Business View Magazine
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a little bit underneath the price point that they offer
–we typically tend not to compete with the very small,
privately-owned facilities.
“What we’re really trying to create here is an oppor-
tunity in Pasco - where there wasn’t one before - to
find affordable, senior care for loved ones that is local,
within budget, and provides the same quality of care
as the more expensive properties at a more affordable
cost. Because we do realize that our target audience
is on a tighter budget in this area than they might be
in, say, Pinellas County, just a few miles down the road
where your financial demographic is much higher.”
Kelley came to New Port Inn about three and half years
ago with a mandate to rebrand the facility and institute
a new marketing plan. “My background is in marketing
senior housing,” she says. “So when I got here, one of
my initiatives was to completely rebrand and get our
name out there. There was no web presence. Now we
have a solid web presence and we redesigned all of
our collateral material. We do print ads with our local
newspaper, the Tampa Bay Times, and some smaller
places too, like the local shopper guides. Also, HOA
guides are inexpensive and our target demographic
tends to read them cover to cover. We have partnered
with some of the web referral portals, like A Place For
Mom, and five or six other more locally-based web re
