Marketing

Plan

Bara Homes Group 1

Yasmin, Desiree, Dina, Kritika, Ashley, Payton, Jada

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Synopsis of the plan

Achieve brand recognition to a wider audience. Our idea is to expand Bara Homes past gaining customers mainly through referrals, by revamping online presence, hiring social media interns, expanding into renovating for more religions/houses of worship.

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Company Background: Bara Homes Group

• Established in 2016
• Our client renovates churches, kitchens, and offers affordable housing programs
• Customers in Essex and Union County
• Headquarters: 482 Bara Street, Newark, NJ
• The Team (6)
• Maritza Guillaume Emile (CEO)
• Edwin Émile (Chief Operating Officer)
• Rhéa Guillaume Roussel (Project Manager)
• Emmanuel M. Henry (Sustainable Development Manager)
• Onéçia Green (Project Director)
• Marie Denise Belfort-Henry (Board Member)

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EXECUTIVE SUMMARY

Mission-organization’s function in society

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Bara Homes Groups is a for profit organization with a mission to provide construction and facility maintenance services to pastors, board of trustees, facility managers, treasurers, Real Estate Agents, Property Investors, retirees, healthcare workers, retail workers, and beyond through online and physical platforms.

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Current/ Recent History

Bara Homes Group has effectively assisted four churches, resulting in $220,000 in revenue solely through referrals, showcasing its ability to establish strong relationships within specialized markets.

Furthermore, Bara Homes Group has renovated 10 kitchens generating over $200,000 in revenue. Additionally, Bara Homes Group renovated 158 affordable homes generating over $150,000 in revenue.

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CVP

- For those looking to renovate a house of worship or their kitchen, Bara Homes Group is a woman-owned, affordable renovation service focusing on revitalizing communities with their residential remodeling, urban redevelopment, consulting, and government contracting services or providing access to an affordable rental program.

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Sources of Differentiation- Ability to work with flexible budgets, excellent time management skills, and strong community outreach.

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Desiree, Dina, Yasmin

S

W

• Increased demand in affordable housing due to housing crisis and raise in house prices.
• High income and property values in certain areas of Union, Essex, and Bergen county for House of Worship Renovations.
• Essex and Union County have a wide range of potential clients.
• Expanding Geographic Market: Research indicates potential in expanding into Bergen County due to its significant concentration of congregations and affluent demographic
• Partnerships: Teaming up with government initiatives or community groups can extend its reach and enhance credibility.

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OPPORTUNITIES

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• Economic Downturn: A recession might lessen disposable income and financial resources for renovations
• Decline in Church Attendance: A decrease in congregants may lead to reduced donations, affecting budgets for church renovation efforts
• Competition: Rivals such as Church Interiors, Inc. and Alpine Painting could challenge market share with specialized services.
• Market saturation: Increased home values and a boost in disposable income have led to an increase in solo professionals and diy projects.

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THREATS

T

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• Affordable costs
• Strong client relationships and excellent customer service
• Reliable ethical leadership
• Diverse range of services in specific niches:
• Ability to forge emotional connections through strong backstory and social entrepreneurship

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• Relies mostly on referral marketing to garner customers
• Only providing niche renovation services can limit the amount of clients and demand
• Over-reliance on Specific Markets: Heavy emphasis on churches may constrain growth prospects
• Structural Challenges: Renovating older structures frequently results in unexpected expenses, which can influence profit margins.
• Limited Geographic Reach: Presently focused on certain counties in New Jersey, which could impede growth opportunities.

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STRENGTHS

WEAKNESSES

Desiree, KritikaYasmin, Dina

P

E

• Religious congregations are often key cornerstones of their communities, contributing to a stronger community.
• Social Responsibility: Increasing focus on companies with community and social impact resonates with Bara Homes Group’s mission.
• Gentrification is becoming a huge issue in areas that are trying to have access to affordable housing, companies keep buying up land in areas that are majority low to moderate income and take over that space with apartments and houses that are going to raise the cost of living in that area

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Social

S

• Low average wages in the construction sector signal that the use of technology over labor is unlikely to increase
• According to IBIS World: “Technologies, including building information modeling, can facilitate project management.
• AI can streamline the preconstruction and project management processes, to more efficiently complete requests for proposals and using image generators in the ideation and design process.

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Technological

T

• Incoming Trump administration tariffs and deportations:
• Tariffs can increase cost of materials
• Deportations can affect labor: A 2020 National Association of Home Builders report estimated immigrants fill 30% of jobs in the construction trades.
• Government programs and allocating funds

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• “The cost of construction materials has risen due to supply chain issues.”
• “The COVID-19 pandemic set nonresidential construction back. Rising unemployment and supply chain issues disrupted the macroeconomic environment.
• Prices are constantly rising in the real estate market based on the demand for housing and the land prices rising to accommodate for that.

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Political

Economic

Desiree, Kritika, Jada, Dina, Yasmin

CLIENT STRATEGIC OBJECTIVES-

• Bara Homes Group seeks to increase its market penetration in the Kitchen, Affordable Housing, and Church renovation sectors. Bara Homes Group also seeks to increase brand awareness and effectively generate qualified leads.

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Desiree

CLIENT PROJECT NEEDS

• Increase brand awareness across all three market segments

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Desiree

Secondary Research:

Current Market: There are a total of 1,048 religious congregations in Essex and Union County. Both Essex and Union County provided an abundance of opportunities for Bara Homes Group and the renovation of houses of worship. With a combined population of 1425453, Essex and Union County have a wide range of potential clients.

Expansion to Bergen County: It is recommended that Bara Homes Group expand its house of worship renovations to Bergen County. Bergen County has 656 religious congregations and a large population with high density that had over 4,000 building permits, insinuating a demand for housing and construction services. Including Bergen County, the total number of congregations in our market is 1704.

Value of Renovating Houses of Worship: Houses of worship contribute to a communities cultural, social, and economic fabric. Renovations help preserve their social impact, integrity, and enhance their role as community landmarks.

Desiree & Kritika

DISCUSSION OF RESEARCH: Affordable Housing

Yasmin & Desiree

Secondary Research:

Current Market

There are currently 417 housing options for Affordable Rental Programs in Union County. A good percentage of those properties are in Elizabeth, Plainfield, and Rahway. Union county is currently in a high cost market where the population continues to grow dramatically with the median home value costing around $367,200 and the amount needed in order to pay rent being around $51,000. The median income level being $80,198

Value of Affordable Housing

Affordable Housing provides housing opportunities for those who cannot so easily afford a consistent housing situation and helping to solve homelessness in newly gentrified areas.

DISCUSSION OF RESEARCH: Kitchen Renovations - Desiree , Dina, Jada

Secondary Research: According to U.S. Census Bureau, there are a total of approximately 312,942 homeowners in Essex County and 199,996 in Union County. Both Essex and Union County provided an abundance of opportunities for Bara Homes Group and the renovation of kitchens. With a total of 512,938 homeowners, both Essex and Union County provide a wide range of potential clients.

Union County:

Union County boasts many affluent areas with a median income of $95,000, indicating the potential for high-value construction projects. In particular, the northwestern region of Union County provides significant opportunities with a median income of $157,281 and a median property value of $662,100, 2.35 times larger than the national average of $281,900.

Essex County:

Essex County is both economically and demographically diverse, providing Bara Home Groups with a diverse range of construction opportunities,

CUSTOMER ANALYSIS SEGMENTS

KITCHEN RENOVATIONS

HOUSES OF WORSHIP

AFFORDABLE HOUSING

ALL GROUP MEMBERS

Occupation: Pastor, board of trustees, facility manager, treasurer.

Income level: Moderate to high community funding and donations

Decision-making process: The decision to renovate is normally made by a leadership team.

Key Concerns: Preservation vs modernization, cost, experience with similar projects, positive references and reviews, quality of materials.

Goals:Expanding capacity, adding community spaces, enhancing aesthetics, improving safety and accessibility.

Channels for engagement: Email, In person meetings, referrals, professional networks, online search engines, social media.

Occupation

• Homeowners
• Real Estate Agents & Property Investors & Landlords

Income Level

• Middle to Upper-Middle Income

Decision making process

• Consider family size, family oriented, community oriented, income, budget concerns employment,etc.
• Consider what needs to be fixed: old appliances, bad layout, lack of space, outdated style

Key concerns

• Affordability
• Quality of Materials
• Reviews
• Design help and layout services

Goals

• Improvement of aesthetics, addressing maintenance & repair issues, increase property value, increase functionality, update outdated features
• Attract homeowners who need kitchen renovations

Channels for Engagement

• Word of mouth
• Online search engines
• Social media platforms
• Home Improvement websites
• Emails

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CUSTOMER ANALYSIS: PERSONAS-

AFFORDABLE HOUSING

HOUSE OF WORSHIP

KITCHEN RENOVATIONS

Occupation

• Healthcare workers
• Retail workers
• Labor intensive occupations
• Entry level corporate jobs

Income Level

• low-to -moderate income

Decision making process

• Consider family size, family oriented, community oriented, income, budget concerns employment,etc.
• Consider what needs to be fixed: bad layout, lack of space, outdated style, accessibility, need for expansion

Key concerns

• Affordability
• Quality of Materials
• Reviews
• Design help and layout services

Goals

• Bathroom renovations
• Kitchen upgrades
• Full property renovations
• Accessibility upgrades

Channels for Engagement

• online search engines
• word of mouth/ referrals
• social media platforms
• professional networks or associations
• referrals from real estate agents

All group members

KITCHEN RENOVATIONS

HOUSES OF WORSHIP

Based on the research we did, it appears the job people perceive your service does for them contributes to their societal impact, sustainability, capacity, accessibility, and appeal.

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Following research, it can be concluded that kitchen renovations at an affordable rate can help a client with maintenance needs and personal appeals.

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CUSTOMER ANALYSIS: JOBS TO BE DONE

AFFORDABLE HOUSING

According to our research, affordable housing and 203k loans service consumers by creating and maintaining safe, stable, and affordable communities for those with less resources and income.

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Desiree Dina Yasmin Kritika Jada

COMPETITOR ANALYSIS-

Kritika Dina Yasmin Jada

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Perceptual Map

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The perceptual map contrasts Bara Homes Group with its rivals along two dimensions:

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1. X-Axis: Affordability (Low to High)This dimension assesses how economical the services are for clients. Firms situated toward the left are less economical (higher prices), whereas those on the right are more cost-effective.

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2. Y-Axis: Range of Services (Specialized to Diverse)This dimension evaluates the assortment of services each firm provides. Companies positioned higher deliver a wider array of services, while those positioned lower focus more on specific offerings.

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Kritika

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Perceptual Map (Affordable Housing)

Yasmin

The perceptual map contrasts Bara Homes Group with its rivals along two dimensions:

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1. Y-axis: affordability (high to low)

cost of housing and services, the higher a company is on the y-axis means the more affordable their services are. This measures where Bara Homes and their competitors stand in terms of affordability.

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1. X-axis: brand awareness (low to high)

how well known is the brand, the higher a company is on the x-axis, means the more aware people are of Bara Homes and their competitors.

STRATEGY

4 P’s

ALL GROUP MEMBERS

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OUR BUDGET

Payton

OUR BUDGET cont.

Payton

OUR BUDGET cont.

Payton

TIMELINE-

Ashley

ANALYTICS

• Increase in contacts with Houses of Worship by 70%
• Reach 10% of all Houses of Worship in Bergen, Essex, and Union County. (170 houses of worship)
• Expand affordable housing restoration to other low to moderate NJ communities such as Bergen County (Hackensack,
• Social media analytics are boosted. Ex. Facebook profile views are high, likes on Instagram posts have increased, etc.
• Tracking increased number of people viewing website and signing up and utilizing newsletter service.

Dina Desiree Yasmin

Kritika

MITIGATION

Affordability

DECREASE IN DEMAND

• Send feedback forms to clients via email or text message after renovations are completed to keep pace with shifts in customer preferences and improve company performance.
• Diversify the services offered by Bara Homes Group and consider expanding its services to renovations of industrial and commercial buildings and other areas of residential spaces.

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Elaborate on what you want to discuss.

INCREASE IN COMPETITION

DESIREE

• Develop a strong community presence by attending community events that allows Bara Homes Group to network with potential clients and increase brand awareness.
• Create a referral system that gives past clients and new clients discounts for referrals, increasing word of mouth marketing.

• Add alternate financing options such as afterpay and payment plans
• Provide smaller renovation packages for clients on a budget.

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Summary

Bara Homes Group is a company that prides itself on their versatile services and affordable programs that has potential and opportunities to grow as a brand and gain more clients across all segments mentioned.

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Our plan is to focus more on the community outreach and brand awareness through community events and centers, religious conferences, social media usage, and technological advancements (email newsletter, updated website, etc.). From there we can establish an intern to assist in the upkeep of the social media pages and website.

With our plan, Bara Homes Group can stand out as a leading real estate brand in renovation and programs.

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Yasmin

Appendix-Desiree, Yasmin, Dina

• This research shows the growth in population for Union county up until 2019, as you can see the income and home value levels have a drastic difference with the renters who are burdened with costs is at 22.5%, which means that these renters are spending majority of their income on paying off their rent
• About 24.4% of homes built in Union county were built pre-1940 meaning a good percentage of those properties have either never been renovated or are starting to get very old but the current projected median home value is $367,200.

• Union county’s correlation with housing cost and population growth has brought them right into the middle of growing population and high cost even with their low to moderate income level for their county.
• Essex county’s correlation is slightly more drastic then Union’s with their population growing and becoming a higher cost.

In Essex County, 40% of renters are single person households, which is slightly higher than the statewide figure of 36%. Twenty-five percent are two person households, 15% are three person households, and 20% are four or more person households.

Appendix-Desiree & Ashley

The religious freedom and business foundation estimates the socio economic value of religious institutions to be at $1.2 trillion. Religious congregations provide employment opportunities, disseminate information to large audiences, and provide mentorship to youth on various topics including economic self-sufficiency.

Essex County is both economically and demographically diverse, providing Bara Home Groups with a diverse range of construction opportunities, hosting some affluent areas such as Milburn and Montclair and more urban areas such as Newark and East Orange. The diversity rate in Essex County is also high, with the US Census ranking it the 21st most diverse county in the United States of America. The county’s population comprises 36.7% black residents, 28.5% white residents, 10.1% Hispanic residents, 5.65% Asian residents, and 3.58% multiracial residents. This signals a diverse community with a multitude of needs- ranging from modernization to historical preservation.

It is recommended that Bara Homes Group expand its house of worship renovations to Bergen County. Bergen County has 656 religious congregations. Bergen County has a large population with high density. The county is home to a diverse demographic, with 30.8% of its residents being foreign-born and 40.3% of residents speaking a language other than English. Bergen County had over 4,000 building permits, insinuating a demand for housing and construction services. The Median value of owner-occupied housing units is $133,900 higher than the state average, indicating a high focus on housing. Including Bergen County, the total number of congregations in our market is 1704.

Bara Homes Group has the ability to forge emotional connections through strong backstory and social entrepreneurship (affordable housing renovations, providing skill sets to new homeowners, urban redevelopment). This reflects what today’s consumers want from brands

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Mileo, Fabiana C. (2012). When Change Is the Best Option: Method for the Evaluation of the Impact of Change of Use in Houses of Worship. (Masters Thesis). University of Pennsylvania, Philadelphia, PA.

Abstract: Houses of worship constitute valuable landmarks in the built environment; they represent the power of faith and mankind in the form of durable buildings designed to stand the test of time. Nevertheless, houses of worship are becoming redundant due to endogenous factors, such as maintenance or lack of funding, and exogenous factors, often related to suburbanization and demographic changes. Consequently, many houses of worship are suffering a decay process, which calls for adaptive reuse as a necessary response. While the adaptive reuse of houses of worship is becoming a common practice, current practices do not prioritize the comprehensive preservation of the character-defining features. Specifically, traditional preservation approaches do not take into consideration the relevance of the sensory perception of the space as a determinant in the preservation of the character and significance of the place. This thesis seeks to provide a useful tool for preservation and design professionals in the decision-making process of adaptive reuse of houses of worship. To do so, this thesis: (1) identifies the character-defining elements of houses of worship and their source, (2) analyzes current practices in the adaptive reuse of houses of worship, and (3) proposes an evaluation method that, when applied in early stages of the reuse process, assesses the impact that the change of use may cause in the character of houses of worship from a physical and experiential point of view.

SOURCES

Bergen County, NJ - official website | official website. (n.d.-a). https://www.co.bergen.nj.us/images/Departments__Services/Planning__Engineering/Census_Data/Table02_2020_TotalPopulationByRace.pdf

Essex County, NJ. Data USA. (n.d.-a). https://datausa.io/profile/geo/essex-county-nj#:~:text=In%202022%2C%20the%20median%20property,was%202%20cars%20per%20household.

Hudson County, New Jersey - County Membership Report (2020). Congregational Membership Reports | US Religion. (n.d.). https://www.thearda.com/us-religion/census/congregational-membership?y=2020&y2=0&t=0&c=34017

Religion may be bigger business than we thought. here’s why. World Economic Forum. (n.d.). https://www.weforum.org/stories/2017/01/religion-bigger-business-than-we-thought/

The socio-economic contributions of religion to American ... (n.d.-b). https://religiousfreedomandbusiness.org/wp-content/uploads/2020/04/1.2-trillion-US-Religious-Economy-2-page-summary.pdf

Two NJ counties now rank among nation’s Most Diverse | NJ spotlight news. (n.d.-c). https://www.njspotlightnews.org/2021/08/two-nj-counties-now-rank-as-nations-most-diverse/

Union County (northwest)--summit & cranford puma, NJ. Data USA. (n.d.-b). https://datausa.io/profile/geo/union-county-northwest-summit-cranford-puma-nj#housing

Vidal, A. C. (n.d.). Faith-based organizations in Community Development. https://www.huduser.gov/portal/publications/faithbased.pdf

Affordable housing. Affordable Housing | Summit, NJ. (n.d.). https://www.cityofsummit.org/628/Affordable-Housing

Construction Industry Report. Logging into the proxy (Rutgers University Libraries). (n.d.). https://my-ibisworld-com.proxy.libraries.rutgers.edu/us/en/industry-state/nj23611c/state-industry-report#key-statistics

Storytelling Marketing Statistics: Key Insights for Effective Campaigns https://my-ibisworld-com.proxy.libraries.rutgers.edu/us/en/industry-state/nj23611c/state-industry-report#key-statistics

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Alpine Painting & Sandblasting Contractors. “Church Restoration Painting | Church Interior Painting | Alpine Painting.” Alpine Painting, https://alpinepainting.com/projects/church-interior-restoration-painting. Accessed 13 Nov. 2024.

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Church Interiors, Inc. “Church Renovation Contractor | Church Interior Design.” Church Interiors, Inc., https://churchinteriors.com. Accessed 13 Nov. 2024.

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RMB Contracting. “RMB Contracting | Church Renovation Services.” RMB Contracting, https://rmbcontracting.com. Accessed 13 Nov. 2024.

Mileo, Fabiana C. (2012). When Change Is the Best Option: Method for the Evaluation of the Impact of Change of Use in Houses of Worship. (Masters Thesis). University of Pennsylvania, Philadelphia, PA.

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