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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.
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