Helping Hands

Topics: Nursing home, Home care, Geriatrics Pages: 11 (1244 words) Published: December 4, 2014
Helping Hands
Adult Day Care

Adult Day Care Market Plan
Contents
1. Executive Summary
2. Key Financial Objective
3. Key Pre Opening Marketing Objective
4. Plan Highlight
5. Consumer Advertising
6. Research
7. Public Relations
8. Direct Marking

Consumer Advertising
Objectives/Deliverables
Increase intent among residents living within a 100 miles of Helping hands Adult Day Care to visit the Center. Hold a free open house so that seniors and their caretakers can look at your facilities and meet those who would provide activities and care in person. Create in-market awareness of the Helping hands Adult Day Care. Running a day care service for adults can be a rewarding experience, but letting people know just how much you can offer can be challenging. Strategies

Identify compelling image and position strategy that appeals to both local and visitor. Utilize targeted mass media approach by segment to maximize reach and messages delivery frequency. Implementation Tactic

Action Required Achieving this Key Efforts Objective(s)/ Deliverable(s) Contact local churches. Many seniors attend church services and other senior programs at churches. Write an article about adult day care opportunities for the church newsletter and offer to sponsor an event at the church in exchange for placing brochures in the church activities area. Offer to speak at churches and other gathering places about your services. This can give you an opportunity to answer questions about your services and give people a chance to talk with you before deciding to send their parent or other senior to you for the day. Advertise to the family members of those who may need senior care during the day. Often it is the decision of the caretaker to arrange for the senior day-care services. Place ads in your local newspaper's health and senior sections. These sections often appear at least once a week in smaller, daily newspapers. Place flyers or brochures in the local medical clinic, pharmacy and hospital. Seniors often attend free blood pressure and diabetes clinics and are often accompanied by their caretakers. Placing your literature in these locations. Consumer Advertising

Costs/InvestmentsTotal Cost
Newspaper…MississippiPress……………………………………………………………………………………………123,652 Radio………………92.5……………………………………………--………………………………………………….112,052 TV…………………..WLOX……………………………--……………………………………………………………….63,000 Bill Boards………Down town Ocean Springs………………………-………………………………………………… ..21,000 Internet, Brochures…………………………………………………………………………………………………………33,500 Key Financial

Helping hands Adult Day Center
This plan is based on full time operation of the adult day center with space for 24 patients, 11 hours a day, Monday through Friday. OPERATIONS Month
Year
Rent (3000 sq. ft. @ $2.00 sq. ft./month)
$6,000
$72,000
Telephone
100
1200
Heat/AC
200
2,400
Other Utilities (water, trash, etc.)
200
2,400
Snacks
500
6,000
Lunches ($5.50 per person per day)
3,695
44,340
Program Supplies (crafts, games, etc.)
400
4,800
Office Supplies
200
2,400
Insurance
250
3,000
$11,545
$138,540
PERSONNEL
Project Coordinator (Social Worker/salaried)
$3,000
$36,000
Caregivers (CNAs)
Ratio 1 to 4 patients $9.00/hr
6 Caregivers – 11 hours/day
12,870
154,440
Benefits and Taxes (35%)
5,555
66,660
$21,425
$257,100
TOTAL COSTS
Operations
$11,545
$138,540
Personnel
$21,425
$257,100
Total
$32,970
$395,640
Key Financial Objectives
Helping Hands Adult day care overall annualized first year property goal is to achieve ______________$764,400 visits at $25 per hour x24 hrs per customer which represents _______________in Goss Revenue. Helping Hands Adult day care has developed an analysis of projected revenue and markets share goals. REVENUE GOALS

Revenue Goals
985,000
2.5%...
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