14 Aug WEEK 1 ASSIGNMENTIntegrated Marketing Communications (IMC) Campaign Plan Topic P

WEEK 1 ASSIGNMENTIntegrated Marketing Communications (IMC) Campaign Plan Topic ProposalJames N. LewisDevry Universitys Keller School of Business ManagementMarketing 522Instructor: Dyrren DavisDate: January 11, 2015Your name: James N. LewisIdentify and describe the selected brand.Product or Service Idea:My selected product is the non-medical service offered by Home Instead Senior Care. Some ofthe services provided as part of the non-medical services area of the business involves:assisting seniors with activities of daily living such as bathing and getting dressedWEEK 1 ASSIGNMENThelping with transportation to and from appointmentshelping with shoppingassisting with light houseworkcaring for petshelping with taking medicationwatching over seniors with diseases such Dementia, or Alzheimers while their relativesare at workassisting seniors in getting around while recovering from surgery or other health relatedinjuries, and to and from appointmentsWhat brand problem are you attempting to solve with an IMC?In my particular area as well as other states, many seniors and their families are unaware of therange of home care services that are available locally or statewide.The problem that my Integrated Marketing Communications Campaign is designed to solve ismaking more of Delawares town, county, and state families with seniors; seniors themselves,health-care facilities; and other businesses aware or more informed about the availability,location, cost of these services, and how they can obtain Medicare or Medicaid assistance indefraying the cost.2WEEK 1 ASSIGNMENTWho do you think the target audience is? (Remember that you will need to confirm thiswith research.)The target audience of my Integrated Marketing Communications (IMC) Campaign Plan wouldbe seniors living alone, families with seniors at home, and businesses such as:relatives of seniors whose health, temporary, or permanent disability, or age makes it verydifficult for them to properly care for themselvesseniors who recognize that they need help with routine activities at home and external tothe home that they are unable to complete without much difficultygeneral hospitals with large geriatric and med surgical floorshospitals and nursing with rehabilitation facilitiesstate Medicare and Medicaid officesAre similar or competitive brands available? List or briefly describe a similar brand.One of the competitors available in the state is the 32 year-old company Griswold Home Carewhich also provides non-medical services such as help with assisted daily living activities,Companion care, and home-making duties. They also provide live-in care and have offices inover 34 states.How does your brand differ from competitors? What is the distinctive competitiveadvantage?3WEEK 1 ASSIGNMENTSome of the things that differentiate or set Home Instead Senior Care non-medical services apartfrom its competitors, and give it a competitive edge include:It is the world’s largest, and most trusted home care companyProvision of comprehensive training for all its Caregivers, focus on client-Caregivercompatibility, and emphasis on quality assurance are key components of its businessmodelThe company is always lobbying to ensure that the cost of providing the services it offersremain affordable for seniors and their familiesHome Instead Senior Care has the largest number of participants in the Home CareAssociation of America which is the is the nation’s first association for providers ofprivate duty home care such as the services offered by the companyThe company provides services in the United States, Canada, the United Kingdom and 12other countries and has an outstanding reputation with thousands of home health care,medical and social elder care organizations around the world(homeinstead.com, 2014), (Non Medical Home Care, 2015), (Home Care Financial Assistanceand Payment Options, 2014)References(2014). Retrieved January 11, 2015, from homeinstead.com: http://www.homeinstead.com/aboutus/Pages/History.aspx4WEEK 1 ASSIGNMENT(2014, April). Retrieved January 11, 2015, from paying for senior care:http://www.payingforseniorcare.com/longtermcare/paying-for-home-care.htmlNon Medical Home Care. (2015). Retrieved January 11, 2015, from griswoldhomecare.com:http://www.griswoldhomecare.com/services/homemaking-care/5WEEK 1 ASSIGNMENTIntegrated Marketing Communications (IMC) Campaign Plan Topic ProposalJames N. LewisDevry Universitys Keller School of Business ManagementMarketing 522Instructor: Dyrren DavisDate: January 11, 2015Your name: James N. LewisIdentify and describe the selected brand.Product or Service Idea:My selected product is the non-medical service offered by Home Instead Senior Care. Some ofthe services provided as part of the non-medical services area of the business involves:assisting seniors with activities of daily living such as bathing and getting dressedWEEK 1 ASSIGNMENThelping with transportation to and from appointmentshelping with shoppingassisting with light houseworkcaring for petshelping with taking medicationwatching over seniors with diseases such Dementia, or Alzheimers while their relativesare at workassisting seniors in getting around while recovering from surgery or other health relatedinjuries, and to and from appointmentsWhat brand problem are you attempting to solve with an IMC?In my particular area as well as other states, many seniors and their families are unaware of therange of home care services that are available locally or statewide.The problem that my Integrated Marketing Communications Campaign is designed to solve ismaking more of Delawares town, county, and state families with seniors; seniors themselves,health-care facilities; and other businesses aware or more informed about the availability,location, cost of these services, and how they can obtain Medicare or Medicaid assistance indefraying the cost.2WEEK 1 ASSIGNMENTWho do you think the target audience is? (Remember that you will need to confirm thiswith research.)The target audience of my Integrated Marketing Communications (IMC) Campaign Plan wouldbe seniors living alone, families with seniors at home, and businesses such as:relatives of seniors whose health, temporary, or permanent disability, or age makes it verydifficult for them to properly care for themselvesseniors who recognize that they need help with routine activities at home and external tothe home that they are unable to complete without much difficultygeneral hospitals with large geriatric and med surgical floorshospitals and nursing with rehabilitation facilitiesstate Medicare and Medicaid officesAre similar or competitive brands available? List or briefly describe a similar brand.One of the competitors available in the state is the 32 year-old company Griswold Home Carewhich also provides non-medical services such as help with assisted daily living activities,Companion care, and home-making duties. They also provide live-in care and have offices inover 34 states.How does your brand differ from competitors? What is the distinctive competitiveadvantage?3WEEK 1 ASSIGNMENTSome of the things that differentiate or set Home Instead Senior Care non-medical services apartfrom its competitors, and give it a competitive edge include:It is the world’s largest, and most trusted home care companyProvision of comprehensive training for all its Caregivers, focus on client-Caregivercompatibility, and emphasis on quality assurance are key components of its businessmodelThe company is always lobbying to ensure that the cost of providing the services it offersremain affordable for seniors and their familiesHome Instead Senior Care has the largest number of participants in the Home CareAssociation of America which is the is the nation’s first association for providers ofprivate duty home care such as the services offered by the companyThe company provides services in the United States, Canada, the United Kingdom and 12other countries and has an outstanding reputation with thousands of home health care,medical and social elder care organizations around the world(homeinstead.com, 2014), (Non Medical Home Care, 2015), (Home Care Financial Assistanceand Payment Options, 2014)References(2014). Retrieved January 11, 2015, from homeinstead.com: http://www.homeinstead.com/aboutus/Pages/History.aspx4WEEK 1 ASSIGNMENT(2014, April). Retrieved January 11, 2015, from paying for senior care:http://www.payingforseniorcare.com/longtermcare/paying-for-home-care.htmlNon Medical Home Care. (2015). Retrieved January 11, 2015, from griswoldhomecare.com:http://www.griswoldhomecare.com/services/homemaking-care/5

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