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.