2. 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.
3. ABOUT YMCAMETRO 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
4. SWOT ANALYSIS
STRENGTHS WEAKNESS
• Brand Recognition • Brand Recognition
• Multiple Locations • Social Media Presence
• Product Diversity • Narrow Scope of Target
• Website Audience
• Website/Low Engagement
OPPORTUNITIES THREATS
• Increase • Competitors
• Reconstitute Target • No/Incorrect Social Media Strategy
Audience • Poor/Limited SEO
• Better Social Media & • Website
Website Engagement
5. AUDIENCEDEMOGRAPHICS
• 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/
6. TWITTERCOMPETITORS
YMCA 692 Tweets 2718 Followers
Metro Atlanta 31 Tweets 133 Followers
Lifetime 2822 Tweets 20782 Followers
Fitness
7. • This is a clip from from lifetime’s twitter page showing an actual
conversation
8. TWITTERCOMPETITORSCONTINUED
YMCA 692 Tweets 2718 Followers
Metro Atlanta 31 Tweets 133 Followers
Boys and Girls 3214 Tweets 11286 Followers
Club
9. TWITTERANDTHEGREATERBOSTONYMCA
YMCA 692 Tweets 2718 Followers
Metro Atlanta 31 Tweets 133 Followers
YMCA Boston 3071 Tweets 3761 Followers
10. FACEBOOKANALYTICS
YMCA 23,144 Likes 131 Talking 0 Check-ins
about
Metro Atlanta 897 Likes 36 Talking 89 Check-ins
about
Lifetime 68,272 Likes 1,215 Talking 550,250
Fitness about Check-ins
11. FACEBOOKANALYTICSCONTINUED
YMCA 23,144 Likes 131 Talking 0 Check-ins
about
Metro Atlanta 897 Likes 36 Talking 89 Check-ins
about
Boys and Girls 1,728 Likes 0 Talking about 55 Check-ins
Club
1844, Founded in London England by George Williams & 11 friends.Williams was a 22 year old farmer-turned-department store worker who felt the need to create a refuge which held daily bible study and prayer for young men seeking to escape the hazards of street life in industrial age London. Although this type of an organization was nothing new during it’s time, The Y was uniquely different because it sought to meet the social needs of a community and opened membership to everyone with no regard to social class.Years later, retired Boston sea captain Thomas Valentine Sullivan, working as a marine missionary, realized a similar need to create a safe “home away from home” for sailors and merchants in Boston-andtherby created the first U.S. YMCA formation on December 29, 1851, at the Old South Church in Boston, MA.
Established in 1980 and worked with local schools to provide after school care programs.
