Pvm Marketing Plan

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Pleasant Valley Manor Advertising Plan
Pleasant Valley Manor Advertising Plan

Dr. Friedman MGT 371Fall 2012
Dr. Friedman MGT 371Fall 2012

Table of Contents

Executive Summary3
Situation Analysis5
Industry and Company Information5
Market Details6
SWOT Analysis6
Competitor Analysis6
Advertising Strategy7
Objectives7
Media Strategy10
Advertising Budget11
Controls13
Appendices15
Print Advertisement15
Storyboards16
Radio Advertisement17
Bibliography18

Executive Summary

Pleasant Valley Manor is on the verge on going out of business. Company Overview

Providing nearly one century of care to the inhabitants of Monroe County and surrounding areas in Northern Pennsylvania, Pleasant Valley Manor’s origins date back to 1924. The original nursing home housed 47 to 54 residents and provided care primarily for the destitute. In 1965, due to increased regulatory agency involvement, the original building was closed and a second building, which housed 54 residents, constructed. Monroe County incorporated Pleasant Valley Manor in 1974. In 1977, the current extended care facility was built to include an additional 120 beds. All 174 beds were occupied by the time the project was completed in 1984. Pleasant Valley Manor strives to provide optimal care on both a physical and a psychosocial level. Dedicated to excellence, Pleasant Valley Manor is staffed by a team of highly skilled professionals. Registered nurses, licensed practical nurses, and certified nursing assistants provide quality care under the supervision of warranted physicians. Prospective residents have the option of short- or long-term care. On site medical services include short-term rehabilitation, sub acute care, Alzheimer’s/dementia care, surgical recovery, pain management, respiratory care, physical therapy, speech therapy and more. While residents receive necessary medical treatment, they will do so in a comfortable home-like environment. The staff at Pleasant Valley Manor prides itself in creating a non-institutional setting in an effort to make inhabitants feel at home. In addition to a devoted staff of specialists and nurses, Pleasant Valley Manor offers its residents an array of amenities. A sophisticated salon renders residents beauty and barber services. Residents have access to a library, the Internet, a small chapel, and even a convenience store. On top of this, Pleasant Valley Manor invested a great deal on the property. As a result, inhabitants can take pleasure in walks through the manicured gardens, enjoy talks in the enclosed courtyard, or just appreciate the scenic view of the Pocono Mountains from the porch. Pleasant Valley provides residents individualized transportation to outside appointments and personal laundry service as well. Lastly, the facility also offers a variety of daily and seasonal activities to invigorate the lives of every inhabitant. Situation Analysis

Industry and Company Information
Healthcare started as a service provided for a fee by individual practitioners known for quality by word of mouth advertising. It has grown predominantly in relation to the growth of third party payers with quality still being recognized to a large extent by word of mouth. Medicine at the start of the 21st century is characterized by high cost, high litigation, and an increasing perception that the quality could be improved. As all healthcare providers, Pleasant Valley Manor belongs in the mature stage of the product life cycle. At present, Pleasant Valley Manor faces the challenge of fighting to stay a public home. It has consciously positioned itself as a low-cost facility and has designated 74 percent of its rooms to low-income residents. These patients pay for residency with welfare payments. Unfortunately, welfare checks do not cover the total cost of residing at the nursing home. Then, there are another 22 percent of residents that pay with Medicare. Pleasant Valley Manor’s nonprofit board...
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