3. Background
OStrives to promote the values of
healthy lifestyles and responsibility
O“To put Christian principles into
practice through programs that build
healthy spirit, mind, and body for
all.”
OStrengthen surrounding
communities
8. Background
O 2,852 members
O 7 full time staff
members
O 150 programs
O SilverSneakers
Program
O Website:
www.ashlandy.org
O Ashland YMCA
Facebook page
O Newspaper Brochure
O E-Newsletter
O WNCO Radio Station
10. Situational Analysis
OLargest demographic – 65 years and
over
OLowest demographic – 25-35 years of
age
OLargest competition – Kroc Center
OGoal= Increase brand awareness
OIncrease number of people through
the door and ultimately membership
sales
12. Opportunities
OPromote the qualities of community,
health, dedication, relationships,
and service to the Ashland
community members
OOpen to partnerships
OOpen to broadening media
presence
13. Core Problem/Opportunity
While risking the missed opportunity
of gaining potential members, the
core problem is being able to
increase brand awareness of the
Ashland YMCA to local community
members, in the midst of dealing with
a low budget and a poor economy.
14. Goal
The Ashland YMCA’s goal is to
increase awareness of their
facilities and programming activities
to the Ashland community in order
to amplify recognition and
membership sales.
15. Objectives
OEmploy a social media campaign
OCreate fresh, print publications for
newspapers and classrooms
OConstruct promotional video
OIncrease class participants by 3%-
5%
OTarget senior citizens
OTarget younger children
16. Key Publics
OParents
O Expose events and activities for their children
O Learn about classes and programs for adults
OSenior Citizens – 65 and older
O Continue to increase participation
O Advocate advantages of SilverSneakers
program
O Support the importance of strong heart health
17. Key Publics
OChildren – Ages 18 and younger
O Increase number of young participants
O Acknowledge the social and physical benefits
O Adhere to the concept of creating a well-
rounded person
OIndividuals Ages 25-35
O Greatly increase the demographic
O Stress importance of social and health benefits
O Improve cardiovascular and muscular health
18. Messages - Parents
OPrimary Messages:
O “Treat yourself to a night of fit-family-fun at your
local YMCA!”
O “Rejuvenate your mind, body, and spirit at your
local YMCA!”
OSecondary Messages:
O The YMCA offers tons of unique physical fitness
classes: yoga, cycling, zumba, and cardio
dance
O Moderate, regular exercise reduces mortality
rates by 30%-50% among adults ages 30-60
years old
19. Messages - Children
OPrimary Messages:
O “Come spend a day and play at your local
YMCA!”
O “Come make new friends while you play at the
YMCA!”
OSecondary Messages:
O 15% of children, ages 6-19, are seriously
overweight when compared to national
averages
O Children who exercise feel better about
themselves, are more attentive in school, and
sleep better at night
20. Messages – Senior Citizens
OPrimary Messages:
O “Treat your heart to a healthy lifestyle by becoming a
SilverSneaker member at your YMCA today!”
O “Rejuvenate your mind and body during classes at
your local YMCA!”
OSecondary Messages:
O Exclusive SilverSneakers program where senior
citizens can participate in cardio circuit and
swimming programs.
O Moderate exercise and weight loss reduces blood
pressure and reduces the risk of cardiovascular
disease
21. Messages – Ages 25-35
O Primary Messages:
O “Get in shape to look great. Now’s the time, don’t
wait. Join your local YMCA today!”
O “Be yourself and enjoy your stay. Come to the
YMCA today!”
O Secondary Messages:
O Physical fitness builds strength and stamina, and
helps one feel energetic over the course of the day.
O Fitness leads to less stress and more happiness
over the course of one’s day.
22. Strategies - Parents
O Have a YMCA employee come and speak at local
churches about the benefits of joining the YMCA.
O Tactics:
O Utilize local media (Television, radio, newspaper)
O Hang posters in local businesses, restaurants, and
offices
O Design informational brochures
O Contact local YMCAs to donate door prizes
23. Strategies - Parents
O Hold a YMCA open house to expose parents to
their unique programs.
O Tactics:
O Utilize local media (Television, radio, and
newspaper)
O Hang posters in local businesses, restaurants, and
offices
O Advertise through social media
O Membership incentive (for current parent members)
24. Strategies - Children
OYMCA offers free field trips for elementary
and middle school children.
O Tactics:
O Contact local schools to promote field trip option
O Create informational brochures to give to physical
education teachers
O Offer mini-interactive areas for students to test out
25. Strategies - Children
OHold a kids only YMCA open house
O Tactics:
O Advertise through local media
O Invite target public on Facebook and Twitter
O Offer open gym, open swim, and open fitness
classes
O Present incentives and prizes to children who
participate
26. Strategies – Senior Citizens
O Hold informational sessions about the
SilverSneakers program at local churches and
community centers.
O Tactics:
O If current SilverSneaker members bring a friend, they
will receive an incentive
O Program sessions through ads in newspaper
O Hang promotional posters in businesses,
restaurants, doctor’s offices, community centers,
country clubs, and local legions
27. Strategies – Senior Citizens
OHave a free senior citizens night at the
YMCA
O Senior citizens come and participate in SilverSneakers
programs with their local doctors and physicians.
O Tactics:
O Contact local doctors to participate in activities
O Advertise open house in local newspapers
O Distribute flyers in doctor’s offices and hospitals
O Hold an informational session following
SilverSneakers program
O Pass out free pill holders to senior citizens who
participate
28. Strategies – Ages 23-35
O Organize an open house specifically geared
toward this demographic.
O Tactics:
O Advertise through local media outlets
O Attract friends on Facebook and followers on
Twitter
O Create promotional videos for the open house
O Hang posters in local businesses, restaurants,
community centers, and doctor’s offices
29. Strategies – Ages 25-35
O Market the YMCA Buddies Program to Ashland
University students. (Community Service)
O Tactics:
O Work with the AU Community Service office
O Hold a community service luncheon on campus
where interested students can learn more about the
program
O Advertise with AU education majors, Greek Life, and
community service organizations
33. Suggestions for Improvement
OSpotlight on member of the week
OPost pictures of members in classes
OPost links to YouTube page
OFun facts about the Ashland YMCA
OContinue to promote classes and
programs
OUpdate the event calendar/page
39. Calendar
OTry to take action as soon as possible
O Print materials
O Social media and online presence
OSummer Program starts: June 18th
O Forge ahead with some strategies and tactics
O Promote awareness about the new summer
program
41. Stepping Toward A New
Success
O Strongly committed to climb toward a new
level of success
O Implementation of strategies and tactics
O Target specific groups
O Introduce classes and programs to
targeted groups
O Help individuals lead a healthy, fit lives
O Increase membership sales
