Pvm Marketing Plan
Pleasant Valley Manor Advertising Plan
Pleasant Valley Manor Advertising Plan
Dr. Friedman MGT 371 Fall 2012
Dr. Friedman MGT 371 Fall 2012
Table of Contents
Executive Summary 3
Situation Analysis 5
Industry and Company Information 5
Market Details 6
SWOT Analysis 6
Competitor Analysis 6
Advertising Strategy 7
Objectives 7
Media Strategy 10
Advertising Budget 11
Controls 13
Appendices 15
Print Advertisement 15 Storyboards 16
Radio Advertisement 17
Bibliography 18
Executive Summary
Pleasant Valley Manor is on the verge on going out of business.
Company Overview
Providing nearly one century of care to the inhabitants of Monroe County and surrounding areas in Northern Pennsylvania, Pleasant Valley Manor’s origins date back to 1924. The original nursing home housed 47 to 54 residents and provided care primarily for the destitute. In 1965, due to increased regulatory agency involvement, the original building was closed and a second building, which housed 54 residents, constructed. Monroe County incorporated Pleasant Valley Manor in 1974. In 1977, the current extended care facility was built to include an additional 120 beds. All 174 beds were occupied by the time the project was completed in 1984.
Pleasant Valley Manor strives to provide optimal care on both a physical and a psychosocial level. Dedicated to excellence, Pleasant Valley Manor is staffed by a team of highly skilled professionals. Registered nurses, licensed practical nurses, and certified nursing assistants provide quality care under the supervision of warranted physicians. Prospective residents have the option of short- or long-term care. On site medical services include short-term rehabilitation, sub acute care, Alzheimer’s/dementia care, surgical recovery, pain management, respiratory care, physical therapy, speech therapy and more. While residents receive necessary medical treatment, they will do so in a comfortable home-like environment. The staff at
Pleasant Valley Manor Advertising Plan
Dr. Friedman MGT 371 Fall 2012
Dr. Friedman MGT 371 Fall 2012
Table of Contents
Executive Summary 3
Situation Analysis 5
Industry and Company Information 5
Market Details 6
SWOT Analysis 6
Competitor Analysis 6
Advertising Strategy 7
Objectives 7
Media Strategy 10
Advertising Budget 11
Controls 13
Appendices 15
Print Advertisement 15 Storyboards 16
Radio Advertisement 17
Bibliography 18
Executive Summary
Pleasant Valley Manor is on the verge on going out of business.
Company Overview
Providing nearly one century of care to the inhabitants of Monroe County and surrounding areas in Northern Pennsylvania, Pleasant Valley Manor’s origins date back to 1924. The original nursing home housed 47 to 54 residents and provided care primarily for the destitute. In 1965, due to increased regulatory agency involvement, the original building was closed and a second building, which housed 54 residents, constructed. Monroe County incorporated Pleasant Valley Manor in 1974. In 1977, the current extended care facility was built to include an additional 120 beds. All 174 beds were occupied by the time the project was completed in 1984.
Pleasant Valley Manor strives to provide optimal care on both a physical and a psychosocial level. Dedicated to excellence, Pleasant Valley Manor is staffed by a team of highly skilled professionals. Registered nurses, licensed practical nurses, and certified nursing assistants provide quality care under the supervision of warranted physicians. Prospective residents have the option of short- or long-term care. On site medical services include short-term rehabilitation, sub acute care, Alzheimer’s/dementia care, surgical recovery, pain management, respiratory care, physical therapy, speech therapy and more. While residents receive necessary medical treatment, they will do so in a comfortable home-like environment. The staff at
Bibliography: J. Kepros, B. Mosher, C. Anderson, P. Stevens. “The Product Life Cycle of Healthcare in the United States.” The Internet Journal of Healthcare Administration 4.2 (2007). Pierce, David. “Losses, Questions Mount at Pleasant Valley Manor.” 2012 йил 27-September. Pocono Record. 2012 йил 02-December <http://www.poconorecord.com/apps/pbcs.dll/article?AID=/20120927/NEWS/209270327>. Pleasant Valley Manor. Pleasant Valley Manor Nursing Home. 2010. 2012 йил 5-December <www.pvmnh.com>. —. “The Family Connection Newsletter.” 2011 йил 1-September. Pleasant Valley Manor Nursing Home. 2012 йил 2-December <http://www.pvmnh.com/newsletters/PVM_Newsletter_2011.pdf>. U.S News & World Report. Pleasant Valley Manor, Inc Ratings. 2012. 2012 йил 02-December <http://health.usnews.com/senior-housing/nursing-homes/pa/pleasant-valley-manor--inc-395491/ratings>. -------------------------------------------- [ 1 ]. Pleasant Valley Manor, Pleasant Valley Manor Nursing Home, 2010, 5 December 2012 . [ 2 ]. B. Mosher, C. Anderson, P. Stevens J. Kepros, "The Product Life Cycle of Healthcare in the United States," The Internet Journal of Healthcare Administration 4.2 (2007).