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ABOUT THE YMCA ORGANIZATION

• 1844, Founded in London England by George Williams & 11 friends.

• Williams was a 22 year old farmer-turned-department store worker.

• 1851, the first U.S. YMCA organization was formed as a non-profit organization at Old South Church in Boston, MA by retired Boston sea captain Thomas Valentine Sullivan for sailors & merchants.

• Today, More than 1200 YMCA organizations in the United States, serving more than 10,000 communities.

• Areas of Focus include:• Youth Development • Healthy Living• Social Responsibility

• Programs actively available include community education, after school programs, summer camps, sporting activities, and advocacy.

ABOUT YMCA METRO ATLANTA• Established in 1980• 17 locations in metro

Atlanta• Provides:

• Childcare• Fitness classes• Sports activities• Social research • Summer camps• Advocacy

• Target Audience: • Women 35-54• Families with

Children

SWOT ANALYSIS

STRENGTHS• Brand Recognition• Multiple Locations• Product Diversity• Website

WEAKNESS• Brand Recognition• Social Media Presence• Narrow Scope of Target

Audience • Website/Low

EngagementOPPORTUNITIES• Increase • Reconstitute Target

Audience• Better Social Media &

Website Engagement

THREATS• Competitors• No/Incorrect Social Media

Strategy• Poor/Limited SEO• Website

AUDIENCE DEMOGRAPHICS

• Target Audience is women

• Top age range of 35-44

• Majority of the YMCA’s audience has children

• The middle income group is their target income household

• College graduates visit the site the most

• African American’s visit the site more than other ethnicities

• http://blog.nielsen.com/nielsenwire/online_mobile/digital-lives-of-american-moms/

TWITTER COMPETITORS

YMCA 692 Tweets 2718 Followers

Metro Atlanta 31 Tweets 133 Followers

LifetimeFitness

2822 Tweets 20782 Followers

• This is a clip from from lifetime’s twitter page showing an actual conversation

TWITTER COMPETITORS CONTINUED

YMCA 692 Tweets 2718 Followers

Metro Atlanta 31 Tweets 133 Followers

Boys and GirlsClub

3214 Tweets 11286 Followers

TWITTER AND THE GREATER BOSTON YMCA YMCA 692 Tweets 2718 Followers

Metro Atlanta 31 Tweets 133 Followers

YMCA Boston 3071 Tweets 3761 Followers

FACEBOOK ANALYTICS

YMCA 23,144 Likes

131 Talking about

0 Check-ins

Metro Atlanta 897 Likes 36 Talking about

89 Check-ins

Lifetime Fitness

68,272 Likes 1,215 Talking about

550,250 Check-ins

FACEBOOK ANALYTICS CONTINUED

YMCA 23,144 Likes

131 Talking about

0 Check-ins

Metro Atlanta 897 Likes 36 Talking about

89 Check-ins

Boys and Girls Club

1,728 Likes 0 Talking about

55 Check-ins

ARCHIVE DATA

WEB PRESENCE