Marketing Plan – Blossom Seniors’ Agency
Executive Summary
Blossoms Seniors’ Agency is a senior care agency that will offer in-home health care services to senior citizens. The business is a partnership among four individuals who have been working in different departments in the healthcare industry. The business will fulfill the need that is presented by rapid aging. Most individuals prefer in-home services for their loved ones. The company intends to make sales of up to $3 million by the third year and increase its market share gradually. Word of mouth marketing, social media marketing, recommendations from health facilities, and print media marketing will be used to create awareness under the marketing department. The marketing activities will kick off immediately. To monitor the company’s performance, regular appraisals, training needs analysis, goal/strategy review, and performance management. These processes will allow the company to assess its performance progress, compare it to projections, and create new goals or strategies as required.
Marketing Plan: Blossom Seniors’ Agency
Situation Analysis
Blossom Seniors’ Agency is an organization that seeks to offer in-home healthcare services to senior members of the population. The company’s offices are based in Los Angeles. Blossom Seniors’ Agency is a partnership that involves four individuals. Each of the members has a 24 percent stake, which is matched by the 25 percent capital contribution. The 4 percent is awarded to a neutral party for decision-making purposes. The entity will initiate its services as a non-medical home care agency/companion agency. Companion agencies are usually not required to obtain licensing from the federal or state government (Rogers, 2018). The agency’s workers will offer friendly company to the elderly in their home settings and help them conduct daily chores, ensure they take their medication, honour the doctor’s/therapists’ appointments, and conduct errands that are health-related.
Mission
To make every senior’s day count through wellness and illness
Vision
To be the USA’s leading senior services agency that ensures all senior citizens age decently
Market needs and research
There is a growing need for senior services from agencies within the healthcare industry due to the rapid aging of American citizens. At least 10,000 seniors in the country have reached the age of 65. Most of these individuals hope to age in the various homes that are dedicated to caring for senior citizens (NIA, 2017). Nurses, aides, and caregivers have found a new niche that they can use their services to fill. The healthcare sector has experienced tremendous growth in jobs (Pearson , 2021). Between 2006 and 2016, at least 2.8 million jobs were created in the sector. This rate exceeded the rest of the economy by seven times. By 2026, it is projected that the growth rate will be 18 percent. The National Association for Home Care and Hospice’s leader stated that the demand for home care and hospice services grows rapidly as senior citizens increase in number. Fortunately, more of these individuals and their guardians are opting for in-home care, which makes Blossom Seniors’ Agency well-placed for this industry. In addition, the available government funding through Medicaid and Medicare has increased access to home care services for most aging individuals (Rogers, 2018).
Competition
The sector has numerous players who offer home care services to the elderly. There are low entry barriers and an increasing need for the home care services. The market lacks major industry players with more than 5 percent share ( IBISWorld, 2021). These aspects increase the likelihood of more entrants and the ability for each to gain a significant market share based on their location.
SWOT Analysis
Strengths
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Opportunities
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Weaknesses
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Threats
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Marketing Opportunity
The growing demand for in-home care for the aging population creates a real gap for the company to fill alongside competitors. As most individuals prefer in-home services to institution-based care for their parents, Blossom Seniors’ Agency intends to venture directly into the segment. The entity will help clients with their chores, medication, grooming, errand running, and attending medical appointments. Blossom Seniors’ Agency intends to utilize its rich people skills to ensure that all clients enjoy the company while delivering the required services. Clients will benefit from these services immensely as we shoulder the burden of taking care of their loved ones and ensuring their health. Employees will gain satisfaction from the roles they play when interacting with clients alongside monetary compensation and experience in the industry.
Marketing Objectives
- Gain significant awareness in the chosen areas of operation through online platforms.
- Enroll at least two hundred clients during the first three months
- Achieve 100 percent growth during the first year of operations
- Gain 90 percent of positive reviews on the company’s website and social media platforms during year one
Marketing Strategies
The target market is individuals aged sixty-five and above years. Blossom Seniors’ Agency will reach out to these individuals through their guardians, recommendations from healthcare facilities, and social media. The aged need this company’s services because they can barely take care of themselves and their health. Their children may also be unavailable, requiring such an agency to help (NIA, 2017). The main marketing strategies include word of mouth/referrals, advertisements on print media such as newspapers, hospital recommendations to patients, and social media (Mosley, 2018). The marketing process will be weighted to determine the most reliable source of clients. The source with the most clients will receive increased funding. The prices will be competitive to accommodate all clients within the different economic statuses. The price for each will be determined by the required services. The services will be offered in the clients’ homes for their comfort. In addition, homes provide easy access for loved ones when they visit and hold memories that bring joy to a client.
Marketing Implementation
| Social media marketing | Print media marketing | Recommendations/word of mouth |
| Set up social media pages on Instagram and Facebook | Assess the different costs for each publisher | Approach different facilities with printed brochures that explain our services |
| Sponsor the pages for following and post daily to create awareness | Design a post that is easy to read for seniors | Encourage clients to leave reviews on the website’s social media platforms, share with their healthcare providers, and spread the word to friends and relatives. |
| Post prices and services
Encourage calls or messages from interested parties for additional information (call to action) |
Highlight the main services and associated benefits | Offer discounts for clients who refer others |
| Respond to messages from potential clients’ guardians | Assess the responses received from the marketing channel |
The marketing department will manage all marketing activities, which require plans, implementation, and constant evaluation to assess effectiveness. The marketing activities should begin immediately and constant feedback collected for improvement. Other departments will consult with other departments to ensure their goals are achieved.
Financials
| Period | Year 1 | Year 2 | Year 3 |
| Sales estimates | $1million | $1 million | $3 million |
These projections are guided by the current market conditions and the pandemic. Between years 1 and 2, changes may be absent due to the pandemic. It is expected that clients may reduce due to their need to remain safe from potential infections. During this period, the employees will receive numerous tests for the disease to ensure clients’ safety. Similarly, vaccination will be mandatory. Attendants will be expected to stay away from clients until they get well. From year 2 to year 3, a growth of $2 million is expected. By this time, the pandemic could have died down, leading to the growth of the economy. More clients will require the service after learning about the company through different avenues. Aggressive marketing and increased recommendations are expected by this time.
Performance Evaluation
To evaluate the progress of the company, employees will be assessed using numerous appraisals and performance management as well (Andrews, Walker, & Boyne, 2006). These will highlight areas that need further development. A needs analysis will be conducted several times during the year to assess the employees’ training needs (SHRM, 2021). This should guide the training programs that are created for staff members. In addition, the goals that employees set will be reviewed to ensure they are met. If not, new strategies will be expected from employees. Feedback collection is critical for assessing the satisfaction of clients. The goals of the organization will be reviewed after six months to assess progress (SHRM, 2021). Goals whose strategies are inefficient will be reviewed, and new strategies will be selected. In case the current marketing plan does not lead the company to achieve its objectives, the company’s founders will revisit the entire plan and choose a different strategy (MaryJoan, Edema, & Ekpe, 2017). The evaluation of the company’s performance is critical in ensuring that the set goals are achieved. Financial performance will be evaluated against the projections. Performances below projections will allow for a thorough investigation (Varma, 2017).
References
IBISWorld. (2021). Home Care Providers Industry in the US-Market Research Report. IBISWorld. Retrieved from https://www.ibisworld.com/united-states/market-research-reports/home-care-providers-industry/
Andrews, R., Walker, R., & Boyne, G. A. (2006). Subjective and objective measures of organizational performance: An empirical exploration. doi:10.1017/CBO9780511488511.002
Grant, A. M., & Sumanth, J. J. (2009). Mission possible: The performance of prosocially motivated employees depends on manager trustworthiness. Journal of Applied Psychology, 94(4), 927-944.
MaryJoan, I. U., Edema, A. J., & Ekpe, E. O. (2017). Perceived discipline, punishment and organizational performance among employees of federal ministries in cross river state. Global Journal Of Educational Research, 16, 15-20. doi:http://dx.doi.org/10.4314/gjedr.v16i1.3
Mosley, M. (2018). 7 Marketing Strategies to Increase Referrals.
NIA. (2017). Long-term care. Retrieved from National Institute on Aging: https://www.nia.nih.gov/health/what-long-term-care
Pearson, E. (2021). Business Is Booming for Senior Care Franchises.
Rogers, K. (2018). As the US population ages, the need for home healthcare workers skyrockets. CNBC. Retrieved from https://www.cnbc.com/2018/05/31/as-the-us-population-ages-the-need-for-home-health-care-workers-skyrockets.html
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Question 
Marketing Plan – Blossom Seniors’ Agency
Assignment Overview
A marketing plan is a formal business document that is used as a blueprint or guide for how a company will achieve its marketing goals. A marketing plan differs from a business plan in that it focuses more on market research, attracting customers, and marketing strategies, whereas the business plan covers much more than that which you will complete in Module 4.
Marketing plans are important tools because they act as roadmaps for everyone involved in an enterprise. Writing a marketing plan forces you to specify goals and develop strategies to reach them and encourages you to research markets and competition. A strong marketing plan encourages entrepreneurs to think deeply about their business and profit potential, helping them make better business and marketing decisions.
Keep in mind that normally, the various parts of a plan do not need to be written in a certain order. Plans should also be seen as flexible guides rather than absolute rules; however, in this assignment, you have to follow the assignment directions. Table 8.8 (Laverty & Little, 2020) provides the standard components of a marketing plan.
Sample Marketing Plan Sample (Table 8.8)
Marketing Plan Section Description and Purpose
Executive Summary This is a brief summary of each section of the Marketing Plan. Begin the Plan with a description of your company and its first product this Marketing Plan is for.
Situation Analysis Overviews internal and external environments related to the business and product; internal environments include company background and mission; external environments can include market needs, competition, market research, and an analysis of strengths, weaknesses, opportunities, and threats (SWOT)
Marketing Opportunity
(Unmet Need,
Proposed Solution,
Value Proposition) Validates the market opportunity being exploited by the business and articulates the potential gain for stakeholders
Marketing Objectives Specifies market share, distribution channels, inventory, and pricing.
Marketing Strategies Explain the target market (Who are your ideal customers and why do they need your product?), projected positioning, and strategies as they relate to the marketing mix (4Ps)
Marketing Implementation Activities, responsibilities, and timetable for completion
Financials Disclose sales estimates, projected budgets, and financials that will help readers understand the present and future economic condition of the company.
Performance Evaluation Describes procedures for measuring results, monitoring goals, and adapting the plan as needed (contingency plans)
Check out this presentation from Entrepreneur.com on how to create a marketing plan: https://www.entrepreneur.com/slideshow/299487.
Also, check out this file that you can print and use as a guide when writing your marketing plan:
Star Software. (n.d.). Sample marketing plan: Appendix C. https://college.cengage.com/business/pride/foundations/2e/resources/pf_found_sample_mkt_plan.pdf
Examples of Different Types of Marketing Strategies
Erhart, A, (2019, November 22). What is guerilla marketing? How does it work? [Video]. YouTube. https://youtu.be/xaZT2zCZRtA. Standard YouTube license.
Human marketing. (2019, February 7). Top 4 relationship marketing examples (Part 2) [Video]. YouTube. https://youtu.be/R9a2Q7WHMdE. Standard YouTube license.
Lorenzo, D. (2019, April 18). 5 entrepreneurial marketing strategies to improve your customer acquisition process [Video]. YouTube. https://youtu.be/AMIsCupO7YQ. Standard YouTube license.
Mix plate. (2020, March 29). Digital marketing examples. The best digital marketing campaigns [Video]. YouTube. https://youtu.be/PVq71fJVWIo. Standard YouTube license.
Neighbourhood. (2020, May 29). How to engage clients with real-time marketing [Video]. YouTube. https://youtu.be/Ju7jcKrI6Kw. Standard YouTube license.
Spoof. (2020, February 10). 10 epic viral video marketing ads [Video]. YouTube. https://youtu.be/E12gnySyA7I. Standard YouTube license.
Case Assignment
Working with the company you chose to create in the Module 1 Case assignment, develop a marketing plan for your first product.
The marketing plan discussed here is the same process used by Fortune 500 companies, but even if your goal isn’t to become an Apple or an AT&T, you can still market like one. The beauty of a marketing plan is that it’s completely customizable and based on your unique characteristics.
Prepare a Marketing Plan of 5 pages (at least 5 full pages) that covers the eight topics of your Marketing Plan. The page count does not include the cover or reference list pages. Your marketing plan will address the following eight sections, but you may have to be creative with some sections of your plan, such as financials:
Executive Summary (1 pages; do not begin the next section on the same page as the Executive Summary.)
Situation Analysis (begin a new page)
Marketing Opportunity
Marketing Objectives
Marketing Strategies
Marketing Implementation
Financials
Performance Evaluation and Contingency Plans
Keys to the Assignment
Your paper should be professionally prepared as if you were making a presentation to a potential angel investor.
Use headings to organize the Marketing Plan by section. (APA guidelines require headings in all papers.)
Use evidence and data you’ve found through research you conducted for your new product.
Complete the order form and upload all of your files, including any instructions, rubrics, or other materials provided by your instructor. 
Complete the order payment after filling in the order form. We’ll receive your order and assign it to a writer.
The assigned writer will complete your paper and forward it to our Editing Team for review and approval.
Once approved by the editor, the completed paper will be uploaded to your account for you to download, review and approve.