Client
AdvaCare Home Services is a three-location respiratory, sleep and home medical equipment provider and retailer in the greater Pittsburgh, PA area.
Challenge
AdvaCare will participate in Medicare competitive bidding. AdvaCare is strategically changing their payer and product mix, among which is to expand cash sales categories related to their core third party business. They are moving one of their offices to a new larger location, and plan a second remodel, with new retail- oriented showrooms. AdvaCare is new to retailing and seeks a marketing plan to build brand recognition, announce the new store’s grand opening and expand relationships with referral sources, patients and consumers.
Solution
Analysis
- Summit Marketing conducted a strategic marketing overview of competition, AdvaCare’s positioning, strengths, weaknesses and program emphasis
- Conducted comprehensive audit of AdvaCare’s previous marketing communications and company materials to assess direction, quality and needs
Strategy
- Develop enhanced company branding and positioning.
- Define AdvaCare as community experts in home health care, senior and caregiver market. Develop pre-emptive company materials that define the home health market and demographic developments in new store geographic area
- Design and implement comprehensive grand store opening marketing plan
Implementation
- Developed enhanced positioning, company tag line for press releases and company fact sheet
- Developed pre-store opening press contacts, publicity and chamber of commerce support.
- Structured new store launch plan which included event calendar, promotion recommendations, media, publicity, referral source outreach, web site enhancements and comprehensive spreadsheet template for planning and project timeline
- Provided sample copy for promotion, advertising, posters, drawings, storefront layout
- Evaluated online and offline media
- Developed media list, contacts and targeted placement of press announcements
Measurement
- AdvaCare received pre-grand opening publicity and personal interviews in a business newspaper and announcements in 3 local newspapers.
- Store opening was a success. Store has demonstrated over 100% increase in revenues.
- AdvaCare will use grand opening launch plan and template for second store opening.
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