2015 SC MR REUPDATED

Maumee Senior Citizen Center 1
SECTION I. EXECUTIVE SUMMARY

II. INTRODUCTION
A. Description of the Business or Organization
The Maumee Senior Center first opened its doors in 1994. Since that time the center
has served the senior population in Maumee and surrounding areas with a variety of
programs and services. In 2002, the City of Maumee added an addition to the center
allowing for more activities to take place. The Maumee Senior Center is a 501(c) 3, non
profit organization, serving those adults 55 and over. The annual revenue for the
organization is between $240,000 and $260,000. The center employs five people and is
located at 2430 South Detroit Avenue, Maumee, Ohio 43537. The positions include:
executive director, outreach coordinator, program director, administrative assistant, and
transportation.
The center is overseen by a board of directors which includes 10 individuals from
the Maumee community. In 2008 the center received accreditation by the National Senior
Center Accreditation Program, becoming one of only nine accredited programs in the State
of Ohio.
The 2014 income sources for the center follow:
34%
17%3%
6%
40%
Lucas County Levy
City of Maumee
Donations
Fundraisers
Programs/Trips

The mission of the Maumee Senior Center is “to create an atmosphere which affirms
the dignity and self-worth of the older population by serving their physical, emotional and
economic well-being while encouraging their independence and continued participation in
the community."
The center is open five days per week from9 a.m. until 5 p.m. as well as weekends for
special events. While there are no membership requirements for the center, a “Booster
Membership” is available for $20.00 for a year, which entitles the member to program
discounts and special events.
PROGRAM TYPE DESCRIPTION
EXERCISE
Held on various days throughout the week
Costs range from $2 to $30 for extended
length sessions
Simply Lite Jazzercise
Body Recall
Water Aerobics (held at YMCA)
Water Arthritis Program (held at Sunshine
Home)
Line Dancing
Golfing League
Soft Shoe
Square Dancing
CARDS AND GAMES
Each day of the week features one or more
games
No cost for any of the events
Duplicate Bridge
Euchre
Poker
6 Hand Euchre
Social Bridge
Pinochle
Bridge Lessons
Backgammon & Chess
Cribbage
Bunco
Billiards
EDUCATION
Art Classes are six week sessions. Cost is
$35 (discount to Booster Members)
Computer lab open Monday through Friday
from 9 a.m. to 4 p.m. Variety of classes
offered in four two hour session at a cost
of $50.
Water Color Class
Drawing Class
Oil/Acrylic Class
Center Singers
Computer Classes
Organ Lessons
Speakers (Various educational topics several
times per month)
Heath Fairs/Health Screenings

SOCIAL Soup and Salad (3rd Friday @ 5 p.m.)
Pancake Breakfast (Last Friday 7:30 -9:30
a.m.)
Annual Valentine Party
Annual Jig’s Dinner
Booster Club Dinner
Summer Party Pig Roast (community
event)
Holiday Events (for seniors and families)
Alone Again Social Group (4th Wednesday
dinner)
Movie Day (Last Tuesday at 12:30 p.m.)
Gardens (available for gardeners to work
on)
Crafts (member crafts and craft bazaar)
Outings (Day trips, overnight and multi-day
trips)
Volunteer Opportunities (gardening,
cooking, serving meals, ticket sales,
speaker’s bureau)
OTHER SERVICES DESCRIPTION
Medicare/Insurance Assistance Third Wednesday each month
Legal Aid Second Thursday every other month
60+ Nurse Every Thursday (Medical
Consultation/Checks)
Tax Assistance Tax Season every Wednesday
Transportation (To Center and Doctor) Offered to seniors (minimal charge)

B. Description of the Community (Geographic, Demographic and Socioeconomic)
Geographic
The geographic location of those served by the Maumee Senior Center includes the
communities of Maumee, South Toledo, Monclova, Waterville and Whitehouse. However,
those within other outlying communities are welcome to the center. Maumee is a city in
Lucas County, Ohio, United States. It is a suburb of Toledo along the Maumee River.
Demographic
When researching the demographics associated with the Maumee Senior Center, two
distinct target groups were identified. The first demographic information was gathered on
the communities within the geographic market. The group was researched because the
center holds events that not only serve seniors but also the communities, families, and
organizations. Demographics of the communities follow.

COMMUNITY POPULATION M/F MEDIAN AGE MEDIAN
HOUSEHOLD
INCOME
MEDIAN
HOUSE
VALUE
Maumee 14,129 49%/51% 39.7 Years $52,600 $116,596
South Toledo 29,828 47%/53% 40.0 Years $44,036 $104,500
Waterville 5,502 49%/51% 41.6 Years $69,438 $154,248
Monclova 6,767 49%/51% 39.1 Years $69,960 $240,423
Whitehouse 4,280 47%/53% 39.0 Years $67,007 $153,005
Through our discussions with Malinda Ruble, Executive Director, it was determined
that the “underrepresented generational group” to be addressed in this project were baby
boomers. This segment of the population is the new generation of seniors. The
demographic information on the boomers within the geographic target market include:
COMMUNITY 50-54 55-59 60-64 65-69 M/F % Baby
Boomers
Maumee 1194 1052 867 711 25%/28%
South Toledo 1997 2146 1967 1580 25%/27%
Waterville 346 602 285 181 27%/28%
Monclova 545 446 341 264 30%/28%
Whitehouse 296 288 19 196 26%/23%
Psychographic/Socioeconomic
A 2010 study of socioeconomics of the Baby Boomer generation by the United
States government found that the majority of Baby Boomers1:
– reported race as white and ethnicity as non-Hispanic
– are currently married
– reported having some college or higher
– are currently employed and working
Younger Boomers
1956-1964
Older Boomers
1946-1955
Estimated Spending Power 1.1 Trillion 1 Trillion
Total Number of Households 23.9 Million 21.9 Million
Avg. Number of People per
Household
3.3 2.7
1 www.census.gov/.../2010babyboomers.ppt

Avg. Number of Children <18 per
Household
1.3 .06
Avg. Number of Earners in
Household
1.7 1.8
Avg. Annual Household Income $56,500 $58,889
Avg. Annual Spending per
Household
$45,149 $46,160
C. Overview of the Business or Organization’s Current Target Market
The Maumee Senior Center’s current target market is the Silent Generation and the
Baby Boomers between the ages of 55 to 70+. The center is currently providing services for
the Silent Generation more than they do for the Baby Boomers. The Silent Generation grew
up in the depression and learned how to grow on each other and have fun without having
to spend their money. Many of them focused on being a hardworking individuals and
achieving things to get farther in their careers. They are not a very active group, because of
everything going on with the government they got accustomed to the inside rather than
seeing the ugly on the outside. The Silent Generation is the generation that likes to stay
inside, be around a table, talk about family, and play card games. The Maumee Senior
Center provides everything that the Silent Generation would love to do every day.
The Baby Boomers are very independent and like having order in their work. Their
attitudes are self-absorbed and very goal-oriented. The boomers have a very dominant
work style. Most have a great confidence in tasks and like to avoid conflicts. Not only are
they very independent they love exercise and community involvement. The boomers like to
do activities associated with younger generations such as, swimming, jogging, hiking, and
playing a variety of sports. The Maumee Senior Center is currently trying to attract more
boomers to attend the center and become a member as they age, the center has already
built the relationship with them.

III. RESEARCH METHODS USED IN THE STUDY
A. Steps Taken to Design the Study and the Instrument
The problem statement for this research project is: Based upon secondary and
primary research, a strategic plan will be developed to redesign the programming of the
Maumee Senior Center to better serve the needs of the Baby Boomer target market. We
began the project by analyzing the marketing research process to devise a plan of action to
gather needed information for the study and proposal. Using our text, Essentials of

Statement of the problem
Research Method/Purpose Rationale
Marketing, as a reference, we developed a plan to guide us through the preparation of the
strategic plan.
Our plan adapted the scientific research method to our specific problem. The plan
incorporated both secondary and primary data and required our team to conduct both
qualitative and quantitative research. Following the procedures set forth in our text we
developed the following steps for the project. 2
2 McCarthy, E. Jerome. Perreault, WilliamD. Essentials of Marketing:A Global Approach 9th Edition. McGraw Hill. New
York, New York. 2003.
Perform SituationAnalysis
 Determine the informationavailable
(secondarydata)
 Determine informationneededtobe
gathered(primarydata)
Rationalefor conductingthe Situation
Analysis
 Providesaguideline forthe project
 Eliminatesduplicationof research
Define
the
Problem
Analyze
the
Situation
Get
problem
specific
data
Interpret
the Data
Solve
the
Problem
Strategic
Plan to
Enhance
Branding
Efforts

Data interpretation
 Tabulatedresults/completed numerical and
percentage calculations
 Developedgraphsandcharts for analysiswith
Ms. Ruble
 Developedfindingsforthe data
Rationalefor data interpretation
 Providesbasisforthe project findings
 Allowsforthe resultsto putintousable
form(charts/graphs)
 Leadsto the developmentof conclusions
baseduponthe data
Primary Data
 Quantitative Research/Utilizedanon-
probabilityjudgmentsample surveyof Baby
Boomers to determinetheirviewonthe
SeniorCenterandprogramming/activities
that wouldhave appeal
 Qualitative Research: Conducteda focus
groupto determine viewstowardsthe
centeran Boomerlifestyles
 Qualitative Research/interview with
Ms.Ruble
Rationalefor use of primarydata
 Allowsforbothqualitativeand
quantitative research
 Specifictothe problemathand
 Neededtomake soundbusiness
decisionsregardingthe programming
and image changesforthe SeniorCenter
 Providedinsightintothe objectivesof
the centerin termsof enhancement
opportunities.
SecondaryData
 Collectbackgroundinformationonthe history
of the Maumee SeniorCenter
 Gather informationonthe community
 Gather informationonthe BabyBoomer
generation
 Reviewmarketingstrategiesforreachingthe
generation
Rationalefor use of secondarydata
 A cost effective mannerof gathering
backgroundinformation
 Easy to accessthrough the Internetand
companyrecords
 Helpsto answerthe questionofwhat
additional informationisneededtomeet
the objectivesof the project

B. Steps Taken to Conduct the Study
Secondary Research: The secondary research was gathered through the use of the
Internet and company documents. The Internet provided us with information on what
constitutes a good website and the history of the United States Chamber of Commerce and
the Maumee Senior Center. We were also able to research the Maumee community and
businesses. This information was gathered from the United States Census website,
PRIZM, and regional websites. Information on the Maumee Senior Center programs,
mission, objectives, and goals was gathered from the organization’s website. Secondary
research also helps us to gain a better understanding of the Baby Boomer generation.
Qualitative Research: We utilized qualitative research to gain a more comprehensive
understanding of the Maumee Senior Center, the organization’s offerings, mission
statement and current offerings. The qualitative research began with a meeting between
our team and management personnel from the Senior Center. Through the interview with
Ms. Ruble we were able to determine that they believed there was room for improvement
for the Senior Center image and programming, most critically in growth through appealing
to the Baby Boomers. The current efforts of the center draw in an older market, with most
participants being 65 years and older. The management team strongly believed that the
center could and should appeal to the Baby Boomers within the community. As the largest
Solve the problem
 Determinedconclusionsbasedupon findings
 Determinedthe impactof the findings onthe
Maumee SeniorCenterstrategicplan
 Setthe goals/objectives/rationale of the
proposedenhancementplan
 Determine activitiesandtimelinesto
achieve goals/objectives
 Determine budget
 Analyze returnoninvestment
Rationalefor developmentof solution
 Utilizesthe resultsof the research to
reach a solution
 Providesinformationtodraw
conclusionsfrom
 Leadsto a strategicplanto enhance the
programmingandimage of the Maumee
SeniorCentertobetterserve the Baby
Boomergeneration

segment of the population, this group represents the future of the Senior Center. The
management was eager to provide us with information and answer our questions.
For more specific feedback on the Maumee Senior Center, we held a focus group
consisting of nine people. Those in our focus group represented community members
who were in the Baby Boomer age segment. The focus group was held on February 8. The
focus group discussed current Senior Center programming, activities, and image and how
the center could enhance its image and offerings to expand its target market.
Quantitative Research: Quantitative research began with the use of Baby Boomer
surveys. Following discussion with Ms. Ruble, we determined that most efficient way to
gather survey responses was through the use of a survey which would be distributed to
the members of various community groups and faculty at our school who represented the
Baby Boomer market. We prepared the surveys and received approval from Ms. Ruble.
Following a one week period of time, 152 surveys were completed. The survey sought
information on familiarity, interests, and lifestyle of the target market. Following the
completion of the surveys we began the process of analyzing the data and preparing our
strategic plan.
IV. FINDINGS AND CONCLUSIONS OF THE STUDY
Secondary Findings Regarding the Baby Boomer Generation
The group for which this strategic plan is designed is the population aging in range
from 51 to 69 years—Baby Boomers. Raised in an era of extreme optimism, opportunity
and progress, most Boomers grew up in two-parent households, with safe schools, and job
security. As a group, this generation is characterized by a deep reaction to all forms of

tradition – religious, familial, cultural, musical, societal. Baby Boomers can be credited
with the rise of rock-n-roll, and the mass entry of women into the workforce. While
achieving much, Boomers are a self-absorbed generation that demands personal
recognition and fulfillment. Boomers also have a sky-high divorce rates, their quest to
“never be old”--or perceived as being/acting old, and their hunger for personal wealth and
materialistic gain.3
There are no membership requirements to attend or be a part of the Maumee Senior
Center. *See Mary Weimer to become a “Booster Member”. If you do choose to become a
Booster Member you do receive discounts on many programs and activities provided by
the center.
Exercise Classes
Simply-Lite Jazzercise: One hour class. Incorporates moderate aerobics with
exercise designed to improve strength, balance, and flexibility. Monday,
Wednesday, and Friday at 11a.m. $30 per session.
Body Recall: Non-impact aerobics class. Emphasize mobility, flexibility,
strengthening and improving self-esteem. 12 sessions for $25 per month.
Monday, Wednesday, and Friday from 1:25- 2:15p.m. Provided by St. Luke’s
Hospital
Water Aerobics: Held at South Toledo YMCA. Heated pool at 80-85°. Monday,
Thursday from 1-1:45p.m. Series run for 8 weeks for $24. Must be a member of
Maumee Senior Center to get this rate; the YMCA fee is waived.
Water Arthritis Program: Held at Sunshine Children’s Home. Pool is heated to
90° with a hydraulic floor. Meets 2-3 times a week, depending on which class
time you are in. $50 for two months and it includes open pool time and hot tub
use after class.
Line Dancing: Instructor Glen LeFever. Monday nights at 7p.m. On Thursday
mornings beginner classes start at 9a.m. and the advanced classes start at
10:10a.m. $2 per class.
Golfing: Mens and Womens leagues. Begins in May at Tanglewood Golf Club.
You play weekly. 9 holes is $7.50 and $5.50 per person sharing a golf cart.
3 http://greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation

Soft Shoe: Award winning dance class that is a part of Manhattan Dance
Company. Held every Tuesday at 3p.m. $7 per week.
Square Dancing: Instructor is Glen LeFever. Beginning on May 7th
(time to be
determined). No partner is needed to participate in the class. $3 per class.
Card/Games of Strategy
Duplicate Bridge: Playing Bridge. The competing players hold same cards and
compare scores they have made on them. Mondays at 12:30p.m.
Euchre: Dealt 5 cards and player making trump must take 3 tricks to win a hand.
Tuesdays at 12:30p.m.
Poker: Several card games in which a player bets that the value of their hand is
greater than the others. Highest hand wins. Wednesdays at 12:30p.m.
6-Hand Euchre: Method of playing Euchre with 6 players. Thursdays at
12:30p.m.
Social Bridge: Played with one deck of cards divided among 4 players (2 pairs).
Thursdays at 12:30p.m.
Pinochle: 48-card deck containing 2 each of A, K, Q, J, 10 and 9’s of each suit.
Object to score points by melding certain combinations of cards or by winning
tricks. Fridays at 1:30p.m.
Bridge Lessons: Tuesdays at 9a.m.
Backgammon and Chess: Fridays from 1:30-4:30p.m.
Cribbage: 2 players but commonly played with 3, 4, or more. Traditional board
is used for scoring. Thursdays at 10:30a.m.
Bunco: Dice game. Accumulate points and roll certain combinations. Highest
score, lowest score, and most Bunkoes may receive prizes. Every second and
fourth Fridays from 1:30-3:30p.m.
Educational Programs
Watercolor: Six-week sessions on Tuesdays at 9:30a.m. $30 for Booster Club
Members and $35 for non-booster members.

Drawing: Basics of design and drawing. Six-week sessions on Tuesdays at
1:30p.m. $30 for Booster Club Members and $35 for non-booster members.
Oil/Acrylic: Six-week sessions on Thursdays at 9:30a.m. and 1:30p.m. $30 for
Booster Club Members and $35 for non-booster members.
Center Singers: Practice on Wednesdays at 10a.m. under direction of Dave
Markle. Suggested donation of $35.
Computer Classes: At 9:00a.m. to 4p.m. Monday through Friday unless a class
is in session. “Intro to computers”, “Advanced computers”, “Internet classes”,
and “Beginning and Advanced Digital Camera classes”. For full course (2-4
hours) $50 for non-booster members and $45 for Booster Members.
Organ Lessons: Instructor is Jennifer Shaw. Mondays 11a.m. and 12:15p.m. and
on Wednesdays at 10:30 and ll:30a.m. $6 per lesson.
Speakers: Educational topics are provided by speakers several times a month.
Scheduled from 11:25 to 11:55a.m. prior to lunch.
Health Fairs/Health Screenings: Learn more about your health
Findings of Maumee Community Members’ Survey

Findings:
 The majority of those sampled were mostly interested in Travel.
 The least popular activity is the Family Programs.
 The other popular activities/services are Nature and Outdoors, Sports, and Fitness
and Health.
0
5
10
15
20
25
30
35
What kinds of activites/services interest you?
Fitness/Health
Financial Planning
Book Clubs
Travel
Family Programs
Sports
Arts
Shopping
Nature/Outdoors
Technology
16%
48%
36%
At what age does someone become a "senior"?
55-59 60-65 66-70

Findings:
 The majority of the participants believe one becomes a senior between the age 60-
65.
 The 16% of the applicants believe one becomes a senior between the age
55-59.
13%
13%
17%
16%
20%
21%
When do you participate in most activities/hobbies?
Weekday Mornings
Weekday Afternoons
Weekday Evenings
Weekend Mornings
Weekend Afternoons
Weekend Evenings
Findings:
 Most participants are active during weekend afternoons and evenings.
 Applicants are less active during weekday mornings and afternoons.

36%
64%
Are you familiar with the programs and services at the Maumee Senior Center?
Yes No
8%
92%
Have you participated in programs/services at the Maumee Senior Center?
Yes No
Findings:
 One-third of participants are familiar with the programs and services the Maumee
Senior Center offers.
 The other two-thirds are not familiar with the programs and services offered.
Findings:
 Only 8% of those surveyed had participated in the programs and services.
 The other 92% have not participated in the programs and services.

0
1
2
3
4
5
6
7
8
9
If yes, which programs have you participated in?
Exercise
Cards and Games
Computer Courses
Arts/Music
Community Events
Health Events
Findings:
 The program that the participants mostly participate in is the Cards and Games.
 None of those samples participate in Computer Courses and Health Events.

0
1
2
3
4
5
6
7
8
9
Have you participated in community eventssponsored by the Maumee Senior Center?
Holiday Light Parade
5K Hustle
Breakfast with Santa
Craft Bazaar
Summer Party
0
5
10
15
20
25
30
35
40
45
If you have not participated, please indicate why?
Location
Center Image
Lack of knowledge of
programs/services
Facilities
Lack of time
Activities provided
Do not consider myself a senior
Findings:
 The majority of those surveyed do not participate in the Senior Center because they
do not consider their self a senior.
 None of the participants indicated the facilities as the reason for not participating.
 The least indicated reason for not participating are the Center Image and Activities
Provided.

Findings:
 Most participants participated in the Holiday Light Parade.
 None of the applicants participated in the 5K Hustle and the breakfast with Santa.
40%
60%
Gender
Male Female
37%
20%
41%
2%
Employment Status
Employed full time
Employed part time
Retired
Unemployed
Findings:
 40% of the participants are male.
 60% of the participants are female.

Findings of Senior Center Focus Group
The purpose of the Senior Center focus group was to determine the views of those
involved with the activities of the center. We felt that it was important to be able to compare
the view of those involved with the center with those of the community.
Question: What would you say the image of the Maumee Senior Center is among those
who utilize the center?
Responses:
It is a community within itself and a place to meet friends.
Findings:
 44% of those surveyed are involved on at least a monthly basis with the Maumee
Chamber of Commerce.
 Over half report that involvement is sparingly throughout the year.
20%
20%
36%
16%
8%
Age
50-54 55-59 60-65
66-70 70+
Findings:
 36% of participants are age 60-65.
 Age groups 50-54 and 55-59 are both 20% of participants.
 The least amount of participants are 70 and older.
Findings:
 Most participants are retired or employed full time.
 Only 2% of participants are unemployed.

A place to connect with others
An outreach program/Volunteering program
Question: What would you say the image of the Maumee Senior Center is throughout the
community?
Responses:
Positive image but many don’t know enough about the center to have an opinion.
Many stated it needs more activities and community events
A place for “old” people to go and play cards
Question: What do you think the most beneficial services that the center provides?
Responses:
Social Interaction
Medical Benefits
Nutritional Programs
Question: What are the strengths and weaknesses of the center?
Responses:
Strengths
 Transportation
 Building relationships
 Support groups
Weaknesses
 Need of more volunteers
 More organization need
Question: What additional services do you think the center should be offering?
Responses:
More community involvement
More school involvement
B. Conclusions Based on Findings
Based upon the findings of the quantitative and qualitative research we have
developed the following conclusions with supporting rationale.

Conclusion: The boomers are a very active group with the activities they are involved in.
Rationale: Most of the participants indicated travel, nature/outdoors, and health/ fitness as
their top three choices in activities. The next top choices were sports and shopping. The
activities that the boomers do not tend to participate in are book clubs, family programs,
and technology. Other activities they do not enjoy are arts and financial planning.
Conclusion: The baby boomers time spent on activities is dependent on what their
employment status is.
Rationale: 37% of those surveyed are employed full time, which means they can not do
activities on weekday mornings and afternoons, but they have free time during their
weekend when they’re not working. Particularly the weekend, evenings at 21% and
afternoons at 20%. This is why weekday mornings, 13%, are only used for activities, as
well as weekday afternoon. On the other hand, 41% of applicants are retired, and have
plenty of free time during the week.
Conclusion: Those in the Senior Center target market are not familiar with the offerings of
the center.
Rationale: Two-thirds of the target market are not familiar with the programs and services
the Maumee Senior Center has to offer. This causes a low participation rate. Merely 8% of
applicants have participated in the Maumee Senior Center. Only one-third of the target
market is familiar with its offerings. Action must be taken to inform the target market about
the programs and services at the center.
Conclusion: The Maumee community members believe you become a “senior citizen” at
older ages.
Rationale: Of those surveyed, 48% of respondents believe one becomes a “senior citizen”
between the ages of 60-65. Another 36% believe one becomes a senior between ages 66-70,
but only 16% believe you become a senior between the ages 55-59.

Conclusion: Many people within the target market, 55 and older, do not consider
themselves to be “senior citizens”.
Rationale: The “seniors” of todays world are not the seniors of the past generations. While
they have reached the age of classification, they do not embrace the designation. The
lifestyles of the current target market do not match up with the lifestyles from the past
seniors. Senior centers do not realize this, therefore, they are not able to serve the needs
and wants of the Baby Boomer generation.
Conclusion: The Maumee Senior Centers needs to redefine the images and programs of
the center.
Rationale: Our secondary data proves that the center needs to improve their image and
programs. Their image and programs appeals to an older group than the target market.
The baby boomers are more active and do not view themselves as “old people”. Our
primary data proves they like to stay active with activities like travel, nature/outdoors, and
sports.
V. PROPOSED STRATEGIC PLAN
A. Objectives and Rationale of the Proposed Plan
After carefully reviewing the primary data, secondary data, findings and conclusions,
our chapter members presented to the Maumee Senior Center the following objectives.
Objective #1: Provide and atmosphere at the senior center pertaining to the Baby Boomer
generation.
Rationale: We believe that once the atmosphere is changed at the Maumee Senior Center,
more and more boomers will begin to come and participate in the activities provided. Once
the boomers begin to attend the center, they will start to bring their friends along with
them, which in turn brings more business and attention to the center.

Objective #2: Conduct a survey determining the time of day they are available, activities
that they are interested in, and the programs they have participated in at the senior center.
Rationale: In determining the activities and programs they are interested in and or
participated in, we can begin to build the relationship with them. The research showed that
the boomers are interested in physical activities, group activities, individual activities, and
competitive activities involving teams.
Objective #3: Change the Image and or Name of the Maumee Senior Center
Rationale: Through our first meeting with Ms. Ruble it was determined that there was room
for improvement at the Maumee Senior Center. Our research shows that an image change
for the senior center would help with their problem of attendance among the Baby
Boomers. Our research also showed that many amongst our target market do not consider
themselves to be seniors. With them not believing that they are seniors, they try to avoid
associations that involve senior citizens. Many senior centers have changed their names to
get away from the “old” image.
Objective #4: Get the “seniors” of Maumee and surrounding areas more aware of the
Maumee Senior Center and the activities they provide.
Rationale: The senior center will develop a strategy to allow the “seniors” of Maumee,
South Toledo, Monclova, Waterville, and Whitehouse, a way to know what is going on at
the center. Through the discussions of the focus group it was evident that they did not
have a way to get or obtain information about what goes on at the senior center. The
committee at the center would work with local organizations to hand out information about
the activities at the center.
Objective #5: A Promotional Activity
Rationale: Through our focus group we also determined that a promotional activity would
help with the centers image. The promotional activity we came up with was a Center Show.

In the show many things would be included such as, posters with information on the
activities, promotional handouts, and a PowerPoint showing the activities and programs
provided. We recommended the show to be presented at:
 Churches
 Community Events
 School groups (Board Meetings)
 Monthly Meetings
Objective #6: Develop a booklet or website allowing the senior citizens who have a desire
to become more active in the community and schools.
Rationale: In our secondary research, we gathered that more senior citizens involved with
the center would also like to become more involved with the community and schools. We
believe that the seniors have a lot of knowledge and wisdom to offer the community and
schools.
Objective #7: The Maumee Senior Center in cooperation with the Penta Maumee DECA
Chapter should develop a public relations plan 5o inform seniors and the community about
the activities of the image redesign programs. It’s important that they receive information
on a daily basis as to realize the benefits of the plan.
Rationale: The results from the primary data show that there is a lack of knowledge about
the center. This indications shows a need of improvement and growth in the marketing of
the center. The public relation plan would insure the information about the center gets out
into the community.
The implementation of the objectives by the Maumee Senior Center offers many
benefits to the seniors of Maumee, the community, our DECA Chapter and the Maumee
Senior Center. The following chart shows the benefits/outcomes of the objectives we’ve
provided.

Maumee Senior Center Benefits/Outcomes
 Redesigning the image of the target market and the community
 Meet the needs of the target market
 Increase the involvement at the center
 Address the lifestyles of seniors as the baby boomers age
 View seniors as an active part of the community
 Potentially increase funding for the center through increased participation and
community support
Proposed Activity 1: Change the current atmosphere at the senior center pertaining to the
baby boomers.
Description: A further review of changing the atmosphere should include: updating the
activities and services provided. This process should include the entire staff and
committee.
 New classes appealing to the boomers
 More benefits
 Additional volunteers
Timeline: This strategic plan would need further approval. Plan presented to committee
April 12, 2015
Proposed Activity: 2 Developed a survey for the purpose of engaging what the boomers
are interested in.
Description: The survey showed us the data needed to provide the senior center with
information about what activities that interest the target market.
Timeline: The survey was done February 23, 2015. Analysis of surveys done February 28,
2015
Proposed Activity 3: Changing the name of the senior center
Description: Running the idea past the board of committees. The baby boomers do not
consider themselves “seniors” so removing it from the name would be best.
Timeline: Planning to be approved by May 15, 2015

Proposed Activity 4:Getting the ‘seniors’ of Maumee more aware of the services they
provide.
Description: Develop a strategy to allow the ‘seniors’ to know of the events that are
occurring.
Recommendations to do so:
 create ways to let them know
 invite friends and family members
Timeline: May 20, 2015
Proposed Activity 5: Creating a promotional activity
Description: Create a Center Show to show the communities what the Maumee Senior
Center has to offer. Places we plan to run the show:
 Churches
 Schools
 Community
 Monthly Meetings
Timeline: May 30, 2015 at church services. August 23, 2015 at the local schools.
Community June 20, 2015. Monthly Meetings
Proposed Activity 6: Develop a booklet or website allowing the senior citizens who have a
desire to become more envolved
Description: Hold events at school events to allow the senior citizens to interact with the
kids
Timeline: September 3, 2015
Proposed Activity 7: Create a public relations plan
Description: To allow the citizens of Maumee, Waterville, Whitehouse, Monclova and South
Toledo to gain and obtain more knowledge about the senior center.
Timeline: Hold monthly meetings on the first Friday of every month.
C. Proposed Metrics or Key Performance Indicators to Measure Plane Effectiveness

2015 SC MR REUPDATED

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