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1. Young Men Christian Association Essay
To: Executive Director, Young Men Christian Association
From: student Name
Date: Feb 2, 2012
RE: For Young Men Christian Association (YMCA) to grow, progress its
membership, and sustain its foresight to the community, it needs to
advance and develop its management in order to do better in that
industry.
Recommendations
Short term recommendation (approximately to one month)
The board chair should ensure it is in good terms with the CEO to
discuss his views to the board of directors. Additionally, it is essential to
develop a marketing plan to attract more YMCA members and to
enhance different family activities offered.
Medium-term (between one month and three months)
The association needs to include more people to help in the marketing
strategy. The newly created facility and building also needs more young
staff to be engaged in displaying and marketing it. Apart from being
energetic, young people have various approaches and new ideas that
have not been employed in the market before.
Nonetheless, the application of YMCA land area should be considered.
The latter has a multipurpose value and should not go to waste at any
given moment. The space available should also be utilized to the
optimum level to generate maximum profits. Even so, the organization
structure should be clearly reviewed from the CEO to volunteers.

2. Long term (approximately three months up to six months)
The association needs to create a website to enhance online presence.
More so, a good link with the society is very essentially. Lastly, YMCA
should investigate what other associations engage in, in the
community.
Control and feedback
The association will be expected to track and compare membership
numbers before and after implementation of the changes.
Contingency plan
Different options can be employed if the recommended approaches are
not efficient. The association could focus on more partnerships in the
society or enhance membership aggressiveness.
Executive Summary
Introduction
YMCA is a nonprofit global association founded in London, England in
1844. The first of its kind was introduced in 1951 in Canada. Sault St.
Marie was later in 1913 found on Queen Street. The association offers
high quality and valued programs to the people who live in Sault St.
Marie.
Their mission indeed is same with that of YMCA global alliance. They
also plan to advance mind, spirit and body development through its
service provision. The latter can be realized via their personal growth,
lifestyle and health development in the society. The organization also
offers different sporting services including self-fitness, gymnastics,
basketball and swimming.

3. Additionally, it has a wide range of programs targeted at young children
and teenagers in Day Camps and childcare as well as the YBC youth
basketball league.
Recommendation
Short-term recommendation (approximately to one month)
The real members of the association need to meet and work on a
strategy for interaction. The board chair should be in good working
relations with the CEO and discuss his views to other board members.
The chair of board should also state the reasons as to why he claims
that the CEO is not effective and is lethargic. This will help in ironing out
the differences and understanding the root cause of the problem.
Additionally, there is need to create a marketing plan aimed at tapping
more members to the association and to enhance different activities
offered in the family. Childcare, fitness, summer camps, immigrant
services, training programs, educational activities and advice services
also need to be enhanced to help tap more clients.
Medium-term (between one month and three months)
The association needs to incorporate the youth to help in the marketing
plan. Besides having the ability to help in other areas, young people
also has various fresh ideas and approaches that may have not been in
the market before. Additionally, to exchange the duties being carried
out, a discounted membership should be offered and if not, young
membership should be included in the promotion.
The usage of YMCA land space however should be examined. The latter
has different multipurpose value and should not at any moment be
misused. The management should also ensure that every space that is
available is well utilized. Different programs should also be included in
areas with sufficient space to generate maximum profits.

4. Nevertheless, the association structure should be reviewed. This should
take place from the CEO to volunteers in the organization. Additionally,
formal job description needs to be drafted for different activities
needed for the events.
Long term (approximately three months up to six months)
The association has to create a website to enhance online presence.
Besides the website, the association needs to utilize social media. These
are powerful communication tools and potential revenue sources that
should not be taken for granted. The youngsters in the promotion
arena should additionally offer help when need arise.
What’s more, the association has to ensure good societal relationships
by integrating them in some of their outdoor events. Additionally, the
association needs to analyze and investigate what the other
associations in the community engage in. the latter should be the most
ideal success strategy.
Appendix 1 – SWOT Analysis
External Analysis
Opportunities
 Community trust
 Tastes and preferences of clients that could be easily attracted
 The large populace that need the services
Threats
Rivalry from other associations
Internal Analysis
Strengths

5.  Different programs and services designed for its clients
 Biggest fitness center with state of the art facilities
 Large idea area that is open
 Individual trainers
 Background music to enhance member exercises at personal level
and to also enhance realization of health and lifestyle goals
 New fitness equipment
 Aquatic center with hot tab area, sauna, swimming pools and
showers
 A standard gymnasium facilities for basketball, golf lessons and
volleyball
 YBC youth basketball in the gymnasium
 Activity center area as well as an indoor track
 Coffee corner designed for different products and food health
services
Weaknesses
 Most of the members are not aware of the Women Plus feature
benefits
 Efforts to enhance Women’s plus members for instance
opportunities to use the membership for free over the weekend
has failed
 Possible poor membership
 Lack of student engagement in the promotion
Appendix 2 – the organization marketing
Significance of Marketing
 Enhanced clients satisfaction as the association offers different
membership categories including student, family, one adult and
two adult membership plus and all offer the best value. All

6. members should access the facilities including the squash center,
aquatic and the fitness center.
 Programs associated with fitness for example recreational, yoga
classes and Martial arts are available to clients
 Participation of consumers is highly encouraged. The programs
are designed to address the needs of clients via self-service roles,
benefiting the association and its clients.
 Great assets to tap more members and the association programs
are tailor made for each person based on individual needs
Marketing Checklist
 Which group do I want to serve?
 What are their needs?
 Is the association in a position to offer quality products and
services at an affordable price?
 What are the most ideal ways of promoting the products?
 Are my customers satisfied with the products?
 How can I enhance things?

7. Refererence
Dorscht, W., Jacob G., He H., Morasco N. S.,, Jody R., & Pelham M.,.
“Case Story: The YMCA.” 3 Web. 3 Jan. 2014.
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