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Reversing the Trend of Childhood Obesity

Reversing the Trend of Childhood Obesity. 1.0 Executive Summary. Introduction 1.1 My Program Mission and Identity will show what my beliefs, business, and values are. I will make an impact on the epidemic of childhood obesity and be the example rather than a contributor to the problem.

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Reversing the Trend of Childhood Obesity

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  1. Reversing the Trend of Childhood Obesity

  2. 1.0 Executive Summary Introduction 1.1 • My Program Mission and Identity will show what my beliefs, business, and values are. • I will make an impact on the epidemic of childhood obesity and be the example rather than a contributor to the problem. • My desired outcome is to increase number of fit and active children in our daycare by updating our marketing strategies to show our additions to our program to combat obesity. My beginning estimate of the effect this project will have on our enrollment would be an increase of 3% on our FTE. This will result in an estimated $7,200.00 increase in our revenue for year one, $7,416.00 increase in revenue for year two and $7,638.00 increase in revenue for year three. • We need to adopt a strategy that should ensure that we stand out from the crowd and continue to operate a sustainable and profitable daycare. So what is the best strategy? The keyword is differentiation. • We will show the potential for growth by demographic information, a competitive analysis, and income levels of our target families. • We have included a SWOT Analysis which clearly outlines strengths, weaknesses, opportunities, and threats that would impact the success of the marketing plan. • We will show how our budget is to be distributed in areas to create growth and potential for new families coming to our center.

  3. 2.0 Situation Analysis 2.1 Program Mission and Identity Love, Laugh, & Learn has been in the business of caring for children and families since January of 2000. We have an excellent preschool program which is now more advanced with the implementation of new observation and assessment tools. Mission Statement: Purpose, Business, and Values “Every child is an unique individual and is our most precious resource.  They ARE our future.  Our goal is to provide a comprehensive learning program concerning all aspects of child development, including physical, intellectual, social, and emotional development.  Our homelike setting, with friendly and warm teachers who understand young children and their needs are here for you and your child.”

  4. 2.2 Keys to Success • Reputation: maintaining a highly regarded reputation for excellence in care giving, education and community involvement and being the employer of choice in our market for child care and educational talent. • Profitability: controlling costs and managing budgets in accordance with company goals, adhering to strategic business plans for growth and expansion and reinvesting in the business and its employees. • Increase enrollment numbers which will provide additional funds to improve our overall program by updating center by upgrading the playground surfacing and creating new physical challenges for the children to stay fit and active. • Reinventing our nutrition plan to involve children by letting them contribute and make healthy choices.

  5. SWOT ANALYSIS

  6. 3.0 Market Summary • 3.1 Potential and Demand • Economic Trends in Child Care Industry: Child care purchases Support7,200 jobs and$648 million In sales in other Industries. The Child Care Industry 3500 child care businesses Employ people, pay wages, and make purchases. 12,400 jobs in child care $661 million in gross receipts 16,000 parents of Children under 6 “freed to work” by paid child care & earn annual wages of more than $740 million A total of 19,600 Jobs are linked to the child care industry.

  7. 3.2 Competitor Analysis Eagle, WI Child Care Centers As of January, 2012, there are 3 preschools, daycare centers, and child development centers in our database for Eagle, WI. There are also 2 other family daycare providers . Love, Laugh, & Learn operates 2 of the centers in Eagle, WI Main Competitors: • Kids Campus S90 W35680 HWY NN, EAGLE WI 53119Contact Phone: (262) 594-5437 Capacity: 84Age Range: 03W to 12YDays of Operation: MON - FRINormal Open Hours: 0600A - 0600P Youngstar Rating:3 stars. In Home Child Care • Nancy Cares Day Care W35816 Timber Ct Eagle, WI 53119 (262) 594-3114 8 • Tender Years Family Day Care W36133 Matthew Lane Eagle, WI 53119 (262) 594-3165 8

  8. Love, Laugh, & Learn Centers Location #1: Name: LOVE LAUGH & LEARN DC LLC-EAGLEAddress: W351 S7510 HWY 59, EAGLE WI 53119Contact Phone: (262) 594-8976 Description: LOVE LAUGH & LEARN DC LLC-EAGLE is a Licensed Group Child Care in EAGLE WI. It has maximum capacity of 33 children. The center accepts children ages of: 06W to 12Y.Capacity: 33Age Range: 06W to 12YDays of Operation: MON - FRINormal Open Hours: 0600A - 0600PEnrolled in Subsidized Child Care Program: YesAdditional Information: 2 stars Location #2: Name: LOVE LAUGH & LEARN DC LLC-EAGLE ELEMENTARY ASP Address: 810 E. Main Street, Eagle WI 53119 Contact Phone: (262) 894-2343 Description: After School Program held at Elementary School Capacity: 30 Age Range: 5Y to 12YDays of Operation: MON - FRINormal Open Hours: 2:30 - 0600PEnrolled in Subsidized Child Care Program: Yes

  9. 3.3 Customer Analysis Target consumer demographics:

  10. 3.4 Customer Demographics Demographics of families in Eagle, WI: • Average Household Income $71,484; Median Household Income $77,389 • Main Sources of income: Management, professional, service, sales and office, construction, and maintenance occupations, production, transportation, and material moving occupations. • 68% of population are white collar workers. 32% are blue collar workers.

  11. If 3.6 Marketing Objectives and Goals • Our desired outcome is to increase number of children in our daycare by updating our marketing strategies with new marketing ideas that include our updated playground and the fit and active goal we want to achieve. • If we reach our goal of 3% increase in enrollment. This will result in an estimated $7,200.00 increase in our revenue for year one, $7,416.00 increase in revenue for year two and $7,638.00 increase in revenue for year three.

  12. Goals/Objectives for Outside Areas • To obtain funding so we may complete the proposed project. With financial support and expertise, we hope to achieve the following goals for the children and offer the community & children new challenges to be fit and active. • To create different zones to offer the children: • Transition zone • Manipulative and Creative Zone • Projective/Fantasy Zone • Social/dramatic Zone • Physical Zone • Natural element zones

  13. 4. Marketing Strategy 4.1 Implementation & Control • Website Marketing • Run Google Ad for center focusing on changes for fit and active children for one month • Update website with resource links to educate public about epidemic and ways to make a change. • Open House • Advertising in Lake Area Newspaper to announce changes at center: one month before summer program and Back-to-school ad in August. • Referral Campaign for Parents: $50.00 off tuition • Refund registration fee for new families after 3 months. • Door Hangers

  14. Suggested Intervention/Program Strategies: • The following lists several proven or best-practice strategies for promoting good health in early childhood. While not comprehensive, the strategies can serve as a guide to encourage the best possible environment for the health and well being of the young children you care about. Focus Areas for Early Childhood Health:* • Increase fruit & vegetable consumption • Decrease sweetened beverage consumption • Decrease food portion size (portion control) • Increase physical activity • Decrease TV and other “screen” time • Increase Breastfeeding • Centers for Disease Control and Prevention (CDC) • Evidence-Based Focus Areas

  15. Social Ecological Model This model is commonly used to illustrate how all elements of the community combine to shape an individual’s choices, such as food and physical activity choices.

  16. 4.2Pricing Management Promotion budget • Invest $2800.00 in marketing strategies: • Update website design & include information on childhood obesity & resources • Advertise on Google Ad words • Door Hangers for neighborhoods • Place signs in town to fill openings • Place ad for summer enrollment • Fundraising: yard sale, bake sale, book trading

  17. 4.3 Summary With all of the resources that would be available to us as outlined in my marketing plan, desired outcome would be increase of enrollment, increase in revenue, and new strategies to implement for marketing now and in the future.

  18. References • The Economic Impact of the Child Care Industry in Southeast Wisconsin May 2009. Study authors: Melissa Kovach: Researcher, Eva Lam: Research Intern AnnelieseDickman: Research Director Rob Henken: President • Customer Analysis and Customer Demographics: Neighborhood Profile - Eagle Wisconsin demographics www.fizber.com › ... › Quick Facts WI › QuickFacts EAGLE, WI

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