You currently work as a Marketing Director for Ascend Home Care, a private home health company that 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, has a much smaller community, but 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 Report of the marketing plan to the management team.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 organization, the director of development, on how to best connect with the community of neighbouring town 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 in patient satisfaction and developing 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 stay well-connected with the community. Consider concepts in monitoring the changing demographics of the community and the growing healthcare sector.