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.
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 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
SWOT ANALYSISSTRENGTHS WEAKNESS • Brand Recognition • Brand Recognition • Multiple Locations • Social Media Presence • Product Diversity • Narrow Scope of Target • Website Audience • Website/Low EngagementOPPORTUNITIES THREATS • Increase • Competitors • Reconstitute Target • No/Incorrect Social Media Strategy Audience • Poor/Limited SEO • Better Social Media & • Website Website Engagement
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/