CMS335 Learning Objective 7:
Allocate an advertising budget
Edgehill (2013)
My client, an upscale senior community in Stamford, Connecticut, requested a comprehensive marketing plan with the following objectives: generate an influx of qualified prospective residents, educate all target audiences on the Edgehill continuum of care, promote the community’s dedicated memory care facility, and establish Edgehill as the premier source for senior living information in southwestern Connecticut.
Edgehill was presented with, and signed onto, this plan describing each tactic with timing, budget, and updated expenditures on a weekly, monthly, and annual basis.
Click the image to view a PDF of the complete tactical plan.
Thornburg Mortgage (2002)
Before they became famous as one of the country’s first harbingers of financial crisis in 2007-2009, they were a successful mortgage lender in most of the 50 states. This plan was assembled with the specific goals of maintaining a low cost per origination, minimizing diminishing returns, and allowing for future scalability. No budget was set by the client, however the plan presenting costs and estimated returns on an annual basis. I recommended a three-month trial in 10 markets, while also providing data on all prospective national markets for future consideration.
Click the image to view the promotion plan.