Business View Magazine - March 2016

110 Business View Magazine - April 2016 Business View Magazine - April 2016 111 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-