During its first year, Vintage Home & Residential Care plans to have 3 long term residents. In its second year Vintage expects to bring in two additional residents, bringing the total to five long term residents.
Marketing goals for Vintage will be fairly modest. Due to the long term relationship Vintage expects with clients, and the limited capacity, there will not be a need for an intensive, ongoing marketing campaign. The marketing goal for the first year is to build a waiting list of 10 prospective new residents. This will be done so that when year two begins, two candidates will be pre-screened and selected from the waiting list that has been built throughout the course of the first year. If there is an unexpected vacancy level at any given time during its operations a more active marketing strategy may be implemented as needed.
The Vintage Home & Residential Care target market includes senior citizens over the age of 60 that reside in the greater San Diego area. These customers are ones that need basic assistance with their daily routine. They are not critically ill, but may be on daily medication which will be administered by the facility. These people enjoy the company of others, and are currently living alone but would like to be part of an Adult Family. Vintages target market will also include more needy residents who may suffer from Alzheimers or Dementia and need continuous supervision.
Vintage Home & Residential Care is a custom made assisted living home for elders who no longer prefer to, or are unable to live on their own. Vintage accepts individuals with either insurance or financial stability that may be ambulatory or non-ambulatory and that are in need of social interaction. Vintage provides an upscale six bedroom assisted living facility with a variety of activities available and a friendly environment in the comfort of a home setting. Unlike our indirect competitors located outside of Bonita, Vintage offers an ideal climate for elders which vary only a few degrees between seasons. Vintage also offers a private courtyard, gated pool and Jacuzzi, along with an array of activities available to our clients. Vintage stands out because of the ability to provide high quality care that you may find in larger assisted living facilities but is able to do so in a much more comfortable and homelier environment. Vintage strives to build customer satisfaction by giving the highest level of care to its clients possible and increase their quality of life.
(see table below)
|Bonitas climate||Board of Directors is heart led which can cause financial issues.|
|Well planned operations||New to the business aspect of senior care|
|Large target market||Limited room for growth|
|Private access to outdoors||Construction Needs|
|Residence was purchased with Vintage concept in mind|
|Gated pool/Jacuzzi with chairlift|
|Raised flower beds|
|Staff has a personal calling to help others|
|Experience in caring for family members|
|Population is living longer||California laws and regulations|
|Baby Boomer generation reaching target age||Many small competitors|
|Experienced Board of Directors||Recession|
In order to enforce a brand identity, Vintage wants customers to associate top notch hospitality, tranquility, and dependability with our name. Vintage wants people to think of trust, caring, and reliability when they hear our name. The way to get customers to associate these words with Vintage is to provide the highest possible level of care while building a reputable brand identity.
Logo and Tagline
The Vintage logo was designed to appear comforting while incorporating elements that reflect the owner. The grapes in the logo provide a symbolic representation of the owners name, Alice Smith. The main goal of the logo design is to have the comforting feel of an orchard type setting that Vintages clients will be immersed in during their stay.
The tagline was created in order to accompany the logo and enhance the brand. The goal to make people feel comfortable carries over from the logo to the tagline which is: Making you feel right at home. This tagline assures both the client as well as their loved ones that they will be taken care of as if it were their own home, which portrays the high level of care that will be provided at Vintage.
Vintage will be executing a competitive pricing strategy with competitors around the Bonita area. Their pricing breakdown is as follows:
|Rate per guest-cover full services||$3,500/month|
|Additional for private room||$500/month|
|Additional hour/day ADLs||$500/month|
|Transportation to Doctors||$20/hour plus $4/mile|
|One Time-Preadmission Fee||$2,000|
Marketing Strategies (Promotion & Advertising)
Vintage Home & Residential Care plans to promote its business primarily through strategic partnerships and online marketing. Vintages website will offer a full description of the different services offered, pictures of the actual facilities, and information about the owner and the vision/mission of the home. In addition, Vintage will strategically place the home into a variety of web directory listings. Vintage will target several locations for promotional and advertising needs, as well as seeking strategic partnerships with companies such as:
- Hospital skilled nursing placement contacts
- Referral agencies
- Home health nursing
- Elderly care websites
- Elder care law firms
- Long term insurance agents
Vintage will provide two resources for customer service. The first will be the most direct and immediate response which will be through the direct care staff whom will be on call to answer questions for guests at all times. Administrators will be available to answer questions from guests family or any other inquiries through the phone or by email.
Residents are encouraged to make any grievance known to the administrator of the facility as well as contact family members or other concerned party members. Occupants can also call the following numbers:
Community Care Licensing: (619) 767-2300
Adult Protective Services: (800) 510-2020
Ombudsman – Long term Care: (800) 640-4661
Vintage will provide an informational website for inquirers. This website will include a description of the business and list the types of services provided, photos of the actual facilities, as well as a background on the owner and mission/vision of the company. The main goal for the website is to give people a good understanding of what Vintage is all about, prior to contacting the home.
Website Marketing Strategy
Vintage will use basic marketing strategies for the website. This will include:
- Search Engine Optimization
- Listings online Residential Care Directories