Know-How Exchange : Advertising/PR

I've been working in this field for a while, but am preparing a marketing plan for a brand new facility that will have private rooms in the nursing home (really unusual). Owned by a for-profit company. No Medicare patients, all private pay. My plan will cover start up phase, fill up phase and maintenance phase. Attached to the nursing home is a small assisted living facility. You are primarily marketing to the adult children of older adults as your target market. Any thoughts, ideas, creative suggestions, unique strategies, off-the-wall ideas, etc., are welcome and appreciated!