6 asign

COM 431 Collected Data The following data was collected to evaluate brand recognition of current brand elements and service offerings, as well as potential changes for Sunny Day Care, a day care service targeting young families with children under the age of six interested in environmentally-focused, quality educational enrichment experiences for their children. Sunny Day Care centers are located throughout Florida, Georgia, Alabama, and Mississippi.

Overview • Channel 1: Mailed feedback forms to residents of towns that have a Sunny Day Care location

○ 100 responses out of 2,000 attempts

• Channel 2: Geomarketed (location-based) Facebook advertisement (seen by the target audience located within a 20-mile radius of a Sunny Day Care location)

o If receiver submits a completed feedback form, they get a coupon for a one-day free trial of day care and guided facility tour

o 550 responses out of 2,000 attempts

• Question Types: Closed and open response • Estimated Time Needed to Respond: 20 minutes • Target Audience for Feedback: Local residents • Objectives: Evaluate brand recognition of Sunny Day Care and identify target audiences

Questions and Responses

Section One: Brand Recognition

1. What are three day care centers located near your home? This question was open response; top answers are listed.

1. Don’t know 2. Children’s Place 3. Sprouts 4. Toddler Town 5. Happy Hearts Day Care

2. Have you heard of Sunny Day Care?

a) Yes: 18% b) No: 82%

3. In the past three months, where have you seen or heard about Sunny Day Care? Select all that

apply.

a) Nowhere: 45% b) Billboard: 5% c) Radio advertisement: 10% d) Flyers: 20% e) Facebook ad: 20%

4. Do you know where the closest Sunny Day Care location is to your home? a) Yes: 25% b) No: 75%

5. Do you know where the closest Sunny Day Care location is to your work?

a) Yes: 10% b) No: 90%

6. Which of the following is the Sunny Day Care logo?

a) Option A: 5% b) Option B: 5% c) Option C: 8% d) I have never seen the logo before: 82%

7. Which of the following is the Sunny Day Care tagline?

a) Kids shine with us: 6% b) A Sunny Day is always a great day: 2% c) Sunny Day Care, where kids shine: 10% d) I have never heard or seen the tagline: 82%

8. Which of the following are the services that you would expect Sunny Day Care to offer? Select

all that apply. a) Childcare: 100% b) Educational Services: 70% c) Arts and crafts: 75% d) Hands on learning: 80% e) Parent groups: 10% f) Outdoor activities: 100%

9. What would you expect the age range Sunny Day Care services to be? Select all that apply.

a) 2 to 9 months: 5% b) 9 to 18 months: 10% c) 18 months to 2 years: 40% d) 3 to 4 years: 80% e) 5 to 6 years: 85% f) 7 to 10 years: 65%

10. On a scale of 1 (low) to 5 (high), how would you rate the cost of Sunny Day Care services in

comparison to other day care centers in your area? a) 1: No responses b) 2: 2% c) 3: 7% d) 4: 11% e) 5: No responses f) I’m not sure of the rates: 82%

11. How likely is it that you would refer a friend or family member with young children to Sunny Day Care?

a) Highly likely: 5% b) Likely: 10% c) Unlikely: 15% d) No response given: 70%

12. What other comments do you have regarding the Sunny Day Care brand? This question was

open response; top answers are listed. 1. I’ve never heard of Sunny Day Care. 2. I don’t know why I’ve received this survey. 3. The name sounds nice. 4. Is this the day care that teaches kids to garden? If so, my friend has kids who go here

and she says it’s great. Section Two: Target Audiences

1. Please indicate your age: a) 18 to 25: 5% b) 26 to 30: 15% c) 31 to 35: 30% d) 36 to 40: 10% e) 41 to 45: 10% f) 46+: 20% g) Prefer not to answer: 10%

2. Please indicate your gender:

a) Male: 30% b) Female: 55% c) Identify as other: 5% d) Prefer not to answer: 10%

3. Please indicate your highest level of education:

a) High school: 20% b) Some college: 25% c) Bachelor’s degree: 25% d) Master’s degree: 20% e) Doctoral degree: 10%

4. What is your marital status?

a) Married: 40% b) Single: 20% c) Divorced or separated: 15% d) Other: 10% e) Prefer not to say: 15%

5. Are you employed?

a) Yes: 60%

b) No: 20% c) Prefer not to say: 20%

6. Please indicate the annual income of your household:

a) $25,000 to $45,000: 30% b) $46,000 to $65,000: 20% c) $66,000 to $95,000: 10% d) $96,000 to $125,000: 15% e) $126,000 to 155,000: 15% f) $156,000+: 10%

7. How many children under the age of six are in your household?

a) 0: 80% b) 1: 10% c) 2: 8% d) 3: 2% e) 4: 0%

8. If you have children under the age of six, do they attend day care?

a) Yes: 15% b) No: 5% c) I do not have children under the age of six: 80%

9. If you have children under the age of six who attend day care, do they attend day care full time

or part time? a) Full time: 10% b) Part time: 5% c) I do not have children under the age of six who attend day care: 85%

10. If you have children under the age of six who do not attend day care, what are the reasons they

are not in day care? This question was open response; top answers are listed. 1. I stay at home to watch them. 2. It’s too expensive. 3. Friends and family watch them. 4. I don’t know why I received this survey.

11. Do you know anyone who has children who attend Sunny Day Care?

a) Yes: 12% b) No: 88%

12. Which of the following services are most important to you in a day care? This question was open

response; top answers are listed. 1. Low cost 2. High quality 3. One-on-one attention 4. Lots of playtime 5. Safety