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