Senior Housing Marketing Plan

Paper Summary:

This paper examines all the marketing angles in order to promote a unique housing community in Maryland. The focus of the housing community would be sports-oriented active seniors, with an emphasis on equine sports. The writer discusses the target market and describes the competing communities in the area. The strengths and weakness of the proposal are examined, and an analysis of the proposed community is provided.

From the Paper:

"This 14-acre site one mile from historic Annapolis is near the mouth of the Severn River and overlooks the Chesapeake Bay and the spectacular Bay Bridge. This is a community of 147 multi-family units within two six-story, elevator-access buildings. There's a three-level clubhouse and two-story health-care center; the health center offers residents a variety of flexible health care plans. Ownership is through a cooperative, in which residents will cooperatively own the land, buildings, health-care center, fishing and crabbing piers. The intention was to offer residents home ownership with no maintenance and upkeep hassles. One-bedroom co-op apartment homes begin at $366,500. Monthly fees begin at $1,576 and include maintenance inside each home, utilities, parking, storage areas, real estate taxes and insurance on the buildings. Also included are weekly housekeeping and linen service, scheduled transportation to local shopping and events, emergency call system monitored 24/7, daily security check, concierge, dietary consultations, one meal each day, basic cable service and fitness, nutrition and wellness services. Fee-based services include water taxi, limousine, private catering, extra meals, dry cleaning pickup and delivery and guest meals. In addition to the clubhouse, the community also features a private dining room available for personal entertaining, a convenience shop and guest suites. It also offers a computer-equipped library, woodworking shop, arts-and-crafts studio, billiard/card room, beauty and barbershops and a bank."

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