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 ...