Boon Daley Launch Plan & Business Strategy by Verb Strategy & Creative

2014 LAUNCH STRATEGY

Boon Daley Go-To Market Strategy ........................................... 5 Market & Size ........................................................................... 5 Market Segmentation .............................................................. 8 Target Market: .......................................................................................... 8 Personas .................................................................................................. 8

Competitive Analysis ................................................................ 9 Home Instead ......................................................................................... 10 Survey Questions & Responses: ........................................................... 11 Eldercare Home Health ............................................................................ 12 Survey Questions & Responses: ........................................................... 12 Circle of Care .......................................................................................... 14 Survey Questions & Responses: ........................................................... 15 Revera .................................................................................................... 16 Survey Questions & Responses: ........................................................... 16 Comfort Keepers of Canada ..................................................................... 18 Survey Questions & Responses: ........................................................... 18 Toronto Senior Care ................................................................................ 20 Survey Questions & Responses: ........................................................... 21 Recommendations .................................................................................. 22

Business Objectives ................................................................ 24 Service Overview ................................................................... 24

Vision Statement .................................................................................... 24 Mission Statement .................................................................................. 24 Core Values ............................................................................................. 25 Services .................................................................................................. 26 Personal Support Workers (PSWâ&#x20AC;&#x2122;s) .......................................................... 26 Pricing Strategy ....................................................................................... 27 Positioning .............................................................................................. 29

Sales Plan .............................................................................. 30

Target Ward Neighborhoods: .................................................................. 30 Sales Collateral ....................................................................................... 83 Online Marketing .................................................................................... 88 Sales Tactics ............................................................................................ 89

Strategic Alliances .................................................................. 95 Costs ...................................................................................... 96

Boon Daley Seniors Assistance

Honesty Respect Dignity Reliability Relationships 5

Boon Daley Seniors Assistance

Fact: In 1981, 2.4 million Canadians were aged 65 and older. Today the number has nearly doubled to 4.7 million. 6

Boon Daley Seniors Assistance

Boon Daley Go-To Market Strategy Boon Daley Seniors Assistance is a new entrant into the eldercare marketplace in Toronto, Ontario. The eldercare business emphasizes the social and personal requirements of senior citizens who need some assistance with daily activities and health care, but who desire a dignified aging experience, often in their own homes. Boon Daley provides such assistance to seniors both at home as well as in long-term and other healthcare facilities. Boon Daley has the task of developing a brand and exploiting their differentiation in an exceedingly saturated marketplace. With literally dozens of competitors large and small in the GTA, Boon Daley will need to be strategic and tenacious in their business development efforts. One key to their success will be to establish a service or operational distinction that will be compelling to the audience. Another will be to become a major “Voice” in the market, viewed as an authority on the subject of eldercare. The following document outlines a go-to market plan for Boon Daley to help achieve their goals and objectives over the next 8-12 months.

Market & Size Canada has an aging population with a growing number of seniors (people aged 65 and older) who need support and care, with projections showing that by 2056, the proportion of Canadians 65 years and older will more than double to over 1 in 4 while the proportion of older seniors 80 years and older will triple to about 1 in 10, compared with about 1 in 30 in 2005. Baby boomers (people currently between 45 and 60 years of age) are a generation that tended to delay marriage, postpone having children, and have contributed to the increasing participation of women in the workforce. Boomers now live in a world of paid work, caring for children (with more adult children still living at home) and increasingly long-lived parents and friends. The size of the “sandwich generation,” the generation caring for both children and older parents, is likely to grow. The aging of the baby boomers will result in a much larger proportion of seniors in the population. With lower fertility rates, there may be fewer adults to care for the elderly. Seniors already provide a significant proportion of care for other seniors. The existing eldercare system is breaking under the strain — the waiting list for a spot in a nursing home is approximately 20,000 in Ontario alone — and the

Boon Daley Seniors Assistance

baby boomers haven’t even hit the heavy-need years yet. Home care is severely underfunded and hospitals, the most expensive option, can’t accommodate an influx of frail, elderly patients. As a new player to the aged care service market, Boon Daley seeks entry into arguably the most saturated marketplace in the country. According to the 2011 census survey, the 140 neighborhoods of Toronto (44 wards) was home to approx. 518,450 individuals aged 60+. This figure represents a 4.5% growth over the results of the 2006 census survey. Using 2013 demographic data, Boon Daly has identified a total potential population of 179,145 (35%) individuals who meet their income, age and health criteria. With the heavy-need years still approaching, this market is still in its growth stages, which suggests good timing for Boon Daley to begin to carve out a niche for itself. The benefit of the existing demand for this type of service is that the market does not require the type of education that a new offering in its infancy would require. However, due to the volume of competition, consumers are bound to be confused and skeptical to the differences of one provider over another. It thus becomes imperative that Boon Daley identifies and promotes their key benefits and valuable components of its service offering, clearly and often.

Noteworthy Statistics • The age structure of Toronto’s population is continuing to shift. In the five years since the 2006 Census, Toronto has continued to gain older adults; the share of adults 75+ has increased from 7.0% to 7.2%. At the same time, the number of children 0-4 has also increased, by 5,530 or 4.1%. • The two fastest growing age groups between 2006 and 2011 were aged 60‐64 years and 85+ years. Those aged 60‐64 grew by 28.8% (from 109,465 to 140,965) while the 85+ grew by 27.5% (from 43,100 to 54,965). • The first wave of Baby Boomers (the population born between 1946 and 1961) turned 65 in 2011 and represent 18.9% of Toronto’s population, down from 20.4% in 2006. The cohort decreased by 15,750 in the past five years. • Seniors (65 years of age and older) grew by 57, 595 persons, 13.4% to 14.4% of Toronto’s total population between 1996 and 2011. • According to projections prepared by City Planning, between 1996 and 2011, the number of seniors was expected to grow by 39,315 persons or by 12.3%. Census data show that the population change among Toronto seniors 65+, is 18.0% and estimates. The senior cohort is expected crease strongly in the coming years.

Boon Daley Seniors Assistance

Fact: In the 1970s for every person 55-64, there were 2.3 persons aged 15 â&#x20AC;&#x201C; 24. In 2006 the ratio was down to 1.1. 9

Boon Daley Seniors Assistance

Market Segmentation There are two distinct markets that need to be considered during the marketing process. The first critical group is the elder community itself for which the service is being offered. This group of nearly 180,000 (target group GTA) men and women live both independently and in long-term care type facilities in the city of Toronto, and would likely benefit from any number of the services that Boon Daley seeks to provide. The question is, how many of these aged adults are in a position to make effective and appropriate decisions about their own care? The second and possibly more influential group consists of the adult children (sandwich generation) of this elder population. Many have actively played the role of caregiver to their aging parent and have/are likely dedicating enormous time, energy and resources - often financial assistance - to make sure that their aging loved ones are safe, secure, comfortable and maintaining the best possible quality of life. All the while, their own health and well being are in jeopardy given that there are only so many hours in the day.

Target Market • • • •

Men and women over 60 years of age Adult children with aged parents over the age of 60 Each with a minimum average household income of $50,000 Seniors living within the 13 target Toronto ward neighborhoods identified in this plan

Personas Studies have shown that seniors who are aided at home by a family member or outside service are happier and live longer than others who live alone or with distant or estranged families. It is a simple truth that when you have attentive care and pleasant company you tend to overcome the pitfalls of aging more successfully. For many elderly people who have been independent for most of their lives, the idea of assisted living and senior citizens assistance may take some getting used. However, the benefits of these services far outweigh the cons and can provide seniors with an outlet to enjoy their lives while still maintaining their independence. Our research has indicated that senior citizens are often disagreeable to change and like their environments to be controlled. Aging often makes seniors feel as

Boon Daley Seniors Assistance

though they are losing control of their lives, and losing the types of decision-making capabilities as well as the ability to enjoy the types of activities that previously defined their lives. As care providers, it is critical to allow seniors the space to be themselves while offering an intimate level of care that maintains their dignity and independence. We’ve found that seniors are on a constant search for self-fulfillment. Five very important quality of life attributes are: • • • • •

Experiences/adventures/nostalgia Comfort/peace of mind Individual recognition Socialization and intellectual stimulation Self-expression and fulfillment.

Psychographics Senior citizens often exhibit behaviors that include many of the following traits: • Extraversion: Decreases when professional activity goes down. • Agreeableness: Is more prominent in socially active seniors as compared to socially inactive seniors. • Value: The feeling of being respected and having accomplished something in life are sentiments that are very important to retirees. • Cognitive age: Seniors who are socially active often feel younger than their socially inactive counter-parts.

Competitive Analysis Based on our research, there are literally dozens of eldercare firms in the GTA and hundreds across Ontario. This fact speaks to the maturity of the market and demand for this type of service. The industry is split amongst those firms who operate as part of a national franchise, as spin-offs from a larger healthcare operator and independently owned agencies. The following analysis is a sampling of the types of firms described above, which allows us to develop conclusions and recommendations that encompass the thinking and positioning of the entire competitive market. From a competitive standpoint, having spoken to a number of major players in the market, we found that those who, during our conversation provided thoughtful discourse surrounding the care of the individual client left us with a better feeling

Boon Daley Seniors Assistance

about their offering than those who did not. Value-added services such as sending a nurse to drop in for a weekly check-up or involving family members in the care plan were insightful add-ons. Overall, the franchise operators offered a less warm feeling and presented a more corporate approach to their business based on our questions. Staff selection is a serious concern among adult children of seniors. The smaller eldercare providers seemed to understand that fact, and were rather articulate in exploiting this point as a key differentiator.

Home Instead

www.homeinstead.com Serves the North Toronto area including: Bathurst Manor, Bayview Village, Bedford Park, Don Mills, Fisherville, Henry Farm, Hillcrest Village, Lawrence Manor, Newton Brook, Nortown, North York, Sunnybrook, The Peanut, Willowdale, Wilson Heights, York Mills. Founded in 2001, the Toronto franchise was the first Home Instead Senior Care franchise in Canada. The Home Instead Senior Care franchise network positions themselves as “the world’s trusted source of companionship, Alzheimer’s and home care for seniors”. With more than 950 franchises in the United States, Canada, Japan, Portugal, Australia, New Zealand, Ireland, the United Kingdom, Taiwan, Switzerland, Germany, South Korea, Finland, Austria, Italy and the Netherlands, the network employs nearly 65,000-trained Home Instead “CAREGivers” who provide millions of hours of eldercare services annually. The Toronto franchise provides the following non-medical & home aid services: Companionship Services: • • • • • • • • • • • •

Offer companionship and conversation Participate in crafts and games Aid with reading Assist with entertaining Provide respite care Plan visits, outings and trips Provide reminders for appointments Monitor diet and eating Prepare grocery lists Provide medication reminders Assist with personal tasks Aid with morning and wake-up

• • • • • •

Supervise home maintenance Care for houseplants Help with errands Assist with pet care Escort to appointments & events Escort for shopping and errands

Boon Daley Seniors Assistance

Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? Home Instead prides itself on providing a ‘personal touch’ to their services. They are in close contact with not only the client but the family as well. The company takes to time to ensure that the right match is made between the client and worker from the very beginning. Do you provide 24-hour service? The company provides 24-hour service. What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? The company offers fees based on the client’s needs. Typically, their fees run between $22-$23.95 per hour. Each visit must be a minimum of 3 hours. They also offer overnight fees of $130-$149, and this is a 12-hour shift. If the client wakes between 3-4 times during the night, an additional fee of $20 is assessed. The company does not offer monthly packages. I am not certain that I saw it on your website, are you a non-medical service provider? The company is a non-medical provider. Workers are certified PSW’s, although they do have nurses on staff. Typically, what would the next step be? An on-site consultation? The company offers the following steps: 1. Service call. This call allows staff to give the potential client information about the agency (policies, procedures, etc.). 2. Service agreement is reviewed/medical assessment completed. The agency gets all of the client’s medical history/information, doctor’s name/phone, emergency contact info, etc. 3. Client’s personal preferences are established. Here, the agency will ask the clients about likes/dislikes, hobbies, and habits to ensure that a proper match is made. 4. Intro visit. The company and potential support worker will come to the house to meet with the client. Please note; No fees are assessed until the agency and client agree upon and sign a contract.

Boon Daley Seniors Assistance

Do you offer any special services that we haven’t yet discussed? The company provides follow-up visits/calls to clients monthly to check on the satisfaction of the client. Staff development and training with emphasis on Alzheimer’s and Dementia recognition and treatment is a part of Home Instead’s ongoing PSW training.

Eldercare Home Health

www.eldercarehomehealth.com Serves the GTA. Founded in 1995, Eldercare Home Health provides eldercare that is supervised and case managed by a team of registered nurses. This key differentiator allows the firm to position itself uniquely in a marketplace dominated by non-medical providers. Given the skill set of this firm, they have been successful in providing care for patients who suffer from a variety of illnesses and diseases such as Parkinson’s, Alzheimer’s, Dementia and Diabetes. They have also cared for clients who have had strokes, heart problems, Arthritis and Osteoporosis. Eldercare Home Health offers care to clients at home as well as in nursing homes and hospitals. Services offered include: • • • • • • • • • • •

Assessment by an RN RN Supervised care Personal care Companionship Shopping Laundry Appointments Family meetings Preparation of meals Physiotherapy Home safety

Boon Daley Seniors Assistance

Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? This eldercare company prides itself on being flexible to its clients needs. Specifically, they cater their clientâ&#x20AC;&#x2122;s preferences regarding cultural needs, gender, etc. Additionally, Eldercare Home Health personal support workers offer companionship to their clients with respect to company policy by maintaining boundaries, as well as the privacy of their clients. Each support worker is assigned a client and will remain with them unless a change is requested. The support workers take the time to get to know the individual needs of each client. Support workers also get to know the family of the client as well. Do you provide 24-hour service? Eldercare Home Health offers 24-hour service. This company provides service in 4-hour shifts. What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? Eldercare Home Health fees are $23.88 plus tax per hour. These are certified, referenced, and insured PSW staff members (background checks are also conducted). Nurses supervise support workers at no additional cost to the client. Nurses also visit clients every two weeks at no additional cost. During a shift, support workers assist clients with light cleaning, exercise, laundry, and shopping at no additional cost. Nurses are also on call 24-hours a day at no additional cost. No monthly packages are offered. I am not certain that I saw it on your website, are you a non-medical service provider? Eldercare Home Health is a non-medical service provider. While they do have nurses on staff, they are limited in the medical assistance they provide. Their services would include assessments, some dressing etc. However, they would recommend a physician/hospital visit for more serious problems. Typically, what would the next step be? An on-site consultation? The next step would be to schedule an appointment where the staff nurse would do an assessment of the client that would indicate the clients needs and number of days/hours of desired service. Do you offer any special services that we havenâ&#x20AC;&#x2122;t yet discussed? Eldercare Home Health offers meal preparation to its clients.

Boon Daley Seniors Assistance

Circle of Care

www.circleofcare.com Circle of Circle programs and services are offered throughout the Greater Toronto Area and in the Southern York region. In operation under one name or another since 1974, Circle of Care has grown over the years to more than 500 staff members serving more than 7,000 clients each year. Circle of Care began as a small agency in a house on Baycrest Avenue and is now a large multi-service organization. They are one of very few agencies in Ontario that has contracts with Community Care Access Centres (CCAC), and they also provide community support services. This means the range of services that they can offer clients is vast and meets their many needs. Circle of Care provides home care services including: • • • • • •

Personal care, such as grooming, bathing, dressing, and toileting Homemaking, such as shopping, meal preparation and light cleaning Relief and respite for caregivers Services available 7 days a week, 24 hours a day Access to 24-hour emergency response Specialized care for Alzheimer’s, mental health issues and terminal illness

Circle of Care service fees: As of August 1, 2013 Personal Support & Homemaking Hours per month 1 to 9 10 to 24 25 and up Kosher Meals on Wheels Item Full meal Tray Soup pack Snack Transportation Number of kilometres 0 to 5 kilometres 5 to 10 kilometres 10 to 15 kilometres 15 to 20 kilometres 20 to 25 kilometres Over 25 kilometres Day Centre for Seniors Full day

$25.50 / hour $24.50 / hour $23.00 / hour

$8.95 $6.95 $5.00 $3.95

$6.25 $10.25 $14.50 $17.75 $21.75 $1.00 / km $36.00 / day

Boon Daley Seniors Assistance

Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? They began as a primarily Jewish organization, which allowed them to provide rather specialized care to their clients including counseling and food preparation. They provide multi-lingual service, including Russian, Mandarin and Italian. Accreditation in very important to Circle of Care and they provide ongoing training for their staff to ensure that best practices are implemented and maintained. Fit between client and care provider is important to Circle of Care and they strive to base these matches on both interest and personality levels from the start. Do you provide 24-hour service? This company offers 24-hour service. What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? Packages are not offered, given the customizable nature of their clientsâ&#x20AC;&#x2122; needs. I am not certain that I saw it on your website, are you a non-medical service provider? This company is a non-medical provider. Typically, what would the next step be? An on-site consultation? The next step would usually be the registration process, which includes an initial screening and assessment. This information is then sent to the nursing team, who schedule a complete assessment. Do you offer any special services that we havenâ&#x20AC;&#x2122;t yet discussed? Social workers at no cost to the client, transportation, Kosher meals, support groups, volunteer program, social programs and gatherings, adult day programs for Alzheimerâ&#x20AC;&#x2122;s and dementia patients. Support group programs are free.

Boon Daley Seniors Assistance

Revera

www.reveraliving.com Revera serves 32 cities across Canada in Alberta, British Columbia, Manitoba, Nova Scotia, Ontario, and Quebec. Revera is positioned as “one of North America’s foremost providers of accommodation, care and services for seniors and other clients”. Their Home Health employees deliver customized services helping clients to continue to live independently in the comfort and freedom of their own homes. Business Highlights: • Retirement residences, long-term care homes, home health and U.S. nursing and rehabilitation centres; • Headquartered in Mississauga, Ontario; • Over 50 years of service and experience. Built on over 50 years of history helping seniors, Revera draws on the expertise of nearly 30,000 dedicated employees, and offers a variety of service and care options to suit individual needs and preferences. Revera has approx. 242 locations across Canada and the U.S. Revera’s nurses have specialized training and expertise in providing home care for elderly, disabled and convalescing seniors. Revera’s home health employees deliver customized services that help clients continue to live independently and enjoy the lifestyle that is important to them. Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? Revera prides itself on offering customized care for its clients. They offer choices that suit the individual needs of the client and allow changes to these services at any time. They offer long term as well as home health care services. This company has several locations in the GTA. Do you provide 24-hour service? This company offers 24-hour service.

Boon Daley Seniors Assistance

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? Hereâ&#x20AC;&#x2122;s where customization enters the process. A representative will phone the potential client, assess their needs and charge a fee based on the selection(s) of the client. On average, fees are $3,500 per month but again, this is based on the clientâ&#x20AC;&#x2122;s need, so the fee can be higher or lower. So essentially, there is no fixed price. Their support workers are also insured, and referenced. I am not certain that I saw it on your website, are you a non-medical service provider? This company is a non-medical provider. They do however have a nurse(s) on staff. Typically, what would the next step be? An on-site consultation? Once the representative has spoken to the potential client, an on-site consultation and assessment is completed. Do you offer any special services that we havenâ&#x20AC;&#x2122;t yet discussed? The company offers memory care aimed at combating Dementia and also offers 24-hour assisted living.

Boon Daley Seniors Assistance

Comfort Keepers of Canada www.comfortkeepers.ca

Comfort Keepers of Canada provides senior home care throughout Canada. With offices all over the country, Comfort Keepers provides home senior care to thousands of Canadians each year. Their breadth of services includes companionship and personal care services, light housekeeping and meal preparation, to more specialized services for those with dementia and end of life needs. We assist with transportation to and from doctor’s appointments, the grocery store, and the pharmacy. If more around the clock care is needed, Comfort Keepers does provide 24-hour & live-in services. • • • • • • •

Conversation and companionship Personal care Medication reminders Meal preparation Incidental transportation Light housekeeping Medical care

Like many such operations, Comfort Keepers is a franchise operation. As a value added component, Comfort Keepers sells a number of technology solutions aimed at extending the reach of caregivers, and enabling seniors to stay safe and independent at home between visits by family or professional caregivers. Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? Comfort Keepers of Canada prides itself on focusing on staff training and development. They offer interactive care giving that engages their clients in their own care, such as preparing meals with support workers. The company finds that this approach extends the quality of life for their clients and fosters a positive relationship with the support worker. Do you provide 24-hour service? Comfort Keepers provides 24-hour service. What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? The fees for eldercare are $24.95 plus tax per hour. This fee covers personal support workers (insured, referenced, etc.) and includes shopping, errands, meal

Boon Daley Seniors Assistance

preparation, light chores, and personal hygiene care. Support workers stay for 3 hours at a time. Night care is provided at a flat rate of $150, and this is a 12-hour shift. If the client requires nighttime care and they do not sleep through the night, services are available at an hourly rate. No packages are offered. I am not certain that I saw it on your website, are you a non-medical service provider? This company is a non-medical provider. Typically, what would the next step be? An on-site consultation? The next step would be an on-site consultation to assess the needs of the client. Do you offer any special services that we havenâ&#x20AC;&#x2122;t yet discussed? This company offers meal preparation as well as certified foot care services.

Boon Daley Seniors Assistance

Toronto Senior Care

www.torontoseniorcare.com Serving the Great Toronto Area including Downtown, Midtown and Uptown Toronto, Scarborough, Etobicoke, East York, Markham, North York, Thornhill and Richmond Hill. Toronto Senior Care was established in Toronto 10 years ago and has continued to develop its range of services to meet the needs of all seniors who need more support in order to live fulfilling and safe lives each day. Toronto Senior Care hires and trains only the very best caregivers and other healthcare professionals. Our staff members are fully bonded and insured. They are also well trained, experienced, screened, certified and background checked. Toronto Senior Care offers staff from a wide range of cultures and languages. Toronto Senior Care offers a range of senior services from a few hours per visit to 24 hours a day, all tailored to each senior citizen.

Hourly Care Toronto Senior Care provides services by the hour for a minimum of either 3 or 4 consecutive hours per visit depending upon where you live in the Toronto area. They can set up visits one or more days a week at any time during the day. They are also able to split the visits, so a caregiver can come for a few hours early in the day and a few hours later in the day. Many seniors require support at both ends of their day. They charge by the hour for this service. Toronto Senior Care also provides: • • • • • • • • •

Overnight Care 24-hour Care Live-In Care Respite Care Palliative Care Companion Care Personal Care Specialty Care Nursing Care

Boon Daley Seniors Assistance

Survey Questions & Responses: There are a number of similar eldercare services in Toronto, what makes yours different? Toronto Senior Care differentiates itself through their staff selection process. As a smaller company, they can effectively hire select candidates and invest significant time training them and managing their performance to achieve the type of care that they want to offer clients. This company also emphasized the importance of handling any problems with staff in a timely manner, ensuring quality care to their clients. Do you provide 24-hour service? This company provides 24-hour service. What are your fees for your services? Are there minimum hours per day? Are there monthly packages available? Toronto Senior Care offers an assessment to determine their fees for clients. They have a flat live-in rate of $260 per day as well as an hourly rate of $22.50. The company can structure monthly packages for clients. The minimum hours are between 3-4 hours per day. I am not certain that I saw it on your website, are you a non-medical service provider? This company is a non-medical provider. They do have nurses on staff and offer targeted care. Typically, what would the next step be? An on-site consultation? The company can do an initial phone interview/assessment and determine the level of care needed based on that. No fees are assessed until a support worker has been assigned to the client. Do you offer any special services that we havenâ&#x20AC;&#x2122;t yet discussed? The company offers meal preparation. They also have a tiered service: 1. Companion care: shopping, errands etc. 2. Personal care: some medical dispersal, bathing, dressing. 3. Care for bed-ridden clients.

Boon Daley Seniors Assistance

Recommendations Based on our initial research, there are a number of areas where Boon Daley would be advised to place particular emphasis in their service delivery in order to be seen as a true and capable competitor in this market. • Focus on developing effective relationships with clients, their families and healthcare professionals. Boon Daley wants to be seen as an integral part of the client’s care program, and healthy relationship with critical care partners and caregivers would go a long way to creating that reality. • Establish and promote the practice of assigning a single PSW to a particular client in an effort to maintain relationships and normalcy in their lives. • Offer certified unique services to clients and training to staff. Unique service offerings like Alzheimer’s care, foot care, socialization programs etc., provide value-added benefits to clients and offer staff additional training benefits to working with you. • Having a nurse and social worker on staff will allow Boon Daley to provide critical value-added services that really emphasize the commitment to care that the brand seeks to develop. Moreover, these types of healthcare professionals can be essential assets during the sales process. • Offer 24-hour service availability as well as overnight services. • Offer a free initial consultation to each prospective client/family. • Advertise appealing promotions, such as free service on Mother’s/Father’s Day, etc. • Address whether or not Veterans use their benefits to pay for this service. This would be of great advantage. | www.veterans.gc.ca • Address whether or not personal insurance covers Boon Daley services. This would be another great advantage. • Answer whether or not Boon Daley could benefit from the Direct Funding program? | www.dfontario.ca • List company & services on as many eldercare websites as possible, i.e. the CCAC; ̵̵

http://healthcareathome.ca/serviceproviders/en/Service-ProviderListing/Toronto-Central

• Participate heavily in industry events and maintain memberships in healthcare associations: ̵̵ ̵̵ ̵̵ ̵̵

The Ontario Home Care Association | www.homecareontario.ca The Canadian Home Care Association | www.cdnhomecare.ca The Ontario Caregiver Coalition | www.ccc-ccan.ca Centre for Independent Living | http://cilt.operitel.net/default.aspx

Boon Daley Seniors Assistance

Fact: Life expectancy in Canada in the 1940s was just over 60 years. Life expectancy in Canada today is over 80 years. 25

Boon Daley Seniors Assistance

Business Objectives During the first year of operation, we recommend focusing on the financial growth and health of the organization. The faster the growth, the faster the growth, if you understand our meaning. With effort these targets are attainable, and once met, will provide a firm spring pad for 2015 and beyond. • Acquire on average 17 client appointments a week over 32 weeks, or • $1,700 each week, or • A total of $54,4000 between May 15 – December 2014

Service Overview Vision Statement Below you will find the initial vision statement provided by Boon Daley. Based on all of our discussions and our understanding of the company’s goals, we have provided a recommendation for strengthening the statement. Initial draft of Vision statement: • To be known as the better personalized senior care Assistance Company. That takes great pride in assisting seniors to live healthier, live actively, live comfortably, and live joyfully. Verb Strategy & Creative’s recommendation for the 2014 Boon Daley Vision statement: • Boon Daley seeks to be recognized as a premier eldercare service provider in Canada and the Caribbean, through innovative value-added services, a customer-centric approach and commitment to staff excellence.

Mission Statement The purpose of the mission statement is to identify the steps that your organization will take each day in order to achieve its vision. We will achieve or vision;

Boon Daley Seniors Assistance

• By providing our clients with an exceptional customer experience through tailored personalized care programs. • By empowering our frontline staff and providing them with the tools they need to make the right decisions and perform tasks according to our methodology. • By creating a working environment that fosters innovation, creativity and enthusiasm. • By using the principles of our core values to influence critical decisions.

Core Values Boon Daley embraces a set of core values that will epitomize the daily working of the organization and reinforce the brand’s positioning. These are: • • • • •

Honesty Respect Dignity Reliability Relationships

Boon Daley takes great pride in exercising honesty to its clients, employees and those it does business with, inside and outside the company. In so doing, we make sure that those who work for our company are certified, insured and bondable. Before we employ a senior care assistant, she or he goes through a two-interview process. The first is to get to know the person on an individual level, such as their likes, dislikes, hobbies and interests. The second examines their level of training and experience working in the senior care industry. Once the interview process is complete, Boon Daley proceeds to do its due diligence for the potential candidate. For instance, we conduct a police reference check on all our employees, and we also do a check for proof of certification. We like to have that peace of mind that the people that work for us are exceptional and fully qualified to work for or company.

“We at Boon Daley strongly believe in treating people with respect and dignity. From the person who cleans the building we live and work in, to the doctor who takes care of us when we are ill, respect is a universal value in our interactions. Our company likes to know that when our senior assistants are in the home, or about in the community, they are treating everyone they meet with the utmost respect. Likewise, when our senior assistants are in your home, we expect them to treat you and your loved ones with the same courtesy.” Another important social value that we take seriously is dignity. Everyone needs to be treated with dignity, irrespective of their circumstances in life. Our senior

Boon Daley Seniors Assistance

assistants understand that as a person ages, their body deteriorates physically, mentally, and emotionally, which decreases their ability to do everyday living activities such as; grocery shopping, going to the doctor alone, bathing, cooking a meal, housekeeping and so forth. We understand that a senior who needs assistance with bathing may feel funny or uncomfortable having someone bathe them, especially when they used to be able to do it themselves. Our senior assistants understand that such a loss of privacy and freedom can make a person feel less independent, and even helpless. Our senior assistants are well qualified and trained to make the senior feel comfortable as possible, whether it be reminiscing down memory lane with the senior, or playing the senior’s favorite album and singing along. Boon Daley prizes consistency in our office and in the homes of the people we take care of. We strive for reliability, loyalty, commitment, safety, and quality. We understand that it takes time to build relationships, which is why we make sure seniors will always have the same senior assistant caring for them. If for some reason the personal senior assistant is unable to come, we will notify the senior, and request their permission to send another assistant who is as pleasant as the regular assistant. We do care about the seniors we care for; that’s why we encourage their feedback after a service has been provided.

Services Boon Daley proposes offering the following eldercare services to start, aimed at servicing senior citizens aged 60 and above. • • • • • • • •

Companionship Meal Preparation Appointment Accompaniment Grocery & Shopping Bathing & Personal Hygiene Medication Reminders In-Institution Care (supplementary care, hospital or nursing home) Transportation

Personal Support Workers (PSW’s) The care services offered by Boon Daley will be performed by qualified Personal Support Workers (PSW’s). PSW’s provide services and direct care to individuals in hospitals, long-term care homes, group homes, retirement homes, supportive living environments and in the client’s own home. Personal support work is unique among health professions in that the scope of the PSW’s duties does not extend beyond what the client could do himself or herself, if the

Boon Daley Seniors Assistance

client were physically/cognitively able. No other profession’s scope is similarly described. Among other tasks, Personal Support Workers are qualified to: • • • • • • • •

Observe and report clinical and treatment information, behavioral changes Assist with range of motion exercises, and other rehabilitative measures Take and record blood pressure, temperature, pulse, etc. Assist with ambulating and mobilization of patient Collect specimens for required medical tests Provide emotional support services to care-receivers and their families Assist with personal hygiene Assist with meal preparation, grocery shopping, dietary planning, food and fluid intake

For the safety of the public and clients, all Boone Daley PSW’s are required to provide the following before employment: • • • • • •

Immunization record, including updated Hepatitis B vaccine Criminal Reference Check First Aid and CPR training Valid driver’s license PSW Certificate Optional listing in the Ontario personal support worker registry

At the high-end, Ontario Personal Support Workers earn $14.65/h. It should be stated that each Boon Daley PSW would need to be bonded and insured against incident.

Pricing Strategy It is generally understood that, should a company choose to position themselves as the “low-cost leader” (i.e. Walmart), they must be priced lower than their competition. Conversely, should said company choose to signal high quality, they are more likely to be priced higher than most of their competition. Boon Daley plans to offer an hourly-based service that allows patrons to book blocks of three hours of care at a time. The current fees for Boon Daley’s care services are $35/h plus applicable taxes and out of pocket costs. At present this places Boon Daley’s services at an approximate 40% premium over the competitors whom we surveyed for this document. At launch, it is advisable to provide an introductory pricing offer to encourage adoption.

Boon Daley Seniors Assistance

Fact: Canadians age 45 and older (“Zoomers”) account for 14.5 million out of 34 million Canadians. 30

Boon Daley Seniors Assistance

Pricing is a tricky business. As a for-profit business, Boon Daley is certainly entitled to make a fair profit on your service, and even a substantial one if you create enough value for your customers. But remember, something is ultimately worth only what someone is willing to pay for it. Bear in mind the following, “Your price should almost never be lower than your costs or higher than what most consumers consider fair.” This may seem obvious, but many entrepreneurs seem to miss this simple concept, either by miscalculating costs or by inadequate market research to determine fair pricing. Simply put, if people won’t readily pay enough more than your cost to make you a fair profit, you need to reconsider your business model entirely. How can you cut your costs substantially? Or change your product positioning to justify higher pricing?

Positioning What makes Boon Daley different? And why should they care? To answer these questions, we realized that must first understand what Boon Daley is ultimately selling. Few people purchase a hammer because they want a hammer. Most people buy a hammer because they have a nail that needs to be driven. A similar logic applies to Boon Daley, and as we understand that it, what Boon Daley sells is fundamentally ‘Peace of Mind.’ In the book Positioning: The Battle For Your Mind, Al Ries and Jack Trout explain that only the two most popular brands get market share in any category. The third is insignificant. For example, Coke and Pepsi have the most market share in the cola category. The third cola brand is negligible. Ries and Trout suggest that when a brand enters a crowded category, it is better served by creating its own. So a new cola brand may position itself against Coke and Pepsi by being the first ‘organic cola’ instead of the next cola. The very first sentiment that we want consumers to experience upon coming into contact with the Boon Daley brand is ‘Peace of Mind.’ The reality of how Boon Daley communicates this sentiment will be evidenced in the individual care programs that are developed for each client, and through the relationships that are built with the clients, their care providers and family members. It will be demonstrated through the recruitment and training practices of the firm, and as well as the thorough nature with which the company will handle customer care issues and concerns.

Boon Daley Seniors Assistance

Sales Plan Having considered the 140 neighborhoods in 44 wards of Toronto against the identified target market(s) that Boon Daley aims to service, we have prepared the following sales plan to reach them in an effective manner. The following 10 Key Wards and 3 Outlier Wards represent our recommendations for achieving the best, most effective return on investment. These selections were made based on a combination of factors, including: • • • •

Income Age Population size Number of incidents of falls among seniors requiring hospital visits

2013 demographic data indicates that approx. 35% of Toronto’s 518,450 individuals aged 60+ meets our ideal criteria, a number totaling approximately 179,145 individuals.

Target Ward Neighborhoods: • • • • • • • • •

Etobicoke Centre Etobicoke Lakeshore York Centre St. Paul’s Willowdale Don Valley West Scarborough - Agincourt Scarborough – Rouge River Scarborough East

2011 City of Toronto Ward Profiles

39 33

12 4

5 6

11 13

18 14

16 21 22

19 20

26 29 30

31 32

Ward Key

Kipling Ave

W ve

m ico

ee k

Burnham thorpe Rd m El tC es cr re e

Bloor St W bic Eto

eC ok

Ward 3

Wards

Public Health Services Include: • • •

1 dental clinic 4 long-term care homes 27 personal services settings

rib r e ek T

E tobicoke Creek

River

Neighborhoods include: • • •

Eringate-Centennial-West Deane Markland Wood Etobicoke West Mall

Highway 427

8 10

Ward 3 - Etobicoke Centre

nA nto gli

n Du

s da

2011 City of Toronto Ward Profiles

Ward 3 - Etobicoke Centre HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

52,230

+2.1% 2006-2011

35% 30% 25%

45 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

1.4% live in apartment buildings of less than 5 storeys

5.7%

41.0%

18.8%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

2.5%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

52.8%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

40.1%

15-24

live in houses

17.9% children 25 years of age or more living at home

5.3% with no knowledge of english or french

2.63

2.46

persons per household

23%

31.6%

one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 3 - Etobicoke Centre POPULATION* Population by Age Group Ward 3

2006 No. % 2,280 4.5 2,705 5.3 3,165 6.2 3,335 6.5 3,095 6.1 2,540 5.0 2,425 4.7 3,310 6.5 8.1 4,160 4,260 8.3 3,800 7.4 3,265 6.4 2,480 4.8 2,345 4.6 2,465 4.8 2,405 4.7 1,940 3.8 1,180 2.3 51,155 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,420 4.6 2,560 4.9 2,970 5.7 3,480 6.7 3,240 6.2 2,685 5.1 2,435 4.7 2,735 5.2 3,695 7.1 4,435 8.5 4,415 8.5 3,750 7.2 3,085 5.9 2,325 4.5 2,150 4.1 2,175 4.2 1,900 3.6 1,775 3.4 52,230 100.0

06-11 % Chg 6.1 -5.4 -6.2 4.3 4.7 5.7 0.4 -17.4 -11.2 4.1 16.2 14.9 24.4 -0.9 -12.8 -9.6 -2.1 50.4 2.1

City of Toronto

2006 No. % 134,975 5.4 133,600 5.3 141,020 5.6 146,210 5.8 172,470 6.9 190,260 7.6 195,680 7.8 203,025 8.1 212,600 8.5 193,990 7.7 168,455 6.7 148,115 5.9 109,445 4.4 93,840 3.7 85,185 3.4 74,900 3.0 56,465 2.3 43,110 1.7 2,503,345 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 140,530 5.4 128,060 4.9 132,285 5.1 150,045 5.7 183,470 7.0 211,855 8.1 201,165 7.7 190,400 7.3 197,395 7.5 7.9 207,610 191,290 7.3 162,535 6.2 140,965 5.4 102,445 3.9 86,190 3.3 74,235 2.8 59,645 2.3 54,970 2.1 2,615,090 100.0

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 3

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Disability rates increase with age, rising from 31% in those aged 65-74, to 53% in the 75+ age group. The overall disability rate for Canadian Seniors aged 65 and over is 40.5% 36

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 4 - Etobicoke Centre

39 33

5 6

37 26 29

18 14

16 21 22

19 20

35 31

40 43

Ward Key

Dixon Rd

y4 wa

b er Rive r

Sca

Hi gh

Hu m

Martin Grove Rd

Highway 27

rlett

Carlingview Dr

H umber Creek

Eglinton Ave W

ive

Islington Ave

r Tr ib

Kipling Ave

Highway 427

Humb er R

Dunda

Cre

tC es cr

m El

Mimico

Burnham thorpe Rd

s St W

Ward 3

Wards

Public Health Services Include: • •

1 long-term care home 33 personal services settings

River

Neighborhoods include: • • •

Willowridge-Martingrove-Richview Princess-Rosethorn Willowridge-Martingrove-Richview

• •

Humber Heights-Westmount Kingsview Village-The Westway

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 4 - Etobicoke Centre HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

54,640

+1.9% 2006-2011

35% 30% 25%

44 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

5.2% live in apartment buildings of less than 5 storeys

2.6%

41.0%

18.5%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

2.7%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

50.8%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

41.6%

15-24

with no knowledge of english or french

2.56

2.46 persons per household

25.4%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

2011 City of Toronto Ward Profiles

Ward 4 - Etobicoke Centre POPULATION* Population by Age Group Ward 4

2006 No. % 2,480 4.6 2,800 5.2 3,185 5.9 3,510 6.5 3,330 6.2 2,785 5.2 2,795 5.2 3,400 6.3 4,160 7.8 4,280 8.0 3,965 7.4 3,405 6.4 2,490 4.6 2,405 4.5 2,610 4.9 2,495 4.7 2,125 4.0 1,395 2.6 53,615 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,545 4.7 2,795 5.1 3,060 5.6 3,380 6.2 3,440 6.3 3,055 5.6 2,730 5.0 3,050 5.6 3,745 6.9 4,275 7.8 4,425 8.1 3,850 7.0 3,305 6.0 2,425 4.4 2,230 4.1 2,345 4.3 2,045 3.7 1,940 3.6 54,640 100.0

06-11 % Chg 2.6 -0.2 -3.9 -3.7 3.3 9.7 -2.3 -10.3 -10.0 -0.1 11.6 13.1 32.7 0.8 -14.6 -6.0 -3.8 39.1 1.9

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 4

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: The number of beds required in long-term health care facilities could rise from the 184,000 required in 1996/97 to almost 746,000 in 2031.Â And thereâ&#x20AC;&#x2122;s a shortage today! 40

2011 City of Toronto Ward Profiles

8 2

10 2

k ee

tC es cr

37 26 29

18 14

16 21 22

19 20

35 31

Ward Key

M imico

5 6

Burnham thorpe Rd

Ward 5 - Etobicoke-Lakeshore

39 33

er Riv er

oke C Etobic e

b e k Tri

Kipling Ave

Evans Ave

Wards

Public Health Services Include: • • •

F G Gardiner

Brown'S Line

Ward 3

rk Pa

The Queensway

2 hospitals 2 long-term care homes 126 personal services settings

River

Neighborhoods include: • •

Islington-City Centre West Stonegate-Queensway

Jane St

2011 City of Toronto Ward Profiles

Ward 5 - Etobicoke-Lakeshore HIGHLIGHTS

â&#x20AC;˘

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

64,015

+2.1% 2006-2011

35% 30% 25%

42 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

14% live in apartment buildings of less than 5 storeys

3.8%

41.0%

16.6%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

2.7%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

45.8%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

36.4%

15-24

with no knowledge of english or french

2.32

2.46 persons per household

31.9%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 5 - Etobicoke-Lakeshore POPULATION* Population by Age Group Ward 5

2006 No. % 2,885 5.0 3,020 5.2 3,090 5.4 3,125 5.4 3,160 5.5 3,305 5.7 3,785 6.6 4,475 7.8 8.9 5,145 4,805 8.3 4,395 7.6 3,790 6.6 2,610 4.5 2,210 3.8 2,215 3.8 2,175 3.8 2,070 3.6 1,465 2.5 57,725 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 3,265 5.1 2,985 4.7 3,075 4.8 3,390 5.3 3,515 5.5 4,120 6.4 4,620 7.2 4,730 7.4 4,900 7.7 5,375 8.4 5,040 7.9 4,480 7.0 3,775 5.9 2,620 4.1 2,185 3.4 2,055 3.2 1,825 2.9 2,060 3.2 64,015 100.0

06-11 % Chg 13.2 -1.2 -0.5 8.5 11.2 24.7 22.1 5.7 -4.8 11.9 14.7 18.2 44.6 18.6 -1.4 -5.5 -11.8 40.6 10.9

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 5

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: As the population ages, the frequency of AD continues to increase. 10 % of people over age 65 and 50 % of those over 85 have Alzheimer’s. Canadians spend an estimated $5.5 billion a year on persons with Alzheimer Disease and related dementias. 44

2011 City of Toronto Ward Profiles

8 2

12 4

Ward 9 - York Centre

39 33

11 13

18 14

16 21 22

19 20

26 29 30

35 31

40 43

Ward Key

Jane St

Sheppard Ave W

Keele St

Black C reek

CNR

Wilson Ave William R Allen R

Highway 401

Ward 3

Wards

Public Health Services Include: •

48 personal services settings

River

Neighborhoods include: • • •

York University Heights Downsview-Roding-CFB Clanton Park

•

Glenfield-Jane Heights

2011 City of Toronto Ward Profiles

Ward 9 - York Centre HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

46,040

+2.4% 2006-2011

35% 30% 25%

40 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

23.3% live in apartment buildings of less than 5 storeys

5.5%

41.0%

21.2%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

48.8%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

22.3%

15-24

with no knowledge of english or french

2.72

2.46 persons per household

24.9%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 9 - York Centre POPULATION* Population by Age Group Ward 9

2006 No. % 2,630 5.8 2,685 6.0 2,750 6.1 2,550 5.7 3,005 6.7 3,095 6.9 3,090 6.9 3,395 7.5 3,675 8.2 3,340 7.4 2,685 6.0 2,450 5.4 2,040 4.5 2,225 4.9 2,145 4.8 1,645 3.7 1,050 2.3 525 1.2 44,980 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,660 5.8 2,525 5.5 2,695 5.9 2,950 6.4 2,895 6.3 3,035 6.6 3,105 6.7 2,950 6.4 3,320 7.2 3,590 7.8 3,450 7.5 2,660 5.8 2,340 5.1 1,910 4.1 2,020 4.4 1,845 4.0 1,280 2.8 810 1.8 46,040 100.0

06-11 % Chg 1.1 -6.0 -2.0 15.7 -3.7 -1.9 0.5 -13.1 -9.7 7.5 28.5 8.6 14.7 -14.2 -5.8 12.2 21.9 54.3 2.4

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 140,530 5.4 128,060 4.9 132,285 5.1 150,045 5.7 183,470 7.0 211,855 8.1 201,165 7.7 190,400 7.3 7.5 197,395 207,610 7.9 191,290 7.3 162,535 6.2 140,965 5.4 102,445 3.9 86,190 3.3 74,235 2.8 59,645 2.3 54,970 2.1 2,615,090 100.0

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 9

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Currently, over 350,000 Canadians have dementia. This number is expected to grow to over 750,000 people by the year 2031. 48

2011 City of Toronto Ward Profiles

12 4

Ward 10 - York Centre

11 13

18 14

16 21 22

19 20

35 31

40 43

Ward Key

Steeles Ave W

Yonge St

Dufferin St

Finch Ave E

Keele St

Finch Ave W

Bathurst S t

CNR

Sheppard Ave E

W er B ran c

Sheppard Ave W

Hig

Don R

401

York Mills Rd

Wilson Ave

Ward 3

Wards

Public Health Services Include: • • •

1 hospital 2 long-term care homes 67 personal services settings

River

Neighborhoods include: • • •

Westminster-Branson Bathurst Manor Clanton Park

•

Lansing-Westgate

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 10 - York Centre HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

64,830

+4.4% 2006-2011

35% 30% 25%

41 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

11.8% live in apartment buildings of less than 5 storeys

1.9%

41.0%

17.4%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

5.2%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

35.6%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

50.7%

15-24

live in houses

17.9% children 25 years of age or more living at home

5.3% with no knowledge of english or french

2.56

2.46

persons per household

27%

31.6%

one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 10 - York Centre POPULATION* Population by Age Group Ward 10

2006 No. % 3,080 5.0 3,205 5.2 3,520 5.7 3,795 6.1 4,295 6.9 3,740 6.0 4,090 6.6 4,525 7.3 5,100 8.2 5,020 8.1 4,185 6.7 3,715 6.0 2,420 3.9 2,380 3.8 2,340 3.8 2,440 3.9 2,285 3.7 1,985 3.2 62,120 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 3,595 5.5 3,040 4.7 3,380 5.2 3,895 6.0 4,025 6.2 4,190 6.5 4,610 7.1 4,570 7.0 4,860 7.5 5,065 7.8 4,945 7.6 3,975 6.1 3,675 5.7 2,310 3.6 2,285 3.5 2,095 3.2 2,040 3.1 2,275 3.5 64,830 100.0

06-11 % Chg 16.7 -5.1 -4.0 2.6 -6.3 12.0 12.7 1.0 -4.7 0.9 18.2 7.0 51.9 -2.9 -2.4 -14.1 -10.7 14.6 4.4

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 10

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Life expectancy in Canada is 82.5 years for women, and 77.7 years for men. 52

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 21 - St. Paul’s

39 33

11 13

18 14

16 21 22

19 20

26 29 30

35 31

40 43

Ward Key

Dufferin St

Eglinton Ave W

d a rval

vine

Oriole Pkwy

St Clair Ave W

Avenue Rd

CPR

Ward 3

Wards

Public Health Services Include: • • •

1 hospital 5 long-term care homes 38 personal services settings

River

Neighborhoods include: • • •

Humewood-Cedarvale Forest Hill South Forest Hill North

• • •

Oakwood Village Casa Loma Wychwood

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 21 - St. Paulâ&#x20AC;&#x2122;s HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

48,640

+0.9% 2006-2011

35% 30% 25%

41 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

28% live in apartment buildings of less than 5 storeys

2.4%

41.0%

13.8%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

2.2%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

34.1%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

35.5%

15-24

with no knowledge of english or french

2.18

2.46 persons per household

38.9%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 21 - St. Paulâ&#x20AC;&#x2122;s POPULATION* Population by Age Group Ward 21

2006 No. % 2,345 4.9 2,150 4.5 2,395 5.0 2,560 5.3 3,070 6.4 3,995 8.3 3,990 8.3 3,980 8.3 3,745 7.8 3,550 7.4 3,355 7.0 3,060 6.3 2,245 4.7 1,775 3.7 1,580 3.3 1,525 3.2 1,315 2.7 1,570 3.3 48,205 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,460 5.1 2,175 4.5 2,020 4.2 2,330 4.8 3,325 6.8 4,005 8.2 3,850 7.9 3,580 7.4 3,625 7.5 3,555 7.3 3,325 6.8 3,155 6.5 2,955 6.1 2,155 4.4 1,675 3.4 1,465 3.0 1,325 2.7 1,660 3.4 48,640 100.0

06-11 % Chg 4.9 1.2 -15.7 -9.0 8.3 0.3 -3.5 -10.1 -3.2 0.1 -0.9 3.1 31.6 21.4 6.0 -3.9 0.8 5.7 0.9

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 21

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Ontario is home to approximately 1.5 million seniors, that is people aged 65 and over. This is 40 per cent of Canada’s seniors’ population. In 2041, it is estimated that 23 per cent of Ontario’s population will be older than 65. 56

2011 City of Toronto Ward Profiles

8 2

39 33

12 4

Ward 22 - St. Paul’s

11 13

27 19 20

26 29 30

35 31

40 38

21 22

18 14

Ward Key

Eglinton Ave E

Avenue Rd

Eglinton Ave W

Bayview Ave

Mount Pleasant Rd

Yonge St

St Clair Ave E

b. Tri

Oriole Pkwy

St Clair Ave W

iver nR Do

Ward 3

Wards

Public Health Services Include: • •

1 long-term care home 111 personal services settings

River

Neighborhoods include: • • •

Yonge-St. Clair Rosedale-Moore Park Mount Pleasant East

•

Mount Pleasant West

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 22 - St. Paulâ&#x20AC;&#x2122;s HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

65,515

+8.8% 2006-2011

45% 40% 35%

40 yrs

Median Age

30% 25% 20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

15.7% live in apartment buildings of less than 5 storeys

1.7% live in row / townhouses

23% live in houses

25-44

45-64

65+

Key Facts

Households

59.6%

15-24

41.0%

11.9%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

0.9%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

37.6%

live in houses

17.9% children 25 years of age or more living at home

5.3% with no knowledge of english or french

1.80

2.46

persons per household

51%

31.6%

one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 22 - St. Paulâ&#x20AC;&#x2122;s POPULATION* Population by Age Group Ward 22

2006 No. % 2,510 4.2 2,000 3.3 1,955 3.2 2,285 3.8 3,510 5.8 6,650 11.0 6,515 10.8 5,685 9.4 8.2 4,955 4,250 7.1 3,860 6.4 3,940 6.5 3,175 5.3 2,295 3.8 2,020 3.4 1,765 2.9 1,445 2.4 1,410 2.3 60,225 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,700 4.1 2,260 3.4 2,085 3.2 2,310 3.5 3,880 5.9 7,650 11.7 6,805 10.4 5,460 8.3 5,050 7.7 4,725 7.2 4,155 6.3 4,025 6.1 3,865 5.9 3,090 4.7 2,280 3.5 1,835 2.8 1,525 2.3 1,815 2.8 65,515 100.0

06-11 % Chg 7.6 13.0 6.6 1.1 10.5 15.0 4.5 -4.0 1.9 11.2 7.6 2.2 21.7 34.6 12.9 4.0 5.5 28.7 8.8

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 14%

12%

10%

Less

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 22

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Between 4% and 10% (58,000 to 145,000) of Ontarioâ&#x20AC;&#x2122;s seniors experience some type of elder abuse. 60

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 24 - Willowdale

11 13

Dun ca n

27 19 20

35 31

29 30

40 38

21 22

18 14

Steeles Ave E

39 33

Ward Key

Cr e ek

Don

Don R

Yonge St

Riv

Br a

iver

Leslie St

Bayview Ave

Finch Ave E

404

Highway

Sheppard Ave E

Highw

Ward 3

Wards

Public Health Services Include: • • •

2 hospitals 4 long-term care homes 65 personal services settings

ay 401

River

Neighborhoods include: • • •

Bayview Village Willowdale East Bayview Woods-Steeles

• •

Newtonbrook East Hillcrest Village

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 24 - Willowdale HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

62,355

+4.9% 2006-2011

35% 30% 25%

44 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

9% live in apartment buildings of less than 5 storeys

6.8%

41.0%

24.6%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

6.5%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

42.3%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

41.9%

15-24

with no knowledge of english or french

2.55

2.46 persons per household

25.3%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

2011 City of Toronto Ward Profiles

Ward 24 - Willowdale POPULATION* Population by Age Group Ward 24

2006 No. % 1,890 3.2 2,150 3.6 3,165 5.3 4,170 7.0 4,855 8.2 4,060 6.8 3,425 5.8 3,785 6.4 4,650 7.8 4,535 7.6 4,390 7.4 4,225 7.1 3,070 5.2 2,800 4.7 2,500 4.2 2,385 4.0 1,890 3.2 1,510 2.5 59,455 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,080 3.3 2,245 3.6 2,750 4.4 3,700 5.9 4,560 7.3 4,710 7.6 3,765 6.0 3,755 6.0 4,525 7.3 4,810 7.7 4,525 7.3 4,185 6.7 4,160 6.7 3,075 4.9 2,870 4.6 2,415 3.9 2,065 3.3 2,160 3.5 62,355 100.0

06-11 % Chg 10.1 4.4 -13.1 -11.3 -6.1 16.0 9.9 -0.8 -2.7 6.1 3.1 -0.9 35.5 9.8 14.8 1.3 9.3 43.0 4.9

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 24

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: More than one-third (35%) of Canadians aged 45 or older reported caring for a senior with a short- or long-term health condition or limitation. Compared with non-caregivers, those providing care to a senior were more likely to be women. 64

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 25 - Don Valley West

19 20

29 30

40 38

18 14

16 21 22

Highw

39 33

Ward Key

ay 40 1

D on

nch Bra er E

Ri v

York Mills Rd

Wilson Ave

ran

CNR

Yonge St

Don Ri ve

ilke t

Ave

Leslie St

Bayview

C re ek

Lawrence Ave E Don Mills Rd

Wards

Public Health Services Include: • • •

2 hospitals 1 long-term care home 48 personal services settings

rke Broo k

rkway

Mount Pleasant Rd

Ward 3

Don V alley P a

Eglinton A

ve E

River

Neighborhoods include: • • •

Banbury-Don Mills Bridle Path-Sunnybrook-York Mills Mount Pleasant East

• • • •

Mount Pleasant West Leaside-Bennington Yonge-Eglinton St. Andrew-Windfields

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 25 - Don Valley West HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

58,315

+3.6% 2006-2011

35% 30% 25%

43 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

11.9% live in apartment buildings of less than 5 storeys

4.3%

41.0%

13.2%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

52.9%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

30.9%

15-24

with no knowledge of english or french

2.49

2.46 persons per household

29.9%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 25 - Don Valley West POPULATION* Population by Age Group Ward 25

2006 No. % 2,380 4.2 2,960 5.3 3,580 6.4 3,860 6.9 3,585 6.4 3,275 5.8 3,045 5.4 3,770 6.7 4,665 8.3 4,545 8.1 4,175 7.4 3,945 7.0 3,020 5.4 2,325 4.1 2,050 3.6 2,080 3.7 1,640 2.9 1,385 2.5 56,285 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,475 4.2 3,095 5.3 3,510 6.0 3,955 6.8 3,770 6.5 3,460 5.9 3,095 5.3 3,475 6.0 4,555 7.8 5,000 8.6 4,565 7.8 3,975 6.8 3,645 6.3 2,775 4.8 2,185 3.7 1,780 3.1 1,670 2.9 1,330 2.3 58,315 100.0

06-11 % Chg 4.0 4.6 -2.0 2.5 5.2 5.6 1.6 -7.8 -2.4 10.0 9.3 0.8 20.7 19.4 6.6 -14.4 1.8 -4.0 3.6

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 140,530 5.4 128,060 4.9 132,285 5.1 150,045 5.7 183,470 7.0 211,855 8.1 201,165 7.7 190,400 7.3 197,395 7.5 207,610 7.9 191,290 7.3 162,535 6.2 140,965 5.4 102,445 3.9 86,190 3.3 74,235 2.8 59,645 2.3 54,970 2.1 2,615,090 100.0

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 25

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: The economic value of caregiversâ&#x20AC;&#x2122; unpaid eldercare to the Canadian economy is estimated to be over $5 billion and between $6-9 billion for all caregivers unpaid work. 68

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 39 - Scarborough-Agincourt

39 33

18 14

16 21 22

19 20

26 29 30

35 31

40 43

Ward Key

Steeles Ave E

Wards

Public Health Services Include: • • •

1 hospital 2 long-term care homes 87 personal services settings

Brimley Rd

Warden Ave

dC re

River

Neighborhoods include: •

Milliken

CNR

404

Birchmount Rd

Highway

We st H igh lan

Sheppard Ave E

Ward 3

Midland Ave

Kennedy Rd

Victoria Park Ave

Finch Ave E

E ast High

land C

reek

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 39 - Scarborough-Agincourt HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

54,975

+0.1% 2006-2011

35% 30% 25%

43 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

5.3% live in apartment buildings of less than 5 storeys

13.8%

41.0%

25.8%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

17.1%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

43.8%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

37.2%

15-24

with no knowledge of english or french

3.15

2.46 persons per household

14.9%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

2011 City of Toronto Ward Profiles

Ward 39 - Scarborough-Agincourt POPULATION* Population by Age Group Ward 39

2006 No. % 2,540 4.6 2,685 4.9 3,145 5.7 3,785 6.9 4,165 7.6 3,585 6.5 3,430 6.2 4,075 7.4 4,655 8.5 4,120 7.5 3,895 7.1 3,725 6.8 2,740 5.0 2,430 4.4 2,090 3.8 1,805 3.3 1,220 2.2 845 1.5 54,935 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,410 4.4 2,320 4.2 2,765 5.0 3,600 6.5 4,055 7.4 3,965 7.2 2,845 5.2 3,150 5.7 4,065 7.4 4,635 8.4 4,120 7.5 3,830 7.0 3,550 6.5 2,475 4.5 2,265 4.1 1,990 3.6 1,525 2.8 1,410 2.6 54,975 100.0

06-11 % Chg -5.1 -13.6 -12.1 -4.9 -2.6 10.6 -17.1 -22.7 -12.7 12.5 5.8 2.8 29.6 1.9 8.4 10.2 25.0 66.9 0.1

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 39

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Canadaâ&#x20AC;&#x2122;s rapidly aging population has prompted a 38-per-cent increase in the number of seniors living in nursing homes or other collective dwellings over the last decade. 72

2011 City of Toronto Ward Profiles

8 2

10 2

Ward 40 - Scarborough-Agincourt

39 33

11 13

18 14

16 21 22

19 20

26 29 30

35 31

40 43

Ward Key

Finch Ave E Birchmount Rd

Warden Ave

Victoria Park Ave

es tH ig

h land Creek

Sheppard Ave E

Midland Ave

Highway 401

CNR

yC se

M as

e re k

Ellesmere Rd

Ward 3

Wards

Public Health Services Include: • •

1 long-term care home 75 personal services settings

River

Neighborhoods include: • • •

Agincourt South Tam O’Shanter-Sullivan L’Amoreaux

•

Wexford/Maryvale

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 40 - Scarborough-Agincourt HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

63,030

+0.9% 2006-2011

35% 30% 25%

42 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

2.9% live in apartment buildings of less than 5 storeys

11.7%

41.0%

20.8%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

9.2%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

36.7%

37.6%

live in houses

25-44

45-64

65+

Key Facts

Households

48.7%

15-24

with no knowledge of english or french

2.73

2.46 persons per household

23.6%

5.3%

persons per household

one person households

live in houses

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 40 - Scarborough-Agincourt POPULATION* Population by Age Group Ward 40

2006 No. % 3,480 5.7 3,395 5.5 3,495 5.7 3,605 5.9 3,810 6.2 3,910 6.4 4,590 7.5 5,015 8.2 8.6 5,290 4,565 7.4 3,890 6.3 3,380 5.5 2,615 4.3 2,600 4.2 2,570 4.2 2,310 3.8 1,760 2.9 1,225 2.0 61,505 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 3,505 5.7 3,140 5.1 3,125 5.0 3,685 5.9 3,915 6.3 4,095 6.6 3,860 6.2 4,275 6.9 4,650 7.5 5,080 8.2 4,510 7.3 3,760 6.1 3,270 5.3 2,640 4.3 2,530 4.1 2,355 3.8 1,905 3.1 1,730 2.8 62,030 100.0

06-11 % Chg 0.7 -7.5 -10.6 2.2 2.8 4.7 -15.9 -14.8 -12.1 11.3 15.9 11.2 25.0 1.5 -1.6 1.9 8.2 41.2 0.9

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 40

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Dementia affects approximately 8% of all people aged 65 and over, and almost 35% of persons aged 85 and over. 76

2011 City of Toronto Ward Profiles

8 2

10 2

Ward 41 - Scarborough-Rouge River

39 33

11 13

18 14

16 21 22

19 20

26 29 30

35 31

Ward Key

Steeles Ave E

Markham Rd

Mccowan Rd

Midland Ave

Kennedy Rd

Finch Ave E

tH ig h l a nd

Brimley Rd

CNR

Birchmount Rd

W es

Creek

Sheppard Ave E

w High

Ward 3

Wards

Public Health Services Include: • •

2 long-term care homes 182 personal services settings

River

Neighborhoods include: •

Agincourt North

ay 4

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 41 - Scarborough-Rouge River HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

68,145

+0.7% 2006-2011

35% 30% 25%

42 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

5.3% live in apartment buildings of less than 5 storeys

11.5% live in row / townhouses

62% live in houses

25-44

45-64

65+

Key Facts

Households

21.3%

15-24

41.0%

26.2%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

20%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

with no knowledge of english or french

3.37

2.46 persons per household

one person households

live in houses

5.3%

persons per household

11.5%

37.6%

17.9% children 25 years of age or more living at home

31.6% one person households

2011 City of Toronto Ward Profiles

Ward 41 - Scarborough-Rouge River POPULATION* Population by Age Group Ward 41

2006 No. % 3,125 4.6 3,420 5.1 4,130 6.1 4,590 6.8 5,120 7.6 4,690 6.9 4,270 6.3 4,780 7.1 5,945 8.8 5,430 8.0 5,000 7.4 4,695 6.9 3,215 4.8 2,765 4.1 2,495 3.7 1,970 2.9 1,195 1.8 825 1.2 67,660 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 3,085 4.5 2,990 4.4 3,495 5.1 4,515 6.6 5,020 7.4 4,940 7.2 3,795 5.6 4,090 6.0 4,700 6.9 5,890 8.6 5,400 7.9 4,920 7.2 4,530 6.6 3,035 4.5 2,595 3.8 2,140 3.1 1,620 2.4 1,385 2.0 68,145 100.0

06-11 % Chg -1.3 -12.6 -15.4 -1.6 -2.0 5.3 -11.1 -14.4 -20.9 8.5 8.0 4.8 40.9 9.8 4.0 8.6 35.6 67.9 0.7

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 41

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: Between 15% and 25% of nursing home residents have symptoms of major depression. 80

2011 City of Toronto Ward Profiles

8 2

10 2

12 4

Ward 44 - Scarborough East

11 13

27 19 20

26 29 30

35 31

Ward Key

40 1

Ell

Morningside Ave

ere R avine esm

Tri bH

h Hig

k ee Cr

Hig hla n

ig h la nd

dC re ek

n Ki

to gs

West Hi ll Wat

erc our se

CNR

t es W ll C Hi

ek re

Ward 3

Wards

Public Health Services Include: • •

4 long-term care homes 45 personal services settings

River

Neighborhoods include: • • •

Rouge Centennial Scarborough West Hill

•

ive

Hi gh

o uge R

Sheppard Ave E

21 22

18 14

Little R

39 33

Highland Creek

2011 City of Toronto Ward Profiles

Ward 44 - Scarborough East HIGHLIGHTS

Ward

Toronto

Population 2011 Population By Age Group

Ward Population

60,240

+2.2% 2006-2011

35% 30% 25%

43 yrs

Median Age

20% 15%

39 yrs

10%

Median Age

5% 0%

0-14

live in apartment buildings of 5 or more storeys

4.6% live in apartment buildings of less than 5 storeys

9.7% live in row / townhouses

75% live in houses

25-44

45-64

65+

Key Facts

Households

10.7%

15-24

41.0%

21.1%

live in apartment buildings of 5 or more storeys

children 25 years of age or more living at home

1.5%

15.6%

live in apartment buildings of less than 5 storeys

with no knowledge of english or french

5.8%

live in row / townhouses

with no knowledge of english or french

3.02

2.46 persons per household

one person households

live in houses

5.3%

persons per household

16.5%

37.6%

17.9% children 25 years of age or more living at home

31.6% one person households

Boon Daley Seniors Assistance

2011 City of Toronto Ward Profiles

Ward 44 - Scarborough East POPULATION* Population by Age Group Ward 44

2006 No. % 2,740 4.6 3,390 5.8 3,965 6.7 4,435 7.5 4,725 8.0 3,575 6.1 3,035 5.1 3,535 6.0 4,625 7.8 4,905 8.3 4,770 8.1 4,640 7.9 3,390 5.8 2,435 4.1 1,705 2.9 1,265 2.1 1,000 1.7 810 1.4 58,945 100.0

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

2011 No. % 2,710 4.5 2,990 5.0 3,705 6.2 4,415 7.3 4,450 7.4 3,745 6.2 3,120 5.2 3,180 5.3 3,830 6.4 4,910 8.2 5,120 8.5 4,750 7.9 4,320 7.2 3,140 5.2 2,220 3.7 1,510 2.5 1,025 1.7 1,100 1.8 60,240 100.0

06-11 % Chg -1.1 -11.8 -6.6 -0.5 -5.8 4.8 2.8 -10.0 -17.2 0.1 7.3 2.4 27.4 29.0 30.2 19.4 2.5 35.8 2.2

City of Toronto

Age Group Less than 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+ Total

06-11 % Chg 4.1 -4.1 -6.2 2.6 6.4 11.4 2.8 -6.2 -7.2 7.0 13.6 9.7 28.8 9.2 1.2 -0.9 5.6 27.5 4.5

*Note: Population count includes institutional residents and every person living in the City of Toronto on Census day.

Population by Age Group - 2011 9% 8% 7% 6% 5% 4% 3% 2% 1% 0%

Less than 5

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

Ward 44

45-49

50-54

55-59

City of Toronto

60-64

65-69

70-74

75-79

80-84

85+

Boon Daley Seniors Assistance

Fact: As of 2006, slightly more than 25.7% of all seniors in Ontario lived alone. Seniors living alone can experience greater levels of isolation, neglect and elder abuse by health and home workers. 84

Boon Daley Seniors Assistance

Sales Collateral Sales/marketing collateral is used to support a company’s primary advertising message to consumers. Marketing collateral is also used to communicate important information to channel partners about a company’s products or services. Consumer or end-user sales/marketing collateral is commonly used after a company has made initial customer contact through advertising or other means. It can take the form of follow-up mailers, white papers, newsletters, PowerPoint presentations, Web blogs and/or brochures. Effective consumer-oriented collateral has an emotional appeal that communicates a unique and richly rewarding user experience gained from buying the product or service. It usually supports or echoes the user benefit found in a firm’s main advertising message, including a compelling call-to-action. For Boon Daley we propose the use of multiple sales/marketing collateral during the following sales process:

Boon Daley Sales Funnel

Prospecting

Opportunities

Leads

Trials

Prospecting

Boon Daley Seniors Assistance

Types of Collateral: • Business Cards ̵̵ Usually printed on 2 x 3 1/2 card stock, business cards contain all necessary contact information, including email addresses and URLs. • Brochures & Inserts ̵̵ Usually printed on 8 1/2 x 11 paper folded in thirds or 8 1/2 x 14 paper folded in quarters, brochure content ranges from information about your company to specific product features and benefits. It may be appropriate to place all of this information in one brochure or to create a family of brochures for individual products/services. • Direct Mail ̵̵ Includes a variety of advertising pieces (such as post cards) that vary in shape and size, but usually conform to standard mailing requirements. A direct mail package may include a marketing letter and/or brochure. Typical recipients of direct mail are customers, individuals on purchased mailing lists or individuals on mailing lists the business itself has developed. • White Papers ̵̵ The well-written white paper makes difficult concepts clear. It can position Boon Daley as an established and knowledgeable source or Thought Leader, and can serve to generate leads and educate potential customers. • Video Content ̵̵ Video can be a great way to communicate how your service differs from the competition and help inform your potential customers, particularly for services that lend themselves to a more visual explanation. They’re great for giving site visitors a quick overview of what you offer or as email content for those who prefer not to read. • Door Hangers ̵̵ Door hanger marketing is the process of creating special flyers that will hang from doorknobs and distributing those flyers throughout neighborhoods. The door hangers, as these flyers are known, will often advertise new businesses in the area, special deals offered by a local business, or simply contact information for a business. ̵̵

One significant benefit of a door hanger marketing campaign is the ability to keep the door hangers out of the junk mail and in front of the consumer. Many people who receive ads in the mail immediately throw them away without considering them at all; door hanger marketing

Boon Daley Seniors Assistance

flyers are more likely to attract a homeowner’s attention, and he or she is likely to at least read the advertisement. ̵̵

As with any direct mail tactic, it is recommended that an advertiser do more than one door hanger marketing campaign to ensure the customer sees the business name more than once.

• Posters ̵̵ An advertising poster is an easy and inexpensive way to get information out to your marketplace. Distributed strategically, posters can emphasize your key message and value proposition in a very few words. • Print Advertising Advantages to magazine advertising include the following: ̵̵ Access to a specific customer base. While anyone might subscribe to a local newspaper, only car enthusiasts subscribe to Car and Driver. Magazine ads will allow you to better reach Boon Daley’s target audience(s). ̵̵

More bang for your buck. Readers don’t discard magazines as quickly as they do newspapers, so your ad will be relevant for a longer period of time.

̵̵

Help brand Boon Daley. Magazine printing methods allow for higher resolution images and better color options, which allow you to build the Boon Daley brand image in a positive way.

̵̵

Just the fact that you are advertising in a magazine gives Boon Daley a certain professional cachet.

• Radio Advertising ̵̵ While many people may view radio as a less popular medium than the Internet or television, the truth is that radio still manages to penetrate areas of our daily lives that are off-limits to other media. Consumers can listen to radio in their vehicles, in waiting rooms, in many restaurants and a number of grocery stores. ̵̵

Radio advertising (particularly Talk Radio) can be very effective for Boon Daley given that the target audience heavily supports this type of radio programming.

• Website ̵̵ Your digital storefront is a critical component to your businesses success. Simply having a website is not enough these days, since a company can loose credibility if it looks too simple and lacks the type of content and resources that many of your competitors.

Boon Daley Seniors Assistance

̵̵

The Boon Daley Website must be a resource tool for prospective clients seeking care for themselves or for a loved one. Well-written, regularly updated content will aid in generating new leads and retaining existing clients. ̵̵ In its initial stage, this website will be/must be purely informational. Content being king, the goal is to build a website capable of organizing and delivering content in a clean, organized fashion that will appeal to the core audience(s). ̵̵

We are also recommending that the Boon Daley website be built using a Word Press platform, thus allowing the company to benefit from its robust content management system (CMS).

̵̵

The second generation of this site should allow for online bookings, payment for services, scheduling and a variety of administrative operations. This type of functionality will alleviate the amount and redundancy of admin tasks and simplify the experience for all of the stakeholders.

• Social Media ̵̵ It has become increasingly important to have a presence on social networking sites like Facebook and LinkedIn. Social networks not only give the marketer a place to get the word out, they also provide a platform for interacting with customers and allow customers to interact with each other. This can be a great starting point for marketing to ‘go viral’ and pick up a grassroots effort. The bottom line is this: The more you interact with the customer, the more brand loyalty you build. • Networking ̵̵ While more a tactic than a form of collateral, there are a great many benefits with networking, one of the most beneficial is creating awareness. If your goal is to expand your business and gain market share, awareness is an absolute necessity. Now, imagine attending that networking event with a professionally designed “Pull-Up” banner standing in the background reinforcing your messaging and value proposition. Strong! • Transportation/ Mobile Billboard ̵̵

Mazda 5 Intended to serve the needs of young families, the 2010 Mazda5 is a technically categorized as small minivan. Its modest size makes it easy to maneuver, a plus for old and young drivers alike.

Boon Daley Seniors Assistance

Arthritis — which, incidentally, affects over half of all Americans over the age of 65 — can also stiffen the knees and other joints, making the bending associated with entering and exiting a vehicle difficult. Wide door openings, a tall seating position and generous front passenger room can all help mitigate this type of discomfort. The Mazda5’s lowriding stance makes it a breeze for everyone to get in and out. Given that Boon Daley is offering Transportation as one of it core service offerings, it is likely that a vehicle will be required. The Mazda 5 in our opinion will ably satisfy the comfort and safety requirements of senior passengers as well as act as a credible mobile billboard for the company once graphics are affixed to the vehicle. • Elevator Pitch ̵̵ An “Elevator Pitch” is a concise, carefully planned, and well-practiced description about your company that your mother should be able to understand in the time it would take to ride up an elevator.

Boon Daley Seniors Assistance

Example: Boon Daley is a seniors assistance and in-home care service catering to adults over the age of 60 who want to live with a level of independence and maintain their dignity, but who may also require a little help throughout the day. We provide client specific, tailored care to senior citizens, in blocks of 3-hours for as little as $ an hour, and our services range from accompanying clients to the physician to meal preparation and medication reminders to staying with them through the night to ensure their care and comfort. We believe, that by developing relationships with our clients, their families and healthcare providers, that we can effectively deliver an exceptional level of “Peace of Mind” and quality of life for senior citizens. What’s more, our firm’s core values revolve around concepts of respect, honesty, dignity and reliability and we hold ourselves accountable to each of those ideals in every client relationship.

Online Marketing We choose to use the term online marketing as an umbrella definition for all tools and tactics related to a company’s online presence. Broadly defined, online marketing connects organizations with qualified potential customers and arguably takes business development to a much higher level than traditional marketing and advertising. Online marketing synergistically combines the Internet›s creative and technical tools, including design, development, sales and advertising, while focusing on the following primary business models: • E-commerce • Lead-based websites • Local search Online marketing has several advantages, including: • Low costs: Large audiences are reachable at a fraction of traditional advertising budgets, allowing businesses to create appealing consumer ads. • Flexibility and convenience: Consumers may research and purchase products and services at their leisure. • Analytics: Efficient statistical results are facilitated without extra costs. • Multiple options: Advertising tools include pay-per-click advertising, email marketing and local search integration (like Google Maps). • Demographic targeting: Consumers can be demographically targeted much more effectively online than in offline processes.

Boon Daley Seniors Assistance

Search Marketing Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts. It encompasses: • SEO: Earning traffic through unpaid or free listings • SEM: Buying traffic through paid search listings Search engine marketing is the process of promoting a website through Internet search engines. The goal of search engine marketing is to increase the amount of traffic to a particular website by raising its visibility on search engine result pages. There are a variety of ways that a company can implement search engine marketing. There are opportunities for paid placements, context advertising and paid inclusion. The most common form of search engine marketing is search engine optimization. Search engine optimization is the process of writing and editing the content of a website so that the website will receive more visitors and to ensure that these visitors are potential customers. The content of the website as well as its HTML coding are edited to maximize the number and quality of visitors. We propose building a website that encompasses the best practices for web optimization and we will prepare a plan for search engine marketing to best serve Boon Daley in their lead generation activities.

Sales Tactics Now that we’ve discussed the sales tools, we can now spend some time considering the tactics. We are essentially presenting a cornucopia of marketing activity as opposed to a plan (a marketing plan will organize those details). We understand that budget will be an issue no matter who you are, and so it is unlikely that you will be able to implement all of these tactics simultaneously. Nonetheless, each of these tactics, when used appropriately, will bear fruit for your new business. • Use local newspapers to advertise Boon Daley services in their healthy living sections. Target family members with messaging, especially the adult children of senior adults, since often it is the family of seniors who make the decision regarding senior care for their elderly relatives. • Use direct mail best practices when sending out post cards and door hangers. For example, response from these types media is maximized when distributed four to seven times. • Network with institutions, training centers, retirement homes, friends and relatives to let them know that you have become an eldercare provider. Build relationships with assisted living facility personnel, hospital discharge planners, physicians, and social service agencies, as they are often the best

Boon Daley Seniors Assistance

sources for referrals. Join organizations that service the senior market and get on lists for senior service providers. • Authoring original and relevant copy can go a long way to establishing Boon Daley as subject matter experts and can bring a lot of credibility to the sales effort. Imagine the type of response that Boon Daley would receive having written a book entitled “Caring for Dementia” that speaks of many of the key considerations like estate planning & healthcare best practices… • This type of thought leadership content lends well to holding and being involved seminars and conferences, which often leads to increased lead generation. • Consider writing regular articles and passion pieces and publishing in local community newspapers and local media. Become a local expert on the topic on eldercare. • Advertise wherever it makes sense. Have business cards and posters on hand and post them at local libraries and at community centers. Ask doctors’ offices if posters can be posted or brochures left in the waiting area. Door hanger flyers is an ideal tool to use in neighborhoods as a directmarketing tool, and Craigslist and Kijiji have become a great way to reach the local market online for free. Distribute brochures to all relevant businesses within the sales area.

Social Media • Facebook Business Page (this is where you use your logo and other business related items. Connections on your Facebook business page are ‘fans.’ • LinkedIn - This is an important website for professionals because unlike Facebook, Twitter, and other platforms, LinkedIn is designed for true business ``networking. Many connections that you make on LinkedIn will turn into in-person meetings down the road. Use it to your advantage. Consider joining and actively participating in any of the many groups that speak on the subject of eldercare, i.e. ̵̵ ̵̵

Eldercare Professionals Assisted Living Professionals

Messaging Messaging, naturally speaks to the verbiage that will be used throughout Boon Daley sales collateral and includes elements such as “Brandable Chunks”, Slogans, Taglines etc. Less obvious though is the visual messaging that we are recommending.

Boon Daley Seniors Assistance

Rather than using images that portrays frailty or convalescence, we recommend using images that presents clients as active, vibrant and happy about their lives. We feel that within the context of aging, misery is not nearly as effective a marketing message as the possibility of contentment, which is what we hope to convey with our recommended image choices (see images used in this document). • Proposed slogan/tagline: Boon Daley Always There. This concept speaks to the idea that Boon Daley is reliable. That you can count on “us” regardless of the need. The concept is meant to communicate the idea of “Peace of Mind”. Boon Daley Respect. Caring. Attention

Boon Daley Comfort & Dignity

These concepts speak to the company’s core values and suggest that we understand the importance of how senior citizens are treated. Boon Daley Welcome to the New Age of Empowerment This concept speaks to the idea that being a senior citizen can bring with it a freedom to accomplish goals and live unencumbered by obligation. With Boon Daley, seniors are able to pursue new adventures and independence. Boon Daley Tailored Care for Senior’s This concept speaks to the idea that Boon Daley does not provide a cookie cutter service and that the individual needs of each client is taken into consideration.

Media • At launch, the most pressing need for any business needs is customers. In such a crowded marketplace, it is imperative that Boon Daley makes a splash and lets consumers know that they are open for business, and why they should care. ZoomerMedia offers a number of properties that speak directly to the 60+ target market that should be considered.

Boon Daley Seniors Assistance

Zoomer Magazine is referred to as “The Baby Boomer Bible” by Mastheadonline.com, the Canadian magazine industry’s leading source of news. Launched in 2008 under the leadership of magazine icon Suzanne Boyd (formerly with Flare magazine), Zoomer Magazine is a groundbreaking publication and ZoomerMedia Limited’s flagship property. Published nine times a year, it is the largest paid circulation magazine in Canada for the mature market.

Reader Profile • • • • • • •

Male / Female 36%/64% Adults 45+ 86% Average Age 59 Average Household Income $84,601 Average Savings & Securities $198,668 Average Circulation 185,627 Subscriber base 90%

While advertising in the magazine is a bit pricey at $3,600 per insertion for a full year run, they do offer a number of other opportunities that are rather attractive. Such as the opportunity to marry space advertising with editorial and special content features. The opportunity to contribute to content through advertorials as well as editorial. Not to mention the slick and polished look and feel of your ad as well as the branding benefits that full colour advertising provides.

ZoomerShow Now in its fifth successful year, the ZoomerShow offers participants the highest standard of show flexibility and staff experience. On site, attendees receive the latest trends, advice and information on positive aging from more than 250 exhibitors in categories such as Health & Wellness, Financial Planning, Real Estate & Community, Caregiving, Fitness, Technology, Employment, Education, Pets, Volunteerism, Faith, Home Renovations as well as Safety and Travel. The show is loaded with extras, such as celebrity speakers, free vaccinations, blood pressure checks, fitness demonstrations, samples, discounts and interactive kiosks. In 2011, the Toronto ZoomerShow had 31,000 attendees.

Boon Daley Seniors Assistance

Zoomer Magazine Email Blasts Email marketing is an extremely cost-effective way to communicate with prospects and existing customers. Similar to direct mail, email is a faster, cheaper and easier way to communicate with your prospects and customers. Regardless of the type of business or industry your company operates in, email marketing can have a positive impact on sales. Zoomer Media offers a number of opportunities to reach their audience through email and online marketing. These include: • CARP • Zoomers • Everything Zoomers Carp.ca Carp.ca is the online voice of CARP, the non-profit, non-partisan advocacy association, and one of the main ways Canadians can become members and read about CARP in the news. Through carp.ca, CARP dispatches the biweekly e-newsletter called CARP Action Online to 90,000 subscribers plus timely electronic polls to gauge its members’ opinions on important issues. Carp.ca is also the place to get information on advocacy priorities, member benefits and CARP Chapter meetings as well as special social and educational events taking place across Canada. Zoomers.ca Zoomers.ca is the social network of choice for the 45-plus web demographic. Where Facebook is about finding old or existing friends and family, Zoomers.ca is a place where “grownups make friends.” This social network brings together members through groups, forums; friend lists and shared media like photos or videos. Built on a state-of-the-art platform, Zoomers.ca has everything one would expect from a top notch social network but is definitely not your kids’ network. EverythingZoomer.com EverythingZoomer.com is the brand new Super Site for the 45-plus set. With features ranging from breaking news, comprehensive reporting, classifieds, dating, rich media and a social network layer, the site serves as a lifestyle portal customized for the discriminating 45-plus demographic. EverythingZoomer.com combines the best of cutting edge ‘Web 2.0’ technologies with subjects that matter to our audience including health, finance, travel, relationships, lifestyle, arts and entertainment, spirituality, and more!

Boon Daley Seniors Assistance

Fact: In Canada, a majority of senior primary care receivers (78%) continue to live in their homes. 96

Boon Daley Seniors Assistance

Strategic Alliances The ability to provide differentiation in a cluttered marketplace such as the Toronto eldercare market can be the key determinant to your success or failure. The industry is littered with non-medical eldercare services and the firms that do provide medical add-on services tend to be the larger players. In order to be competitive, and to launch a service with a unique offering, we propose that Boon Daley approach existing mobile healthcare services and establish an exclusive relationship whereby Boon Daley can expand its offering, which provides more services to its clients without incurring any additional costs to itself. Ideally, Boon Daley would negotiate a bulk rate for services, which would allow for a modest mark-up. Boon Daley would also negotiate a set of standard service level agreements (SLA’s) surrounding service times and availability. The third-party service benefits in that they will now be reaching an expanded market without expending any resources and benefits from co-branded marketing communications issued by Boon Daley. Examples of three such businesses include: • Medi-Calls – The Doctor House Call Referral Service • MD Home Call – Doctors House Call Referral Service • Nurse Next Door – Home Care Services

Boon Daley Seniors Assistance

Costs Media Vehicle

Audience Size

Costs

Zoomer Show 20 000

$1 500,00

Booth Design & Pop-Up

$4 000,00

Show Collateral & Design

$2 000,00

Zoomer Media Zoomer Magazine

60 000

$7 500,00

28 000

$2 184,00

78 000

$9 750,00

69 000

$5 382,00

Flyer Distribution

10 000

$600,00

Letterhead

1 000

$190,00

#10 Envelopes

1 000

$190,00

Business Cards

1 000

$150,00

Zoomer Health & Wellness CARP

CARP Health

Stationary

6” x 9” Presentation Folder

250

$380,00

5.5” x 8.5” Sales Sheets (Inserts)

250 x 4

$320,00

500

$250,00

1 000

$150,00

Brochures

500

$190,00

Door Hangers

1 000

$180,00

1 000

$65,00

Website Design & Development

$2 500,00

Ecommerce/Scheduling add-on

$1 500,00

$1 000,00

Sales Collateral Posters 11” x 17” Post Cards 5” x 7”

Flyers

Website

Word Press CMS

Boon Daley Seniors Assistance

Fact: Today, there are more people over 50 than under 30. By 2016, there will be more people over 65 than under 14 for the first time in history. 99

Boon Daley Seniors Assistance

Companionship Meal Preparation Appointment Accompaniment Grocery & Shopping Bathing & Personal Hygiene Medication Reminders In-Institution Care Transportation

100

Boon Daley Seniors Assistance

101

Boon Daley Seniors Assistance

Content Contributors: Verb Strategy & Creative Jillian Wood Kimberly Jones Dean Lloyd Graphic Design Franck Juncker

102

verbsc.com

Boon Daley Launch Plan & Business Strategy

Articles inside

Competitive Analysis

Strategic Alliances

Market Segmentation