Baby Center Research Paper
Research Paper of A Baby Center
Cheryl Yao Li
Market Research Summary:
A Baby Center Hyannis
CJN769AE Introduction to Marketing Communication
September 29, 2013
A Baby Center Marketing Research
Background
A Baby Center, a program of the Cape Cod Council of Churches, founded in 2000. It provides essential basic necessities for infants and toddlers up to the age of three. Baby products and supplies distribute to low-income families on the Cape and Island every month. Around 400-500 babies are served with 15,000 diapers and 5,000 pieces of clothing every month, free of charge.
ABC is exclusively depend on community support. Volunteers works in ABC to help the little citizens and their families pick up supplies, and direct …show more content…
them to various resources in regards to health care, parenting education, nutrition and other needs.
Demographics of Cape Cod
The Cape has an overall population of around 215,000 or so. Barnstable County 's population dropped almost 3% since 2000, lost almost 20% of our citizens 18 and under. Bourne lost 11% of their 18/under population, while Eastham coughed up a whopping 35% of their kids. Asian population was up 63%. Latino or Hispanic increase 56%. Native American population went up
7% and blacks went up 2.9%.Whites dropped 1.9%, although they are still- by far- the Cape 's dominant color. The largest drop was Provincetown, which went from 3400 to 2900 (14%).
Barnstable lost the most actual bodies, with a 5.5% drop of 2628 citizens.79% of Bay Staters spoke English as a primary language, 7% spoke Spanish, 3.5% spoke Portuguese, and 1% spoke either French (Hi!) or Chinese. In Barnstable County, 93.6% spoke English, 1.7% Portuguese,
1.4% Spanish and 1.0% French as their first language Barnstable County is 94% white, 1.79% black, .5% Native American, .8% Asian/Polynesian, and 1.3% were Hispanic/Latino.
Low-income statement of MA
Barnstable country is the biggest city in Cape Cod.
ABC is located in Hyannis, where is the capital town of Barnstable. In terms of the charts above, nearly one-third families in Barnstable is low income. The neighborhood of ABC has a lot target audience need the help. In particular,
ABC is the only non-profit baby center in Cape Cod. It demonstrates that ABC is important and necessary for the community. Also, Cap Cod economy is more seasonal than Massachusetts and
United state (Shown from the chart below), Which means, low income families with babies in
Barnstable might be lose or change jobs seasonably, facing income losing problems.
Psychographic
Religious Congregation (in the picture above)
From the map, Hyannis is dense of religious congregation. People nearby ABC, who are affected by the environment, are kind-hearted and loving to help others. The establishment of A
Baby Center took the advantage of the religious factors. Since ABC is the only nonprofit baby center in Cape Cod, I selected the nonprofit baby organization from outside. Below in the table is the ABC’s Competitors.
Competitors Analysis
Competitors
Well Baby Center
Baby’s Bounty
We Care Community
Baby Center …show more content…
Type
non-profit parenting center and community clinic
501(c)(3) non-profit organization 170(b)(1)(a)(vi) organization, government instrumentality
Target Audience
Families with children prenatal to 5 years of age
Babies in low-income families. Recipients include babies born to victims of domestic abuse, teen mothers and those living in poverty
Families qualify by either having a WIC voucher or a Maine
Care insurance card
Services
Provides Mindful
Provides essential
Parenting and Reflec- clothing and gear to tive Parenting groups, babies family enrichment, assessments, and parenting consultation services Benefits human service. Each Month provide: baby Diapers, wipes, baby wash or shampoo. Cloth donation
Founded time
&Location
2009
CA
No details
2008
Las Vegas, NV
Montgomery Country, MD
Competitors Analysis
Those baby centers listed are all charity organizations.
A Baby Center could learn from all of them. Baby’s Bounty is the most similar to ABC in regard to the company type. It is helping the
5
Marketing Research Paper of A Baby Center
Cheryl Yao Li
low-income families and babies with trouble by providing the necessities to them. Baby’s
Bounty is a nonprofit organization with the main objective -- donate. It has two affiliates. This organization is good at use media tools to market its company.
Actually, Baby’s bounty is very successful in operation. In its website, it listed all the sponsors’ logos, which are clear to the customers who browsing the website page. This logo image idea also attracts more sponsors. While in ABC’s website, there is a contributor list with names(Actually, ABC depends mostly on individuals’ donation). If ABC intends to catch sponsors’ eyes, such as the current sponsor-- Cardi’s Furniture, the clarified logo images of sponsors can be linked down of the ABC homepage.
Well Baby Center serves kids over 5 years old, while ABC does not. The missions of the two organizations are different. Some services are not free, or suggests donation.
Competitive Climate
(SWOT)
Strengths
Benefit from Government and locate community support(501(c)(3))
Have more than 12 years experience
Nice reputation and organizational image
The only one non profit Baby Center in
Cape cod
Weakness
• Depend on a main competitive advantage-donation. It could slow the diversity into other services that should be developed
• Lack of business professionals. ABC relay basically on volunteers
Opportunities
• ABC is good at taking opportunities to develop the organization.
• Leaders are taking efforts to boost ABC
• Use social media and locate media to advertise
Threats
• Might induce bad influence after separate from Church
• Who knows whether there will be another baby centers catching people’s attention at
Cape Cod
•
•
•
•
Pros & Cons to forming its own 501(c)(3) nonprofit organization
A Baby Center has a plan to separate from Church. It is a money consuming process, since the organization need to operate in an new form. Because the government regulations towards non profit organizations, ABC need to do a lot of document work to forming its own 501(c)(3)) nonprofit one. The pros and cons of A Baby Center forming its own 501(c)(3) nonprofit organization. (Table shown below)
Pros
Cons
• More flexible
• break the restrictions of Church for running the organization
• Take a lot of time, effort and money. E.g., hiring attorneys, accountants, and other business professionals to deal with statuschange and operation works is expensive.
• Lose support from Church
• Face customers’ doubts towards Charity status • Donation resources will decrease
REFERENCES
Massachusetts Low Income Home Energy Assistance Program (LIHEAP) from http://www.benefits.gov/benefits/benefit-details/1576 Cape Cod Today-- Cap Cod Community News(Sep 25, 2013) from
http://www.capecodtoday.com/blogs/blues/2011/03/23/6990-cape-cod-demographics
Statistics Of Cape Cod from
http://www.statscapecod.org/benchmarks/balanced/seasonal_employment.php
Well Baby Center Website(2013) from http://www.wellbabycenter.org/# Baby’s Bounty Website(2013) from http://babysbounty.org We Care Community Baby Center Information (2013) from http://mainefamilieswc.org/community-resources/we-care-community-baby-center/ 8
Cheryl Yao Li
Market Research Summary:
A Baby Center Hyannis
CJN769AE Introduction to Marketing Communication
September 29, 2013
A Baby Center Marketing Research
Background
A Baby Center, a program of the Cape Cod Council of Churches, founded in 2000. It provides essential basic necessities for infants and toddlers up to the age of three. Baby products and supplies distribute to low-income families on the Cape and Island every month. Around 400-500 babies are served with 15,000 diapers and 5,000 pieces of clothing every month, free of charge.
ABC is exclusively depend on community support. Volunteers works in ABC to help the little citizens and their families pick up supplies, and direct …show more content…
them to various resources in regards to health care, parenting education, nutrition and other needs.
Demographics of Cape Cod
The Cape has an overall population of around 215,000 or so. Barnstable County 's population dropped almost 3% since 2000, lost almost 20% of our citizens 18 and under. Bourne lost 11% of their 18/under population, while Eastham coughed up a whopping 35% of their kids. Asian population was up 63%. Latino or Hispanic increase 56%. Native American population went up
7% and blacks went up 2.9%.Whites dropped 1.9%, although they are still- by far- the Cape 's dominant color. The largest drop was Provincetown, which went from 3400 to 2900 (14%).
Barnstable lost the most actual bodies, with a 5.5% drop of 2628 citizens.79% of Bay Staters spoke English as a primary language, 7% spoke Spanish, 3.5% spoke Portuguese, and 1% spoke either French (Hi!) or Chinese. In Barnstable County, 93.6% spoke English, 1.7% Portuguese,
1.4% Spanish and 1.0% French as their first language Barnstable County is 94% white, 1.79% black, .5% Native American, .8% Asian/Polynesian, and 1.3% were Hispanic/Latino.
Low-income statement of MA
Barnstable country is the biggest city in Cape Cod.
ABC is located in Hyannis, where is the capital town of Barnstable. In terms of the charts above, nearly one-third families in Barnstable is low income. The neighborhood of ABC has a lot target audience need the help. In particular,
ABC is the only non-profit baby center in Cape Cod. It demonstrates that ABC is important and necessary for the community. Also, Cap Cod economy is more seasonal than Massachusetts and
United state (Shown from the chart below), Which means, low income families with babies in
Barnstable might be lose or change jobs seasonably, facing income losing problems.
Psychographic
Religious Congregation (in the picture above)
From the map, Hyannis is dense of religious congregation. People nearby ABC, who are affected by the environment, are kind-hearted and loving to help others. The establishment of A
Baby Center took the advantage of the religious factors. Since ABC is the only nonprofit baby center in Cape Cod, I selected the nonprofit baby organization from outside. Below in the table is the ABC’s Competitors.
Competitors Analysis
Competitors
Well Baby Center
Baby’s Bounty
We Care Community
Baby Center …show more content…
Type
non-profit parenting center and community clinic
501(c)(3) non-profit organization 170(b)(1)(a)(vi) organization, government instrumentality
Target Audience
Families with children prenatal to 5 years of age
Babies in low-income families. Recipients include babies born to victims of domestic abuse, teen mothers and those living in poverty
Families qualify by either having a WIC voucher or a Maine
Care insurance card
Services
Provides Mindful
Provides essential
Parenting and Reflec- clothing and gear to tive Parenting groups, babies family enrichment, assessments, and parenting consultation services Benefits human service. Each Month provide: baby Diapers, wipes, baby wash or shampoo. Cloth donation
Founded time
&Location
2009
CA
No details
2008
Las Vegas, NV
Montgomery Country, MD
Competitors Analysis
Those baby centers listed are all charity organizations.
A Baby Center could learn from all of them. Baby’s Bounty is the most similar to ABC in regard to the company type. It is helping the
5
Marketing Research Paper of A Baby Center
Cheryl Yao Li
low-income families and babies with trouble by providing the necessities to them. Baby’s
Bounty is a nonprofit organization with the main objective -- donate. It has two affiliates. This organization is good at use media tools to market its company.
Actually, Baby’s bounty is very successful in operation. In its website, it listed all the sponsors’ logos, which are clear to the customers who browsing the website page. This logo image idea also attracts more sponsors. While in ABC’s website, there is a contributor list with names(Actually, ABC depends mostly on individuals’ donation). If ABC intends to catch sponsors’ eyes, such as the current sponsor-- Cardi’s Furniture, the clarified logo images of sponsors can be linked down of the ABC homepage.
Well Baby Center serves kids over 5 years old, while ABC does not. The missions of the two organizations are different. Some services are not free, or suggests donation.
Competitive Climate
(SWOT)
Strengths
Benefit from Government and locate community support(501(c)(3))
Have more than 12 years experience
Nice reputation and organizational image
The only one non profit Baby Center in
Cape cod
Weakness
• Depend on a main competitive advantage-donation. It could slow the diversity into other services that should be developed
• Lack of business professionals. ABC relay basically on volunteers
Opportunities
• ABC is good at taking opportunities to develop the organization.
• Leaders are taking efforts to boost ABC
• Use social media and locate media to advertise
Threats
• Might induce bad influence after separate from Church
• Who knows whether there will be another baby centers catching people’s attention at
Cape Cod
•
•
•
•
Pros & Cons to forming its own 501(c)(3) nonprofit organization
A Baby Center has a plan to separate from Church. It is a money consuming process, since the organization need to operate in an new form. Because the government regulations towards non profit organizations, ABC need to do a lot of document work to forming its own 501(c)(3)) nonprofit one. The pros and cons of A Baby Center forming its own 501(c)(3) nonprofit organization. (Table shown below)
Pros
Cons
• More flexible
• break the restrictions of Church for running the organization
• Take a lot of time, effort and money. E.g., hiring attorneys, accountants, and other business professionals to deal with statuschange and operation works is expensive.
• Lose support from Church
• Face customers’ doubts towards Charity status • Donation resources will decrease
REFERENCES
Massachusetts Low Income Home Energy Assistance Program (LIHEAP) from http://www.benefits.gov/benefits/benefit-details/1576 Cape Cod Today-- Cap Cod Community News(Sep 25, 2013) from
http://www.capecodtoday.com/blogs/blues/2011/03/23/6990-cape-cod-demographics
Statistics Of Cape Cod from
http://www.statscapecod.org/benchmarks/balanced/seasonal_employment.php
Well Baby Center Website(2013) from http://www.wellbabycenter.org/# Baby’s Bounty Website(2013) from http://babysbounty.org We Care Community Baby Center Information (2013) from http://mainefamilieswc.org/community-resources/we-care-community-baby-center/ 8