Bravo’s Elderly Home’s Marketing Plan
Introduction
BEH is a non-profit organization intended to take care of the elderly. A marketing plan aims to achieve the organization’s long-term goals. The marketing plan will outline the target market, the services to be rendered at the organization, its objectives, and the action plan. The budget will also be planned to ensure the organization can perform fully without disruptions. The marketing plan is intended to get new customers and maintain regular ones. The management at BEH has come up with a marketing plan to increase its customer base and make more elderly people feel at home. It intends to provide care and comfort to the elderly while they are away from their families and loved ones.
The Target Market
BEH identified a market niche where it was found that there is a high population of elderly people left at home to fend for themselves. Selecting the target market is essential in promoting the marketing tools of an organization (Thaoi, 2019). The organization intends to attract these elderly people into the home where they can be looked after. Elderly people encounter difficulties with mobility and doing daily house chores due to their age. The organization also targeted middle-aged people because they are the caregivers to the elderly. The middle age population is usually preoccupied with their careers and children which leaves less time and attention for the elderly. The organization will reach the age population through social media. Announcements will also be made in churches and during community events held weekly during the weekends where many elderly people usually attend.
Product Focus
To capture the attention of the target market, the organization needs to offer products and services that ensure customer satisfaction and go beyond their competition. Dietitians will be available to care for each person’s dietary needs and care for patients at risk of malnutrition (Hickson et al, 2022). Part of the health care plan will include physical activity, and treatment for anxiety, depression, and Alzheimer’s which will be offered by professional health practitioners and registered nurses. The facilities in the organization will have lifts and elevators instead of stairs to avoid accidents and exhaustion. Accessories such as canes and pill organizers will also be available. Canes help with walking around while pill organizers help avoid mixing people’s medicines and also act as a reminder of medicines to be taken at a particular time.
Mission and Goal Statement
Organizations whose mission statements consider the customers exhibit higher performance (Berbegal-Mirabent, 2021). BEH aims to assure the families that bring their elderly people to the home that they will be well cared for. The registered nurses and social workers in the home are properly trained to handle all people with compassion and empathy. This creates a positive living environment and fastens the healing process for the sick. The facility is easily accessible as it is located within the community and the charges are affordable. Services provided are of high quality and are dependable as they are offered by professionals. The organization is embracing technology to involve modern activities and online meetings with their friends in other elderly homes or relatives who are far away through Zoom.
The Organization’s Marketing Objectives
Overall service quality has an influence on customer satisfaction and leads to customer loyalty (Gong, 2018). The marketing strategies installed will target market penetration such that in the next five years, the organization will have to expand due to high demand. BEH aims to attract and retain at least ten elderly people monthly. The people will receive excellent services and therefore remain loyal to the facility while attracting other customers through word of mouth.
As the numbers accumulate each year, the organization plans to expand and open a new branch in another community for the same purpose. Commitment to excellence will help the organization achieve its objective of offering social, physical, and mental motion to elderly people in this facility and others.
BEH Marketing Strategies
BEH will require marketing strategies that will steer it towards achieving its marketing objectives. Each departmental head should prepare weekly reports that are to be submitted to the senior management for review.
The reports should contain the number of people attending the facility, their social needs, and health records. Such reports help with planning and prediction of future costs. The organization should maintain strong relationships with its clients and the community within which they operate. BEH will encourage other organizations in the area to hold events such as education and spiritual meetings at BEH to improve the social life of the people in the elderly home while still marketing the organization to outsiders. Weekly staff meetings are important to review the progress made and to help streamline wherever mistakes occur to avoid repetition.
The Action Plan
BEH aims to have an action plan that will ensure continuity in business. The key to running a successful organization is satisfying and increasing the customer base over time hence beating the competition. Having professional staff will ensure services offered are excellent which results in customer satisfaction and loyalty. Excellent services also attract new customers which easily leads to expansion. BEH will hold social events to increase interaction of the elderly between themselves, their families, and the community as a whole. Technological applications have positively influenced marketing strategies which in turn have impacted customer satisfaction and loyalty (Alzoubi,2022). Integrating technology into care enhances service delivery and makes life easier and more interesting. Client awareness will be done through more advertisements and the implementation of a public relations program.
Budget and Timeline
BEH will use social media platforms such as Facebook and Twitter and the company website will also be used as an online platform to reach the middle age population who are more digital. Digital marketing is a growing trend that has overtaken traditional offline marketing methods (Pyykko, 2020). Advertising through radios and televisions will be done while public relations will hold client events to market BEH. Local marketing will be done through newspapers. A section of the strategic budget will be allocated to marketing to ensure that the client base required for the organization to run successfully is reached. Market research is also essential in marketing as it entails details of market needs and the target population. The budget for the market research should also be sufficient to ensure the success of the program.
Conclusion
‘SMART’ goals are specific, measurable, achievable, relevant, and time-bound. ‘SMART’ goals ensure flow at work, less stress, and higher engagement. BEH must set smart goals to ensure the success of the whole program and a review is done to ensure that organizational activities are aligned with its goals. Asset management helps align marketing teams according to the available marketing tools. Monitoring helps ensure that all tools and marketing platforms are utilized fully to achieve maximum output. Customer management follows up on customer satisfaction. Customer reviews and feedback are checked to help improve on areas that are lagging behind.
References
Alzoubi, H., Alshurideh, M., Kurdi, B., Akour, I., & Aziz, R. (2022) “Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? the role of open innovation,” International Journal of Data and Network Science, 6(2), pp. 449–460. Web.
Gong, T. and Yi, Y. (2018) “The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries,” Psychology & Marketing, 35(6), pp. 427–442. Web.
Hickson, M., Child, J. and Collinson, A. (2021) “Impact of a dietitian in general practice: Care of the frail and malnourished,” Journal of Human Nutrition and Dietetics, 35(1), Web.
Pyykkö, R.A.O. (2019) Digital Marketing Plan steni finland oy, CORE. Web.
Thao, N.X. and Duong, T.T. (2019) “Selecting target market by similar measures in interval intuitionistic fuzzy set,” Technological and Economic Development of Economy, 25(5), pp. 934–950. Web.