alwaysbestcare.infoalwaysbestcare.info/Mike/AlwaysBestCare/2014 NAF Plan/2014 N… · Web viewalwaysbestcare.info

2014 NAF Advertising Plan

C O N F I D E N T I A LNAF COMMITTEE MEMBERS

ONLYPLEASE DO NOT SHARE

2014 National Advertising FundRecommended Advertising Program

1 | P a g e


December 16, 2013

2 | P a g e


Contents

I. Executive SummaryII. Home Care Industry Update

III. 2008 - 2013 Always Best Care Franchisee Revenues

IV. 2011 - 2013 NAF Budget ReviewV. 2013 Challenges

VI. Awards for Marketing & Advertising ExcellenceVII. Anticipated 2014 Marketing Budgets

VIII. CompetitionIX. Franchisee “Wish” ListsX. Internet: Search Engine Optimization

XI. Internet: Google AdwordsXII. Internet: Email Marketing

XIII. Television AdvertisingXIV. Network vs Local Television AdvertisingXV. Retirement Living Television Network

XVI. RadioXVII. 2014 Broadcast Schedule

XVIII. Outside of Franchise TerritoriesXIX. Franchisee Co-op RequirementsXX. Public Relations

XXI. Factors Setting a Home Care Agency Apart XXII. Caregiver Profile Assessments

XXIII. Why Consumers Choose a Home Care ProviderXXIV. Top Ten Referral SourcesXXV. Send Out Cards

3 | P a g e


XXVI. Other ActivitiesXXVII. 2014 Program/Budget Spreadsheet

Executive Summary

The proposed 2014 National Advertising Fund program encompasses a budget of $1,229,900 – representing an 11.9% increase from 2013 and a remarkable 277.3% increase versus 2011, the first year of the program.

Funds are generated by “advertising fees” assessed to all franchisees based on their franchise agreement, with a cap of 2.0% of gross revenues.

In 2011, the first year of the National Advertising Fund, advertising was concentrated in online activities, including search engine optimization (SEO), pay-per-click search advertising, pay-per-click and impression-based online display advertising, email blasts and other digital marketing and advertising efforts. Digital efforts continued to be the focus of Always Best Care national advertising through 2012, and in 2013, as the budget expanded, the emphasis shifted from exclusively digital to a combination of digital and television. The success of the digital efforts culminated in results attained in October, 2012, when Always Best Care generated more visitors per franchise to its national website than any other senior care company in the country.

For the 2013 program, extensive research was conducted among clients and franchisees to develop a unique selling proposition that translated into a series of dramatic television commercials, which have since been honored with a variety of awards for advertising excellence. With an effort to maintain all media expenditures strictly within owned franchisee zip code territories, a limited number of commercial spots and on-air weeks were attained – an average of 13 spots per week and an average of 15 weeks of advertising in each market.

For 2014, there will be a change in focus from highly restrictive owned zip code territories to a broader approach which will encompass all zip codes within a 25 mile radius from each owned zip code territory. This expansion will move the number of zip codes covered from approximately 10% of the country to about one-third of the country. An interesting fact of TV rate structures is that once an advertiser reaches about 25% of the nation buying individual markets, it becomes more efficient to buy on a national basis – which we will initiate for Always Best Care in 2014. This and other enhancements to the media process

4 | P a g e


will result in a primary cable television schedule of nearly 80 spots per week, with spots on-air for 20 weeks over the course of the year. The total number of spots which will be run will exceed 100,000 over all 67 markets in which there are Always Best Care franchisees, versus slightly more than 11,000 spots which ran on a local basis in 2013 – an increase of about 850% in the number of spots! To attain this leverage, we will concentrate our primary TV campaign on the Fox News and MSNBC cable news networks, and on the Oxygen and OWN (the Oprah network) cable entertainment networks. In addition, Always Best Care will become a dominant advertiser on the Retirement Living network, which reaches about one-third of the country, running about 1,200 spots over a 43-week period, or 28 spots per week.

As a supplement to the television campaign, we will utilize radio t provide additional reach and frequency throughout the year. More than 500 national spots (equivalent to 33,500 local spots) will run within select programming, generating more than 30 spots per week during each of 18 on-air weeks.

This significant upgrade in frequency and the expansion in the number of on-air weeks is expected to produce dramatic results in terms of visibility and impact on our target audience of men and women ages 35-65, with a strong skew toward female viewers.

Additionally, in 2014 we will continue with a strong search engine optimization program, and enhance the program with a major public relations effort – the first national public relations program on behalf of Always Best Care. As part of the public relations program, a local PR program will be developed for implementation by franchisees in their local markets at no additional cost to the fund.

Special care was taken in the development of the 2014 program to address the needs of local offices, and also to develop program components that directly met the parameters set forth in the Home Care Pulse Benchmark Study of Home Care Agencies that identified those factors which had an impact on client and caregiver perceptions, and which were important to both groups in their acceptance and willingness to work with home care agencies.

Accordingly, included within the 2014 program will be several components specifically designed to assist franchisees at the local level, including …

“Send Out Cards” – printed greeting cards for use as “thank you” notes for new customers, anniversaries or birthdays, etc. These cards will be personalized by each franchisee, and will be mailed as directed by the franchisees. On the average, each franchisee will be provided with 20 cards per month as part of this program.

5 | P a g e


Caregiver profiling – franchisees will be provided with a screening tool to utilize in determining the likelihood of success by caregiver applicants. Each franchisee will be provided with an unlimited number of profile screenings every month.

Localized public relations campaign template – as noted above, a local PR program template will be developed and distributed to all franchisees.

Full-color, 16-page consumer brochure co-op – repeated from last year’s highly regarded effort.

Matching co-op funds for local advertising – available on a first come, first served basis, the matching funds program will provide 50% of the costs of $100,000 in local franchisee advertising initiatives.

An expanded lead-generation program will be launched with careinhomes (parent company: Pipeline Success). A major difference in the 2014 program versus 2013 will be a reduction of more than 50% in the cost of leads, which will be supplemented by a 20% commission paid by franchisees to careinhomes for actual business generated as a direct result of the leads obtained through careinhomes..

Other components of the 2014 program include online pay-per-click advertising, national newsletters, social media marketing (Facebook and others), Free ABC Rx cards, staffing and collateral materials for the Always in Touch telephone reassurance program, support of the Caregiver of the Year competition, continuation of the car lease/car wrap program and general infrastructure supporting franchisee websites, local advertising, the national call center and other activities.

Additionally, we will continue to produce flyers, brochures, advertisements, videos and other materials required by franchisees to successfully market their businesses on a local level.

We sincerely believe the 2014 National Advertising Fund program will by far be the strongest ever launched by Always Best Care, and it will continue to help franchisees increase revenues and build brand equity.

We are sincerely appreciative of the efforts of the National Advertising Fund committee members, especially those committee members have served in previous years and have been instrumental in shaping the scope and direction of the National Advertising Program. We also welcome new in-coming members of the committee, and we look forward to your input and feedback in fine-tuning the program presented in this document.

6 | P a g e


Thank you in advance for your consideration, cooperation and support of Always Best Care marketing efforts.

Please note: All budgets and schedules included within this document are subject to modification as plans and programs are completed and final costs and budgets established.

7 | P a g e


Home Care Industry Update

Summary

The franchise home care sector continues to be one of the fastest growing components of the franchise industry. In last year’s report, 17 companies had a total of 5,300 locations. This year the same 17 franchised home care companies accounted for over 6,000 locations, an increase of over 15%.

The continuing growth of the home care industry results from the increased aging of the U.S. population and the resultant demand for services. In addition, home care services properly administered are less costly compared to the cost at long term care facilities. The 2013 Private Duty Benchmarking Study published by Home Care Pulse reported that the number of private duty home care agencies has grown by at least 104% since 2007. There are an estimated 15,100-17,700 private duties agencies in the United States, of which over 6,000 (a range of from 33% to 40%) are franchised. As of November, 2013, there were over 60 home care franchise companies in the United States operating over 6,000 locations. Approximately 90% of franchises offer and provide companion and homemaker services only. The remaining franchises (or 10% of the total) provide skilled nursing services.

A home care franchise that provides non-medical home care services typically requires a lower investment and minimal equipment compared to other franchise concepts. Almost half of home care franchisors allow a home based operation. These factors coupled with a growing market and increased demand for services has continued to fuel the growth of home care franchises. At the national level the implementation of The Affordable Care Act and certain issues related to the launch, including the operation of the website and individual health insurance policy cancellations, could postpone the full implementation of the ACA. The ACA contains regulations that when followed will increase the expenses of home care companies. It remains to be seen how this will play out.

The elimination of the minimum wage and overtime exemption for certain caregivers, which was included in the Fair Labor Standards Act since 1974, will take effect in 2015. Although some home care industry experts predict an increase in the cost of home care services, it’s still too early to predict the full impact of this change. Despite the emerging financial and regulatory changes, the size of the home care market, demand for home care services and the cost control benefits to private and public healthcare organizations and providers will continue to fuel the growth of the home care franchise industry.

The Economics of Healthcare and Statistics on Aging

8 | P a g e


A major force behind the growth of home care services (both non-medical and skilled) has been the cost of health care in the United States. Although there are other factors that drive the demand for home care services, the single most important factor is that home care services when available, cost less compared to placing someone in a hospital, nursing home or assisted living facility. When coupled with the increased aging of the U.S. population and related morbidity factors, home care services are a less costly and effective option for patients. Although a number of other countries provide skilled and non-medical home care services to its citizens, the United States remains the leader in terms of variety of home care services and the scope and size of the home care industry.

Key Factors Driving High Health Care Costs in the United States

Aging U.S. population U.S. physicians costs per capita are approximately five times higher than

comparable developed countries The cost of hospitalization continues to rise Unhealthy lifestyles in the U.S. lead to high rates on obesity

9 | P a g e


The increased use of technology in the health care industry The prices that health care providers charge are much higher in the U.S. than in

Europe The high level of per capita income in the U.S. is considered a factor leading to

higher health care spending.

Cost of Long Term Care in the United States

Type of Care Cost MonthlyNursing home: semi-private room $205/day $6,235Nursing home: private room $229/day $6,870Assisted living N/A $3,293Home care: home health aide $21/hour $2,500Home care: homemaker $19/hour $2,280Adult day services $67/day $1,340

Source: U.S. Administration on Aging

The reduced cost of home care services is a significant factor in its continuing growth.

The Numbers of Elderly Requiring Home Care Services is Increasing

As the US population continues to age there will be an increase in the number of elderly who are vulnerable. This will include the oldest who are living alone, especially women; elderly racial minorities living alone and with no living children; and unmarried elderly persons with no living children or siblings. There are likely to be large increases in the number of persons with poor health and disabilities, including Alzheimer's disease (and in persons requiring nursing home care and home care),

There will probably be a substantial increase in life expectancy, even at the older ages, but there are also likely to be large increases in the number of persons with poor health and disabilities, including Alzheimer's disease (and in persons requiring nursing home care and home care), if only because of the massive population increases projected to occur. If disability ratios fall sharply or mortality rates at the higher age’s rise, or if both occur, the numbers of disabled persons could fall, but this now appears very unlikely.

Accompanying these general changes will be shifts in the racial/Hispanic composition of the elderly population. As compared with 15 percent today, in 2050 about one-third of the elderly will be other than non-Hispanic white.

The rapid growth of these groups, in particular, will "color" the demand for special services. To the extent that these groups have distinctive social and economic

10 | P a g e


characteristics (e.g., living arrangements, number of living children, income, education, and knowledge of English) that affect their risk of requiring formal and informal support, these services may require a different structure and orientation.

It’s predicated that there will be over 10 million cases of those over 65 with Activities of Daily Living (ADL) limitations by 2020. This will include almost 2 million who are expected to be severely disabled.

The Administration on Aging reports that the older population--persons 65 years or older--numbered 39.6 million in 2009 (the latest year for which data is available). They represented 12.9% of the U.S. population, about one in every eight Americans. By 2030, there will be about 72.1 million older persons, more than twice their number. According to the Pew Research Center, more than 10,000 persons in the United States now turn 65 every day – a trend that is projected to continue for at least the next 20 years.

Approximately 12 million individuals currently receive care from more than 33,000 providers (for causes including acute illness, long-term health conditions, permanent disability, or terminal illness). In 2009,annual expenditures for home health care were projected to be $72.2 billion. “Home care organizations” include home health care agencies, home care aide organizations, and hospices.

Some of these organizations are Medicare certified, which allows providers to bill Medicare for reimbursement. Agencies that are not Medicare certified cannot be reimbursed through Medicare. These statistics include private duty home care agencies which provide unskilled home care services.

Home care services are a key component of the U. S. healthcare system. As the cost of hospital, nursing homes and other types of institutional care has continued to increase, home care has become an effective and low cost alternative. At the same time, an aging U.S. population has increased the demand for home health services ranging from skilled nursing care to unskilled or companion care services. Over 130 million Americans are affected by a chronic disease, and this is expected to increase significantly as baby boomers reach an age where congestive heart failure, chronic obstructive pulmonary disease and coronary artery disease are more likely to be diagnosed. This puts pressure on an already burdened health care system.

In terms of Medicare, 12% of the Medicare population accounts for 69% of the cost, with 96% of the Medicare expenditures spent on patients with more than one chronic disease.

According to the Bureau of Labor & Statistics, home care services are projected to be the 4th fastest growing industry employers through 2018. This demand for staff will increase the leverage of nurses and physical therapists to command higher wages and benefits,

11 | P a g e


which will put direct pressure on gross margins for all home care agencies. The Department of Health and Human Services reports that personal home care aides provide an estimated 70 to 80 percent of the paid hands-on long-term care and personal assistance to Americans who are elderly living with disabilities or other chronic conditions. Medicare may cover the cost of home healthcare services when a doctor orders care but does not cover homemaker or personal care services if it’s the only care required. In certain cases, Medicaid may pay for some home care. However, the payment for non-skilled nursing services is typically paid by individuals, families, long term care insurance and trust funds.

The Four Categories of Home Care Services

1. Skilled Home Health Care

2. Non-Medical Home care

3. Private Duty Home care

4. Senior care

The type of Home Care Agency is based upon the services it provides

The home care industry consists of agencies that provide both skilled and non-skilled services. However, since the majority of franchised companies in the home care sector provide companion or “sitter” services they are not considered as traditional home care agencies. On the other hand, those franchises that provide medical or skilled nursing services are often lumped into the category Senior Care which is a misnomer.

Skilled Home Care or Home Healthcare

Provided by an agency that is licensed and usually Medicare certified. There are few franchised home care agencies that provide skilled home care, although several are now venturing into this area. To be Medicare certified a home care agency must meet specific federal guidelines regarding patient care. Home care professionals must strictly adhere to a physician approved plan of care that is deemed medically necessary. These agencies operate under the oversight of State and Federal regulators. Home care services include skilled nursing services, physical and occupational therapy, social work, and home health aides who are under professional supervision. Individuals can have personal care needs even though skilled services are no longer required. As a result, some home health agencies offer private pay services so the agency can continue providing personal and custodial care.

Non-Medical Home Care

12 | P a g e


Includes services provided by certified home health aides and other non-medical caregivers. Home health aides typically work for certified home health or hospice agencies that receive government funding and must comply with regulations to receive their funding. N these cases, they must work under the direct supervision of a medical professional, usually a nurse. These aides keep records of services performed and of clients' condition and progress. Aides also work with therapists and other medical staff. Non-medical home care services such as personal care assistance, cooking and cleaning help is what most clients need in order to stay in their homes.

Private Duty Home Care and Senior Care Services

Represents the majority of home care services provided by franchised locations, with services performed by homemakers and companions. Known as private pay homecare or senior care, the services include housekeeping, companion care and other non-medical services. Personal and home care aides—also called homemakers, caregivers, companions, and personal attendants work independently, with only periodic visits by their supervisors. These caregivers may work with one or more clients per day.

Nursing Registries

Minor components of the home care segment are nursing registries. These entities provide caregivers that may include nurses, therapists, nursing aides, homemakers, and companions. Under the registry model, payment is made by the family or trust attorney to the agency that places the caregiver. These caregivers are privately employed and managed by those who requested the services. The family or another party pays the caregiver, manages payroll taxes and other required withholdings.

13 | P a g e


2008 – 2013 Always Best Care Franchisee Revenues

Reporting Period: January 1 through November 30

Year Revenue Change

2013 $ 59,442,359 65.7%

2012 $ 35,871,083 92.9%

2011 $ 18,599,538 121.1%

2010 $ 8,412,367 141.4%

2009 $ 3,485,530 64.6%

2008 $ 2,117,292 ---

14 | P a g e


2011 - 2013 NAF Budget Review

2011 $ 325,969 First year, with $10,000 ABC contribution

2012 $ 581,253 + 78.3% vs 2011

2013 $ 739,881 2013 franchise contributions$ 120,154 Planned carryover from 2012$ 226,000 Television co-op$ 10,500 Estimated brochure co-op$ 480 Free ABC Rx reorders$ 1,099,015 Total budget, 2013

2014 $ 1,070,050 2014 franchise contributions$ 80,000 Planned carryover from 2013$ 23,500 Television co-op (final month of 32013 program)$ 10,500 Estimated brochure co-op$ 480 Free ABC Rx reorders$ 1,229,886 Total budget, 2014

15 | P a g e


2013 Challenges

2013 was the first year Always Best Care embarked on a television advertising campaign, and it also was the first year our total budget, including carry-over funds and co-op participation, exceeded $1,000,000.

As we launched and implemented the campaign, we faced numerous challenges, many of which came from unexpected sources …

• First-year “growing pains” – television was the primary medium, and it represented new territory for Always Best Care

• Longer ramp up than anticipated; more difficult to convince stations to run our commercials on a “per inquiry basis

• Less commercial time became available as the economy improved, and as a result, most schedules did not run with a PI payment plan

• This forced a sudden move into negotiated cash schedules in all markets

• Total time elapses was about 90 days until we had all media in place

• Our commercials receive great response from everyone who sees them, and they have won awards for creative excellence, but for whatever reasons they did not generate the immediate calls (leads) for which we had hoped. This resulted in re-editing the commercials to create a greater sense of urgency, creating alternate 30’s to allow for greater stronger direct “pitch,” and adjustments to cash schedules to provide higher frequency

• Most franchisees apparently did not understand the objectives of the television advertising campaign, how it would build brand equity, and how brand equity helps them in both the value of their business and the generation of ongoing business – they just expected leads! In fact, many franchisees still equate successful advertising only with the number of leads they receive

• At the same time, many if not most franchisees did not understand “per inquiry” buying as a way to maximize the number of spots at minimal costs, and as a method of payment as opposed to a measure of performance

• When buying at low direct response rates, it’s difficult if not impossible to obtain advance schedules from the stations and/or networks

16 | P a g e


• A number of franchisees did not see their commercials, and therefore did not believe the commercials actually ran in their markets – despite affidavits to the contrary

• Some franchisees stated that no one commented on seeing any of their commercials, therefore they concluded we were not reaching enough viewers

• One AR stated franchisees and their target audience in his area worked during the day, and therefore any commercials run during the day were worthless, regardless of ratings data to the contrary

• Another AR stated viewers in his franchisees’ markets were very progressive and therefore running on Fox News reached the wrong audience (note: Fox News is the Number One rated cable news network in America)

• Buying specific zip codes owned by franchisees was time consuming and arduous, and took many additional hours more than a typical media buy – this could only be done with a cable buy, as broadcast stations cover entire markets with no targeting, and significantly higher costs. However, targeted coverage also means lower reach, as the television campaign reached only the specific zip codes owned by franchisees and not the entire cities in which those zip codes were located

• Franchisee co-op participation was much greater than anticipated; as a result, after allowing just minimal coverage for non-participants ($800 per franchise), there were no funds to apply on a discretionary basis to those markets which did not achieve adequate frequency and coverage

“Severe” challenges: 10 markets/30 franchisees

• Chicago 3 franchisees• Connecticut 5 franchisees• Houston 3 franchisees• Iowa 1 franchisee• Los Angeles 7 franchisees• Palm Beaches 1 franchisee • Pittsburgh/Upper St Clair 1 franchisee• Salinas/Monterey 1 franchisee• Seattle/Tacoma 2 franchisees• Washington DC 6 franchisees

Total, 10 “challenge” markets 30 franchisees

17 | P a g e


These concerns and more created our “marching orders” for developing the 2014 National Advertising Program, and we have addressed each of these concerns in the proposed program.

18 | P a g e


Always Best Care Awards forMarketing & Advertising Excellence

Fortunately, one challenge area we did not face has been in the area of creative achievement, or content, for the marketing and advertising materials developed on behalf of always Best Care and our franchise community. Since launching the National Advertising Program on May 16, 2011, Always Best Care has been honored with more awards for marketing and advertising excellence than any other senior care brand in the United States, including …

Communicator Gold Award of Excellence, 2013 In-Home Care Television Commercial Category: Health and Wellness

Communicator Silver Award of Distinction, 2013 Assisted Living Services Television Commercial Category: Health and Wellness

Communicator Silver Award of Distinction, 2013 Franchise Development Television Commercial Category: Miscellaneous

The Telly Awards, 2013 Bronze Award In-Home Care Television Commercial Regional TV & Multi-Market Cable - Health and Wellness

The Telly Awards, 2013 Bronze Award Assisted Living Services Television Commercial Regional TV & Multi-Market Cable - Health and Wellness

The Telly Awards, 2013 Bronze Award Senior Services Television Campaign Regional TV & Multi-Market Cable Campaign

Internet Advertising Competition (IAC), 2013 National Newsletter Best Healthcare Provider Online Newsletter

Internet Advertising Competition (IAC), 2013 Online Ads • Print Ads • Brochure • Website • Email Best Healthcare Provider Integrated Marketing Campaign

Communicator Award of Distinction, 2012 National Consumer Website Category: Websites– Health Care Services

Communicator Award of Distinction, 2012 Assisted Living Landing Page Category: Online Advertising & Marketing – B to C

Communicator Award of Distinction, 2012 Online Display Advertising Category: Online Advertising & Marketing – B to C

19 | P a g e


Communicator Award of Distinction, 2012 Consumer Services Campaign Online Ads • Print Ads • Brochure • Website • Email Category: Online Advertising & Marketing – B to C

Communicator Award of Distinction, 2012 Consumer Print Advertising Campaign Category: Print Advertising – Advertising Campaign

Communicator Award of Distinction, 2012 Online Marketing Campaign Category: Online Advertising & Marketing – B to C

Communicator Award of Distinction, 2012 National Marketing Campaign Category: Marketing Effectiveness – Integrated Campaign

Communicator Award of Distinction, 2012 Franchise Presentation • Consumer Presentation Category: Brochure– Company Overview

Web Marketing Association, 2012 National Consumer Website Outstanding Website Award

W3 Awards Competition, 2012 National Consumer Website Silver Award Winner

W3 Awards Competition, 2012 National Website Copywriting Silver Award Winner

20 | P a g e


Anticipated 2014 Marketing Budgets

• Visiting Angels $ 4.0 million

• Home Care Assistance $ 4.1 million

• Home Instead $ 8.0 million

• A Place for Mom $ 10.0 million

• Comfort Keepers $ 5.2 million

• Always Best Care $ 1.3 million

6 senior care companies $32+ million

• Versus less than $6 million for all senior care companies in 2011

• +443% in 3 years

Except for Home Care Assistance and Always Best Care, all other competitors are national in scope.

Always Best Care covers about 1/3 of the USA, so within our limited area, our marketing budget is comparable to most of our larger competitors who must spread their available dollars over a vroader spectrum of markets and population.

21 | P a g e


Competition and the Competitive Landscapefor Senior Care Marketing

Nationally franchised brands

2007: 122013: 40+

Change: 233.3%

Nielsen Media Research

Total advertising spending for all home care companies in 2011: Less than $6 million

Competitive Activity

Comfort Keepers

• Comfort Keepers has approved a “National Brand Fund”• Funding is “lesser” of 2% or $600• CKFI will contribute $500,000 for each of first three years• First year’s budget could easily be more than $5 million• Sept – Nov 2013: $2,839,855

Sources: Comfort Keepers Addendum to FDD and letter to franchisees

Home Instead

• Home Instead is planning its first national television campaign, with its first national advertising fund

• 1.5% fee• 650 domestic franchises• More than $8 million in first year

Sources: Comfort Keepers Mystery Shopping and Home Instead FDD

Home Care Assistance

• Franchisees required to spend $9,000 per month – $12,000 for two territories – on a combination of advertising, rent, insurance and salaries.

• More than 75 franchisees• If just half goes to marketing, their annual budget is at least $4.1 million.

22 | P a g e


Source: Home Care Assistance development website

A Place for Mom

• Not a franchise, but a heavy advertiser. • Around $70 million a year in placement alone• Joan Lunden featured in television commercials• Spending close to $10 million a year on their advertising programs

Sources: E&M Media Sales, Bodden Advertising, published material

Visiting Angels

• About $4 million per year over the past few years on television alone• Visiting Angels is the only senior care brand with a consistent national television

campaign over the past few years, and has attained 38% overall brand awareness and 28% indicating a “likelihood to consider using.”*

• 7 current spots; Aug 2012 – Nov 2013 spending for one: $2,058,019•

Source: Stonybrook Research

23 | P a g e


Franchisee “Wish” Lists24 Respondents – 81 “Wishes”

“Wish” Mentions Percent

Television 18-2=16 66.7%

SEO 10-1=9 37.5%

Radio 8-1=7 29.2%

Internet Advertising 6 25.0%

National Organizations 4 16.7%

Flyers 4 16.7%

Articles 4 16.7%

Miscellaneous Online Activity 3 12.5%

Presentations. Training, etc. 3 12.5%

Careinhomes 3 12.5%

Outdoor Advertising 3 12.5%

General, Not Classified Elsewhere 3 12.5%

Mobile Website/Mobile Apps 2 8.3%

Local Co-op 2 8.3%

Newsletters 2 8.3%

Brochures 2-1=1 4.2%

Concert Sponsorships 1 4.2%

National Accounts 1 4.2%

Car Leases/Car Wraps 1 4.2%

Programs Designed to

Differentiate Always Best Care 1 4.2%

24 | P a g e


Search Engine Optimization forAlways Best Care Senior Services

National Positions is Always Best Care’s national Search Engine Optimization (SEO) agency. After a major review of numerous SEO agencies, National Positions was selected to launch Always Best Care’s first consumer SEO program in 2011, and has continued working with us since then.

In 2012, based on the outstanding results attained by National Positions for its consumer work on www.alwaysbestcare.com, National Positions also was awarded the AR Advertising Fund SEO account for franchise development.

About National Positions

Our most important goal is to help grow your business, and everything we do as a Company is focused on that resolution. We combine pioneering strategies with proven methodology to bring our clients the best internet marketing services possible. The Internet is always evolving. That’s why we constantly update and enhance our strategy and services to give your business the edge its needs in a highly competitive marketplace. We not only provide the top SEO services and Internet marketing solutions, we offer flexible plans that combine these building blocks to create campaigns that are designed to adapt to the changing search climate and grow with your business needs.

National Positions is an industry leader in Search Engine Optimization and Internet Marketing. We have a proven track record of helping 1,500+ companies use the Internet to grow their business. Some of the brands we currently service include Wal-Mart, LG, Land Rover, Sanyo, Minolta, and Colgate to name a few.

We have won numerous awards for our work, including being recognized by Inc. Magazine as one of the fastest growing private companies in the US for five consecutive years.

Case Study: Alwaysbestcare.com

In 2010 Always Best Care Senior Services used the services of another SEO firm, while the firm was highly reputable, this SEO firm struggled with the technical challenges of the website and did not have the enterprise-level marketing resources needed to make

25 | P a g e

http://www.alwaysbestcare.com/


Alwaysbestcare.com successful in a highly competitive online marketplace. In early 2011, Executive Management at Always Best Care began a search to find the most qualified SEO Company to power their internet marketing campaign. After several Months of evaluation, the team at National Positions was selected. Here is a brief comparison of the organic traffic from Google, Bing, and Yahoo before working with National Positions vs. current organic search traffic ...

In September 2010, Alwaysbestcare.com had 1154 organic visits from Google, 146 from Bing, and 147 from Yahoo. In September 2013 Alwaysbestcare.com had 6,011 organic visits from Google, 830 from Bing, and 523 from Yahoo. That is an increase of organic search traffic from Google, Bing, and Yahoo of 408%.

Goals for the 2014 Campaign

1. We will work to improve efficiency in researching, writing, and publishing onsite content for Alwaysbestcare.com. We will create new pages under the most important directories such as /home-care.aspx and /assisted-living.aspx to further demonstrate to Google that Always Best Care has domain authority.

2. We will work to improve efficiency in researching, writing, and publishing onsite blog posts, guest blog posts, and other forms of content marketing to achieve 2 to 3 times the current Monthly production level. We have significantly grown our in-house writing division to accomplish this for our signature clients.

3. National Positions leads the industry in SEO Research and Product Development, we are currently working to release our new linking products for 2014 and we will leverage these new products into the Alwaysbestcare.com campaign.

2014 Internet Marketing Plan

Onsite SEO - Website Analysis

We will monitor and examine your website to identify and resolve any technical errors that are hindering your site’s rankings and performance. We analyze and monitor 50+ critical factors, including broken internal links, canonical issues, page speed, site architecture, internal server errors, faulty redirects, and sitemap errors to ensure that your site is optimized and problem-free.

Website Content Development

Content creation and promotion increases the popularity, value, relevancy and web authority of your site. We maximize your web presence by improving and growing your website content. You need fresh, unique, content that answers the complex questions asked

26 | P a g e


by your prospective customers searching Google. Our content team will create valuable content designed to increase rankings and drive targeted traffic.

Onsite Blogging

An onsite blog offers the perfect platform to create timely and information rich posts that answer and contain the queries being typed into Google by your prospective customers. We grow your onsite blog on a Monthly basis with content designed to fit the needs of your target audience. These blog posts are distributed across social media websites to exponentially extend your reach and gain social links to Alwaysbestcare.com.

Web Marketing - Google + Marketing

Google Plus is changing the way that searchers find and engage with your business online. That’s why National Positions has launched the first and only campaign of its kind — a monthly Google Plus marketing program that builds on all the best SEO and social media strategies to help you engage a community, get to the top of the rankings, and create new leads.

Facebook Marketing

Our Facebook marketing services help your business build and engage a community on one of the most powerful sites in the world. We begin by creating a business profile that helps to establish your brand, attract fans, and encourage engagement. We then create a daily content plan to grow your presence, boost your visibility, and convert your fans into customers.

Twitter Marketing

Twitter has changed the way that customers and companies communicate and interact with one another on the web. This micro blogging platform is a powerful way to promote your business online in real-time, by offering deals, promoting products, sharing news, and more. Our Twitter marketing program builds your follower base, engages clients and prospects, and broadcasts your brand online.

YouTube Marketing

Video search engine optimization (VSEO) is critical to getting your videos seen, and shared, all over the web. By adding video SEO to your marketing campaign, you can gain powerful visibility on YouTube, so you can generate valuable new leads and outshine the competition. National Positions will submit your video to all the most important platforms online. And as one of the top Internet marketing and SEO companies, we ensure each video is SEO-friendly and contains the appropriate titles, keywords, descriptions and links. We

27 | P a g e


also make sure that your videos are attracting attention with optimized thumbnails and meta content.

Guest Blogging

Guest blogging is a fantastic way to drive new traffic to your website. Guest blogging is also a tremendous tool for your SEO campaign. You can generate high quality relevant backlinks and social sharing that has huge value in the eyes of Google. Our guest blogging program is specially designed to generate quality content that your customers will love and reward your site with authority backlinks.

Infographic Marketing

Infographics are one of the best ways to increase your search engine rankings and drive traffic to your site. Google loves companies that have a strong web presence away from its site. By creating and sharing quality infographics, Google sees you as a valuable brand and rewards you with better rankings. At National Positions, our Infographic Marketing program provides you with immediate exposure and creates organic, quality backlinks that will vastly improve your long-term SEO campaign. We specialize in creating engaging, viral targeted content and promoting it to the top industry sites, bloggers and social networks on the web. This generates high quality backlinks to your site that will boost your search engine rankings.

Social Media Bookmarking

Social media bookmarking offers tremendous opportunities for your business to improve your SEO campaign. Social media bookmarking helps you share content with customers looking for information about your industry. By effectively leveraging the top social media bookmarking sites, you can create quality backlinks to your site, increase your search engine rankings and drive new traffic to your site.

Press Release Marketing

Press releases offer one of the best ways to boost your search engine rankings and increase web traffic for your business. Now more than ever, Google values websites with lots of quality, newsworthy content that’s distributed around the web.

Document Distribution Marketing

We will distribute your PDF or Powerpoint document across document sharing sites with an embedded link to Alwaysbestcare.com. This is a powerful form of content marketing using existing Powerpoint presentations or PDF Whitepapers which can drive targeted traffic as well as gain authority backlinks.

28 | P a g e


Image Distribution Marketing

Sharing compelling images on image sharing websites is a great way to engage prospective customers and by embedding links within the image we will gain authority backlinks and further diversify the link profile for Alwaysbestcare.com.

Classified Ad Marketing

Classified Ad websites can be a tremendous source of traffic and they are a great way to create powerful backlinks from very popular websites.

Event Distribution Marketing

Many popular websites such as Google +, Facebook, and dozens of others provide a way to create an event which links to the source of information about the event. This is a natural way to provide information about upcoming Company events or meetings and it helps to gain authority backlinks to Alwaysbestcare.com.

29 | P a g e


4.0 Localized SEO for Individual Franchise Markets

As part of the 2014 program, National Positions will work with individual franchisees to develop a linking strategy for three keyword phrases in each market …

1) Non-medical in-home care in (city or region)2) Assisted living finder in (city or region)3) Senior care in (city or region)

Franchisee microsites will be optimized to advance this activity, and our goal is to have all franchisees attain page one position for these and as many derivatives (e.g., home care in (city or region)) as possible.

The cost for this activity will be borne entirely by the National Advertising Fund to help “jump start” local SEO and encourage local franchisees to expand on their own local search marketing program.

5.0 New Franchisee Start-Up SEO ProgramWe will continue to provide the special start-up package for new franchisees at the rate of $350 per month for a six-month minimum program as a mandatory part of their introductory advertising program.

Additionally, we will extend this pricing offer to encompass all franchisees.

Components of this specialized program are as follows …

Introduction

Initial Search Engine Optimization (SEO) through National Positions, our national SEO agency for both consumer and franchise development programs, is a requirement for all Always Best Care franchise websites. Because of the scope of services offered on a national basis, National Positions is able to provide this initial SEO service at a cost of just $350 per month – far lower than any competitor in any local market.

Overview

The overall goal of this ABC-tailored optimization package is to ensure that each franchisee website has the necessary foundation to successfully compete in the search engine marketing space and begin SEO promotion.

30 | P a g e


We will start with making sure that each site is registered and validated by each of the top 3 search engine’s online webmaster services. Through the process of registering and getting validated on each of these, any site structural errors and/or crawl-ability issues will become known. It’s also the first step in simply letting the search engines know that the site exists.

Coupling that with XML sitemap submissions ensures that each new site will be crawled and indexed by the search engines as quickly as possible.

Once the search engines begin to crawl the site, it’s essential for rankings that basic Meta data (title tags in particular) are properly crafted for the biggest SEO benefit.

And then of course, once the site itself is “ready for business”, it’s important to let the world know – utilizing our local business listings services, website submissions and social bookmarkings.

See the following paragraphs for more information on each facet of this initial site optimization service.

Register and Install Google Analytics

Google Analytics is a service offered by Google that generates detailed statistics about the visitors to a website. It is the most widely used website statistics service available. GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents. Although WTP currently includes basic visitor stats, GA offers an unlimited amount of visitor data. We will install and verify the GA code on every page of a website using the franchisee’s existing Google account, or we’ll create a new one if preferred.

Register & Verify Google Webmaster Tools

Google Webmaster Tools is a web service by Google for site owners. It allows site owners to check indexing status and optimize visibility of their websites.

The vendor will make all of the appropriate settings to ensure that each site is optimized for inclusion in the Google index.

Register & Verify Yahoo! Site Explorer

Yahoo! Site Explorer is a Yahoo! service which allows viewing of information on websites in Yahoo!'s search index.

31 | P a g e


Similar to the Google Webmaster Tools, in addition to getting this setup, the vendor will make all of the appropriate settings to ensure that each site is optimized for inclusion in the Yahoo! index.

Register & Verify Bing Webmaster Center

Bing Webmaster Center is a search service as part of Microsoft's Bing search engine which allows webmasters to add their websites to the Bing index crawler.

Similar to the above, in addition to getting this setup, the vendor will make all of the appropriate settings to ensure that each site is optimized for inclusion in the Bing index.

Submit XML Sitemaps

The vendor will submit each site’s XML sitemap feed to each of the top 3 search engines.

Title Tags / Meta Descriptions for all pages

Each page of the site should have a title tag and Meta description optimized for a specific locality. As part of this proposal, we will set this up at the parent site level, so that each new site inherits an optimized “common” structure. Then we’ll ensure that each new site is further optimized for their specific region.

20 Local Listings (includes Google Places)

Local search optimization services beginning with listings in the top 20 local business listing sites will be provided. The franchisee’s business will be listed in the appropriate category of the most popular local search engines, Yellow Pages and local social networks of United States like Google Places, Yahoo! Local, Ask.com, YP.com, and more. This is included in month both initial and month-one of ongoing optimization services, but will be included here as it is a huge “bang for the buck” in terms of site visibility and ranking influence. The accounts created will be owned by the franchisee and the relevant login credentials will be provided to them.

100 Manual Directory Submissions

In the world of SEO, backlinks are the primary driving force behind good rankings. We will submit each franchisee website to 100 popular directories using the homepage URL and a relevant description. Detailed reporting including screenshots of each submission will be provided to the franchisee upon completion.

32 | P a g e


Social Bookmarking to 75 Social Media Sites

In order to promote the site further and create additional backlinks, we’ll create 75 bookmarks at popular social bookmarking directories such as Digg, Tumblr, Reddit, etc. A detailed report including the URL of each bookmark created will be provided to the franchisee upon completion.

Summary

As important as search engine marketing is these days, it is essential that every website is setup for optimal online marketing success. This includes ensuring that the correct “foundation” has been laid. By implementing the services described above, you can be assured that each franchisee website is architecturally sound, registered and validated at the most popular search engines, includes optimized titles and descriptions and is promoted to the top 20 local listing sites, bookmarked and submitted. Implementing these tactics and strategies ensures that your franchisee websites will typically stand head and shoulders above their competition.

33 | P a g e


Google Adwords

Costs

AdWords differs from traditional forms of advertising. It doesn’t come with price lists or rate cards. Instead, our standard pricing model relies on a cost-per-click (CPC) based auction.

How much you invest is up to you

You’ll start by choosing a daily budget you’re comfortable with, and then change it at any time. There’s no minimum spend and you’re not locked into a contract.

Only pay for results

With ads on Google you're not charged when your ad is displayed, but only when someone clicks on your ad to go to your website. In other words, you only pay when your advertising works.

You're in control of your cost-per-click

We set cost-per-click prices via an automated auction system. As an advertiser, you get to specify the maximum amount (max CPC bid) you're willing to pay for each prospective customer that visits your website by clicking on your ad. This bid then determines how high up on the search results page your ad appears, which eventually determines how often people notice and click on your ad.

Relevance pays off

Your bid isn't the only factor that counts. AdWords rewards more relevant ads with a higher Quality Score and a higher ad position. So even if your competition bids more than you, you can still win a higher position -- at a lower price -- with highly targeted keywords and ads.

Where on Google will my ads appear?

Ads appear alongside or above Google search results, in sections marked "Sponsored links,” as well as on other partner websites. Your ads can appear on a desktop computer, tablet or mobile phone.

34 | P a g e


35 | P a g e


Email Marketing

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database. Broadly, the term is usually used to refer to: Sending email messages with the purpose of enhancing the relationship of a merchant

with its current or previous customers, to encourage customer loyalty and repeat business.

Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

Adding advertisements to email messages sent by other companies to their customers.

Types of email marketingEmail marketing can be carried out through different types of emails:

Transactional emailsTransactional emails are usually triggered based on a customer’s action with a company. Triggered transactional messages include dropped basket messages, purchase or order confirmation emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters) transactional emails are a golden opportunity to engage customers; to introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email

36 | P a g e

http://www.ask.com/wiki/Advertisements?qsrc=3044

http://www.ask.com/wiki/Customer_loyalty?qsrc=3044

http://www.ask.com/wiki/Email?qsrc=3044


marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs).

Direct emailsDirect email involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies.

Comparison to traditional mailThere are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail.

AdvantagesEmail marketing (on the Internet) is popular with companies for several reasons: Email's immediacy reduces delays in communication, allowing businesses to run more

smoothly.[3]

An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.[4]

Email Marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.

Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.

Almost half of American Internet users check or send email on a typical day,[5] with email blasts that are delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.[6][7]

Email is popular with digital marketers, rising an estimated 15% in 2009 to £292m in the UK.[8]

DisadvantagesA report issued by the email services company Return Path, as of mid-2008 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered.[9]

37 | P a g e

http://www.ask.com/wiki/Email_marketing?o=2800&qsrc=999#cite_note-9





http://www.ask.com/wiki/Internet?qsrc=3044


http://www.ask.com/wiki/Search_marketing?qsrc=3044

http://www.ask.com/wiki/Search_marketing?qsrc=3044

http://www.ask.com/wiki/Return_on_investment?qsrc=3044


http://www.ask.com/wiki/Advertising_mail?qsrc=3044

http://www.ask.com/wiki/Referral_marketing?qsrc=3044


Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM),[10] the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider's acceptable use policy.

Opt-in email advertising

Opt-in email advertising, or permission marketing, is a method of advertising via email whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of email marketing.[11]

Opt-in email marketing may evolve into a technology that uses a handshake protocol between the sender and receiver.[11] This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in email advertising is used, the material that is emailed to consumers will be "anticipated." It is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in email advertisements will be more personal and relevant to the consumer than untargeted advertisements.

A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products.[12] In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.

With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically—known as Drip Marketing. They can also segment their promotions to specific market segments.[13]

Legal requirementsIn 2002 the European Union introduced the Directive on Privacy and Electronic Communications. Article 13 of the Directive prohibits the use of personal email addresses for marketing purposes. The Directive establishes the opt-in regime, where unsolicited

38 | P a g e

http://www.ask.com/wiki/Directive_on_Privacy_and_Electronic_Communications?qsrc=3044

http://www.ask.com/wiki/Directive_on_Privacy_and_Electronic_Communications?qsrc=3044

http://www.ask.com/wiki/European_Union?qsrc=3044


http://www.ask.com/wiki/Market_segmentation?qsrc=3044

http://www.ask.com/wiki/Drip_Marketing?qsrc=3044

http://www.ask.com/wiki/Database?qsrc=3044


http://www.ask.com/wiki/Email_marketing?o=2800&qsrc=999#cite_note-fairhead-11

http://www.ask.com/wiki/Handshaking?qsrc=3044

http://www.ask.com/wiki/Handshaking?qsrc=3044

http://www.ask.com/wiki/Email_marketing?o=2800&qsrc=999#cite_note-fairhead-11

http://www.ask.com/wiki/Permission_marketing?qsrc=3044

http://www.ask.com/wiki/Opt-in_email?qsrc=3044

http://www.ask.com/wiki/Acceptable_use_policy?qsrc=3044

http://www.ask.com/wiki/Internet_service_provider?qsrc=3044

http://www.ask.com/wiki/Internet_service_provider?qsrc=3044

http://www.ask.com/wiki/Email_marketing?o=2800&qsrc=999#cite_note-canspam-10

http://www.ask.com/wiki/CAN-SPAM?qsrc=3044


emails may be sent only with prior agreement of the recipient, this does not apply to business email addresses.The directive has since been incorporated into the laws of member states. In the UK it is covered under the Privacy and Electronic Communications (EC Directive) Regulations 2003 [14] and applies to all organisations that send out marketing by some form of electronic communication.The CAN-SPAM Act of 2003 authorizes a US $16,000 penalty per violation for spamming each individual recipient.[15] Therefore, many commercial email marketers within the United States utilize a service or special software to ensure compliance with the Act. A variety of older systems exist that do not ensure compliance with the Act. To comply with the Act's regulation of commercial email, services typically require users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses that may not have given valid permission.

In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight/assistance with deliverability issues for major email providers. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages.The CAN-SPAM Act was updated with some new regulations including a no fee provision for opting out, further definition of "sender", post office or private mail boxes count as a "valid physical postal address" and definition of "person". These new provisions went into effect on July 7, 2008.[16]

39 | P a g e


http://www.ask.com/wiki/Hyperlink?qsrc=3044


http://www.ask.com/wiki/CAN-SPAM_Act_of_2003?qsrc=3044


http://www.ask.com/wiki/Privacy_and_Electronic_Communications_(EC_Directive)_Regulations_2003?qsrc=3044

http://www.ask.com/wiki/Privacy_and_Electronic_Communications_(EC_Directive)_Regulations_2003?qsrc=3044


Television Advertising

Why Consider Television?

Television can position Always Best Care as a leader, an innovator, and demonstrate that Always Best Care is thinking “out of the box.” It can actively demonstrate how Always Best Care aggressively and proactively seeks new business for its franchisees.

About Television

Television is the most powerful communications medium ever invented. It combines sight and sound, immediacy, believability, emotion and more. Just think: No one has ever even thought about paying $3 million for 30 seconds on the Internet, but it happens on television with increasing frequency.

About TV Advertising

Television is ubiquitous – everyone watches at least once in a while. Unlike many other media, television can be a shared experience that causes “buzz” – did you see Breaking Bad, the Sopranos’ final episode, Green Bay beat New Orleans on opening night last year? Television can be live and immediate (think September 11). Television advertising can make you laugh, cry, go to sleep, remember a product, take action.

Strength of TV Advertising

TV remains the dominant medium for reaching large, diversified target audiences, despite the inroads of digital and social media. Additionally, offline drives online -- about a third of search queries are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising. (Source: Council for Research Excellence and the Center for Media Design at Ball State University)

Advertising Agency

Always Best Care conducted an extensive search for a national advertising agency, developed an RFP, screened agencies, conducted interviews and evaluated presentations. Bodden Partners, with offices in New York, Atlanta and Tampa, was selected as the agency for Always Best Care. Bodden Partners is an independent, fully integrated marketing communications company, and is ranked as the 12th largest direct marketing agency in the USA. The agency has annual media billings of about $100 million, with about 35 percent in television. In addition, it produces major shows and events for such clients as the National Education Association, with the annual cost of shows over $250 million. The agency offers

40 | P a g e


an array of services including advertising, direct marketing, event management, digital communications, mobile, public relations and more. The agency and its Executive Creative Director, Mal MacDougall (a Hall of Fame copywriter) have been responsible for such campaigns as …

• Diet Coke • BMW• Revlon • Foot Locker• State of Israel • I Love New York• National Education Association • Titleist Golf Balls• Proctor & Gamble • Howard Johnson Hotels• ERA • Heineken• Prudential Insurance • Turning Stone Resort & Casino

Soul Process – Creative Research

In 2012/1203, the agency conducted a “Soul Process” research study, which was designed to uncover underlying feelings and reactions to the Always Best Care brand and what it means to consumers. The study consisted of 70 personal interviews, 50 with Always Best Care clients and 20 with franchisees; the interviews were conducted in person and by phone, and ranged in duration from 30 minutes to four hours. We obtained vivid commentary of the barriers consumers faced when confronting the need for in-home care or assisted living, and the effect on clients’ lives that working with Always Best Care has had. Armed with this information, we then developed a “creative brief” that captured the essence of what people are seeking, what they believe, and how we can best meet their needs and expectations – essentially, the unique selling proposition that supports the Always Best Care positioning and our interactions with our target audiences. This brief spoke to the message to be delivered, the tone, the points of emphasis, consumer behavior and the reaction desired. The National Advertising Fund committee had several meetings to examine and react to the messaging and conclusions of the research and, from there, we developed the actual scripts based on the sound principles the research uncovered.

Objectives

• Build brand awareness, contributing to brand equity both nationally and locally for each franchisee

• Develop recognition and preference

• Create top-of-mind awareness

• Establish “likeliness to buy”

Changes to television buying in 2014

41 | P a g e


The 2014 television plan has been designed to overcome the challenges faced in 2103, and to provide Always Best Care with a TV campaign that is comparable to companies spending as much as three times our 2014 budget.

• Change the basic buying parameters from one of equal dollars per franchisee to one of equal ratings points, equal coverage, equal frequency and other similar metrics

• Higher overall budget should help increase general visibility

• Allocate for “fixed spot” placement so that all franchisees will have a specific time they know spots will run

• Negotiate for “remnant space” on major television and radio networks to gain greater national visibility, create more “buzz”

• Weekly monitoring service will be distributed so franchisees can see where their commercials are running every week

• Quarterly NAF Congress calls with corporate management will highlight television objectives and strategies

• “Upfront” media buys – costs (even at direct response rates) could be reduced as much as 25%, which would pay for specialized fixed spots

• Major change: Network buying vs local spot buying!

• Utilize a radio “underlay” to supplement the basic TV buy

• Add at least one non-traditional TV network that has specialized audiences and/or programming

42 | P a g e


Network vs Local TV

• Always Best Care franchisees’ zip code territories cover a little under 10% of the USA’s 40,000 zip codes

• However, we now have the technology to determine the number of zip codes within a 25-mile radius of each of our franchisees’ zip codes

• This adds roughly 3 new zip codes for every existing zip code, resulting in a service area covering about 14,000 zip codes, or about 35% of the country

• When buying television and radio, once you reach about 25% of the country with local or “spot” buys, it becomes more efficient (and actually less costly) to buy national network time instead of local spot time

• Combined with upfront buying, here’s the difference:

• 2013 buy of $540,000 generated an average of 13 spots per week for 15 weeks in each market, total 195 spots per market, total of 11,701 spots for 67 markets

• 2014 network proposal: $504,000 to generate more than 75 spots per week for 20 weeks (1,500 spots per market), at least 100,500 total spots

• 2013 total spots: 11,701

• 2014 total spots: 100,500

• 759% increase in the number of spots – this means we could buy more than 8½ times more spots in every market than we did last year!

• Proposed schedule: 20 weeks, roughly every other week beginning in mid-March through the first week in January

• Additional opportunity: Retirement Living TV Network

43 | P a g e


Retirement Living Television Network

About Retirement Living TV

• RLTV launched as a 24/7 cable network in 2008

• Now in about 30 million homes across the USA

• Goal: Become a destination that people over 50 believe

• “gets” them and speaks to them through programming that is optimistic entertaining, informative and inspiring

• Available on: Comcast Cable D1 Digital Basic package, Time Warner Cable Digital Basic package, Verizon FiOS -- all FiOS households, Bright House Networks Digital Basic package, NCTC

• Highly targeted to target audience

Celebrity Programming

• Who’s Cooking with Florence Henderson

• Money Matters with Jean Chatzky

• Boomers 2.0 with Jane Pauly

• Your Life Redefined with Dr. Anna Marie

• Second Act with Paul DeMeo

• Movies for Grown-Ups with Paul Newcott (AARP)

• Home Again with Bob Villa

Special Programming

• Bookmark

• Stanley on the Go

• Fraud Squad

• Danger Zone

• My Generation

44 | P a g e


• The Spirit of America

• Hospice: Something More

Opportunities

• Program Sponsorship – such programs as Hospice: Something More, My Generation, The Spirit of America, Who’s Cooking with Florence Henderson, Your life redefined with Dr. Anna Marie

• Proposed schedule: Program sponsorships on an every other week basis, plus a scatter plan on alternating weeks, attaining approximately 1,200 spots over a 43-week period from mid-March through the first week of January, 2015 – for an average of about 28 spots per week

45 | P a g e


Radio

A whitepaper by Jeff Small, CEO, and Brett Astor, Vice President of Strategic Media, Inc., a direct response radio advertising agency. www.strategicmediainc.com

About Radio Advertising

The advantage radio advertising offers businesses stems from its unique combination of high reach, high targetability, and low cost. When combined with the database approaches of traditional direct marketers and broadcast direct-response advertising techniques that drive response and deliver new customers, radio advertising can be - and is for many of our clients - the main engine of growth and profitability for a business.

Radio Advertising Costs

Radio advertising cost is perhaps the most obvious and important of the top three characteristics of radio advertising that makes it a very attractive advertising vehicle. On both creative development and media costs, radio beats TV by a significant margin. Where the most simple and least expensive TV spot ad will easily cost well over $50,000 and take months to produce, you can have a radio spot developed for less than $1,500... in a matter of days or weeks. In terms of media costs, you'll often pay a minimum of thousands of dollars for TV media placement. However, you can air a radio spot for under $100 at agency discounted rates and you can air a full week's radio advertising test on multiple stations for as little as $2,500. With TV, you can invest hundreds of thousands of dollars before you know whether a campaign will either take flight or until enough is learned to determine that it won't work. With radio, the testing happens much faster, so it costs you less in time value of money, as well as up-front and at-risk investment. Factor in TV dubbing costs and the picture only gets better for radio advertising costs.

Radio Advertising Reach

An advertising medium must reach your target customers or it provides no benefit. Radio has a wide-scale appeal to consumers. Even with the alternatives available today, listening patterns appear to be stable, indicating that radio remains a popular consumer choice. The 13,000 radio stations (approximately 8,800 FM, 5,000 AM) broadcasting across the United States together reach over 94% of the US population over 12 years old each week, according to Arbitron's American Radio Listening Trends report. With radio, there is rarely a question of whether you'll be able to reach your target customer.

Targetability

46 | P a g e


The third characteristic of radio that solidifies its advantage to you is its targetability. The fundamental advertising axiom of reaching the right people at the right time with the right message at the right cost is more possible with radio than with TV or print, the other large-scale "push" direct response advertising mediums. As a result, your dollars spent on radio advertising are more efficient, generating a greater return on investment. With the right data, for example, your radio advertising agency can tailor your media plan so your radio ads reach moms between the ages of 34 and 45. The radio industry's grouping into formats is partially responsible for radio's ability to target your customer efficiently. Here is a summary of the formats that reach corresponding demographics2 (note that further targeting is possible by sex and other variables beyond age):

Age Target Format(s)

Teens 12-17 Primarily CHR, some Urban, Alternative Adults 18-24 CHR, more Alternative, Urban preference, Sports Adults 25-34 Alternative, Rock, CHR, some Urban, AC, Sports Adults 35-44 Rock, AC, News, Talk, Sports Adults 45-54 Oldies, AC, News, TalkAdults 55-64 Classical, New AC, News, Talk Adults 65+ Adult Standards, Classical, News, Talk

Age information is only the beginning of the targetability of radio. For any given format, we can know much more about the audience listening habits. Let's take one format, Alternative, and look at what we know based on the available data:

63% male, 37% female Over 83% are less than 44 years old Adults 25-34 account for almost 28% of the audience Listening location: 38% car, 31% home 28% work Geographic skew toward New England , Mountain and Pacific regions 18% more likely to have children in the home (49% of listeners) 36.5% earn more than $75k/year More likely than any other format to use online banking #1 format in movie attendance High fast food restaurant usage (31% have eaten at a fast food restaurant 5+ times

within last 30 days)

This information assists in developing a targeted media plan that significantly enhances the efficiency of advertising by ensuring your radio ads reach the right people.

What sells on Radio?

47 | P a g e


Radio buyers purchase a wide variety and growing number of products, ranging from vitamins and nutritional supplements to CD's/music, and health and beauty items such as hair care, skin care, and weight loss/diet products. Other stable radio advertising categories include household cleaning products, kitchen/cookware products, financial, and travel offerings. We've also seen a growing trend toward using radio advertising to drive online traffic as well as support retail sales.

Other notable radio buyer characteristics

Radio buyers are more likely than the average direct response buyer to have viewed one or more infomercials in the 3 months prior to their radio purchase (70% to 59%).

Radio buyers spend more per purchase than TV infomercial buyers, with a median of $59 vs. $40 per purchase and an average of $148 vs. $98.

Radio is “Personality Driven”

Mike & Mike Dr. Oz Dr. Phil Don Imus Howard Stern Dr. Laura Rush Limbaugh Clark Howard Sean Hannity Laura Ingraham Alan Colmes Bill Bennett

Why Radio Personalities?

Radio is a personal advertising medium. Station personalities have a good rapport with their listeners. If a radio personality announces our commercial, it can serve as an implied (or even

explicit) endorsement.

Listeners are Loyal

Radio listeners often are fiercely loyal to their favorite personalities, which enhances believability, acceptance and response to commercial messages.

48 | P a g e


Opportunities for Always Best Care

Schedule national network radio programming, similar to the television campaign, on key programs associated with radio celebrities who attract our primary target audience, including …

• Daily Dose of Dr. Oz• Minute Clinic with Dr. Drew• Clark Howard• Laura Ingraham• Meet the Press• Healthwatch• Big Time with Whitney Allen• Doctor’s Orders

We recommend running on alternate weeks of network cable TV programming beginning in mid-March and attaining 16 to 18 weeks of radio advertising with more than 500 spots (approximately 30 per week) in 2014.

49 | P a g e


2014 Broadcast Schedule Summary

In 2014, Always Best Care will concentrate its television advertising funds on a combination of cable news programming and cable entertainment programming.

Cable news programming examined included Fox News, CNN and MSNBC, while the cable entertainment networks included Oxygen, OWN (the Oprah network), HGTV, WE and Lifetime. Our recommendation is to utilize four networks: Fox News, MSNBC, Oxygen and OWN. The basic schedule will run for 20 weeks beginning in mid-March, and alternating weeks through the first week in January, 2015.

Radio will run for 18 weeks beginning in late March on alternate weeks from the television schedule, so that Always Best Care is “on the air” for a minimum of 38 consecutive weeks.

Supplemental TV (the Retirement Living network) will run for 43 weeks, every week from the week of March 17 through the week of January 5, alternating between sponsorships and scatter plans.

With the national network scope, commercials will run in each and every Always Best Care franchisee market and their surrounding areas, with no exceptions. Thus, one “national” commercial is the equivalent of 67 “local” commercials, as purchased in 2013. The estimated total of 2014 broadcast media, including all agency commissions and monitoring: More than 81,000 TV spots plus 33,500 radio spots plus Retirement Living TV, $595,000. Comparison with 2013: 13 spots per week, 15 weeks, more than 11,000 spots, $540,000.

Broadcast Weeks - 2014

Week # Television Radio Supplemental TV (* indicates sponsorships)

1 March 17 March 24 March 17 August 4* December 222 March 31 April 7 March 24 August 11 December 29*3 April 14 April 21 March 31* August 18*

January 54 April 28 May 5 April 7 August 255 May 12 May 19 April 14 *

September 1*6 June 2 June 9 April 21 September 87 June 16 June 23 April 28* September 15*8 July 7 July 14 May 5 September 229 July 21 July 28 May 12* September 29*10 August 4 August 11 May 19 October 611 August 18 August 25 May 26* October 13*

50 | P a g e


12 September 8 September 15June 2 October 2013 September 22 September 29June 9* October 27*14 October 6 October 13 June 16 November 315 October 20 October 27 June 23* November 10*16 November 3 November 10 June 30 November 1717 November 17 December 8 July 7* November 24*18 December 1 January 5 July 14 December 119 December 15 July 21* December 8*20 December 29 July 28 December 15

A sample TV schedule is on the following page. Note that further discounts in pricing are anticipated.

51 | P a g e


52 | P a g e


Outside of Franchisee Territories

As noted previously, Always Best Care franchisees provide service in about a third of the zip codes in the USA

• With national media, we will pay less for 100% coverage than it cost to buy 67 individual markets, or 33% coverage (there are 210 DMAs in the country)

• This means we’ll have higher costs for the call center, and we won’t be able to provide service to 2/3 of the respondents to our advertising

• So – what do we do to avoid unhappy callers and reduce the costs of non-productive calls?

• Using 2013 as a base, we generated about 500 calls through the TV campaign

• If we increase the base campaign by 633%, add targeted TV, a radio underlay and supplement local market advertising, we should get at least 3,500 to 5,000 calls (maybe more) in our markets, and 10,000 to 15,000 calls in total

• This means as many as 10,000 calls will be in areas in which we cannot provide service

• Careinhomes (corporate parent: Pipeline Success) has agreed to buy our surplus leads at a rate of from $5 to $7 per lead

• Potential revenue to the NAF: Between $35,000 and $70,000!

Net Result

We should be able to buy the total 2014 broadcast campaign – probably 10 times more exposure and frequency – for LESS than we paid in 2013!

Additionally, by sending the leads to careinhomes, we are providing a service to those individuals and families who are looking for care but who are outside our service area, and therefore cannot be helped by an Always Best Care franchisee.

53 | P a g e


Franchisee Co-op Requirements

TV Co-op Requirements

Zero with this schedule!

Franchisee Co-op Opportunities

We recommend allocating $48,000 ($4,000 per month) to a local co-op opportunity program.

Franchisees can request co-op for virtually any form of advertising, as long as it is actually advertising (no lunches for in-services, travel to trade shows, etc.).

Franchisees will be required to present a proposal in advance, obtain approval from the marketing department, and submit proof of payment for the local advertising they want to cover with co-op funds. The NAF will then match the local expenditures dollar-for-dollar.

Proposal Period

All proposals must be submitted no later than March 1, 2014. If more than $98,000 in acceptable proposals are received, co-op funding may be diluted to less than one-for-one, or granted on a first-come, first-served basis until the available funds are exhausted. Franchisees will be notified and given the option if they want to continue with their proposed advertising on the basis of funds available.

Advertising under this plan would start April 1 or later.

54 | P a g e


Always Best CarePublic Relations Primer & Proposal

What is Public Relations?

According to The Public Relations Society of America, public relations helps our cluttered society to reach decisions and function more effective by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony. By definition, a public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Effective public relations should encompass the following:

Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.

Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.

What can Public Relations do for your Always Best Care?

Essentially, PR is the way companies, organizations and individuals communicate with the public and media. Common activities include press releases, newsletters, media conferences, industry events and employee communication. Many professionals have found the following results of pr:

Provides one of the most credible forms of marketing: Third-Party Endorsements Leads to effective communication, which build trust and strong relationships with

media, bloggers, analysts, influencers and customers Influences and changes opinion, increases exposure, and builds a positive image and

reputation Creates presence, enhances brand loyalty and extends brand resonance Elicits response and action

55 | P a g e


Public Relations Campaign

Creating a public relations campaign can be a key factor to the overall success of your business. It’s all about crafting and managing the public perception of your brand. The starting point to developing a formal PR plan is to first understand how it integrates into the marketing communications plan. An effective integrated marketing communications strategy is multi-layered with PR being one of those layers. Once extracted from the overall marketing strategy, the PR plan takes on a series of activities to interact with the public and strategically craft the ideal brand perception.

Define overall goals and objectives. Establishing major target audience(s). Creating key messages and strategies that support objectives. Execute a successful plan that will serve to elevate brand awareness and position

the company as a leader in the industry.

Strategy Positioning & Tactics

Embracing different communications tools will garner better results. Utilizing an integrated public relations program will increase visibility with key audiences and build your brand, typically with the use of both traditional and social media. These tactics will guide the process and generate measureable results.

Define media targets such as print, trade media, broadcast and online that are right for your business

Develop media kit including company backgrounder, key bios, fact sheets and press releases

o Press releases can be used to issue company news such as new employees, new clients, new services offered, etc

Develop and distribute all pertinent media material to the targeted media outlets Follow up personally with all media receiving press materials Execute a Search Engine Optimization (SEO) & Social Media plan to support PR

efforts

PR & Media Strategy

Media relations consists essentially of generating appropriate publicity and stimulating positive news coverage for the activities of the client or organization. Each medium serves as an intermediate audience and delivers the public relations message you want to convey to target publics or key audiences. Since the media are able to reach virtually every audience, these efforts can pay substantial dividends. By developing a direct line of communication with the media, your organization can take an active role in establishing a high profile position in the community. Media can be divided into five basic groups: Print, Television, Radio, News Wire Services and Online News Publications.

Develop and identify target media contacts and build relationships Create media timeline and schedule

56 | P a g e


Plan media tours to meet with key influential reporters Develop and execute a media training program for program members and

spokesperson Seek opportunities for Speaking Engagements

Public Relations can help you tell your company’s story in a fresh and unique way. By staying abreast of current events that tie into your expertise, you can lend your perspective on how these trends are shaping the local market. Just as you would with a business plan, the public relations program should have measurable goals, timeframes and specific actions.

Always Best Care Primary Objective

Generate widespread media coverage and endorsement for Always Best Care Senior Services (ABC).

Secondary

Position and promote ABC as the leader in the fast growing senior care industry.

Strategy

Position the release of ABC’s major consumer advertising effort as a “coming of age” event for the company and senior care industry. Leverage the news of the campaign to deliver the important message that ABC’s franchisees are very knowledgeable personally involved in both home health care selections and the choice of assisted living facilities. Feature the variety of unique programs offered by ABC franchisees, including Always on Call, Always in Touch, Always Safe, and Free ABC Rx cards.

Tactics

Develop compelling press materials

Announcement press release Company fact sheet Electronic version of television commercials

o Consider also packaging actual pre- production footage with franchisees on camera

Other materials as deemed necessary including ABC executive profiles, Bodden background information, background information of participating franchise holders

Issue press release and additional materials via business wire and proprietary distribution systems.

57 | P a g e


Distribution to include:

All top tier advertising/marketing outlets and columnso I.e. Wall Street Journal, USA Today, NY Times, Ad Age, AdWeek, etc

All healthcare and senior healthcare national and major market media, i.e. Kiplinger’s Health,

All senior healthcare columnists All online search engines, healthcare bloggers, etc.

Follow-up directly with all targeted outlets to enhance coverage opportunities, offer additional information and interviews with ABC executives and major franchisees.

Additional Localized Program

Prepare a localized campaign press package for distribution to franchise holders along with instructions for distribution to local media outlets in their markets.

Staff would also be available via phone/email to provide counsel/support to local media efforts.

Top 5 Factors that Set a Home Care Agency Apart

from its Competition

58 | P a g e


On a national basis, we will assist franchisees in recruiting, hiring and retaining quality caregivers in three ways …

1) Special caregiver profile assessments – paid for by the NAF2) Exclusive benefit programs such as Always on Call (24/7 physician access)

provided to franchisees for only $5 per employee per month3) Free ABC Rx cards for prescription discounts of up to 65 percent at more

than 56,000 pharmacies across the country

59 | P a g e


Caregiver Profile Assessments

60 | P a g e


Five Reasons Why Consumers Choose a Home Care Provider

61 | P a g e


Top Ten Referral Sources

Clients - Past and current clients and their loved ones 23.8%

Home Health Agencies (Medicare Certified) 10.5%

State Medicaid Waiver Programs 8.6%

Hospital discharge planners 6.9%

Hospices 5.6%

Other 4.9%

Skilled Nursing Facilities 3.9%

Government - Area Agency on Aging Case Managers 3.4%

Assisted Living Facilities 3.4%

Continuing Care Retirement Communities (CCRC) 3.2%

To begin marketing to current clients, we will have two major initiatives on a national basis, and franchisees will be encourage to add more locally.

Nationally, we will relaunch the national newsletters and webinar series featuring major topics with guest speakers, and we will provide franchisees with hard-copy professional greeting cards to and a service to send a “thank you” card to each new client with each new start of care.

62 | P a g e


Send Out CardsAbout SendOutCards

SendOutCards has been changing people’s lives one card at a time since 2005. It is an online greeting card and gift company with over 80 million cards sent, making them the largest first-class mailing company in the U.S. and one of the fastest growing network marketing companies in the world. The prompting to reach out and touch someone’s life is something every person experiences. SendOutCards is enabling people to act on these promptings by providing an online service which helps you send personalized, printed greeting cards and gifts as a way to make a difference in the lives of others.

What We Do

Our unique online greeting card and gift system enables people to act quickly on their promptings and we find joy in providing a tool that has proven to change countless lives time and time again. In less than 60 seconds, you can choose your custom card, add a personal photo, write your heartfelt, inspirational, or cheerful message and click send. We print, stuff, stamp and mail your personalized greeting cards to any postal address anywhere in the world, all for less than the average price of a greeting card at the store. Our gift selection is icing on the cake to this great service and allows you to go the extra mile to bring about another smile.

Business Services

SendOutCards offers a simple and professional way for businesses to follow-up with their customers, vendors and associates. A customer that feels appreciated will continue to do business with you. They will also refer others to you.

At SendOutCards, you can create campaigns that will automatically send out Thank You Cards, Birthday Cards, Holiday Cards, and Promotional Postcards.

Customized Greeting Cards and Postcards

You can customize your business cards with your own logos, photos, or designs.

Personalization

With the assistance of your SendOutCards representative, you can have a campaign set-up for your business in just minutes. You can even personalize each piece within a day of its scheduled time to go out.

63 | P a g e


Example: Let's say you sell home care. You decide that when someone hires you to provide caere to their loved one, you will send a pre-scheduled campaign of cards to your new customer. You will first send a Thank You Card, then a Birthday Card will be scheduled, A Holiday card will be scheduled and an Anniversary of Service postcard will be scheduled that promotes new products that you offer. The system will automatically do this for you.

In addition, you can look up a customer's name at any time, click on a card that is scheduled to go out, click on that card and customize your message to that customer at any time.

We Help You Act on a Prompting

When you act on a prompting you can change someone’s life. Our convenient system lets you send that birthday, anniversary or thank you card without the hassle of pen, paper, stamps, envelopes or mailboxes. Sending a card has never been so easy! With just the click of a button, you can choose your custom card, add a personal photo, write your message and click send. We print, stuff, stamp and mail the physical card for you.

We Keep You Organized

It can be exhausting to look up each address when sending a card. With our Contact Manager you can store all of your addresses in one place. When sending a card, simply select an address that’s been saved and we’ll do the rest.

We Make It Easy

By creating a campaign you can send the same card to as many people as you want - perfect for announcements, invitations and holidays.

Proposal

Franchisees will be encouraged to send a “Thank You” card to each new family with whom they begin working. We will provide for an average of 20 cards per month per franchisee, which equals an average of 240 cards per year per franchise. With 110 franchisees, this totals 26,400 cards at an average cost of $1.39 per card, including first class postage, or about $36,700.

We will adjust levels of cards per franchisee based on actual usage, so that franchisees gaining more starts of care will be able to send out more cards than franchisees with fewer new starts of care.

64 | P a g e


Other Activities

GENERAL MARKETING

Car Leasing/Car Wrap Program – continuation of program launched in 2013, includes 2014 cost of car lease currently held by Bob & Lois Nelson, winners of the car lease giveaway at the international conference.

Photography/Original &Stock – consists of renewal licenses and talent fees. Caregiver of the Year – cash award $500 plus cruise Free ABC Rx Cards – reprinting of Free ABC Rx cards, if necessary Always in Touch - collateral materials

SPECIAL LOCAL FRANCHISEE ACTIVITIES

Co-op consumer brochure – all costs borne by participating franchisees, no cost to the NAF

MARKETING DEPARTMENT OPERATIONS

Personnel Internet Mktg Manager Graphic Designer (75% -- 25% paid by AR Advertising Fund) Staff Copywriter (75% -- 25% paid by AR Advertising Fund) Always in Touch Part-time caller A - $8/hr + 10.5% Always in Touch Part-time caller B - $8/hr + 10.5%

Equipment, Supplies, Travel & Expenses Travel & expenses Materials, supplies, equipment Conference travel & expenses Other expenses, miscellaneous bank charges

CALL CENTER

Call Center for lead intake - electronic (AdTrack) Call Center for lead intake -phone (TeleDirect & Callture-Telcan)

CONTINGENCY RESERVE

Contingency

65 | P a g e


66 | P a g e


Proposed 2014 NationalAdvertising Fund Budget

67 | P a g e

Documents

alwaysbestcare.infoalwaysbestcare.info/Mike/AlwaysBestCare/2014 NAF Plan/2014 N… · Web viewalwaysbestcare.info