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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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MCA Marketing Plan

History of the YMCA:

The YMCA stands for Young Men's Christian Association. George Williams founded YMCA in 1844 in London, England. Their programs were first based on Christian Values and to this day they are still based on that. The YMCA is a non-profit organization. It is the largest non-profit organization in America.  Being a non-profit organization means that the company or organization has a purpose of something other than making a profit.

In this case the YMCA is looking for:

1. Youth-development

2. Healthy living

3. Social responsibility

The YMCA of Kanawha Valley was opened in 1908 near Davis Park, then moved to where it is today in the 1980's. The old YMCA building was tore down in 1981.

YMCA Mission Statement

The mission statement of the YMCA is:  “To put Christian principles into practice through programs that help healthy spirit, mind and body for all.”  Today the YMCA still serves these purposes but it is a non-denominational.

YMCA Core Values

The Core Values of the YMCA are:

1. Caring: to demonstrate a sincere concern for all others, for their well-being and needs. Related values: Compassion, Kindness, Forgiveness, and Generosity.

2. Honesty: to tell the truth, to demonstrate reliability and trustworthiness through the actions that are in keeping the stated positions and beliefs of every individual.  Related values: Fairness and Integrity.

3. Respect: to treat others as I would want them to treat me, to value the worth of every person. Related values: Empathy, Self-respect and Tolerance, and Acceptance.

4. Responsibility: To do what is right, to be accountable for behavior and actions.  Related values: Good Health, Service and Citizenship, Commitment, and Courage.

Focus Areas of YMCA

The YMCA focuses mainly on Youth-development: Nurturing the potential of children and teenage. YMCA.Org states, “We believe that all kids deserve the opportunity to discover who they are and what they can achieve. That's why though the Y, millions of youth today are cultivation the values, skills and relationships that lead to positive behaviors, better health and educational achievement.”

Another huge focus is Healthy Living: Improving the nation's health and well being in the communities.  The YMCA stated, “The Y is a leading voice on health and well-being. With a mission centered on balance, the Y brings families closer together, encourages good health and fosters connections through fitness, sports, fun and shared interests. As a result, millions of youth, adults and families are receiving the support, guidance and resources needed to achieve greater health and well-being for their spirit, mind, and body.”

A third focus of the YMCA is Social Responsibility: Giving back to the communities and providing support to anyone that needs it.

 The YMCA offers:

1. Tennis courts

2. Basketball courts

3. Volleyball court

4. Fitness rooms

5. Pool

6. Multipurpose room

The YMCA's biggest competitors are the other gyms, other after school programs, and other tennis facilities. Although the YMCA offers more affordable rates than the other gyms and other tennis facilities, these prove to be the biggest threat to the YMCA.

SWOT Analysis of YMCA


• The YMCA serves the people of all different ages, races, backgrounds, and capabilities. This is one of their core values.

• It has adopted the zero turn away or no turn away policy. This is a great thing because they can get more and more members without turning them down.

• It provides extensive facilities with a pool, a basketball court, a volleyball court, different fitness rooms, an activity room, and tennis courts. There are many different activities for members to enjoy.

• They conduct staff surveys quarterly. This can show the satisfaction among the workers.

• During the summer they offer camping and outdoor education to the youth at Coonskin Park.


• They have a limited growth opportunity for adults.

• There is an increased level of competition with other companies, like after school programs and other gyms.

• A few of the staff members are unhappy with their wages. They feel like they should be paid a better hourly rate.

• They have limited camps and activities for elderly people. They only have a handful of classes for the elderly members.

• Overall in each YMCA there are different programs offered. For example there is tennis courts at the Charleston YMCA but at one of the ones in Pittsburgh there are no tennis courts.  


• The YMCA has the opportunity to raise money as a non-profit organization.

• The YMCA offers community members a place to work out, play tennis, play basketball, and other athletic areas for a relatively low price per month.

• The YMCA of Charleston offers after school programs that give the children time to work on homework and do different activities. This would give the parents more freedom rather than having to hire a babysitter and they wouldn't have to worry about the risks involved with babysitters.

• New renovations to the facility and the contract with Coonskin Park.


• Other gyms are the number one threat of the YMCA.

• The price range for the monthly rate. Some people do not have jobs and find it sometimes hard to pay the monthly bill.

• Lack of camps during the week/ school year. This causes a slower pace for workers during the day.

• The other afterschool programs like PATCH, which gives the children time to work on their schoolwork at the school rather than go to the YMCA, and it's free.

Objectives of YMCA

Short-term Objectives

• Facility Improvements. The YMCA has been renovating both locker rooms. They have also been working on the fitness area, lobby, and the multipurpose room.  The CEO of the Kanawha Valley YMCA, Monty Warner said, “Almost nothing has been done for 30 years” He also said that these renovations will provide a necessary update to the facility in regards to bringing in newer customers and helping the company grow.  These renovations total around $2.5 million project. This project should be finished by late summer of 2018.

• Staff and Volunteer development. They would like to have more volunteers to help with fundraisers, different programs, the healthy kids day event, and other special events.

• Youth development. The YMCA would like to further its youth programs and afterschool programs to bring in more children for them.

Long-term Objectives

• Have more members than the previous years.

• Continue improving the facility.

• Continue to give assistance to the members that need it. For example, if families of four have an income of $60,000 or less then they would receive some type of assistance.

Marketing Mix

The YMCA offers many different products/ services that they offer. Some of these services are, spin classes, tennis lessons, basketball leagues, volleyball leagues, swim lessons, weight lifting, and different kinds of workout programs.

The prices of the services are included in the monthly membership. The only ones that aren't are the tennis lessons. They range from $25 for half an hour to $50 for an hour lesson. There are doubles leagues and they cost roughly $150 for members and $210 for nonmembers.  The monthly membership starts out $25 for youth (0-18), and then goes to the college price of $34. Next are the Senior Family and Senior Adult, which are $47 and $38, respectively. Then comes Adult and single parent, which are $46 and $51, respectively. Then lastly is the Household membership, which is $66 for two adults and two children. If you have more children you could add them on and it would be $88 for the new membership for one extra child, $113 for two extra children, and $138 for three extra children.

The YMCA is located up on the hill close to the airport in Charleston. In my opinion it's in a decent spot. The only bad thing is the roads during the winter get semi bad. Also in my opinion if the YMCA was on lower ground and in a more centralized location, I feel like it would become a better company. It would also bring a lot more people in. Also the location of Coonskin is out of the way a little bit. It is roughly 10 minutes from the YMCA and this could prove problems for transportation during rush hour.

The YMCA advertises its business very well. They have a Twitter page, a Facebook page, and an Instagram page. They post daily on each account. Then you have the members and workers sharing each post to get the word out to each of their friends. The main way of promotion is through social media and word of mouth.

The YMCA has flyers up all over the facility; this encourages people to tell others about the great deals and different classes that they offer. An example of this would be this past Friday the 20th; the YMCA offered a Healthy Kids day program. It was from 5-7, the kids got to play every sport that the YMCA has to offer. They also learned how to do a mini bootcamp, where they learned how to do pushups, burpees and other forms of workout. At the end of the night we had roughly 200 kids come in and go through the tennis part.


The way that the that the employees could further make the YMCA a great place for members is to be friendly to them, and further inform them of the events that are happening.  The employees can work together to promote the events to the targeted market. For example, they call the parents of youth tennis players to inform them that there is a tennis tournament or tennis camp coming up. This is to boost the amount of children in these events. They could update their LinkedIn account to generate the best options to hiring staff.  

The finance department could release the quarterly finance statements to show how much is going towards the renovation and if there is any more money that could go to newer renovation.  The YMCA could resurface their tennis and basketball courts to make the place look newer.

If the YMCA wants new members to join would be to offer some newer classes on more up to date workout routines. An example of this would be to get on social media and see what other companies are doing. For example, there is a new type of yoga that is becoming very popular; it is called anti-gravity yoga, or Aerial yoga. This is when you do yoga poses and dances in a hammock.

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