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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

MARKETING OBJECTIVES

- Increased Brand Recognition

- Increase Enrollment in Fitness Classes, Afterschool Activites & Camps

- Better Online Engagement

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

CURRENT SOCIAL MEDIA PRESENCE

FACEBOOK ANALYTICS

YMCA 23,144 Likes

131 Talking about

0 Check-ins

Metro Atlanta

897 Likes 36 Talking about

89 Check-ins

Lifetime Fitness

68,292 Likes

1,215 Talking about

550,697 Check-ins

Boys And Girls Club

1,730 Likes 18 Talking about

55 Check-ins

TWITTER AND THE GREATER BOSTON YMCA

Metro Atlanta 31 Tweets 133 Followers

YMCA Boston 3071 Tweets 3761 Followers

TWITTER ANALYTICS & COMPETITORS

YMCA 692 Tweets 2718 Followers

Metro Atlanta 31 Tweets 133 Followers

Lifetime Fitness

2,840 Tweets 20,802 Followers

Boys And GirlsClub

3,215 Tweets 11,299 Followers

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

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

WEB PRESENCE

WEBSITES

GOOD WEB DESIGN

W H A T I S I T ?

• Easy on the eyes

• Clear and easy to understand

• Make it simple to find information

W H Y I T ’ S I M P O R T A N T .

• Cheaper than print media

• Graphic content and easy navigation

• Logo and brand identity

YOUR MISSION

M I S S I O N S T A T E M E N T S F O R N O N - P R O F I T S

• A must have for all non-profits

• Should be clear, succinct, and inspiring

• Describes the purpose of the organization

B E N E F I T S O F W E L L D E F I N E D M I S S I O N S T A T E M E N T .

• Focuses energy and clarifies purpose

• Provides a measurement for every activity

• Motivates the board, staff, volunteers, and donors

• Attracts people and resources

RECOMMENDATIONS

Establish/Maintain Presence on: Twitter, Facebook, Pinterest

Increase participation in 2-way dialog on:Blogging Networks, Forums, IM

Continuously

RECOMMENDATIONS

• Increase Scope of Target Audience to Include Women 25-60

• Increase Social Media Presence By Actively Maintaining:• Facebook• Twitter• Pinterest• Blog

• Increase Brand Awareness with Mommy Bloggers• Re-work Landing Page

TARGET AUDIENCE: MOMS IN THE DIGITAL SPACE

Digital Moms are active users of web 2.0 technologies. They are heavily engaged in social networks, text messaging, than with news sites and just as many are gaming online or with game consoles.

TARGET AUDIENCE: DIGITAL MOM USAGE BY AGE

Data Source: Café Mom & Razorfish:

TARGET AUDIENCE: DIGITAL CHILD USAGE BY AGE