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  Marketing and Outreach

Situation: This mid-sized senior services organization faced outside competition to their meals program for the first time. Two competitors entered simultaneously into their service area. In the past, as the only provider, this organization delivered all home meals to seniors who requested meal programs or were provided with meals after hospitalization. With the two competitors, meal customers were given the option to request their meal vendor. Any meal customers who didn't specify a vendor were assigned to the lowest bidder. And the lowest bidder was one of the entering competing organizations.

Because the meals program was one of the primary revenue streams for the organization, the impact of two competitors could have been devastating on the organization.

Strategic Solution: advance4 LLC determined the unique qualifying characteristics of this meal provider and developed a targeted marketing campaign around those qualifiers. A branded division of the organization was created specifically as the meal provider. This division carried a memorable name. All meal-associated aspects of the senior center carried the brand and the name of the meal division to impress the identity of the provider on clients and others in the community. The relationship between the senior center and the meal customer was enhanced by providing meal customers with a newsletter, information on the additional services that they could access through the organization, and clear information about how to ensure that their meal provider didn't change. And inside staff within the organization were trained on how to strive to retain meal customers.

Result: As a result, the organization was able to retain its current customer base, improve customer satisfaction and loyalty, and attract new customers. The two competitors were not able to make the market effective and have ceased providing services.