Expert answer:Case Study 1 Revitalizing a Brand
Solved by verified expert:Case Study 1: Revitalizing a BrandDue Week 4 and worth 200 points Read the case study titled “Revitalizing a Brand”, located in the online course shell. Use the Internet or Strayer databases to research the branding and communication strategies of one (1) health services organization that is similar to the health services organizations mentioned in the case study. Write a four to six (4-6) page paper in which you:Describe the current marketing communication, identity, and brand position of Plaza Home Health Services.Conduct a Strengths Weaknesses Opportunities Threats (SWOT) analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services.Assess the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position).Compare branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Determine whether or not Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Provide a rationale and support for your response.Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources. Your assignment must follow these formatting requirements:Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are:Examine the marketing research process and market segmentation strategies in the health care industry.Analyze business planning based on an analysis of domestic and global operating environments, market dynamics (supply and demand), commercialization, and product-market expansion.Explain how branding strategies apply to the health care market for existing and new products.Determine the marketing communications strategy used in health care services.Use technology and information resources to research issues in health services strategic marketing.Write clearly and concisely about health services strategic marketing using proper writing mechanics.
64487_ch03_fortenberry_revitalizingabrand.pdf
Unformatted Attachment Preview
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
chapter
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
& Bartlett Learning, LLC
SALE OR DISTRIBUTION
3
© Jones & Bartlett L
NOT FOR SALE OR D
Revitalizing a Brand
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
Bartlett Learning, LLC
SALE OR DISTRIBUTION
SNAPSHOT
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTIO
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
Institution:
Plaza Home Health Services, a recently established home health
© agency
Jones & Bartlett Learning, LLC
© Jones & Bartlett L
NOT FOR SALE OR DISTRIBUTION
NOT FOR SALE OR D
Location:
Georgetown (population 45,857), located in the West North
Central region of the United States
© Jones & Bartlett
Learning, LLC
© Jones & Bartlett Learning, LLC
Characters:
NOT FOR SALEMs.
OR
DISTRIBUTION
Nancy
Edwards, Co-Owner and Nurse NOT FOR SALE OR DISTRIBUTIO
Ms. Jennifer Moore, Co-Owner and Nurse
(both of Plaza Home Health Services)
Context:
Bartlett Learning,InLLC
© Jones
& Bartlett
Learning,
this case, two entrepreneurs
establish
a home health
agencyLLC
SALE OR DISTRIBUTION
NOT
FOR
SALE
OR
DISTRIBUTION
and quickly encounter overwhelming success, giving them the
opportunity to rethink some hastily made branding decisions.
© Jones & Bartlett Learning, LLC
© Jones & Bartlett L
NancyFOR
Edwards
andOR
Jennifer
Moore, co-owners of Plaza HomeNOT
Health
FOR SALE OR
NOT
SALE
DISTRIBUTION
Services, are celebrating their 1-year anniversary as healthcare entrepreneurs and, at this juncture, have decided to invest in some much needed
identity enhancements for their company. Specifically, the two entrepreneurs are
seeking toLLC
elevate the status and stature
Plaza &
Home
HealthLearning, LLC
© Jones & Bartlett
Learning,
© of
Jones
Bartlett
Services
by upgrading its associated brand image,
corporate
NOT FOR SALE
OR DISTRIBUTION
NOTbolstering
FOR SALE
OR DISTRIBUTIO
13
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION. 7176
Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
& Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
14 C hapter 3
© Jones & Bartlett Learning, LLC
© Jones & Bartlett L
identity and consumer recognition in an effort to position the firm for
NOT FOR SALE OR D
NOT FOR SALE OR DISTRIBUTION
continued success in coming years.
Plaza Home Health Services was established rather hurriedly 1 year ago
by Nancy and Jennifer. The two were employed as staff nurses at a medical
center in Georgetown, a city of 45,857 located in the West North Central
© Jones & Bartlett
Learning,
LLC and saw an opportunity
© Jones
& Bartlett
region of the
United States,
to capitalize
on the Learning, LLC
NOT FOR SALE
OR
DISTRIBUTION
FOR SALE
OR DISTRIBUTIO
growing
demand
for home health services in the NOT
marketplace.
In their
informal marketing research endeavors, Nancy and Jennifer witnessed unrestrained enthusiasm for their proposed business, so much so that they
decided to fast-track its development and rollout.
Bartlett Learning,
LLCthis rush to commercialization,
© JonesPlaza
& Bartlett
Learning,
LLC
Despite
Home Health
Services’
SALE OR DISTRIBUTION
NOT
FORwith
SALE
OR DISTRIBUTION
results have been nothing less than
stellar,
the company
quickly
assuming the market leadership position amidst a pool of three very
established and highly competitive home health service providers in
Georgetown. Pleased with their good fortune, Nancy and Jennifer attri© Jones
& Bartlett
Learning,
LLC
Jones & Bartlett L
bute
the success
of their business
to their
commitment to deliver ©
home
NOT
NOTservice
FORexcellence
SALE OR
health
in aDISTRIBUTION
comprehensive fashion, taking great pains
to FOR SALE OR D
exceed the expectations of customers and eclipse the service levels offered
by rivals in the market.
As home health agencies deliver services remotely, the two entrepre© Jones & Bartlett
© Jonesmust
& Bartlett
neurs hadLearning,
a thorough LLC
understanding that their caregivers
be top Learning, LLC
quality,OR
leading
them to assemble a compensationNOT
and benefits
package
NOT FOR SALE
DISTRIBUTION
FOR SALE
OR DISTRIBUTIO
that permitted them to recruit the most capable personnel in the market,
creating a key competitive advantage. Further, they ensured that Plaza
Home Health Services’ policies addressed every facet of business operation and
service delivery. Providers,©for
example,
followed strict
protocols
Bartlett Learning,
LLC
Jones
& Bartlett
Learning,
LLC
on
everything
from
grooming
and
attire
to
professional
courtesy
and paSALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTION
tient care delivery.
Plaza Home Health Services is financially viable and, thanks to the
discipline of Nancy and Jennifer, has acquired significant cash reserves for
future
growth.&One
year on,
Plaza Home
Health Services indeed presents
© Jones
Bartlett
Learning,
LLC
© Jones & Bartlett L
a very
financial
than that witnessed when NancyNOT
and FOR SALE OR
NOTdifferent
FOR SALE
ORpicture
DISTRIBUTION
Jennifer initiated the venture. Like many small business entrepreneurs,
the two had only a small amount of personal savings to draw on as they
launched their company. Their rush to market, together with insufficient
cash reserves, forced Nancy and Jennifer to make some identity compro© Jones & Bartlett Learning, LLC
© Jones & Bartlett Learning, LLC
mises which they now seek to upgrade, enhance, and repair, courtesy of
NOT FOR SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTIO
the receipt of business success and proper funding.
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION. 7176
Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
& Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
R e v i ta l i z i n g
a
B r a n d 15
© Jones & Bartlett Learning, LLC
© Jones & Bartlett L
The compromises in identity were numerous, but they each centered
NOT FOR SALE OR D
NOT FOR SALE OR DISTRIBUTION
around one thing—Plaza Home Health Services’ poorly conceived logo.
This, in turn, resulted in aesthetically displeasing and uninspiring business cards, promotional brochures, and building signage, as each incorporated the establishment’s logo. Indeed, one could question whether
© Jones & Bartlett
Learning,
© Jones
& Bartlett
the agency
even hasLLC
a logo, as the only visualization
is simply
the textLearning, LLC
NOT FOR SALE
ORHome
DISTRIBUTION
NOT
FORofSALE
OR DISTRIBUTIO
“Plaza
Health Services” in the bold, italic
version
the Times
New Roman font. This simple brand display is used, in black, on both
Plaza Home Health Services’ office building and on its roadside signage.
It also is used in all of the company’s sales literature, with each piece beBartlett Learning,
LLC
© Jones
Bartlett business
Learning,
ing laser-printed
with black toner.
Even the&company’s
cardsLLC
are
SALE OR DISTRIBUTION
NOT
FOR
SALE
OR
DISTRIBUTION
laser-printed, using perforated sheets of paper which are then separated to
form individual cards.
All in all, the appearance of every branding element associated with
Plaza Home Health Services is very amateurish; a necessity at one time,
©
& Bartlett
Learning,
LLCsuccess and resulting cash
© Jones
butJones
no longer
needed thanks
to business
flow. & Bartlett L
NOT
FOR SALE OR D
NOT
FOR
DISTRIBUTION
The time
hasSALE
finallyOR
come
for Nancy and Jennifer to craft a plan
to upgrade the elements of identity associated with their company.
Meeting to discuss improvements, Nancy and Jennifer made the decision to first review a variety of branding considerations in the context
© Jones & Bartlett
Learning,current
LLC image and associated©brand
Jones
& Bartlett
of the company’s
attributes.
FromLearning, LLC
this OR
discussion,
the two entrepreneurs indicated
highFOR
satisfaction
NOT FOR SALE
DISTRIBUTION
NOT
SALE with
OR DISTRIBUTIO
the brand name of their operation and they agreed that no changes were
necessary, especially as this would create confusion among their customers who already had grown very familiar with the Plaza Home Health
Services
turned
their&attention
the components
Bartlett Learning,
LLCbrand name. They next ©
Jones
BartletttoLearning,
LLC
of
the
logo,
including
its
text,
symbols,
and
color
or
colors
to be used.
SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTION
As for the components of Plaza Home Health Services’ logo, Nancy
and Jennifer indicated a desire to incorporate both text and symbol
components to identify the company, as they believed that this served
to
better attract
attention
and facilitate
their & Bartlett L
© Jones
& Bartlett
Learning,
LLC recognition. Given that
© Jones
of the most common fonts, the two preferred
currentFOR
text design
NOT FOR SALE OR
NOT
SALEused
ORone
DISTRIBUTION
something that was a bit more exotic. In order to identify preferences,
Nancy and Jennifer looked through several font books and came to realize a preference for sans serif as opposed to serif fonts. Making a short
list of possibilities, Nancy and Jennifer decided to delay their ultimate
© Jones & Bartlett Learning, LLC
© Jones & Bartlett Learning, LLC
selection, as they wanted to experiment with variations using a graphics
NOT FOR SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTIO
software package.
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION. 7176
Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
& Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
16 C hapter 3
© Jones & Bartlett Learning, LLC
© Jones & Bartlett L
As for the symbol, Nancy and Jennifer found this to be especially chalNOT FOR SALE OR D
NOT FOR SALE OR DISTRIBUTION
lenging, as the three competitors in the marketplace were already using
perhaps the most common medical symbols—the hospital cross, the
medical caduceus, and the pulse trace—leaving the two entrepreneurs at
a major loss for something relevant but also unique. After some debate,
© Jones & Bartlett
Learning,
LLC decided that they easily
© Jones
& Bartlett
though, Nancy
and Jennifer
could look
to vari- Learning, LLC
NOT FOR SALE
NOT FOR
SALE
OR DISTRIBUTIO
ants of OR
theseDISTRIBUTION
symbols. This would permit them to incorporate
classic
symbolism into their logo, but do so in a manner that would enhance brand
identity, as the ultimate design would possess a unique creative treatment.
Having made good progress in this area, Nancy and Jennifer decided to
Bartlett Learning,
LLCdiscussion on symbols pending
© Jones
& Bartlett
LLC
table their
a review
of clip Learning,
art catalogs to
SALE OR DISTRIBUTION
SALE OR
examine symbol variants, althoughNOT
theyFOR
also indicated
thatDISTRIBUTION
they would
be interested in adding nurse images to the list of symbol possibilities for
consideration.
As for the color or colors used by Plaza Home Health Services, Nancy
©
Jones &
Bartlett
Learning,
Jones & Bartlett L
and Jennifer
definitely
were
interestedLLC
in leaving black behind, as©they
NOT FOR SALE OR D
NOT
FOR SALE
OR this
DISTRIBUTION
have
exclusively
been using
by default, courtesy of their monochrome
laser printer. Of the three other home health operations in Georgetown,
Nancy and Jennifer were very aware that the colors of red, blue, and
green were already being used. To eliminate the possibility of confusion
© Jones & Bartlett
Learning,Nancy
LLC and Jennifer agreed that
© Jones
& Bartlett
in the marketplace,
they should
avoid Learning, LLC
these colors
or close variants, as they plan to use color
to help
differentiate
NOT FOR SALE
OR DISTRIBUTION
NOT
FOR
SALE OR DISTRIBUTIO
their home health operation from others. On their color short list, they
decided to include purple, gold, and orange, with both entrepreneurs
agreeing to give the ultimate selection some thought in coming days to
ensure LLC
that the selection proved fitting
for the
They also
Bartlett Learning,
© Jones
& establishment.
Bartlett Learning,
LLC
agreed
that
Plaza
Home
Health
Services
should
use
a
single
color for
SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTION
their logo, as multiple colors, at least in some cases, can increase the costs
of printing.
Nancy and Jennifer were pleased with their first steps toward improving
the©brand
identity
of PlazaLearning,
Home Health
Services. In coming days,©they
Jones
& Bartlett
LLC
Jones & Bartlett L
planned to further investigate their various text, image, and color options
NOT FOR SALE OR
NOT FOR SALE OR DISTRIBUTION
and then work to sketch a design combining the items to form a rudimentary logo. They then planned to submit this rough illustration to an area
graphic designer, who they would look to for the purpose of professionalizing the image, perfecting the artwork for inclusion across the range of
© Jones & Bartlett Learning, LLC
© Jones & Bartlett Learning, LLC
Plaza Home Health Services’ various marketing communications.
NOT FOR SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTIO
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION. 7176
Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
& Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
R e v i ta l i z i n g
© Jones & Bartlett Learning, LLC
D I S FOR
C U SSALE
S I O NOR DISTRIBUTION
NOT
a
B r a n d 17
© Jones & Bartlett L
NOT FOR SALE OR D
1. For an entire year, Nancy and Jennifer marketed their home health
service using very primitive forms of identity. They were very fortunate that clients looked beyond the firm’s marketing communi© Jones & Bartlettcations
Learning,
LLC to extend patronage. Place
© Jones
& Bartlett
in deciding
yourself
in the roleLearning, LLC
NOT FOR SALE OR
NOTand
FOR
SALE OR
of aDISTRIBUTION
potential client receiving business cards
brochures
like DISTRIBUTIO
those distributed on behalf of Plaza Home Health Services. What
thoughts would go through your mind?
2. Nancy and Jennifer have made a wise decision to upgrade Plaza
Bartlett Learning, LLC
© Jones
& Bartlett
Learning,
LLC
Home Health Services’ elements
of identity,
with the
establishment’s
SALE OR DISTRIBUTION
NOT
FOR
SALE
OR
business cards being slated,
among
other
things,
forDISTRIBUTION
improvement.
How might business cards be even more important for establishments delivering offerings remotely, like home health agencies, than
for establishments delivering offerings at a central location?
© Jones
Bartlett
Learning,
Jones
3. Based&on
your own
preferencesLLC
regarding color and design,©create
a & Bartlett L
NOT
FOR SALE OR D
NOT FOR
SALE
DISTRIBUTION
mock-up
of a OR
business
card for Plaza Home Health Services.
Place
your own name and contact information in the business card. Your
business card must be sized in accordance with the designated standard for such in your area of the world (2″ 3 3.5″ in the United
WhileLLC
a hand-drawn sketch will©suffice,
a card
designedLearning, LLC
© Jones & BartlettStates).
Learning,
Jones
& Bartlett
using
graphics software is preferred.
NOT FOR SALE OR
DISTRIBUTION
NOT FOR SALE OR DISTRIBUTIO
4. Nancy and Jennifer plan to use Plaza Home Health Services’ revised logo in a number of communicative devices, including a promotional brochure. Aside from the logo itself, what other visual
elements would you include
in such&a Bartlett
brochure?Learning,
Be sure to LLC
give
Bartlett Learning, LLC
© Jones
specifics
regarding
the
various
visual
elements
you
would
include,
SALE OR DISTRIBUTION
NOT FOR SALE OR DISTRIBUTION
as well as your justification for using them in Plaza Home Health
Services’ brochure.
5. Nancy and Jennifer have indicated that they plan to upgrade Plaza
Home Health Services’ building signage. Is this necessary for busi© Jones
& Bartlett Learning, LLC
© Jones & Bartlett L
nesses that provide services that are delivered remotely (i.e., at the
NOT FOR SALE OR
NOT FOR SALE OR DISTRIBUTION
customer’s location rather than corporate headquarters)? Why or
why not?
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTIO
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION. 7176
Bartlett Learning, LLC
SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC
NOT FOR SALE OR DISTRIBUTION
…
Purchase answer to see full
attachment
How it works
- Paste your instructions in the instructions box. You can also attach an instructions file
- Select the writer category, deadline, education level and review the instructions
- Make a payment for the order to be assignment to a writer
- Download the paper after the writer uploads it
Will the writer plagiarize my essay?
You will get a plagiarism-free paper and you can get an originality report upon request.
Is this service safe?
All the personal information is confidential and we have 100% safe payment methods. We also guarantee good grades