Hsa 505 Revitalizing a Brand

HSA 505

2/4/2015

Case study 1: Revitalizing a brand

REVITALIZING A BRAND

Question one

According to Johnson (2013), a business marketing communication efforts share a common principle with all other businesses: The marketing communication plan must stem directly from the market plan. By providing a strong market communication plan it must include: clear objects, a specific message that the consumer can relate to their needs and an execution plan of the set objectives.

In the case study “revitalizing a brand”, Nancy Edwards and Jennifer Moore, co-owners of the Plaza Home Health Services, focused their market on the following: communication, identity, brand position around upgrading its brand image, organization identity, and consume recognition. All concepts are important in order to position the organization overall success for years to come. Nancy and Jennifer are in a market that would allow them to grow over the years but lacked in areas that need revitalization. Their marketing communication was to exceed the competitors among other home health service providers and to provide excellent care and exceed the expectations of their customers. The Plaza Home Health Services’ identity needed an upgrade so Nancy and Jennifer decided to focus on the firms poorly conceived logo, which was composed of the Times New Roman font in black with bold letters. They also focused their attention to other areas of the organization such as the signage, sales literature, and even business cards to help enhance the organization identity.

Branding elements at the Plaza Home Health Services’, were considered outdated for the time period they are in, but as soon as cash flow and business success continued to grow, Nancy and Jennifer were able to make necessary changes on a variety of branding considerations with the organizations current image and associated branding attributes.

Question two

Marketing SWOT Analysis associated with the Plaza...