Mktg 480 - Export Marketing Plan

MKTG 480

International Marketing/Export Marketing Plan

Willow Creek Development & Management Export Marketing Plan

MKTG 480

International Marketing/Export Marketing Plan

Executive Summary

Willow Creek Development and Management, a privately held company providing assisted living accommodations and services for seniors, is an industry leader in the Pacific Northwest. Catering to the upper-end, private pay market, the company offers high-quality rental accommodations, outstanding client care, and personalized service to residents and their families. This combination of facilities, care, and services give Willow Creek a competitive advantage over other facilities in the region and has enabled the company to grow from one facility in 1996 to six facilities today, maintaining an impressive 97% average occupancy rate.

"The fundamentals driving the assisted living industry - including the aging of populations in advanced economies and the drive to better manage health care costs--will continue to provide exceptional demand for assisted living services. Given the industry's fundamentals, a company with access to capital, strategic focus, and commitment to operational excellence should be well positioned to be a leader in the market" (Wade and Anthony, 1998: 1). Willow Creek is perfectly poised to become such a leader in Canada. Canada, specifically Vancouver, British Columbia, offers a growing senior population and less competition, particularly for facilities serving the mid- to upper-income target market. Targeting mid-range and high-end customers fills a nice in an upscale retirement community

that currently caters predominantly to low-income seniors in need of governmentally subsidized "affordable" assisted living options.

The proposed 80-unit facility will be built in suburban Vancouver to Willow Creek's exacting standards. In addition to Willow Creek's hallmark high quality, personalized service, the facility will offer a variety of rental sizes and price points, beautiful common areas and spectacular grounds. Its proximity to downtown Vancouver, as well as to area parks and the ocean, will make Willow Creek Vancouver attractive to clients desiring big-city amenities and/or proximity to some of the region's grandest natural resources. Marketing efforts will focus on creating a strong referral network and targeted marketing efforts directed to the 55+ demo in a 25-mile radius of the proposed facility.

Willow Creek Vancouver will begin making a profit after seven months of operation, with average occupancy after nine months of operation projected at approximately 94% of the 80 units being built. Estimated annual revenues from Willow Creek Vancouver will be US $2.75 million per year.

Current Marketing Situation

Corporate History

Willow Creek Development and Management opened its first assisted living community for seniors in suburban Portland, Oregon in 1996. Assisted living in Willow Creek communities meets the need for care and living arrangements that are generally most desired after in-home care options for an independent senior have been exhausted or become too expensive. Willow Creek combines elements of independent living with more vigilant attention, while still providing

residents with much more independenence and interaction than a nursing home environment, and at a lesser cost than nursing homes.

Willow Creek's communities are distinguished by the wide range of services offered for seniors desiring active, independent lifestyles in a safe, supportive, non-medical facility. The company has earned a reputation for providing high-quality rental accommodations, outstanding client care, and personalized service to residents and their families.

Since 1996 the company has built five additional facilities throughout the Pacific Northwest, predominantly in suburban areas of major metropolitan markets. All facilities function as subsidiaries of the original facility, which serves as corporate headquarters for the company. Total employees of all facilities currently number 305.

Target Market

The target market for Willow Creek residential communities is men and women age 55+ who live within a 20-mile radius of the Willow Creek facility. Units are available to renters age 55+, with the majority of Willow Creek residents age 75+. Over 97% come to Willow Creek communities needing support in managing one or more aspects of their activities of daily living (this could be support in bathing, dressing, shopping, cooking, cleaning, taking daily medications, etc.), while the small remainder of residents move to Willow Creek communities in anticipation of their future need for such daily support.

Willow Creek's locations provide access to metropolitan amenities like theater, concerts, and shopping, while offering the comfort and relative safety of suburban living. Nearly

90% of Willow Creek residents moved no more than 20 miles from their previous residence to a Willow Creek community, enabling them to retain critical social and family ties and the comfort of remaining in their known geographic area.

Advertising/Promotion

Willow Creek communities market directly to seniors through advertisements in local senior publications, as well as hosting frequent open houses with wine/cheese receptions for seniors and their families to tour individual rental units and shared community spaces. A robust Web site featuring facility maps, floor plans of rental units, amenities and services list, general pricing, and active lifestyle shots taken onsite at Willow Creek properties offers an interactive, informative way for seniors and their families to compare Willow Creek communities with other assisted living facilities. Additionally, Willow Creek has built strong relationships and an exemplary reputation with area providers of in-home eldercare services, social workers, discharge planners at rehabilitation centers and hospitals, and with senior citizen's information and advocacy groups. Printed tri-fold brochures distributed to service providers and direct mailed to prospective renters provide a general overview of the facilities, services, and fees.

Willow Creek's newest community in Whitefish, Montana, was highlighted in a national senior magazine in August 2006, receiving a very