2017 Marketing Plan Changes: Always Best Care Senior Services

We asked Larry Miramontes, Vice President of Marketing at Always Best Care Senior Services, what changes he's planning in his marketing strategies and tactics for 2017. Here's what he had to say. Since joining Always Best Care in August 2015, my primary focus has been to overhaul the brand.

In 2016, our major marketing objective was to build the brand's overall marketing platform and system. As part of this strategy, we launched a new corporate website. In addition, we showcased a revamped franchisee microsite design for a more user-friendly experience, including a more comprehensive link to our territory-specific care services and resources.

We also added a new call center and upgraded our email platform to ensure optimal communication between franchise owners and their clientele. In an effort to further streamline our branding, we released a comprehensive digital library platform containing all the marketing materials for franchisees to promote their businesses at the local level. This year we will be reviewing a new logo design to appeal to our core demographic: seniors.

While the preceding efforts were necessary for the overall brand, the plan for 2017 is to take a more strategic grassroots marketing approach. The goal is to focus on more community-based efforts to continue the momentum of building brand recognition and trust with both prospective and current clients. We want to empower all our franchisees to build the brand within their own communities by getting involved in various initiatives and local organizations.

We're starting out the year with a prescription drug drop-off program, with the intention of honing in on senior centers and communities. We plan to get more involved with our nation's veterans and individuals with Alzheimer's disease through various initiatives. We also plan to host free pet adoption promotion and holiday food drives to benefit seniors over 65.

The ultimate objective of our grassroots efforts is to be a trusted resource for seniors and their families in communities nationwide. We are very excited about the opportunities that lie ahead for our growing brand.