The process continues as we move forward. The NADSA Board, Managing Director, Marketing Task Force, and Lyn Geboy, Ph.D., consultant, worked together to accomplish major steps in 2012. As you will note, the Board approved changing the Task Force status to a standing NADSA Marketing Committee and approved the implementation of Phase 1, with a budget.
This article highlights just a few of the exciting components. Yes, you can have a voice on the Marketing Committee! Email Terry Z. Fishler, Chair at firstname.lastname@example.org.
Brand Promise: NADSA works to: 1) increase awareness of adult and dementia day services, and 2) support the business development of its provider members.
There is a four (4) pronged approach and focus on marketing segments in this multi-year plan.
- Adult end users, program participants
- Family caregivers (primary purchase decision maker)
- Managed care organizations.
Marketing Communication Strategy – Phase 1 (2013)
1. Implement a cohesive integrated marketing communications approach (composed of key message content, call to action, theme/tag line) that directs potential ADS customers to learn more about ADS and to find a local ADS provider via the NADSA website-based locator.
2. NADSA Marketing Communications strategy for increasing awareness of adult day services will encompass multiple integrated tactics via internet as well as traditional means. Based on the structure of adult day services associations, marketing communication efforts will be deployed at three levels:
- National (by NADSA)
- State (by state associations), and
- Local (by providers)
3. Positioning—Marketing Communications: NADSA plans to position adult day services in terms of the main benefits of adult day services to the adult and family caregiver. These main benefits include:
- Remaining independent at home and in the community (adult and caregiver)
- Safety (adult and caregiver)
- Being able to go to work (caregiver)
- Respite and being able to carry out other life responsibilities (caregiver)
4. Short Video: through voiceover and/or computer graphics, the video will identify the NADSA logo, theme/tag line, and call to action (directing the viewers to the NADSA website/locator).
- The video can be shown on YouTube and the NADSA website.
- The video will be made available to NADSA, NADSA members and state associations for use in a variety of marketing communication channels.
5. General marketing flyer, featuring an emotional appeal aimed at the primary target market of adults (service and end users) and family caregivers.
- The flyer will be designed to accept multiple photo images—the text and photo work together to reinforce the message.
- The flyer will be made available to NADSA members and state associations print ready and on demand.
We look forward to your support and involvement.
—Terry Z. Fishler, Chair, NADSA Marketing Committee