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You currently work as a Marketing Director for Ascend Home Care. This private home health company offers nursing care and physical therapy services to the elderly residents of a medium-sized city with about 500,000 people. The neighboring town (Happy Land), with a population of 100.000 people, is about 40 miles away and has a much smaller community. However, as the population ages, this town is seeing an increase in retirees. The chief executive officer (CEO) of Ascend Home Care has decided that it would be beneficial to expand into this town by opening a satellite office. He is eager to be the first home health company to open a physical office in this new territory and has tasked you with developing a marketing plan. You have been asked to provide an executive marketing plan report to the management team.

The Executive Report needs to explain how the following will be used in your marketing plan:

  • The company’s historical resident trends and current strategic plan
  • Demographic data
  • Quality standards, policies, and procedures
  • Marketplace analysis, including competition
  • Models and best practices for reaching the target audience
  • Developing recommendations to ensure alignment with company strategy
  • Writing the plan and setting expectations.
  • Implementing the plan and proven best practices for implementation
  • Tools for evaluating and monitoring the plan

The summary should be 10-15 content pages, not including the title page and reference page, and include at least 15 scholarly references, including at least 10) current peer-reviewed articles published in the last five years. The use of APA 7th formatting is required.

Part II:

Impressed with your Executive Report from last week, the chief executive officer (CEO) for Ascend Home Care would like you to market it across the region. The goal is to build a stronger relationship with the physician community and expand a broader reach to the community.

The first step is to analyze and research the changing community and develop a marketing campaign for your boss, the director of development, on how to best connect with the community of Happy Land and increase referrals from New City Home Care.

For this assignment, develop an innovative marketing campaign on the above scenario that includes the following elements:

  • Define the target audience, determine the marketing objectives, determine resource requirements, define how the marketing message will be delivered through integrated marketing communication, specify the media plan, and discuss how the marketing campaign will be evaluated.
  • Evaluate the potential impact of the expanded facility on patient satisfaction and develop a new marketing share.
  • Assess possible methods to build rapport within Happy Land and surrounding communities.
  • Provide details on how ongoing research into the community will help New City Home Care stay ahead of the competition and well-connected with the community. Consider concepts in monitoring the changing demographics of the community and the growing healthcare sector.

The campaign plan should be 14-16 ppt—slides, not including title and references slides. Speaker notes of 100 – 150 words in each content slide are required. Adding audio over ppt. is highly recommended. Include at least 10 scholarly references, including at least five (5) peer-reviewed articles published in the last five years. The use of APA formatting is required.

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