6-1 Activity_ Appropriateness of Data

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Reilly 1 Meghan Reilly Dr. Bellflower Organizational Branding 9 Feb 2024 Appropriateness of Data Data Collection Method: Sunny Day Care is a service that targets young families who have children that are under the age of six and are “interested in environmentally-focused, quality educational enrichment experiences for their children” (SNHU, 2024). They are located within the states of Florida, Georgia, Alabama, and Mississippi. By looking at the Collected Data sheet, they have utilized two different data collection methods to receive feedback from their customers on their “brand recognition of current brand elements and service offerings, as well as potential changes to Sunny Day Care” (SNHU, 2024). The first method that they used is mailed feedback forms to towns that have a Sunny Day Care location. With those forms, they only got one hundred responses out of two-thousand attempts. The second method was “Geomarketed Facebook advertisements that were seen by audience members that lived within a twenty-mile radius of a Sunny Day Care location” (SNHU, 2024). It looks as though the advertisement forms obtained a higher response rate as they got five-hundred fifty responses out of two-thousand attempts. It can be easily concluded that the response ratios aren’t the greatest. However, I think that the advertisement forms had a better ratio because of the coupon reward that was given out if the receiver submitted a completed feedback form. Both methods were conducted using a survey, but one was physical (mailed out) and one was virtual (Facebook advertisements). I think the low response rates can be seen as a drawback because you don’t necessarily have to respond

Reilly 2 to the survey if you don’t want to, or in short, they’re not mandatory. As there was nothing attracting people to the survey or enticing to get them to take it, it resulted in low response rates. Another thing to take note of is the “estimated time needed of twenty minutes” (SNHU, 2024). Not many people are going to want to take twenty minutes out of their life to complete a survey. Also, the overall accuracy of the data could have been affected by the survey only being one- sided. It being one-sided would add limitations to the receiver’s answers and can easily cause dishonesty and biased answers. You want your audience to be as honest as possible with their answers, so you know what you need to improve on. On the other hand, benefits of using a survey are “a broad range of data can be collected, capable of collecting data from a large number of respondents, and numerous questions can be asked about a subject” (DeFranzo, 2023). Brand Problem Identification: By analyzing the data provided, there likely could have been brand problems during the process of giving out the surveys. The process of giving out surveys randomly to people is not going to guarantee you an answer back from them even if it is in a specific geographic location. Another brand problem, in this case, would be the brand awareness in that area. By looking at the data, eighty percent of people answered zero to the question “how many children under the age of six are in your household?” (SNHU, 2024). Having brand awareness in the area that you are conducting business is important, so everyone knows about your brand and what you are about. Brand Problem Explanation: After looking at all of the data on the sheet, it looks as though the surveys that Sunny Day Care gave out did not reach their target audience. This can be concluded because as previously stated, eighty percent of people responded with zero as to how many children they have in their home that are under the age of six. To add on to this, there was a lot of confusion within the audience as to “why they received this survey and the fact that eighty-two

Reilly 3 percent of people answered that they have never heard of Sunny Day Care” (SNHU, 2024). The other problem was surrounding the scarcity of brand awareness in the area. This can be supported by the eighty-two percent answering the questions that ask about the logo, tagline, and hearing about the company. Again, even though Sunny Day Care is in geographic locations, they still need to get brand awareness, so people know who they are answering questions for and what about. Potential Brand Solutions: I think the biggest problem out of all is the surveys not reaching the target audience. To help fix this problem, I think the collection method has to be revamped or adjusted. For the physical surveys, instead of mailing them out and waiting for responses, I think handing them out to people in public places like parks and events that pertain to children would be a much better way to get your target audience involved. For the virtual surveys, instead of just using Facebook advertisements and hoping that people see it, you could target people whom you know have children and send them it. You could also post the surveys in groups that pertain to parents. I don’t think there is anything wrong with sending the surveys out via email either. Recommendations for Future Data Collection: If Sunny Day Care sends out surveys in the future, there are a few things I would recommend they do. First, I would target those parents who have children that are below the age of six and send the surveys to them. Allow them to be your main target audience as you’ll already know they have children in the age range you are looking for and will get the best feedback from. You should always make sure that you are asking the right type of questions on the survey, so you get the feedback you need. When it comes to reaching an audience outside of your targeted one, it’s essential that you sharpen your conducting skills by passing the surveys out physically at events or using the correct groups on Facebook.

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Reilly 4 References: DeFranzo, W. by S. E. (2023, January 31). Advantages and disadvantages of surveys . SnapSurveys Blog. https://www.snapsurveys.com/blog/advantages-disadvantages- surveys/ SNHU. (n.d.-a). COM 431 Collected Data. https://learn.snhu.edu/content/enforced/1460245- COM-431-R3184-OL-TRAD-UG.24EW3/course_documents/COM %20431%20Collected%20Data.pdf?ou=1460245

6-1 Activity_ Appropriateness of Data

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