Marketing Communication Plan For Long Term Care

Marketing Communications Plan

2023-2025

1. Introduction

After rapid expansion through 2022, AgeCare (2023), an operator of retirement and nursing homes, has grown to seventy-two individual sites. In fact, the Private Capital Journal (2022), states that AgeCare has partnered with Axium Infrastructure Ltd. to acquire an additional 16 Long Term Care facilities from Chartwell Retirement Residences. With a mission to create vibrant communities that celebrate and support aging with dignity, independence, and community interaction, AgeCare faces the challenge that Belch and Belch (2001) describe as creating value by integrating the diaspora of autonomous site-level communications into a coherent strategy.

This Marketing Communications Plan provides a practical roadmap for AgeCare to:

1. Establish brand awareness and a distinct identity with target markets – decision-makers, potential and existing residents, and regulatory agencies.

2. Build a positive image by addressing reputational issues facing the Long-Term Care industry, including issues with delivery of quality care and recruitment and retention of qualified staff.

3. Enhancing the decision-making process of entering a long-term care facility.

Therefore, the main goals, objectives, and strategies will focus on using the brand to build and manage relationships by “telling and

141) and serve as “something people do” (Johnson et al. 2007, p.3) to establish bidirectional consumer engagement. Thus, as Kitchen and Schulz (2001) opine, AgeCare’s IMC could be a source of a reboant competitive advantage in on-line and offline markets. As “different forms of marketing communications preform many different functions” (Keller, 2009 p.141), IMC is the starting place to understand what Houben et al. (1999) describe as the assorted internal and external pressures that influence the organization’s