Ashley's place is a profit-making living community located at South Woodbridge
neighborhood in Lodi, Californian state. This senior care community is found in a city containing
middle-income earners whose average income, according to Lil Martin's report, it is estimated to
be 44, 500 USD (Enström and Ghosh, 2016). The assisted living community is supported by
37,227 square feet approximating to 73 units, with 145 licensed care beds. Thirty-nine studio
units are provided at Ashley Place; single bedroom units are of 32 in number and some
individual half-room units.
organization offers an assortment of community amenities where residents can participate in off-
site experiences and excursions regularly scheduled. Ashley’s location is of strategical
advantage closer to public transit, where residents’ parking is provided at its place, especially on
the southern side of a walkway in a single-story building.
ASHLEY PLACE MARKETING PLAN 3
Mentioning of the population of Lodi area, it is rather dense with a total number of 48,
000 residents serving as both potential and loyal customers to the Ashley place. The organization
provides different services to this population, including dining options where various meals and
programs are available to customers upon request. The on-site activities to help stimulate
patient’s activeness due to the special curated on-site events that boost both mental and physical
abilities. Another service that requires the essentiality of this marketing plan is the common
outdoor areas established with accessibility, movement, and flow for residents' mobility to
increase resident’s pleasure and convenience; nonetheless, the enclosed-courtyard soothes
recreation hours too. The availability of common indoor areas with quiet places to ensure the
safety of residents, a salient feature that has been termed favorable for supporting the majority
population of Christian faith.
ASHLEY PLACE MARKETING PLAN 4
Ashley's place incorporates expertise from diversified fields including but not limited to
hospitality experts, nursing and practitioners, special needs attendants, counselors, and beauty or
personal services attendants. Managing all these fields and rendering community attributes
services like transportation, religious services, personal services, pet care options, and medical
care services establishes a dilemmatic scenario to the overall managerial departments. Therefore,
dealing with these issues requires an integration of these services in our marketing plan to help
deliver them in sets aiming at our mission of meeting the priorities and welfare of every
customer with the desired quality.
Ashley's place offers two types of living options according to the tastes of the customer;
leaving at nearby cities or residing at Lodi Assisted Living. Although there are various
significant buildings at Ashley place, skilled and licensed nurses and practitioners are only
permitted to enter the second and third-floor care center buildings. There are 450 residents
permanently staying at Ashley Place with a 100% occupancy rate on hold waiting for the 24
hours daily routine services.
Nearby Cities Chart (1)
Number of Facilities
Average Cost for 1
ASHLEY PLACE MARKETING PLAN 5
Lodi Assisted Living
Type of room
Mission and Vision
Ashley's place is committed to ensuring that a multi-disciplinary and cooperative team
delivers comprehensive assisted living services to the senior population by integrating these
services from a diverse focal point of view. Lodi people have about 2025 senior people aged 85
years (Cohen, 2005), therefore designing and renovating Ashley Place will ensure the
affordability of the rooms to the high population and enhance the service delivery to attract
potential customers through the conversion of some units offering specialized care like memory
loss, Alzheimer’s diseases and dementia. The increased number of senior populations is viewed
as a challenge to Ashley Place as well as a market gap where marketing plans can best strategize
their needs by designing quality service care provisions like memory care to ensure the wellness
of their aging process. The availability of a committed team of interior design and hospitality
specialists with insightful activity-based programs will promote the service integrated plan.
Special care room Shared-room
ASHLEY PLACE MARKETING PLAN 6
Service Integrated Plan
The idea is to deliver assisted living service in a set-like form where this change can
lessen or cut off some costs incurred in operation and bring cash flow. Nurses and practitioners
will be based on the third and second floors to provide memory care to the aging population at
the place while a team of counselors will offer peer counseling in the villas and other
comfortable sites of Ashley compound. The hospitality team is to stick to the idea of ensuring
each individual of the family is taken care of and provided feedback of satisfaction
Integrated used rooms
As preceded earlier, the renovations and internal modifications will be done in the early
of 2020 to help increase the number of beds to 200 care beds. Fifty-five units will be built on the
two floors with dining-halls established on the right side of both levels and activity rooms
furnished with a closet. The redevelopment process seeks to integrate used rooms into activity
shared hall and dining.
Furthermore, hallways and old units will be transferred to meet the service integrated
plan and arrangements for requirements of memory care. The modifications are expected to be
accomplished in April and open for public access in June 2020. The location of the small movie
theatre, administration office, and storage rooms will maintain its position on the first floor and
ASHLEY PLACE MARKETING PLAN 7
Consistent communication with customers
and other residents.
The reduced costs as prices are all-inclusive
for care services.
Ample transportation services and successfully
planned recreational and social facilities from
Well managed security with strict staff for the
safety of the organization’s customers.
Availability of emergency call system and
group exercise done at the recreational area.
Little finance planning and budget constraints
on funding renovation projects.
Customers find it difficult to differentiate the
different organization’s care services.
Most of the amenities are priced high, favoring
those seniors from the middle-income class.
Attainment of the set goals due to the
organization’s core competencies.
The availability of established infrastructure
has reduced transportation costs.
Renewed environmental policies and
economic forces have contributed to a
maintained consistent market share of Ashley
Increased regulations and unfavorable
government policies raise the associated costs
in service delivery at Ashley Place.
An increased thirst for cost-cutting emphasis
may lead to subpar resident care, crippling
lawsuits, and harsh working conditions.
Limited workforce for the organization as
more training for proficiency uplift is essential
ASHLEY PLACE MARKETING PLAN 8
A well-targeted marketing campaign to the
seniors with higher disposable income has
increased awareness of what Ashley Place
Additional on-site pharmacy and a 24 hours
extensive array of medical personnel maintain
the independent lifestyle for these seniors.
in Ashley Place.
The external forces from competitive
counterparts offering unique and competitive
strategies to their seniors.
Ashley Place is located in California, a leading state in the economy of the USA, with
boasting of $3.2 trillion. Agriculture is one of the prominent components of the state’s economy
with fruits, wines, nuts and vegetables, moreover, cannabis, grapes, flowers, cotton, oranges, and
nuts being the most valuable crops. Ashley operates at 6.5 miles radius, with determinants of its
market niche as the quality of service and household income.
The paper bases its analysis and marketing plans for a population age over 70 years
because such senior population is at higher risk of developing memory loss, dementia, and
Alzheimer’s diseases. This is due to the statistics by the Senior Population Department that
indicated an approximation of 80% of individuals diagnosed with dementia and Alzheimer's are
over 70 years. Therefore, our marketing plan believes that Ashley Place’s target customers
would have proper savings and a stable annual income of about $24,000. A study by Lil Martin
shows that an association of senior population of over 70 years has a decent profit in the states,
ASHLEY PLACE MARKETING PLAN 9
primary markets, and nation areas, with 39% households living in California State being
predicted in 2020.
Demand and Supply of Service Integrated Plan
The increased demography of ALZ, memory loss and dementia diagnosis has resulted in
a rise of demand in service integrated plan, including memory care plans. The plan focuses on
middle-income individuals who are neglected as royal families with an annual income of more
than $99,999 have diversified options, and some may choose to stay at home while those of
income below $30,000 receive support from the government. The demand in California state by
2020 is approximated at 7.5% of the population of age over 70 years with income from $30,000
to $99,999, that is 7.5% *130,677= 9,800.
The supply factor was analyzed based on the number of competitors and their monthly
rental charges. Three facilities offer service integrated memory care as well as residential home
settings. This plan investigates the units and occupancy level from competitors of Ashley Place,
and a total of 225 memory care units were provided, and an occupancy rate of 90.2% was found.
Income needed chart (3)
Min. Rental Rate Max. Rental Rate
A % of monthly income (fee)
Expected monthly income
Annualized (x 12 months)
Amount after tax income
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Amount before-tax income $67,567 $116,056
Deduct home equity fund
Deduct family contributions
Total annual income
The number denotes that the integrated service market is performing well as the occupancy lies
between 90.2% and 96.5%, indicating how the market can support the top combined and the
service fee charged for memory.
Goals and Strategy
Considering the situation analysis above forecasts that 9,800 persons aged over 70 years
and annual income lying between $30,000 and $99,999 need integrated service and memory
care. The market plan stretches Ashley Place to target clients with decent yearly income and who
are over 70 years. A total of 55 units of service integrated and memory care rebuilt and
completed by April 2020.
The plan projects attaining the goals of; pre-sale sell of minimum 40% of the units, a
monthly sale rate of 22% with a close rate at 80%, and achieve an occupancy rate of 80% in late
Position model: Integrated service in Ashley Place is designed to absorb the target clients
over 70 years with an annual income of $30,000 to $99,999. This market plan suggests a venture
into the prize monthly service and studio with a monthly rental fee of $2,670 and $750,
respectively disrupting the market and suggesting a no entrance fee policy for moving in of
prospects. The market plan further suggests Ashley Place should only provide studio and prize
ASHLEY PLACE MARKETING PLAN 11
monthly rental as they offer privacy and provide clients with a home setting environment
decreasing the agitation and confusion.
Position statement: Ashley Place, in its new model, aims at being the accountable and
leading operator in providing all sorts of service including older adults’ memory care living in
California. The modified design creates a conducive environment for residents and employees to
work and live comfortably due to its integrated home-like design and security features.
Integrated service facilities in Ashley Place provide mixed units and aims at different
potential clients. The marketing plan identified that most competitors focus on top prospects, and
others consider the middle class, mostly with total monthly charges take the form of $5,700 to
$8,800. Ashley offers 39 studios at $7,790 rent is interfered with; it has substantial competence
in delivering excellent service, enhancing product values, and attracting prospects.
Strategies in marketing:
1. Cause marketing and direct selling of services through personal sale approach to
families of the aged population.
2. Delivery of information to clients through purchased Mailing Lists. The targeted
demographics are older adults over 75 and adult children considered for marketing.
Details: individuals of over 70 years with an annual income of $30,000 and $100,000
Age 60- 69 individuals with assets of $120, 000.
3. Short-run tactics in pricing: At the stage of pre-sale, the already paid deposits residents
can benefit from 25% off rent discounts. Immediately the integrated service and
memory care are opened; prospects that move in the first two months can get 15% off
ASHLEY PLACE MARKETING PLAN 12
4. Digital Strategy: Use of POP and internet marketing to establish an awareness of the
availability of the integrated services at Ashley Place, moreover, CRM system will be
used to develop and track selling process to help investigate track sale, needs of clients
and performance of the team, recording units’ occupancy status, setting goals in
specific courses, and enhancing communication content among all-phase clients.
5. Product positioning; through SEO tactics, used to raise Ashley Place’s website stand in
the search engine results and increasing numbers of new clients to the site through
organic search results. Digital media adverts like trafficking and sponsorship or
partnership with world influential online businesses.
6. Management should venture into print media to increase awareness of integrated
services by Ashley Place to promote brand recognition.
Financial plan: six marketing employees are required to take charge of nearby cities, and
Lodi Assisted Living with occupancy rate at 100% plan. Early stages will involve pre-sale of
integrated and mental care service, and the executive director is expected to choose between
hiring a marketing assistant or not when the units are opened. The chart below shows the
marketing budget, including several components like SOE, strategies in a digital, new employee,
short-run pricing and direct mail. Move-in goals are shown in table 4 and the pre-sale of the 2020
period starting in April.
Financial Marketing Plan chart (4)
Direct Mail CRM System
Short-term prizing SOE
$5,500 $22,400 $6,500 $24,000 $4,400
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2020 Total Move-In Goals (5)
integrated service and
Remodeling Pre-sale Open
Memory Care Jan-20
Jun-20 Jul-20 Aug-
Sep-20 Oct-20 Nov-
Budget Budget Budget Budget
Move-Ins 3 3 3 3 3 4 3 4 3
Move-Outs – – – – – 0 1 0 1
Occupancy 13 16 18 22
of EOP %
The performance evaluation section is essential in analyzing the effectiveness and
measuring the flexibility of adjusting the tactics concerning the market conditions within the
organization. Managerial staff get an opportunity to receive recognize performance quality, get
feedback, and set marketing expectations for future organizational performance.
Tactic evaluation: launching of surveys in California to determine how move-in clients
and families know about the integrated and memory care services from Ashley Place and the
sources that lead them to Ashley. Evaluate the visitor’s number on-site the turn-into clients’ rate.
Lastly, evaluate how valid direct mails are and how monthly budgets may be adjusted.
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Marketing Performance Evaluation: intervene in the weekly calls and tours, the closing
rate and obstacles associated with selling integrated service and memory care units, and evaluate
the time spent by marketing employees on clients together with tour experiences of these clients.
ASHLEY PLACE MARKETING PLAN 15
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