ymca metro atlanta
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YMCA M
ETRO
ATLA
NTA
DI G
I TA
L A
NA
LYS
I S P
RE
SE
NTA
TI O
N
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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.
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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
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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
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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/
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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).
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FACEBOOK STATS FOR YMCA AS A WHOLE
• FB likes (mouth of the funnel): 105787
• Talking About (step 2): 523
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YMCA’S TWITTER HANDLE
Followers (Mouth): 2609
Tweets (Step 2): 692
Mentions (Step 3): 540
Retweets (Step 4): 12
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FACEBOOK OF METRO - ATLANTA
Fb likes (mouth of the funnel): 544
Talking abouts (step 2): 46
Check-ins (step 3): 89
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YMCA OF METRO – ATLANTA’S TWITTER HANDLEFollowers (Mouth): 131
Tweets (Step 2): 31
Mentions (Step 3): 160
Retweets (Step 4): 0
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WEB PRESENCE