You currently work as a coordinator for a New city Home Care, a private home health company offering nursing care and therapy services to the elderly residents of a medium-sized Midwestern city with a population of about 55,000 people. The neighboring town about 10 miles away, has a much smaller population, but as the population ages, this town is seeing an increase in retirees. Your manager has decided it would be beneficial to expand into this town by opening a satellite office. She 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.
The summary needs to explain how the following will be used in your team's marketing plan.
The company's historical resident trends and current strategic plan
Demographic data
Quality standards
Market place 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 proven best practices for implementing
Tools for evaluating and adapting the plan
The executive summary should be 6-8 pages; minimum of 5 academic/ professional references published in the last 5 years.