FOX Meadows Assisted Living Case Study

Fox Meadows Assisted Living

This ad did not target the baby boomer generation. The grandmother in the ad was around 75 years old, yet the oldest baby boomer is 67 today. Boomers who are in assisted living would have major health issues; mostly they are putting their parents into assisted living because their parents are in their 80s and 90s. Rocking chairs and knitting do not appeal to boomers, either, as far as symbols of lifestyle. The caption "your time has come" sounds like "time's up" than anything positive. Basically, there was nothing in this ad that spoke directly to the baby boomer generation or to its needs.

There are a lot of other methods of marketing that would be better. Of the four Ps, it starts with the product. Rocking chairs and fireplaces are not really what boomers want -- the fireplace can stay but only with a nice wine or scotch. Boomers are big on quality of life, and probably are not even old enough to seriously think about assisted living yet for themselves.So the image that the ad portrays about the product is certainly not appealing to baby boomers.

The next element of the four Ps is the promotion. In this case, the ad ran in the local free newspaper. I'm not sure if that is the best way to reach baby boomers. The ad needs to run in media that baby boomers consume. While this might not be High Times Magazine anymore, boomers are still quite engaged with the world. The local community paper is a poor way to get their attention -- the regular newspaper is probably better. Billboards and online have reach with that audience as well -- remember that many baby boomers are on Facebook, if for no other reason than to keep in contact with their children (Coombes, 2013).

The other elements of the four Ps are more difficult to address. The facility cannot change its geography, which may or may not be favorable for pursuit of the baby boomer market. Price is not….....