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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

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

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

http://blog.nielsen.com/nielsenwire/online_mobile/digital-lives-of-american-moms/

YMCA ALEXA.COM STATS

According to Google, there are 4.18 million queries for ymcaatlana.org (mouth)

Click through: 1.33 million from google.com (Step 2)

Websites visited after ymcaatlanta.org: 1,478,884, ymcapass.com (Step 3).

FACEBOOK STATS FOR YMCA AS A WHOLE

• FB likes (mouth of the funnel): 105787

• Talking About (step 2): 523

YMCA’S TWITTER HANDLE

Followers (Mouth): 2609

Tweets (Step 2): 692

Mentions (Step 3): 540

Retweets (Step 4): 12

FACEBOOK OF METRO - ATLANTA

Fb likes (mouth of the funnel): 544

Talking abouts (step 2): 46

Check-ins (step 3): 89

YMCA OF METRO – ATLANTA’S TWITTER HANDLEFollowers (Mouth): 131

Tweets (Step 2): 31

Mentions (Step 3): 160

Retweets (Step 4): 0

WEB PRESENCE