CNRC Marketing Strategy

Transcription

1 CNRC Marketing Strategy 1

2 Mission To maximize marketing dollars to positively impact the Medicare short term bed count in the rehabilitation unit, while continuing to promote the Claremont Nursing and Rehabilitation Center as a community based skilled nursing facility. 2

3 Goal 1 Reach potential clientele to aid in the rehabilitation unit goal of an 18 Medicare bed increase over two years in the rehabilitation unit, for an average total of 32 Medicare beds occupied. Measure Tracked daily by CNRC staff & data provided in monthly reports to Finance & the Board of Commissioners 3

4 Goal 2 Maintain visibility and continue to build on relationships with established referral partners to sustain success and growth of CNRC. Measure Track the number of patients referred to CNRC by each referral source Assess referral source s willingness to meet with CNRC Marketing Representative Willingness to display CNRC marketing material Routinely examine the organization s clientele base to determine whether still relevant to CNRC s mission 4

5 Goal 3 Maximize marketing dollars to reach identified targeted audience and geographic regions. 65+ community y/o decision makers Target Areas- Carlisle, West Shore Measure Utilize client surveying to assess trends in how new clients are discovering CNRC. Evaluate analytical reports provided by advertising vendors. 5

6 Goal 4 Explore new marketing area in the Western Cumberland County/Northern Franklin County Measure Identify and solicit new referral sources in this region and will track those referral sources on a quarterly basis. Assess the referral sources and survey incoming clients to look for trends in this market. 6

7 Short Term Marketing Strategy Two Launch Events 1. Public Opening daytime event, open to public a. $500 budget 2. Referral Event- Exclusive access event for referral sources held in the evening. a. $5,000-$6,000 7

8 Short Term Marketing Strategy Comcast Spotlight 1.Focus on Carlisle zone utilizing a 2 week campaign (Mid-December- January) 2. Feature Rehab Unit Spots at a total of $2,761 8

9 Comcast 100% of investment into Cable Television goes to reach our geographic target area Only 25% of our investment in local radio or television spots goes to our geographic target area 9

10 Source: Media Comparisons Study Knowledge Networks Inc. Custom Survey. 58% TV People 65+ spend 78% of their time consuming media with TV & Online. 20% Online Comcast Spotlight provides access to this audience with targeted TV & Online Marketing opportunities. 10% Radio 7% Newspapers 4% Magazines 1% Tablets 1% Mobile 10

11 35 to 64 Year Olds are Spending the Majority of their time with TV and Online 47% TV 35 to 64 year olds spend 74% of their time consuming media with TV & Online. 27% Online Comcast Spotlight provides access to this audience with targeted TV & Online Marketing opportunities. 14% Radio 4% Mobile 3% Newspapers 2% Tablets 2% Magazines 11 Source: Media Comparisons Study Knowledge Networks Inc. Custom Survey.

12 Grand Opening On Air Recommendation Carlisle zone Carlisle zone 2 week campaign (Dec 1-14) All :30 spots running Monday-Sunday 6a-12p Networks Spots Investment / Spot 35 commercials per network weekly 28 commercials per network weekly $2.40 average per spot $3.00 average per spot 21 commercials per network weekly $3.18 average per spot 30,000 In Banner Video zoned Carlisle 330,000 $19 CPM Campaign Total 644 $2, Schedule reach 78%, frequency 3.4x Adults Schedule reach 88% Frequency 4.2x Adults

13 Billboards 5 static billboards featuring Coming Soon new rehabilitation unit placed in West Shore area, including in the area of referral source locations Quote for $4,500 for a 4 week campaign 13

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15 Billboards Designed to be mass marketed; posted in multiple locations in an effort to flood the market all at once Outdoor media has the lowest average CPM (Cost per 1,000 views) of any media, with the highest exposure rate (20 hours per week)* *Data from Outdoor Advertising Association, Abriton In-Car Study 15

16 Billboards Sample Locations 16

17 Referrals Continue referral outreach and promotion of new rehabilitation unit Make contact with new referrals in Western Cumberland and Northern Franklin County Provide marketing materials to referral sources on the new unit 17

18 Timeline Up to Opening December 1st- 12th- Filming of commercial to air through Comcast December 15- January 2 December 4th- Request approval of $4,500 contract with for Billboards and Credit Application for Billboard Vendor (Action to be taken at BOC Meeting on Dec. 8th) December 22nd- January 18- Billboard campaign December 15th- 28th- Comcast Commercial Spot campaign January Referral reception event and open house event- Dates TBD 18

19 Long Term Marketing Plan Long term marketing strategy in development and will be provided in the coming weeks. Elements of Long Term plan will be based on analysis of success of Short Term plan. At this time exploring the following marketing strategies as long term possibilities. 1. Comcast Spotlight 2. PA Media Group (Patriot/Penn Live online and print advertising) 3. Referrals 4. Billboards 5. New Website with utilization of testimonials 6. New Website to feature Rehab Center virtual tour 19