WEEK 1 ASSIGNMENT Integrated Marketing Communications

WEEK 1 ASSIGNMENT

Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal
James N. Lewis
Devry University’s Keller School of Business Management
Marketing 522
Instructor: Dyrren Davis
Date: January 11, 2015

Your name: James N. Lewis
Identify and describe the selected brand.
Product or Service Idea:
My selected product is the non-medical service offered by Home Instead Senior Care. Some of
the services provided as part of the non-medical services area of the business involves:

assisting seniors with activities of daily living such as bathing and getting dressed

WEEK 1 ASSIGNMENT
helping with transportation to and from appointments

helping with shopping

assisting with light housework

caring for pets

helping with taking medication

watching over seniors with diseases such Dementia, or Alzheimer’s while their relatives
are at work

assisting seniors in getting around while recovering from surgery or other health related
injuries, and to and from appointments
What brand problem are you attempting to solve with an IMC?

In my particular area as well as other states, many seniors and their families are unaware of the
range of home care services that are available locally or statewide.

The problem that my Integrated Marketing Communications Campaign is designed to solve is
making more of Delaware’s town, county, and state families with seniors; seniors themselves,
health-care facilities; and other businesses aware or more informed about the availability,
location, cost of these services, and how they can obtain Medicare or Medicaid assistance in
defraying the cost.
2

WEEK 1 ASSIGNMENT
Who do you think the target audience is? (Remember that you will need to confirm this
with research.)
The target audience of my Integrated Marketing Communications (IMC) Campaign Plan would
be seniors living alone, families with seniors at home, and businesses such as:

relatives of seniors whose health, temporary, or permanent disability, or age makes it very
difficult for them to properly care for themselves

seniors who recognize that they need help with routine activities at home and external to
the home that they are unable to complete without much difficulty

general hospitals with large geriatric and med surgical floors

hospitals and nursing with rehabilitation facilities

state Medicare and Medicaid offices

Are similar or competitive brands available? List or briefly describe a similar brand.
One of the competitors available in the state is the 32 year-old company Griswold Home Care
which also provides non-medical services such as help with assisted daily living activities,

Companion care, and home-making duties. They also provide live-in care and have offices in
over 34 states.
How does your brand differ from competitors? What is the distinctive competitive
advantage?

3

WEEK 1 ASSIGNMENT
Some of the things that differentiate or set Home Instead Senior Care non-medical services apart
from its competitors, and give it a competitive edge include:

It is the world’s largest, and most trusted home care company

Provision of comprehensive training for all its Caregivers, focus on client-Caregiver
compatibility, and emphasis on quality assurance are key components of its business
model

The company is always lobbying to ensure that the cost of providing the services it offers
remain affordable for seniors and their families

Home Instead Senior Care has the largest number of participants in the Home Care
Association of America which is the is the nation’s first association for providers of
private duty home care such as the services offered by the company

The company provides services in the United States, Canada, the United Kingdom and 12
other countries and has an outstanding reputation with thousands of home health care,
medical and social elder care organizations around the world

(homeinstead.com, 2014), (Non Medical Home Care, 2015), (Home Care Financial Assistance
and Payment Options, 2014)

References
(2014). Retrieved January 11, 2015, from homeinstead.com: http://www.homeinstead.com/aboutus/Pages/History.aspx

4

WEEK 1 ASSIGNMENT
(2014, April). Retrieved January 11, 2015, from paying for senior care:
http://www.payingforseniorcare.com/longtermcare/paying-for-home-care.html
Non Medical Home Care. (2015). Retrieved January 11, 2015, from griswoldhomecare.com:
http://www.griswoldhomecare.com/services/homemaking-care/

5