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Approach the Baltimore & Annapolis Markets in 2014
- 7. RISK FACTORS: •FINANCIAL SECURITY •RENTERS •PAST PET OWNERSHIP
- 9. 5 CRITERIA: • PERCENT UNEMPLOYED • PERCENT MAKING LESS THAN $30,000 PER YEAR • PERCENT MAKING BETWEEN $30,000 AND $75,000 PER YEAR • PERCENT MAKING BETWEEN $75,000 AND $150,000 PER YEAR • PERCENT OF HOUSES OCCUPIED BY THE OWNERS
- 11. BALTIMORE COUNTY DATA OF THE 36 ZIP CODES IN BALTIMORE COUNTY •36% RECEIVED A “DO NOT RECOMMEND” •25% RECEIVED A “RECOMMEND” •22% RECEIVED A “HIGHLY RECOMMEND” •17% DID NOT HAVE DATA AVAILABLE
- 13. ANNE ARUNDEL COUNTY DATA OF THE 44 ZIP CODES IN ANNE ARUNDEL COUNTY •2% RECEIVED A “DO NOT RECOMMEND” •9% RECEIVED A “RECOMMEND” •73% RECEIVED A “HIGHLY RECOMMEND” •19% DID NOT HAVE DATA AVAILABLE
- 14. Zip Code 21208 20779 20714 21090 21212 20794 20724 21108 21214 21012 20733 21113 21222 21032 20751 21114 21226 21035 20754 21122 21228 21037 20758 21140 21234 21054 20764 21144 21236 21056 20765 21146 20707 21060 20776 21401 20711 21076 20778 21405
- 16. Owings Mills - #1715 Dundalk - #369 Baltimore- #2819 Glen Burnie - #360 Crofton- #2808 Catonsville - #367 Annapolis - #770 Dunkirk - #2191 Arundel Mills - #1076
Editor's Notes
- Welcome to this presentation. As part of my Management 321 class – Leadership & Motivation – I was asked to work with a non profit of my choice and create a report around something that will help them. I chose Lucky Dog Animal Rescue.
- I have worked with Lucky Dog several times as a volunteer and am very happy with their work. They rescue animals from high kill shelters in the Carolinas, Virginia, West Virginia and Tennessee and bring them to Washington DC, where they are adopted by loving families.
- Lucky Dogs stay with temporary fosters (and occasionally boarding partners) while they wait to find their forever home. Lucky Dogholds adoption events each week where you can see the Lucky Dogs strut their stuff, as well as arrange private meetings for adopters who fall in love with a pup’s internet photo.
- For this assignment I met with Lukcy Dog’s COO, Kristen Kloster. We delved into the organizations leadership structure, operations, financials, and goals. During this meeting, MsKloster shared that the organization wanted to expand their work outside of the Washington DC area, into Baltimore and Annapolis, Maryland.
- The Washington/Baltimore/Annapolis region account for over 9 million people and is one of the most densely populated areas in the country. It is also one of the wealthiest. It is home to the top scientists, doctors, and political minds in the country.
- However, like any major metropolitan area, it has its fair share of impoverished neighborhoods as well. In the past Lucky Dog has had trouble in these areas due to lack of income among residents. They could barely care for themselves. Making sure adopters can support a dog is of utmost importance.
- I identified a few key risk factors among unqualified potential adaptors:Financial security – Can these people afford to care for a pet properlyRenters – Are these candidates allowed to have pets? Are there breed restrictions?Past pet ownership – Has this candidate ever given a pet up before?
- I decided to focus my report on selecting the best neighborhoods for this expansion. Which areas have the least risk, offering the best potential for adoption events?Here you see a happy couple accompanied by their humans for a nice relaxing day at the neighborhood café. This is the life we want for all our rescues.
- I made a list of all the zip codes in Baltimore County and Anne Arundel County, where Annapolis is located. I then evaluated each zip code on 5 criteria:Percent unemployedPercent making less than $30,000 per yearPercent making between $30,000 and $75,000 per yearPercent making between $75,000 and $150,000 per yearPercent of houses occupied by the owners
- Baltimore County, Maryland is home to over 800,000 residents, larger than Boston’s Suffolk County. Thanks to the hit TV show “The Wire”, Baltimore has become well known as a hotbed for gang activity and violence. However, Baltimore is also the home of several universities and hospitals, including the world-famous John Hopkins University Hospital. The union of low income slums and the nation’s finest scientific and academic minds makes Baltimore a very challenging market.
- Anne Arundel County rests on the Chesapeake Bay and is home to over 500,000 residents. It contains the state capital, Annapolis. A beautiful, colonial town, Annapolis is home to the United States Naval Academy and about 38,000 people, less than 8% of the county’s total residency.
- Of the 80 zip codes included in Baltimore and Anne Arundel County, ½ got a “highly recommended” classification. Ranging from the Chesapeake Bay to the inner city, these zip codes are diverse and spread out. What they all have in common is low unemployment (under 3%), high middle- to upper-middle class percentages (usually over 60%), and high owner occupied housing (usually around 70%).
- Petsmart and Petco partner with thousands of local adoption groups that provide the dogs and cats you see in theirstores and at their events. And when you adopt one of these pets, theypay the partner group a small fee, which helps them save another pet’s life. Adopters are usually given a book of coupons to use in the store for new pet supplies, like food, toys, and bedding.When I adopted my puppy, Delilah, I spent $150 on pet supplies in my first visit, but it would have been over $300 without these coupons.
- Of these 40 highly recommended zip codes there are 9 Petco or Petsmart locations within 2 miles. This report assumed that people like to shop within their own neighborhoods generally and do not want to drive very far for a pet adoption event.
- Four of these locations are in Baltimore county. Owing Mills, a popular shopping destination, Northern Baltimore, a largely urban area, Ellicott City, a suburban paradise, and Dundalk, near the Chesapeake Bay.
- Anne Arundel County produced the other five locations. Curtis Bay, near Baltimore County and right on the water, Downtown Annapolis, Servern, which is more rural, and Crofton and Dunkirk which are closer to Washington DC than Baltimore.
- The 7 page report was released to Lucky Dog on March 22nd, 2014. It was sent to COO KristenKloster who has arranged for it to be reviewed by the Board of Directors. No update is yet available.
- Ultimately it is all our responsibility to make real change in our community. Does a dog wandering along the side of the road make you wince? Do images of abandoned dogs and cats on late night commercials make you tear up? Do something about it. In your community there are several animal rescues who hold adoption events every week. Volunteer to simply hold a dog for 3 hours a weekend. It costs you nothing and makes all the difference to a scared and abandoned puppy.