YMCA Wants You
Alarmingly, the majority of America’s youth would not qualify for military service. Furthermore, the US Army is struggling to recruit Gen Z, causing concern that they will have an insufficient force size. This partnership aims to increase the fitness of America’s teenagers through the YMCA and recruit students inside schools.
Positioning
Audience
Army: Generation Z and Millennials
Historically targets 18-24-year-old high school diploma holders
YMCA: Teens, Adults, and Seniors
Currently, women account for 70% of the YMCA’s digital audience despite the brand’s association with the male gender in their name (Stark LMC)
Product Class
Fitness Center and Military Branch
Target
14-22-year-old students, male and female
Market Share
YMCA held a market share of 0.3% in the US Fitness and Recreational Sports Centers industry in 2021 (IBIS World)
Brand Messaging
YMCA: “Find your Y”
US Army: “Be all you can be”
Rationale
Protect America
Pursuit of mental and physical growth in order to strengthen community relations
Challenges
71% of American youth do not qualify for military service because of obesity, drugs, physical and mental health problems, misconduct, and aptitude (US Army Recruiting Command)
The US Army is struggling to recruit Gen Z, raising concerns that force size requirements may not be met in the coming years
By the end of June 2021, the Army had signed up 22,000 troops, 60% below its annual Target (US Army)
The YMCA is lacking young members and struggling to convince the male population to join
70% of visitors to the YMCA’s Website are female and the most common age group is 35-44-year-olds (Ad Targeting)
Consumer Issue
Poor physical health and the national security of America
Objective
Increase membership in YMCA locations and enlistment in the US Army
Insight
People become more motivated to reach their goals when they are part of a collective effort or team
Research
95% of those who started a weight-loss program with friends completed the program (Pubmed)
76% of people completed the program who started alone (Pubmed)
Friend groups were 42% more likely to maintain their weight loss (Pubmed)
Solution
Inspire Gen Z to motivate one another to live healthier lives by conducting community outreach efforts with YMCA and Army representatives inside schools
This will motivate students to increase their fitness at the YMCA and consider answering the call to serve their country in the Army
Case Study Video
Out of Home
The out-of-home print campaign will promote awareness of this partnership using images of active members of the youth and headlines featuring affirmations
Guerrilla Marketing
Recruiters and YMCA staff will host nationwide school events to test student fitness. These assemblies will offer students the chance to perform pull-ups in order to raise money for other students who cannot afford a YMCA membership. Also, students will be challenged to test the height of their vertical jump on walls that mark the US Army’s requirement for new recruits.
Digital Marketing
Audio advertisements will be played on Spotify during commercial breaks in users' music streaming that tell stories of people's fitness journeys
The YMCA and US Army will release a workout playlist available on Apple Music to accompany members' workouts
