
O lnŴhome soclal acLlvlLles and vlslLsţ as approprlaLeţ Lo ouLslde areas of lnLeresLŦ
O roup acLlvlLles and LransporLaLlon for fleld Lrlps

Serv|cesť
O Skllled nurslng servlces
O 1herapy Ǝ lab servlces
O lnŴhouse physlclan (lf deslred)
O Posplce
O Þrofesslonal halr care
O ÞodlaLry servlces
O Þrovlded ln our resldence by ouLslde agencles**



Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
4 | Þ a g e

IIIŦ S1kA1LGIC ICCUS AND ÞLAN

1he focus of Lhls plan ls falrly broad due Lo Lhe recenL sLarLŴup of Lhe buslness lLselfŦ Poweverţ Lhe plan ls
deslgned Lo creaLe an lnLegraLed markeLlng plaLform for Lhe organlzaLlonŦ ln order Lo do soţ lL provldes
an analysls of Lhe markeLplace ln whlch Anonymous ls slLuaLlonŦ lL descrlbes paLLerns ln elder careţ
compeLlLors ln Lhe reglonal markeLplaceţ and poLenLlal cusLomer characLerlsLlcsŦ 1hls analysls provldes
Lhe basls for undersLandlng Lhls organlzaLlon's lnLernal and exLernal characLerlsLlcsŦ 1hls plan ls deslgned
Lo provlde guldance ln Lerms of producL developmenL lssues and promoLlonal sLraLeglcŦ ln Lerms of Lhls
flnal polnLţ very speclflc sLraLegles are ouLllnedţ lncludlng budgeL and Llmellne recommendaLlonsŦ

lrom a promoLlonal sLandpolnLţ Lhe ldeas hereln glve volce Lo a relaLlvely narrow message abouL
Anonymous of Anonymous ClLyţ uLlllzlng markeLlng Lools LhaL efflclenLly hlL LargeL audlencesŦ 1he plan ls
deslgned Lo concenLraLe efforLs Lowards a relaLlvely LlghL geographlc reglon and a falrly narrow
demographlcŦ Moreoverţ lL ls deslgned Lo creaLe an underlylng porLralL of quallLy and graclousnessŦ

ln summaryţ Lhe ob[ecLlves of Lhls plan are Lo provldeť

O ÞalnL a porLralL of Lhe markeLplace LhaL fosLers undersLandlng of compeLlLlve poslLlonlng
O Þrovlde guldance ln Lerms of producL developmenLţ over Llme
O Þrovlde recommendaLlons regardlng markeLlng sLraLegy whlchť
4 ConLrlbuLes Lo concept awareness concernlng Lhls parLlcular form of skllled nurslng care
4 8ullds brand awareness among both con¾¯¾ ond ho/th co potn¾
CreaLes an lnLeresL ln Lhe unlque experlence Anonymous offers
ulsLlngulshes Lhe company from lLs compeLlLors
O ;uallLy of llfe
O ;uallLy of care

IVŦ INDUS1k¥ ANAL¥SIS

1he value of Lhe unlLed SLaLes elder care servlce lndusLry has been esLlmaLed aL $192 bllllon annuallyŦ
8evenues for are expecLed Lo conLlnue Lo growLh aL a raLe of roughly 6Ŧ6Ʒ annuallyţ drlven largely by
uŦSŦ demographlc paLLernsŦ lL ls anLlclpaLed LhaL whlle skllled nurslng faclllLles wlll remaln Lhe Lop
segmenLţ home healLh care servlces wlll experlence Lhe greaLesL raLe of growLhŦ lorŴproflL lnsLlLuLlons
wlll remaln Lhe largesL provlder caLegory and wlll sllghLly ouLpace nonproflL LypesŦ

1here ls an ever lncreaslng demand for elder careŦ As Lhe number of older Amerlcan conLlnues Lo growţ
so does Lhe need for servlces Lo asslsL Lhose aglng lndlvldualsŦ 8aby boomers reached Lhe age of 63
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
3 | Þ a g e

years old Lhls yearŦ 8yţ 2030 Lhey wlll comprlse roughly 20Ʒ of Lhe populaLlonŦ 1hose LhaL llve Lo age 63
years old can expecL Lo uLlllze some sorL of asslsLance as Lhey ageŦ

1he lndusLry comprlses a vasL array of healLh care opLlons for eldersŦ 1hese lnclude Lhe LradlLlonal skllled
nurslng faclllLy (nurslng homes)ţ asslsLed llvlngţ reLlremenL communlLlesţ home healLh careţ and prlvaLe
duLy careŦ Pybrld and emergenL forms of llvlng arrangemenLs lnclude conLlnuous care reLlremenL
communlLlesţ speclallzed care asslsLed llvlng faclllLlesţ and AdulL uay CareŦ 1he sLaLe of kansas ldenLlfles
four caLegorles of AdulL Care homesŦ 1hese lncludeť

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

Ass|sted L|v|ngť AsslsLed Llvlng means a place or faclllLy LhaL cares for slx or more lndlvlduals whoţ by
cholce or due Lo funcLlonal lmpalrmenLsţ may need personal care and may need supervlsed nurslng care
Lo compensaLe for acLlvlLles of dally llvlng llmlLaLlonsŦ 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 dayţ seven days a weekŦ enerallyţ Lhe skllled servlces provlded ln an asslsLed
llvlng faclllLy are provlded on an lnLermlLLenL or llmlLed Lerm baslsţ or lf llmlLed ln scopeţ on a regular
baslsŦ

kes|dent|a| nea|thcareť 8esldenLlal PealLhcare means any place or faclllLy carlng for slx or more
lndlvlduals whoţ by cholce or due Lo funcLlonal lmpalrmenLsţ may need personal care and may need
supervlsed nurslng care Lo compensaLe for acLlvlLles of dally llvlng llmlLaLlonsŦ 1he place or faclllLy
lncludes lndlvldual llvlng unlLs and provldes or coordlnaLes personal care or supervlsed nurslng care
avallable on a 24 hourţ seven day a weekŦ enerally Lhe skllled servlces provlded ln a resldenLlal healLh
care faclllLy are provlded on an lnLermlLLenL or llmlLed Lerm baslsţ or lf llmlLed ln scopeţ on a regular
baslsŦ

nome Þ|usť Pome Þlus means any resldence or faclllLy carlng for noL more Lhan elghL lndlvlduals whoţ
due Lo funcLlonal lmpalrmenLţ needs personal care and may need supervlsed nurslng care Lo
compensaLe for acLlvlLles of dally llvlng llmlLaLlonsŦ 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 LnvlronmenLŦ

A 2008 long Lerm care sLudy done by ÞrudenLlal lnsurance suggesLs LhaL Lhe average cosL of a nurslng
home can exceed $70ţ000 a year for a seml prlvaLe roomŦ A break down of Lhe dally charges ls $194 per
dayŦ A prlvaLe room can exceed $79ţ000 a year or $217 a dayŦ (ln Lawrenceţ kansasţ Lhe average cosL of
a semlŴprlvaLe room ls $4ţ890 and LhaL of a prlvaLe room ls $6ţ030 monLhlyŦ) lL was also noLed LhaL Lhere
has been a 7Ʒ lncrease ln Lhe cosL of llvlng ln a nurslng home over Lhe pasL 2 yearsŦ nurslng home cosLs
have had an lncrease of over 30Ʒ ln Lhe pasL flve yearsŦ

AsslsLed llvlng faclllLles have seen Lhe greaLesL lncrease ln cosLs over Lhe pasL Lwo yearsŦ 1he average
cosL of llvlng ln an asslsLed llvlng faclllLy rose Lo nearly $39ţ000 per yearŦ 1hls ls an average dally charge
of [usL over $100 per dayŦ ln Lawrenceţ kansasţ Lhe cosL of an asslsLed llvlng faclllLy ls very slmllar Lo Lhe
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
6 | Þ a g e

prlce of skllled nurslngŦ Cver Lhls same perlod of Llmeţ raLes for asslsLed llvlng faclllLles LhaL provlde care
for Alzhelmerƌs and demenLla paLlenLs rose by 13ƷŦ

ln Ŵhome care has had Lhe smallesL lncrease raLe of all Lhe servlce provldersŦ 1he raLe of lnŴhome care
has had an lncrease of 3Ʒ over Lhe pasL Lwo years and only 17Ʒ over Lhe pasL 7 yearsŦ 1he average cosL
for a cerLlfled nurslng asslsLanL provldlng lnŴhome care ls $21 per hourŦ 1he servlces provlded by a
cerLlfled nurslng asslsLanL are baLhlngţ dresslng and care provlded under Lhe supervlslon of a reglsLer
nurseŦ 1hese servlces are ordered by a physlclan and generally covered by lnsuranceŦ 1hese servlces are
only provlded lnLermlLLenLly and for a llmlLed amounL of LlmeŦ

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

1he average cosL for homemaker servlces or prlvaLe duLy care ls $18 an hourŦ 1he raLe of Lhese servlces
has lncreased by 4Ʒ over Lhe lasL yearŦ A homemaker provldes companlonshlpţ llghL housekeeplng
duLlesţ asslsLance wlLh cooklng and runnlng small errandsŦ ln Lawrenceţ Lhls cosLs ranges from $18 Lo
$23 per hourŦ An lndlvldual requlres 24 hours of home care lncurs slgnlflcanL cosLsţ ofLen well above
Lhose lncurred ln resldenLlal nurslng faclllLlesŦ

lnŴ home care also provldes home healLh aldesŦ 1hese lndlvlduals are able Lo provlde baslc asslsLance
wlLh personal careţ buL are noL permlLLed Lo perform and medlcal LasksŦ

1he average raLe of a home healLh alde ls $19 an hourŦ 1hls ls an lncrease of 3Ʒ over Lhe pasL yearŦ

1he MeL Llfe MarkeL survey of 2008 on adulL day servlces sLaLes Lhe average cosL for adulL day care
servlces ls $64 per dayŦ 1here has been an lncrease of 3Ʒ ln Lhese servlces ln Lhe pasL yearŦ 1here ls
growlng Lrend ln Lhe uLlllzaLlon of adulL day care servlcesţ as lL ls a cosL effecLlve way malnLaln an aglng
loved one aL homeŦ More Lhan half of Lhe adulL day care programs surveyed provlde LransporLaLlon back
and forLh Lo Lhe programŦ lf LransporLaLlon ls provldedţ Lhe average cosL one way was a llLLle over $7Ŧ
As a communlLy based servlceţ adulL day care provldes care for Lhose lndlvlduals LhaL requlre some
supervlslon or soclallzaLlon durlng Lhe dayţ buL do noL requlre round Lhe clock careŦ Many adulL day care
servlces offer LherapeuLlc supporL servlcesţ healLh servlces and recreaLlonal acLlvlLlesŦ lor many
careglversţ 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 envlronmenLŦ ln
Lhe Anonymous areaţ Lhese servlces range from $64 Lo $73 per day and generally lnclude Lwo meals buL
no LransporLaLlonŦ

CosLs of elder care servlces wlll conLlnue Lo rlseŦ Surveys show LhaL Lhe Lrends wlll conLlnueŦ 1he largesL
lncreases wlll be ln Lhe asslsLed llvlng and nurslng home areas of elder care servlcesŦ
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
7 | Þ a g e


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

VŦ CCMÞL1I1Ck ANAL¥SIS

Anonymous of Anonymous ClLy has several Lypes of compeLlLlon as lllusLraLed ln Lhe flgure belowŦ Lach
Lype carrles a dlfferenL seL of compeLlLlve advanLages and dlsadvanLagesŦ 1he mosL dlrecL compeLlLor ls
oLher smallţ speclallzed ºmlcro communlLles" llke AnonymousŦ CLher compeLlLors classlfled as ºdlrecL"
lnclude skllled nurslng faclllLlesŦ lL ls unllkely Lhe cllenLele approprlaLe Lo Anonymous wlll be approprlaLe
for asslsLed llvlng communlLles and reLlremenL communlLlesŦ lndlrecL compeLlLors lnclude AdulL uay
Care and home healLh and prlvaLe duLy agenclesŦ

D|rect Compet|tors

Ind|rect Compet|tors

M|cro commun|t|es

Strengths
O More esLabllshed


Jeaknesses
O Þoor 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 llfeţ 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 deŴlnsLlLuLlonallze
O 8ad hlsLory of abuse ln lndusLry as a whole

nome nea|th Ǝ Þr|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 º8oLLom llne" drlven
O lnconslsLency of sLaff
O May noL meeL psychosoclal needs of
lndlvldualsţ resulLlng ln lsolaLlon
O Can be Lremendously expenslve

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
8 | Þ a g e

1he compeLlLor analysls revealed LhaL mlcroŴcommunlLlesţ Lhe mosL dlrecL compeLlLorsţ have a very
weak presence on Lhe lnLerneLŦ lL appears LhaL have been unwllllng Lo work wlLh lnLerneL slLes LhaL sell
lnformaLlon regardlng Lhe lndusLryŦ lor Lhls reasonţ many do noL appear on Lhese slLes and are
exLremely dlfflculL Lo locaLeŦ 1hey also appear Lo be weak aL opLlmlzlng search englnes and are burled
among compeLlLors from Lhe reaLer kansas ClLy areaŦ Skllled nurslng faclllLles appear more adepL aL
markeLlngţ buL volce share ls largely conLrolled by 8randon Woods andţ Lo a lesser exLenLţ ÞresbyLerlan
ManorŦ 8randon Woods ls noL a hlghly raLed faclllLyŤ ÞresbyLerlan Manor ls ofLen aL capaclLyŦ 1hereforeţ
markeLlng offers a clear opporLunlLy Lo galn compeLlLlve advanLageŦ
1he greaLesL llmlLaLlon faced by mlcro communlLles ls Lhelr lnablllLy Lo accepL Medlcare/MedlcaldŦ
Poweverţ Lhls may noL be a concern of prlmary lnLeresL Lo Lhe LargeL demographlc whlch ls unllkely Lo
quallfy for Lhese governmenL programsŦ

ÞCIN1S CI DIIILkLNCL
Anonymous of Anonymous ClLy offers much LhaL lLs compeLlLlon does noLŦ lL ls among Lhe smaller
alLernaLlvesţ capplng aL slx resldenLs (poLenLlally seven)Ŧ CreaLlng an aLLracLlve resldenL mlx (compaLlble
folks wlLh manageable healLh care lssues) would be a slgnlflcanL polnL of dlfferenceŦ 1he home ls also
newer Lhan mosLŦ lL ls prlce compeLlLlveţ ln comparlson Lo oLher mlcro communlLles ln Lhe Lawrence
markeLŦ
1he sLafflng aL Anonymous of Anonymous ClLy appears excepLlonalŦ Care has been Laken Lo hlre
lndlvlduals wlLh boLh experlence and solld repuLaLlons for provldlng quallLy careŦ 1he same can cerLalnly
noL be sald of Lhe manyţ many healLh care organlzaLlons ouL Lhere compeLlng for CnAsŦ
Anonymous of Anonymous ClLy offers small Lown amblence and safeLyŦ 1hls may be a key elemenL of
concern for famllles and senlorsŦ 1he slow pace of llfeţ Lhe absence of large scale crlmeţ youLh
Anonymous of Anonymous ClLy musL focus on whaL Lhey can offer LhaL none of Lhelr compeLlLors offerŦ
ln parLlcularţ Lhese polnLs of dlfference should be Lhose LhaL are Lhe mosL dlfflculL for a compeLlLor Lo
dupllcaLeŦ Small Lownţ small communlLy (lnLernal and exLernal)ţ and excepLlonal sLafflng are exLremely
dlfflculL Lo dupllcaLeŦ ºWlndow dresslng" Ŷ decorţ gardensţ foodţ servlces Ŷ are much easler for oLhers Lo
maLch and beaLŦ 1hls can become an lncredlbleţ splrallng flnanclal problem for small companlesţ so lL
should be avoldedŦ enerallyţ markeLlng prlce as a mass medla sLraLegy ls poor longŴLerm LhlnklngŦ
(Poweverţ lL ls cerLalnly flne Lo menLlon prlce compeLlLlveness when Lalklng Lo prospecLsŦ)


Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
9 | Þ a g e

VIŦ SI1UA1ICNAL ANAL¥SIS

SI1UA1ICN ANAL¥SIS CVLkVILJ
Anonymous of Anonymous ClLy ls a sLarLŴup buslness ln a hlgh growLh and hlghly compeLlLlve lndusLryŦ
AL Lhls sLage ln developmenLţ lL ls essenLlal Lo develop brand awareness very rapldlyŦ Cne of Lhe
beauLlful opporLunlLles for a sLarLŴup ls Lhe ablllLy Lo creaLe a brand lmage from scraLch whlch ls noL
LalnLed wlLh mlspercepLlons ln Lhe markeLplaceŦ lL allows Lhe buslness a very broad canvass wlLh whlch
Lo workŦ
SJC1 ANAL¥SIS
Cb[ecLlveť 1o ldenLlfy areas of posslble developmenL whlch could be used Lo help achleve Lhe company's
overall buslness ob[ecLlvesŦ
1he SWC1 analysls descrlbes Lhe lnLernal sLrengLhs and weaknesses of Anonymous of Anonymous ClLyţ
and polnLs ouL Lhe exLernal opporLunlLles and LhreaLs LhaL Lhe company facesŦ 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 LhreaLsŦ 1he SWC1 analysls ls summarlzed ln Lhe llqote
below and deLalled ln Lhe followlng subsecLlonsŦ
SLrengLhs
O Lxcept|ona| L|v|ng Spaceť Anonymous of Anonymous ClLy offers an excepLlonally aLLracLlve and
navlgable spaceŦ 1he naLure llghLlng and gardensţ Lhe quleL nelghborhood and lLs proxlmlLy Lo
Lhe 8aker campusţ presenL wellŦ 8edrooms and baLhrooms lack Lhe lnsLlLuLlonal feel of
alLernaLlvesŦ
O now|edgeab|e and Lxper|enced Staffť SLaff are experlenced and veLLed ln Lhe local communlLyŦ
O Sma|| town |ocat|onť 1here are no dlrecL compeLlLors of Lhls callber ln surroundlng small LownsŦ
O Manager|a| Comm|tment to Market|ngť 1hls managemenL ls commlLLlng resources Lo markeLlng
LhaL exceeds Lhose of lLs compeLlLorsŦ 1hls ls llkely Lo resulL ln hlgh volce Share ln Lhe
markeLplaceŦ
Weaknesses
O Low 8rand Awarenessť Anonymous of Anonymous ClLy as a brand ls qulLe young and has llLLle
brand awarenessŦ
O Low Þenetrat|on |nto LndŴConsumer Marketť Anonymous of Anonymous ClLy has recenLly
aLLracLed lLs flrsL resldenL and clearly needs addlLlonal resldenLs Lo cover operaLlonal cosLsŦ

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
10 | Þ a g e

CpporLunlLles
O Growth |n 1arget Þopu|at|onť Anonymous of Anonymous ClLy has a greaL opporLunlLy Lo Lake
advanLage of many lnLerneLŴbased markeLlng opporLunlLlesŦ ln addlLlon Lo enhanclng lLs
exlsLlng web slLeţ Anonymous of Anonymous ClLy can also adopL several forms of markeLlng
Lhrough soclal medlaţ whlch can have a wlde reach wlLh low moneLary cosLsŦ lurLhermoreţ
many 1opeka buslnesses are slow Lo adopL new Lechnologlesţ so beaLlng compeLlLlon Lo Lhe
onllne playlng fleld can glve Anonymous of Anonymous ClLy a compeLlLlve edge over oLher
locallyŴowned palnL and supply sLoresŦ
O No Dom|nant Compet|torť CurrenLly Lhere exlsLs no real ownershlp of Lhe mlcro communlLy
lndusLry caLegory ln Lhls areaŦ Consumer knowledge appears low and l would [udge no one flrm
has any real ºLop of mlnd awarenessŦ" 1hls offers Anonymous Lhe opporLunlLy Lo conLrol and
deflne Lhls lndusLry caLegoryŦ Anonymous of Anonymous ClLy has a greaL opporLunlLy Lo Lake
advanLage of many lnLerneLŴbased markeLlng opporLunlLlesŦ ln addlLlon Lo enhanclng lLs
exlsLlng web slLeţ lL can also adopL several forms of markeLlng Lhrough soclal medlaţ whlch can
have a wlde reach wlLh low moneLary cosLsŦ lurLhermoreţ many healLh care buslnesses are slow
Lo adopL new Lechnologlesţ so beaLlng compeLlLlon Lo Lhe onllne playlng fleld can glve
Anonymous of Anonymous ClLy a compeLlLlve edge over many flrmsŦ
1hreaLs
O Þro||f|c Lmergence of nome nea|th Agenc|esť Consumers focused Loo heavlly on prlce may
downplay Lhe value offered by Anonymous of Anonymous ClLyŦ Whlle Lhe company offers
compeLlLlve prlclngţ lL wlll sLruggle Lo undercuL Lhe prlclng of large naLlonal chalnsŦ 1o combaL
Lhls LhreaLţ Anonymous of Anonymous ClLy musL use a value proposlLlon LhaL ls noL heavlly
prlceŴorlenLedŦ Whlle Lhls does noL ellmlnaLe Lhe need Lo develop a prlclng sLraLegyţ lL does
mean Lhe company musL use markeLlng Lo send messages relaLed Lo lLs unlque advanLages over
compeLlLlonŦ
O Market|ng of Nat|ona| Cha|n Compet|torsť 8ecause large home lmprovemenL reLallers and
naLlonal palnL dlsLrlbuLlon chalns have developed such hlgh brand awareness and can susLaln
brandlng Lhrough slzable adverLlslng budgeLsţ Anonymous of Anonymous ClLy could face havlng
Lhelr brand crowded ouL and never reachlng lLs LargeL markeLsŦ 1o combaL Lhls LhreaLţ
Anonymous of Anonymous ClLy wlll llkely have Lo use some nonLradlLlonal promoLlonal
sLraLegles ln addlLlon Lo adverLlslng Lhrough LradlLlonal medla such as radlo and newspaperŦ

VIIŦ CUS1CMLk ANAL¥SIS

Anonymous of Anonymous ClLy has really a slngle markeLŦ lL seeks senlors wlLh a need for memory care
asslsLanceŦ 1hls ls noL necessarlly Lhe markeL Lhey musL pursueŦ lor exampleţ Lhere are noL a loL of
markeLplace alLernaLlves for lndlvlduals wlLh mulLlple scleroslsţ who are relaLlvely youngŦ l am wrlLlng
Lhls reporL wlLh Lhe undersLandlng and expecLaLlon LhaL Anonymous focuses on elder careŦ
lL ls esLlmaLed LhaL nearly 23Ʒ of all households ln kansas have a famlly member 63 years of age or
olderŦ ln 2009ţ Lhere were [usL over 10ţ000 lndlvlduals ln uouglas CounLyţ kansasţ over Lhe age of 63Ŧ
1he medlan age of Lhls group was 73 years oldŦ 1hls ls hlghly relevanLţ as Alzhelmer's and demenLlal
becomlng sLrlklngly more promlnenL among lndlvlduals 80 years of age and olderŦ SevenLyŴslx percenL of
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
11 | Þ a g e

Lhese were homeownersŦ 1he medlan home value aL LhaL Llme was $169ţ000Ŧ 1he populaLlon ls 99Ʒ
whlLeŦ nlneLyŴflve percenL of Lhese lndlvlduals llve alone or wlLh a spouseŦ nlneLyŴfour percenL are
above Lhe poverLy level and 30Ʒ en[oy reLlremenL lncomeŦ
1AkGL1 MAkL1S
ln Lerms of ºLargeLlng" markeLsţ Lhere are many approachesŦ lrom my perspecLlveţ accesslblllLy ls keyŦ
lor exampleţ one can LargeL by zlp code because lL ls posslble Lo geL demographlc daLaţ organlzed by zlp
codeţ and send mallers Lo zlp codesŦ Slmllarlyţ lL ls posslble Lo geL daLa aL oLher levels of analysls (such as
clLy)Ŧ AnoLher example ls LargeLlng by medla LypeŦ lor exampleţ one mlghL learn Lhe audlence
demographlcs of a parLlcular newspaper or radlo sLaLlonţ and make a deLermlnaLlon based on LhaL daLaŦ
1hereforeţ 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 documenLŦ
An examlnaLlon of area zlp codes suggesLs LhaL small Lowns could be aLLracLlve markeLsŦ AlLhough Lhe
markeLs are smaller (LhaL ls Lhere are fewer elderlyţ [usL as Lhere are fewer resldenLs)ţ Lhe raLlo beLween
Lhe number of elderly and lncome ls more aLLracLlve ln LheseŦ
2|p C|ty
NoŦ over
6S
Med|an
fam||y |ncome kat|o
66006 Anonymous 694 60778 0Ŧ0114
66044 Lawrence 1638 40039 0Ŧ0414
66046 Lawrence 1314 43266 0Ŧ0334
66047 Lawrence 1344 62843 0Ŧ0246
66049 Lawrence 1770 68339 0Ŧ0239
6602S Ludora 603 33132 0Ŧ0110
66067 CLLawa 2326 44613 0Ŧ0321
66092 Wellsvllle 420 33229 0Ŧ0079

VIIIŦ ÞLANNLD CÞLkA1ICN CI 1nL ÞkCÞCSLD ÞkCILC1

Seldom ln markeLlng plans do we see ldenLlflcaLlon of key players' responslblllLles for or conLrlbuLlons Lo
Lhe markeLlng efforLŦ lollowlng meeLlngs wlLh ScoLL and Llnda and evaluaLlon of Lhe buslness modelţ l
have begun Lhe process of ldenLlfylng roles LhaL lndlvldual may playŦ ln some organlzaLlonsţ parLlcularly
servlceŴrlch organlzaLlonsţ concepLuallzlng each lndlvldual as havlng a role Lo play ln markeLlng ls
exLraordlnarlly helpfulŦ ln an lndusLry such as elder care and ln a small communlLy such as Anonymousţ
Lhls ls almosL essenLlalŦ 1hls secLlon ls wrlLLen Lo ldenLlfy markeLlng ob[ecLlvesţ ldenLlfy lndlvldual roles ln
markeLlngţ and address Lhe markeLlng mlxŦ

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
12 | Þ a g e

oal
uevelop
MarekLlng
SLraLegy
uevelop
MarkeLlng
MaLerlals
(brochuresţ ads)
uevelop Þersonal
Selllng Þlan Ǝ
ÞroLocols
uevelop lnLerneL
Þresence
(webslLeţ soclal
medla)
uevelop Þ8 plan
Þersonnel
Susle
Susleţ !ohnţ Chrls
(wlLh
managemenL
lnpuL)
Susle (wlLh sLaff
and managemenL
lnpuL)
Susle Susle
8esources
ManagemenL !ohnţ Chrls
SLaffţ
managemenL
!ohn Ǝ Chrls? Llnda
AŦ Cb[ect|ves

1hls plan seeks Lo creaLe a dlsLlncLţ aLLracLlveţ and meanlngful brand ldenLlLy for Anonymous of
Anonymous ClLy LhaL resonaLes wlLh Lhe LargeL markeLŦ 1he followlng core ob[ecLlves drlve Lhe
markeLlng approachť
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 Þay aLLenLlon Lo boLh healLh care parLners and end consumers and Lhelr famllles
O CreaLe a soclallyŴrlch lnLerneL presence LhaL appeals Lo Lhese LargeLed groups
O uLlllze cosL effecLlve soclal medla Lools Lo reach Lhese lncludlng facebookţ 1wlLLerţ and Llnkedlnţ
among oLhers
O CreaLe a speclflc promoLlonal campalgn LhaL ls acLlonableţ affordableţ and manageable over
Llme

8Ŧ Þroposed organ|zat|on

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


FIGURE 1: TIMELINE OF MARKETING DEVELOPMENT
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
13 | Þ a g e

CŦ Market|ng M|x Strateg|es

ÞCSI1ICNING
ÞoslLlonlng ls always concepLuallzed as Lhe bellefs a consumer has regardlng a brand vls a vls lLs
compeLlLorsŦ lor exampleţ one can clalm Lo be ºhlgh quallLy" lf one's compeLlLors are also percelved as
ºhlgh quallLyŦ" AL leasLţ LhaL parLlcular characLerlsLlc does noL ºposlLlon" one ln Lhe consumer's mlndŦ lL
ls lmporLanLţ Lhereforeţ Lo adopL a poslLlonlng sLraLegy Lo whlch one may sLake clalmŦ lL should be a
poslLlon LhaL ls maxlmally dlfferenL from one's compeLlLors and lnherenLly relevanL Lo one's consumerŦ
ldeallyţ lL ls a poslLlon whlch ls susLalnable and whlch compeLlLors may flnd lL hard Lo repllcaLeŦ
Anonymous should glve greaL LhoughL Lo lLs poslLlonlng sLraLegyŦ l llke Lhe Lagllne ºlL feels llke home
because lL ls homeŤ" howeverţ conslder whaL a prlvaLe duLy or home healLh care agency mlghL do wlLh
LhaLŦ 1hey acLually help Lo assure LhaL folks remaln ln Lhelr own homeţ ofLen Lhe home Lhey have llved ln
for decadesŦ 1hereforeţ even LhaL begulllng sLaLemenL ls noL wlLhouL lLs plLfallsŦ
ÞercepLual maps are useful Lools for creaLlng poslLlonlng sLraLegyŦ (We wlll do LhaL ln Lhe Monday
meeLlngŦ) ln order Lo use Lhls approachţ we need Lo esLabllsh aL leasL Lwo dlmenslons across whlch we
belleve compeLlLors varyŦ lor exampleţ 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 oLherţ 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
conLlnuumŦ 1he problem wlLh Lhese dlmenslons ls LhaL Lhey do noL dlsLlngulsh Anonymous of
Anonymous from lLs mosL dlrecL compeLlLorsŦ 1hereforeţ LhoughL should be glven Lo whaL dlmenslons
would accompllsh Lhls LaskŦ Maklng Lhls deLermlnaLlon should be a flrsL sLep as lL creaLes Lhe polnL of
dlfferenLlaLlon LhaL wlll be relevanL Lo mosL oLher markeLlng communlcaLlons producedŦ
ÞkCDUC1 S1kA1LG¥
Anonymous of Anonymous ClLy offers a care soluLlon whlch ls unlque ln comparlson Lo many
alLernaLlvesŦ Poweverţ Lhere are cerLalnly slmllar resldences ln Lhe area markeLŦ lL ls lmporLanLţ
Lhereforeţ Lo conslder whaL producLs and servlces may be offered LhaL are boLh deslrable and
dlsLlngulshableŦ 1hls ls relaLlvely LrlckyŦ ulrecL compeLlLors offer many of Lhe servlces and amenlLles
provlded by Anonymous of Anonymous ClLyŦ Some of whaL dlsLlngulshes Lhls home lncludeť
O Small Lown securlLy
O 8rand new home wlLh conLemporary decor
O Modern baLhrooms
O LocaLlon beLween CLLawa and Lawrence
O (ÞoLenLlally) resldenL mlx
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
14 | Þ a g e

l would personally focus on resldenL mlxţ resldenL mlxţ resldenL mlxŦ ln any group llvlng slLuaLlonţ Lhe
mlx of lndlvlduals deLermlnesţ franklyţ wheLher or noL Lhe llvlng arrangemenL ls en[oyable or dlsasLrousŦ
8ecause Anonymous seeks Lo flll only slx Lo seven bedsţ 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 resldenLsŦ l would sLrongly encourage you Lo forego accepLlng resldenLs who would be dlsrupLlve
or unpleasanL Lo llve wlLh lLŦ ?ou owe lL Lo Lhose oLhers who reslde Lhereţ buL Lhls also becomes a very
powerful and persuaslve markeLlng messageŦ

ÞkICL S1kA1LG¥
SlLuaLlonť Anonymous of Anonymous ClLy offers a care soluLlon whlch ls prlced very compeLlLlvely
when compared Lo dlrecL compeLlLors (Lhose asslsLed llvlng homes of slmllar slzeţ
locaLed ln resldenLlal areas) buL may be percelved as expenslve ln comparlson Lo skllled
nurslng faclllLlesŦ ln addlLlonţ Anonymous of Anonymous ClLy accepLs only prlvaLe fundsŦ
1haL lsţ consumers cannoL use Medlcald/Medlcare Lo pay for Lhls servlceŦ 1hls ls Lhe key
prlclng dlsadvanLageŦ
Cb[ecLlveť ArLlculaLe value message and creaLe basls for poslLlve comparlson Lo alLernaLlves
SLraLegyť 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

ÞLACLMLN1 S1kA1LG¥ (LCCA1ICN)
SlLuaLlonť Anonymous of Anonymous ClLy ls locaLed ln Lhe small unlverslLy Lown of Anonymous
ClLyţ kansasŦ 1hls places lL aL Lhe crossroads of hlghways 36 and 39 and cenLral Lo
famllles who have members ln CLLawaţ Lawrenceţ 1opekaţ and/or !ohnson CounLyţ
kansasŦ (Cn Lhe oLher handţ of courseţ lL ls offŴLheŴbeaLen paLh for many oLhersŦ)
Cb[ecLlveť ldenLlfy lndlvldual/famllles for whom Lhls ls a relevanL locaLlonţ arLlculaLe Lhrough
markeLlng communlcaLlon Lhe beneflLs of Lhls locaLlon
SLraLegyť 8ulld locaLlon lnLo Lhe overall markeLlng plan
O uevelop an undersLandlng of Anonymous ClLy's crlme raLeţ amenlLlesţ acLlvlLles
O CreaLe a Lab on Lhe homepage whlch llnks Lo Lhese
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
13 | Þ 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 resLauranLsţ bed and breakfasLsţ aLLracLlons LhaL
allow us Lo offer dlscounLs Lo famllles when Lhey vlslL

ÞkCMC1ICN 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 clearţ ldenLlflableţ relevanL brand ldenLlLyŦ lL ls
premlsed on Lhe followlng ob[ecLlves and messageť
Cb[ecLlvesť
1Ŧ 8ulld brand awareness among boLh consumers and healLh care parLners
aŦ CreaLe an lnLeresL ln Lhe unlque experlence Anonymous offers
bŦ ulsLlngulsh Lhe company from lLs compeLlLors
lŦ ;uallLy of llfe
llŦ ;uallLy of care
cŦ Þrovlde lnformaLlon Lo bulld credlblllLy
2Ŧ CreaLe reputat|on of commun|ty comm|tment and lnvolvemenL
3Ŧ CreaLe reputat|on for |ndustry comm|tment and lnvolvemenL
4Ŧ 8ulld concept awareness
aŦ ulsLlngulsh resldenLlal care homes (mlcro communlLles) from oLher care
soluLlons
Messageť
ºLlke 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 supervlslonŦ lL dlsLlngulshes Lhls healLh
care soluLlon for oLhersţ such as skllled nurslng faclllLlesŦ 1he fuller message lsţ howeverţ more
complexŦ 1hrough lLs promoLlonal acLlvlLlesţ Anonymous of Anonymous ClLy needs Lo leL LargeL
consumers know (1) LhaL Lhe company exlsLsţ (2) LhaL lL offers an exLraordlnary llvlng envlronmenLţ
and (3) LhaL lL offers hlgh quallLy care vla exLraordlnary careglversŦ
Cvervlewť 1hls plan ls deslgned Lo speclflcally address Lhe above markeLlng ob[ecLlves uLlllzlng a
varleLy of markeLlng Lools and medlaŦ Speclflcallyţ lL recommends Lhe use of mass adverLlslngţ personal
selllngţ publlc relaLlons/sponsorshlp markeLlngţ onllne markeLlng (webslLe + soclal medla)ţ and dlrecL
mallŦ

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
16 | Þ a g e

Mass AdverLlslng
Cb[ecLlveť 8ulld brand awareness
8eneflLsť lncreased learnlngţ lncreased Lrafflcţ lead generaLlon
8aLlonaleť Mass adverLlslng remalns Lhe prlmary means of developlng brand awareness ln a
markeLplaceŦ lorLunaLelyţ mass medla has become lncreaslngly nlcheŴorlenLedţ
maklng lL posslble Lo selecL medla vehlcles LhaL narrowly LargeL one's lnLended
markeLŦ Mass adverLlslng ls generally concepLuallzed as lncludlng Lelevlslonţ radloţ
and prlnLŦ
SLraLegyť My lnlLlal recommendaLlons for speclflc Lools lnclude Lheseť
Þr|nt
O ºo" secLlon of fteoce Iootof wot
O Area small Lown papers (Anonymousţ Wellsvllleţ CLLawaţ Ludora)
O kaw valley Senlor MonLhly
O Senlor LlfesLyles ÞubllcaLlon
O 30+ ÞubllcaLlon
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)
1lmeť 3 hours weekly
Þersonal Selllng
Cb[ecLlveť CreaLe relaLlonshlpsţ creaLe brand awareness and producL knowledgeţ ºclose" sales
8eneflLsť lncreased learnlngţ lncreased Lrafflcţ lead generaLlon
8aLlonaleť Þersonal selllng ls generally consldered Lhe mosL expenslve form of markeLlngţ buL lL
ls Lhe only form of markeLlng whlch provldes lmmedlaLe feedback and may resulL ln
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
17 | Þ a g e

an lmmedlaLe saleŦ lL ls also Lhe maln form of buslnessŴLoŴbuslness markeLlng and
perhaps Lhe malnsLay of Lhe healLh care lndusLryŦ lL ls Lhe key means by whlch
relaLlonshlps are developed wlLh dlscharge plannersŦ lL can be hlghly compeLlLlveţ
expenslveţ and requlres excepLlonal sales skllls and good supporL maLerlalsŦ
SLraLegyť 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 sourcesŦ
Speclflcallyţ Lhese may lncludeť
O Lawrence Memorlal PosplLal
O ClaLhe Medlcal CenLer
O Anonymous
O Anonymous
O Shawnee Mlsslon Medlcal CenLer
O (ldenLlfy) key docLors' offlces
Conslderť
O Þrovldlng small lLems of use Lo sLaff (mouse padsţ calendarsţ eLcŦ)
O ÞosLcard LesLlmonlals from famllles who used Anonymous of Anonymous ClLy
1lmeť 3 hours weekly
Soclal Medla and Cnllne ÞromoLlon
Cb[ecLlveť uLlllze lncreaslnglyŴpopular lnLerneL communlcaLlon channels Lo lnLeracL and bulld
relaLlonshlps wlLh exlsLlng and poLenLlal cusLomers and healLh care parLnersŦ
8eneflLsť lncreased learnlngţ lncreased Lrafflcţ lead generaLlon
8aLlonaleť 1he lnLerneL can be an exLraordlnarlly powerful mechanlsmţ used properlyŦ Soclal
medlaţ ln parLlcularţ has galned currency as an adverLlslng LoolŦ SlxLyŴnlne percenL of
elder care markeLers recenLly surveyed reporLed use of soclal medlaŦ 1hls lsţ
howeverţ an area very broad ln scope and ofLen very LlmeŴconsumlng ln lLs
malnLenanceŦ 1hose surveyed reporLed spendlng roughly slx and a half hours
weekly managlng Lhelr soclal medla accounLsŦ lorms of soclal medla ldenLlfled as
poLenLlally mosL promlslng lncluded a range of forumsŦ
SLraLegyť 8ased on Lhls survey and my own experlence ln boLh markeLlng and elder careţ l
recommend uLlllzaLlon of Lhe followlngť
O Anonymous Anonymous webslLe
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
18 | Þ a g e

O lacebook
O lacebook adverLlslng
O 1wlLLer
O 1he Lawrence !ournal World's ºWellcommons" slLe
O Anonymous MarkeLplace
O oogle ad sense
O Search englne opLlmlzaLlon Lools
O Llnked ln
O ?ouLube and slmllar vldeoŴsharlng slLes
1lmeť 3 hours weekly
Þubllc 8elaLlons / ÞubllclLy / Sponsorshlp MarkeLlng
Cb[ecLlveť 8ulld credlblllLy and brand awarenessţ generaLe goodwlll
8eneflLsť eneraLes longŴLerm resulLs and brand loyalLy
8aLlonaleť Þubllc relaLlons and sponsorshlp markeLlng are lmporLanL parLs of bulldlng a
favorable brand lmageŦ 8y properly approachlng Þ8 efforLs and managlng publlclLyţ
Lhe company can bulld credlblllLy Lhrough LhlrdŴparLy ouLleLsŦ AlLhough publlclLy
cannoL be LlghLly conLrolledţ lL ls far less expenslve and more credlble Lhan
LradlLlonal adverLlslngŦ Sponsorshlp markeLlng has repeaLedly been shown Lo creaLe
greaLer brand loyalLy and goodwlll Lhan oLher forms of markeLlngŦ
SLraLegyť 1o effecLlvely caplLallze on Þ8 poLenLlalţ we recommend Lhe followlngť
O AcLlvely supporL Lhe Alzhelmer's AssoclaLlonŦ
O CreaLe a press klLŦ
O 8e an experLŦ
O keep an upŴLoŴdaLe porLfollo of Þ8 efforLsŦ
O CommunlLy lnvolvemenLŦ
Act|ve|y support the A|zhe|mer's Assoc|at|onŦ 1here are Lwo area Alzhelmer's AssoclaLlon
chapLersŦ Cne ls ln Þralrle vlllage and one ls ln 1opekaŦ We can become very acLlvely lnvolved ln one
of Lhese (Lhough perhaps noL boLh)Ŧ 1he Þralrle vlllage chapLer looks very well organlzed and mlghL
be Lhe easlesL Lo work wlLhŦ lL offers a number of opporLunlLlesŦ We canţ for exampleţ parLlclpaLe ln
fundralslng evenLs (eŦgŦţ hosplLal hlll runţ arL walks) or become a vlslonary ÞarLnerŦ Cn Lhe local or
reglonal levelţ we mlghL conslder sponsorlng uaklm 8raln llLness and SafeLy Þrograms ln
Anonymous and/or aL area Senlor CenLers or creaLe a breakfasL club ln Anonymousţ Wellsvllleţ
Ludoraţ CLLawa and/or Lawrence
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
19 | Þ a g e

Create a press k|tŦ Anonymous of Anonymous ClLy should be prepared Lo effecLlvely communlcaLe
wlLh Lhe press when Lhe opporLunlLy arlsesŦ AL a mlnlmumţ a press klL should lnclude Lhe company
proflleţ a ºplLch" leLLerţ and a press release LemplaLeŦ When Lhe company has a new producLţ a
unlque servlceţ or ls lnvolved ln an evenL ln Lhe communlLyţ lL should noLlfy Lhe press Lo aLLempL Lo
galn coverageŦ
8e an expertŦ Local radlo programs and 1v Lalk shows are a greaL way Lo glve a wlde audlence
lnslghL lnLo a buslnessŦ As experLsţ Anonymous of Anonymous ClLy can use such medla ouLleLs as
ways Lo galn credlblllLy wlLh consumers for llLLle more Lhan Lhe Llme commlLmenLŦ 1here are
numerous oLher ways Lo communlcaLe our company's experLlseŦ lor exampleţ holdlng a semlnar Lo
dlscuss how Lo ldenLlfy Alzhelmer'sţ engaglng ln dlalogue on Wellcommonsţ LweeLlngţ parLlclpaLlng
ln Senlor lalrs ln a meanlngful wayŦ We should ldenLlfy an lndlvldual or lndlvlduals Lo play Lhls roleţ
perhaps our ulrecLor of nurslng or Lhe corporaLe soclal workerŦ
eep an upŴtoŴdate portfo||o of Þk effortsŦ ÞubllclLy can remaln beneflclal well afLer arLlcles have
run or sLorles have alredŦ When Lhlrd parLles say good Lhlngs abouL your companyţ people Lend Lo
noLlce and recelve Lhe lnformaLlon wlLh slgnlflcanL credlblllLyŦ 1o caplLallze on poslLlve publlclLyţ
keep coples of arLlcles and news sLorles and reŴpubllclze Lhem lnŴsLore and on Lhe WebŦ When
vlslLors Lo our webslLe can see lnvolvemenL ln Lhe communlLyţ Lhe brand wlll galn sLronger
poslLlonlng and greaLer credlblllLy ln Lhelr mlndsŦ
Þart|c|pate |n Sen|or Ia|rsŦ ÞarLlclpaLe ln Senlor lalrs ln a meanlngful wayŦ Cffer value Lo area Senlor
CenLers (such as 8raln aeroblcs)Ŧ Þerhaps develop a Senlor lu klL (SCSť Safeguard our Senlors)Ŧ
Commun|ty Invo|vementŦ SLaff members should serve on communlLy boards and commlLLees as
well as healLh care boards and commlLLeesŦ A represenLaLlve should aLLend local and poLenLlally
area Chamber of Commerce meeLlngsŦ Conslder adopLlng a hlghway or counLy road (buL only lf
Lhere ls sLaff enLhuslasm!)
1lmeť 3 hours weekly
ulrecL MarkeLlng
Cb[ecLlveť eneraLe hlghŴpoLenLlal quallfled sales leadsŦ
8eneflLsť 8esulLs ln ºpermlsslonŴbased" leadsŤ LhaL lsţ Lhe consumer conLacLs Anonymousţ lf
lnLeresLed
8aLlonaleť Accordlng Lo Lhe uŦSŦ ÞosLal Servlceţ many people look forward Lo recelvlng Lhelr
dally mallŦ ln facLţ 98Ʒ of consumers reporL Lhey brlng ln Lhelr mall Lhe day lL's
dellveredţ and 77Ʒ sorL Lhrough lL lmmedlaLelyŦ ulrecL mall has become an
lncreaslngly efflclenL means of LargeL quallfled consumersŦ lL ls posslbleţ for
exampleţ Lo LargeL only households wlLh a home value of $230ţ000 or Lhose who
reporL an elderly resldenLŦ ulrecL malls has emerged as a hlghly LargeLedţ
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
20 | Þ a g e

personallzedţ flexlbleţ measurable andţ lncreaslnglyţ cosLŴeffecLlve form of
markeLlngŦ
SLraLegyť uLlllze dlrecL mall quarLerly Lo generaLe leadsŦ Speclflcallyť
O CreaLe a maller for Lhls speclflc purpose
O Þurchase malllng llsL LhaL LargeL our ldeal cusLomer
Conslderť
O LlecLronlc newsleLLers (ConsLanL ConLacLº)
O ÞosLcard LesLlmonlals from famllles who used Anonymous of Anonymous ClLy
1lmeť 2 hours weekly
l personally belleve dlrecL mall ls mosL effecLlve lf one purchases a quallfled malllng llsLŦ 1hese can
be relaLlvely cheapŦ l also belleve dlrecL mall should cause Lhe reclplenL Lo acL ln some mannerŦ lor
exampleţ Lhey could be rewarded for vlslLlng Lhe webslLe (recelve a free lLem)ţ be lnvlLed Lo a
speclflc evenL (uaklm 8raln aeroblcsţ wlne and cheese)ţ or be encouraged Lo send back an aLLached
posLcard Lo recelve more lnformaLlonŦ Lach of Lhese encourages relaLlonshlp bulldlngţ keeps Lhe
ºconversaLlon" golngţ and allows for measuremenL of resulLsŦ
ConsLanL ConLacLº provldes an easy communlcaLlon Lool LhaL would allow ongolng communlcaLlon
of lnformaLlon relevanL Lo consumersŦ lor exampleţ we mlghL creaLe a newsleLLer LhaL consumers
can rely upon for Lhe Meals on Wheels menuţ Lhe 1Ŵbus scheduleţ Lawrence CommunlLy 1heaLre
scheduleţ area Senlor CenLer hoursţ as well asţ naLurallyţ evenLs and acLlvlLles aL Anonymous of
Anonymous ClLyŦ
DŦ Þro[ected budget

1hls ls a falrly amblLlous markeLlng planţ deslgned Lo creaLe Lhe basls for a sLrong brand ldenLlLy and
hlgh brand recognlLlon wlLhln lLs LargeLed markeL LhaL ls susLalnable over LlmeŦ 1he budgeL ls nC1
CCMÞLL1L aL Lhls Llme and some of Lhe values are speculaLlveŦ Poweverţ Lhls wlll be compleLed ln Lhe
upcomlng seven Lo Len daysţ dependlng on access Lo medla sales personsŦ
Annua||zed Market|ng 8udget by Market|ng 1oo|
Mass Advert|s|ng Þersona| Se|||ng Cn||ne Þk D|rect Ma||
9838 600 0 100 936

Many of Lhe recommended markeLlng acLlvlLles requlre a hlgher level of lme commlLmenL Lhan
moneLary lnvesLmenLŦ ln facLţ Lhere ls a blL of a negaLlve correlaLlon beLween Lhose Lwo ldeasŦ 1he
proposed budgeL does noL accounL for any moneLary equlvalenL of Llme lnvesLmenLŦ ConsequenLlyţ Lhe
acLlvlLles ouLllned below show only dlrecL moneLary expenses lncurredŦ Moreoverţ Lhls budgeL does noL
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
21 | Þ a g e

accounL for my Llme as CommunlLy 8elaLlons ulrecLor or expenses relaLed Lo malnLenance of Lhe
webslLeŦ
LIJor|d Advert|s|ng Ŷ 1hls esLlmaLes an ad ln Lhe ºo" secLlon aL $80Ŧ
Sma|| town newspapers Ŷ 1hls suggesL one ad per week ln a slngle area small Lown paper for a LoLal of
four ads per monLh aL $62/adŦ
aw Va||ey Sen|or Month|y Ŷ l need Lo verlfy cosLŦ
L|ed Center of Lawrence Ŷ 1hls reflecLs followlngť Lhe º8enefacLor" level of parLlclpaLlon and lncludes
recognlLlon and llnk placemenL on Lhe Lled CenLer webslLeţ 20Ʒ dlscounL on slx LlckeLs (up Lo Lhree
performances of your cholce)ţ hlgher prlorlLy seaLlngţ xlx Lawrence ulnlng Cardsţ reserved parklng for
Lled CenLer evenLsţ fee use of Lhe Lled CenLer's meeLlng and recepLlon spaces (once per season)Ŧ
Lawrence Commun|ty 1heatre and New 1heatre (Cverland Þark) Ŷ l need Lo verlfy cosLs and
opporLunlLlesŦ
CÞ1 and ANU Ŷ l need Lo verlfy cosLs and opporLunlLlesŦ 1hls focuses on underwrlLlng programmlng
such as ºSunflower !ourneys" on kCÞ1 and news or muslc on kAnuŦ
Þersona| Se|||ng Ŷ l am sure Lhls value ls lowŦ lL really accounLs for gas and perhaps covers some of Lhe
cosL of maLerlals or glfLsţ such as candyţ hand sanlLlzerţ eLcŦ
A|zhe|mer's Assoc|at|on Ŷ l have lefL Lhls blank for Lhe Llme belngŦ
LŴma|| News|etter Ŷ ConsLanL ConLacL º charges a flaL monLhly fee based on Lhe number of eŴmall
reclplenLsŦ Whlle we can'L know deflnlLe numbersţ we are assumlng LhaL durlng Lhe lnlLlal slx monLhsţ
Anonymous of Anonymous ClLy wlll have less Lhan 300 eŴmall reclplenLsţ whlch makes Lhe cosL $13 per
monLhŦ
Genera| Mater|a| Lxpenses Ŷ 8ecause many of Lhe markeLlng acLlvlLles have so much varlablllLyţ lL
would be approprlaLe Lo lnclude ln Lhe budgeL an addlLlonal amounL for general maLerlalsŦ 1hls would
lnclude boLh prlnLlng cosLsţ use of experLs/consulLanLs such as !ohn and Chrlsţ and ºglveaways" such as
pedomeLersţ plll boxesţ eLcŦ
Sen|or Ia|rs Ŷ l have only allocaLed for a slngle senlor falrţ Lhe LAÞA falrŦ l anLlclpaLed Lhe cosLs of
glveawayŦ l use Lhe expresslon ºSafeguard our Senlors" ln Lhls documenLŦ lL ls a concepL l aLLempL Lo
launch aL Medlcalodgesţ buL wlLh no successŦ l proposed provlde lu klLs wlLh Senlor lnformaLlon on Lhem
Lo be glven away aL Senlor lalrsţ and l conLlnue Lo Lhlnk Lhls mlghL be a dlsLlncLlve booLh ldeaŦ

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
22 | Þ a g e

IkŦ IMÞLLMLN1A1ICNţ LVALUA1ICNţ AND CCN1kCL

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


19Ʒ
19Ʒ
31Ʒ
19Ʒ
12Ʒ
A||ocat|on of 1|me to Market|ng 1oo|s
Mass AdverLlslng Þersonal Selllng Cnllne Þ8 ulrecL Mall
86Ʒ




A||ocat|on of Costs to Market|ng 1oo|s
Mass AdverLlslng Þersonal Selllng Cnllne Þ8 ulrecL Mall
Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
23 | Þ a g e

Anonymous of Anonymous ClLyť MarkeLlng Þlan
!uly 2011
24 | Þ a g e

l am a blL of a purlsL when lL comes Lo markeLlngŦ l would llkeţ Lhereforeţ 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 LlmeŦ ln addlLlonţ l would llke Lo bulld mechanlsms lnLo much of Lhe
markeLlng so LhaL Lhere ls a means for evaluaLlve Lhe effecLlveness of slngle LoolsŦ
1hls plan ls very much ln Lhe developmenLal sLage and much of whaL ls wrlLLen ls suggesLlveţ raLher Lhan
deflnlLlveŦ lL ls declded Lo provlde Lhe baslsţ howeverţ for pulllng LogeLher a comprehenslve plan ln a
Llmely mannerţ lncorporaLlng sLaff and managerlal lnpuLŦ

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