Running head: MARKETING CAMPAIGN MARKETING CAMPAIGN 6 Marketing Campaign Name of Student Institutional Affiliation Marketing Campaign Introduction Marketing is done to popularize and already existing product or introduce a new product in the market. New City Home Care is an already existing facility that offers palliative care for senior citizens. The service seeks to expand in Sunny Beach by introducing a satellite office. The fact that the home care did not exist in Sunny Beach before the campaign means that marketing will assume that it is a new product. The important factors to consider during a marketing campaign are defining the target audience, evaluating the potential of the new market, assessing the strategies to use to build rapport with the public, and engaging in research to ensure that decisions are made about the changing dynamics in the community. Defining the Target Audience New City Home Care is a private establishment that provides geriatric care. Before a company expands into a new market, it is necessary for the company to define the target market and establish whether the market is in need of the products the business offers. Although Sunny Beach is a small community, the population of retirees has been growing steadily over the years. Traditionally, taking care of the aged was often a role played by younger and stronger relatives in the community (Cress, 2015). However, the current business environment has changed, and young and energetic people have to earn a living by working. Rather than hire people to take care of the aged, relatives now prefer to take them to homes where old people can benefit from professional care offered (Springhouse Corporation, 2012). The marketing objectives of the campaign will be to introduce the New City Home Care in Sunny Beach as a brand and inform the target audience of the need to benefit from the services offered. Studies have shown that more people look for services online (Charlesworth, 2014). Therefore, the marketing message will be delivered via internet tools such as social media, YouTube videos, and blogs. Such a campaign can only be successful when it is conducted by professionals who are in the business of internet marketing (Juon, Greiling, & Buerkle, 2012). Therefore, the business will seek the services of a professional online marketing company to ensure that whole process is handled with the necessary expertise. The campaign will be evaluated about the number of traffic it brings from Sunny Beach community. Potential Impact of the Extended Facility In the service industry, the success of a business depends on the nature of relationship it nurtures with its target audience (Sood, 2017). The campaign expects that the whole exercise will sensitize the community of the importance of having old and probably incapacitated senior citizens taken to a home care facility. People are already aware of the existence of such services. Therefore, the campaign seeks to inform ...

1. Running head: MARKETING CAMPAIGN
MARKETING CAMPAIGN
6
Marketing Campaign
Name of Student
Institutional Affiliation
Marketing Campaign
Introduction
Marketing is done to popularize and already existing product or
introduce a new product in the market. New City Home Care is
an already existing facility that offers palliative care for senior
citizens. The service seeks to expand in Sunny Beach by
introducing a satellite office. The fact that the home care did
not exist in Sunny Beach before the campaign means that
marketing will assume that it is a new product. The important
factors to consider during a marketing campaign are defining
the target audience, evaluating the potential of the new market,
assessing the strategies to use to build rapport with the public,
and engaging in research to ensure that decisions are made
about the changing dynamics in the community.
Defining the Target Audience
New City Home Care is a private establishment that provides
geriatric care. Before a company expands into a new market, it

2. is necessary for the company to define the target market and
establish whether the market is in need of the products the
business offers. Although Sunny Beach is a small community,
the population of retirees has been growing steadily over the
years. Traditionally, taking care of the aged was often a role
played by younger and stronger relatives in the community
(Cress, 2015). However, the current business environment has
changed, and young and energetic people have to earn a living
by working. Rather than hire people to take care of the aged,
relatives now prefer to take them to homes where old people can
benefit from professional care offered (Springhouse
Corporation, 2012). The marketing objectives of the campaign
will be to introduce the New City Home Care in Sunny Beach as
a brand and inform the target audience of the need to benefit
from the services offered. Studies have shown that more people
look for services online (Charlesworth, 2014). Therefore, the
marketing message will be delivered via internet tools such as
social media, YouTube videos, and blogs. Such a campaign can
only be successful when it is conducted by professionals who
are in the business of internet marketing (Juon, Greiling, &
Buerkle, 2012). Therefore, the business will seek the services of
a professional online marketing company to ensure that whole
process is handled with the necessary expertise. The campaign
will be evaluated about the number of traffic it brings from
Sunny Beach community.
Potential Impact of the Extended Facility
In the service industry, the success of a business depends on
the nature of relationship it nurtures with its target audience
(Sood, 2017). The campaign expects that the whole exercise
will sensitize the community of the importance of having old
and probably incapacitated senior citizens taken to a home care
facility. People are already aware of the existence of such
services. Therefore, the campaign seeks to inform the
community that a new building offering these services has a

3. satellite office in Sunny Beach. Since New City Home Care will
be the first to offer such services in the community from a
satellite office, it is expected that people will want to assess the
services offered. Therefore, the first few months in the new
community will be critical in building a good impression about
the extended facility. Patient satisfaction will be important to
build the confidence of the community about the quality of
services. The facility deals with an important service that is
necessary for every community that values its senior citizens.
Furthermore, the reason people seek for such services from
professional facilities instead of hiring individuals to take care
of the aged is due to the belief that professional institutions
offer quality services. Therefore, the extended facility will
strive to maintain high standards.
Building Rapport with Sunny Beach and Surrounding
Communities
Building a good relationship with the surrounding community is
necessary for business success. People like to associate with
companies that they feel part of (Johnson-Davis, 2016).
Therefore, the company will ensure that it draws some of its
staff from the surrounding community to nurture a sense of
belonging among the community members. Drawing staff from
Sunny Beach and the surrounding communities also ensure that
the services offered address the unique needs of the community.
One of the major bottlenecks facing home care facilities is lack
of sensitivity to the culture and beliefs of the communities they
serve. The issue can only be solved by having members of staff
with the understanding of the unique needs of surrounding
communities. The business will also engage in corporate social
responsibility by identifying specific needs of the communities
and coming up with strategies to address the needs. For
instance, the company will require its employees to engage in
voluntary activities in the community. Hours spent on voluntary

4. work will be paid to encourage employees to support the
venture. New City Home Care will also ensure that the services
offered at the extended facility are of high quality to nurture a
good relationship with its clients.
Research Initiatives
According to Jean d'Amour Habiyaremye (2011), research
equips businesses with the information required to make
informed decisions. The decisions to venture into the new
market was motivated by studies that established a growing
need for the services offered by New City Home Care in Sunny
Beach. The Continous research will allow the organization to
assess demographic changes in the communities. For instance, if
the population of the aged continues to grow, it might be
necessary to consider opening a full facility to serve the
community. Furthermore, studies will be necessary to establish
new marketing strategies to reach even more people in the
community and inform them of the need to seek for services
offered by the facility. One of the primary objectives of the
business is to continuously improve customer experience by
providing quality services. The business will go out of its way
to identify unique health care needs of Sunny Beach.
Identifying individual needs can only be done by encouraging
employees to offer feedback by engaging in research. The
Continuous research will also ensure that the business
constantly keeps in touch with the community by addressing the
unique needs of Sunny Beach.
Conclusion
The decision to venture into the new market was motivated by
the growing number of retirees in Sunny Beach. As a business
that continually seeks to develop, it is imperative to engage in

5. initiatives that can generate revenue and ensure sustainability.
However, one does not venture into a new market blindly
without considering critical business factors. Defining the target
audience will make the campaign more objective and fruitful.
Identifying the potential impact of the marketing campaign will
necessary to determine goals and come up with strategies to
evaluate the effects of the initiative. Of importance to the
campaign will be the need to nurture a healthy relationship with
the community to build a strong brand. Sustainability is
necessary for the survival of any business. Therefore, New City
Home Care will engage in constant research initiatives to
identify market dynamics as a way of ensuring that the services
offered address the unique needs of Sunny Beach and
surrounding communities.References
Charlesworth, A. (2014). Internet Marketing: A Practical
Approach. Los Angeles, CA: Routledge.
Cress, C. J. (2015). Handbook of Geriatric Care Management.
New York, NY: Wiley.
Jean d'Amour Habiyaremye, J. M. (2011). Importance of
Research in Marketing. Hamburg: BOD Third Party Titles.
Johnson-Davis, F. (2016). A Profitable Love Affair: How to
Build and Sustain a Strong Brand. Denver, CO: Jones &
Bartlett.
Juon, C., Greiling, . A., & Buerkle, . (2012). Internet marketing:
Start to Finish. London, UK: Wiley Interscience.
Sood, T. (2017). Strategic Marketing Management and Tactics
in the Service Industry. New York, NY: Oxford University
Press.
Springhouse Corporation. (2012). Better Elder Care: A Nurse's
Guide to Caring for Older Adults. London, UK: Springhouse

6. Corporation.