Dan Holland Completes Age In Place Marketing Plan for First Tennessee HRA.
age-in-place-articleFirst Tennessee HRA, a non-profit agency headquartered in Johnson City, Tennessee delivers important services to the communities of Northeast Tennessee.  With funding from local, state, and federal sources, FTHRA helps many seniors age in place by providing meals, transportation, home services such as house cleaning, and more.

According to FTHRA Executive Director Dale Fair, funding limitations and eligibility requirements bar many seniors from participating in these programs. Many seniors are willing to pay a reasonable fee for the service.  We have the operational experience, a proven distribution network, and a desire to expand.  But we have limited experience marketing a fee-based service.  Dan Holland worked with our Age In Place project team to develop a Marketing Plan that fits our budget and resources.  We are excited about the potential to expand these important services in our area and improve our ability to respond to the needs of our communities.

The Age in Place (AIP) initiative expands services to a larger market - to everyone prepared to pay a fee for the service provided.  The purpose of AIP is simple - provide services to residents who may not qualify for government funded assistance but are willing to pay a fee for the service.

Keys to Success
  • Market a total solution of bundled services making AIP the one-stop-shop for elderly services.

  • Offer personalized service through a customer/account representative structure.

  • Provide superior product and market knowledge to our target customers.

  • Develop long-term relationships with our customers.
Ongoing efforts continually attempt to understand how FTHRA can maintain the quality and integrity of the AIP initiative within the finite financial resources of the agency, the clients, and the community.  This challenge grows as costs continue to increase and the economy struggles to recover.  FTHRA has limited experience and limited in-house resources to marketing this fee based initiative.  The AIP initiative introduces new experiences in these untested and uncharted waters.  New policies and procedures - indeed a new culture is needed.  FTHRA's commitment to the success of this initiative will be tested (and proven) by the continued support of the AIP marketing strategy.

The AIP marketing strategy attempts to successfully communicate the unique value the AIP service offers its participants.  This strategy redirects the focus from a government funded service for selected low-income citizens to a service for everyone.  We will focus on the benefits of the AIP services.  That is to help the elderly avoid institutionalized care by remaining independent and continuing to live in their own home - to age in place.  The marketing strategy will continue to identify the needs of the market and communicate with this audience in the most effective and positive manner possible.

For more information contact Dan Holland at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or First Tennessee HRA at (423) 461-8200.  Also, you may visit First Tennessee HRA's website at www.FTHRA.org.