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- 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 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
- 4. MARKETING OBJECTIVES - Increased Brand Recognition - Increase Enrollment in Fitness Classes, Afterschool Activites & Camps - Better Online Engagement
- 5. 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
- 6. CURRENT SOCIAL MEDIA PRESENCE
- 7. FACEBOOK ANALYTICS YMCA 23,144 Likes 131 Talking 0 Check-ins about Metro Atlanta 897 Likes 36 Talking 89 Check-ins about Lifetime 68,292 Likes 1,215 Talking 550,697 Fitness about Check-ins Boys And 1,730 Likes 18 Talking 55 Check-ins Girls Club about
- 8. TWITTER AND THE GREATER BOSTON YMCA Metro Atlanta 31 Tweets 133 Followers YMCA Boston 3071 Tweets 3761 Followers
- 10. TWITTER ANALYTICS & COMPETITORS YMCA 692 Tweets 2718 Followers Metro Atlanta 31 Tweets 133 Followers Lifetime 2,840 Tweets 20,802 Followers Fitness Boys And Girls 3,215 Tweets 11,299 Followers Club
- 12. • This is a clip from from lifetime’s twitter page showing an actual conversation
- 14. 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
- 15. WEB PRESENCE
- 16. WEBSITES
- 17. GOOD WEB DESIGN W H AT I S I T ? W H Y I T ’ S I M P O R TA N T. • Easy on the eyes • Cheaper than • Clear and easy to print media understand • Graphic content • Make it simple to and easy find information navigation • Logo and brand identity
- 18. YOUR MISSION M I S S I O N S TAT E M E N T S BENEFITS OF WELL DEFINED MISSION FOR NON-PROFITS S TAT E M E N T. • A must have for • Focuses energy and clarifies purpose all non-profits • Provides a • Should be measurement for clear, succinct, an every activity d inspiring • Motivates the board, staff, volunteer • Describes the s, and donors purpose of the • Attracts people and organization resources
- 19. RECOMMENDATIONS Establish/Maintain Presence on: Twitter, Facebook, Pinterest Increase participation in 2-way dialog on: Blogging Networks, Forums, IM Continuously
- 21. 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
- 22. 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.
- 23. TARGET AUDIENCE: DIGITAL MOM USAGE BY AGE Data Source: Café Mom & Razorfish:
- 24. TARGET AUDIENCE: DIGITAL CHILD USAGE BY AGE
Editor's Notes
- 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.
- Include women 25-60
- Digital Channel Usage can be divided into three categories:MajorityMainstreamNiche/DevelopingIt is necessary to embrace marketing channels that engage more than 50% of the digital mom.