Advert|s|ng 5trategy

repared by: 5pace Agency

May 2011
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1ab|e of Contents
I. Introduct|on ........................................................................................................................ 3
II. rob|em Def|n|t|on ............................................................................................................. 4

A. lmaae and Membershlp....................................................................................................................... 4
8. AdverLlslna Cb[ecLlve........................................................................................................................... 4

III. 1he Creat|ve |atform........................................................................................................ 5

A. 1he ?MCA CraanlzaLlon....................................................................................................................... 3
PlsLorv ................................................................................................................................................. 3
Areas of locus ..................................................................................................................................... 3

8. ?MCA San lranclsco............................................................................................................................. 7
lacLs .................................................................................................................................................... 7
Membershlp lees................................................................................................................................ 9
ercepLlons of Lhe ?MCA of San lranclsco........................................................................................ 10

C. 1he 1araeL Audlence.......................................................................................................................... 12
CeneraLlon x ..................................................................................................................................... 12
MoLhers ln Lhe u.S. ........................................................................................................................... 12
MoLhers ln Lhe 8av Area ................................................................................................................... 13
Slnale MoLhers .................................................................................................................................. 14
roflle of Lhe 1vplcal 1araeL lndlvldual.............................................................................................. 13

u. 1he CompeLlLlon................................................................................................................................ 13
rlclna................................................................................................................................................ 17

L. 1he MosL Compelllna 8eneflL............................................................................................................. 18

l. Whv Should 1hev 8elleve 1hls?.......................................................................................................... 18
lndlvlduals ......................................................................................................................................... 18
lamllles ............................................................................................................................................. 18
CommunlLles ..................................................................................................................................... 18

C. 1one................................................................................................................................................... 18

IV. 1he Creat|ve 8r|ef............................................................................................................ 20
V. keferences ....................................................................................................................... 22
VI. Append|ces...................................................................................................................... 26

1. lnlLlal Survev ...................................................................................................................................... 26
2. lnLervlew CuesLlons for Members and non-Members...................................................................... 29

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I. Introduct|on

1hls reporL wlll analvze Lhe ?MCA oraanlzaLlon as well as Lhe LaraeL audlence ln order Lo develop Lhe
approprlaLe poslLlonlna and messaalna for a fuLure adverLlslna campalan. 1he research ln Lhls reporL wlll
lav Lhe aroundwork for Lhe developmenL of a CreaLlve 8rlef LhaL wlll serve as Lhe foundaLlon Lo lnsplre
Lhe creaLlve Leam Lo aeneraLe adverLlsemenLs. lL wlll provlde a beLLer undersLandlna of Lhe ?MCA, Lhe
?MCA of San lranclsco and Lhe LaraeL audlence.

ln preparlna Lhls reporL, secondarv research has been conducLed Lhrouah several arLlcles, webslLes,
bloas, revlews eLc. lnformaLlon was aalned from well-known sources such as 1lme, 5l Cote, wosblootoo
lost, and Lhe ?MCA's corporaLe webslLe. rlmarv research was aaLhered from an onllne survev and
Lhrouah lnLervlews from varlous spoLs LhrouahouL Lhe 8av Area.

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II. rob|em Def|n|t|on
A. Image and Membersh|p

ln 2010 Lhe ?MCA revlLallzed lLs brand Lo show LhaL Lhe oraanlzaLlon offers more Lhan [usL swlm and
avm faclllLles. AnoLher ouLcome of Lhe recenL rebrandlna was Lhe adopLlon of Lhe ?" as a replacemenL
for Lhe more formal ?MCA name. uesplLe efforLs Lo revamp Lhe brand, people ofLen sLlll percelve Lhe ?
as a swlm and avm and are unaware of all lLs proarams LhaL promoLe vouLh developmenL, healLhv llvlna,
and soclal responslblllLv, as well as Lhe facL LhaL Lhe ? acLuallv ls a cause drlven oraanlzaLlon. AlLhouah
Lhe ? wanLs Lo be seen as more Lhan a swlm and avm, lL ls sLlll necessarv Lo brlna ln more pavlna
members Lo Lhe avm secLor of Lhe oraanlzaLlon slnce Lhe ? ls faclna compeLlLlon and Lhe facL LhaL pavlna
members creaLe Lhe revenue sLream for Lhe ?'s avm faclllLles. lL ls lmporLanL Lo make sure LhaL new
members keep [olnlna Lhe ?.
8. Advert|s|ng Cb[ect|ve

1he prlmarv aoal of our campalan ls Lo lncrease membershlp, as measured bv lncreased web Lrafflc,
branch Lours and phone lnqulrles Lo Lhe ?. Secondlv, we are seeklna Lo lncrease awareness of Lhe ? as a
cause-drlven oraanlzaLlon, noL [usL a swlm and avm as Lhe currenL percepLlon of Lhe LaraeL audlence.


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III. 1he Creat|ve |atform
A. 1he MCA Crgan|zat|on
PlsLorv
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Lh
cenLurv London was a chaoLlc place Lo whlch manv people moved from Lhe counLrvslde ln search of
[obs ln facLorles.
1
ln 1844, Ceorae Wllllams founded Lhe flrsL ?ouna Men's ChrlsLlan AssoclaLlon (?MCA)
where vouna men could come LoaeLher for 8lble sLudv and Lo flnd peace. AL Lhe Llme, Lhe ldea of an
oraanlzaLlon where men from dlfferenL soclal classes could aaLher and have Lhelr soclal needs meL ln a
chanalna communlLv was new. 8eLlred sea capLaln 1omas valenLlne Sulllvan saw Lhe same need ln
sallors and merchanLs ln 8osLon and creaLed Lhe flrsL u.S. ?MCA Lhere ln 1831 as a home awav from
home." 1he oraanlzaLlon arew laraer and came Lo lnclude proarams such as acLlvlLles welcomlna and
enaaalna lmmlaranLs, LSL classes, houslna, avms, camplna, vocaLlonal Lralnlna. Manv of Lhese acLlvlLles
sLlll are Laklna place aL ?MCA faclllLles Lodav. ?MCA leaders also lnvenLed sporLs such as vollevball,
racqueLball, and baskeLball. ln Lhe earlv 1900s, Lhe ?MCA also sLarLed Lhelr parenL-chlld proarams Lo
fosLer famllv relaLlonshlps. uurlna wars, Lhe ?MCA has ofLen provlded help for Lhose ln need. lor
example, durlna World War l, Lhe ?MCA helped wlLh morale and welfare servlces for Lhe mlllLarv and ln
World War ll Lhe oraanlzaLlon secreLlv worked lnslde u.S. lnLernmenL camps for !apanese Amerlcans.
1he oraanlzaLlon ls sLlll offerlna Lhe same servlce Lodav as lL dld when lL was founded ln 1844: supporL Lo
people ln need reaardless of wheLher Lhev need Lo learn Lnallsh and obLaln [ob Lralnlna, or flnd afLer
school proarams for chlldren, or slmplv need a avm Lo ao Lo. 1he ?MCA has alwavs offered a place for
people and famllles from dlfferenL backarounds Lo come LoaeLher, provlde help for Lhose ln need, or [usL
Lo meeL frlends or exerclse. 1he oraanlzaLlon ls aulded bv four core values: carlna, honesLv, respecL, and
responslblllLv.
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1he ?'s mlsslon ls Lo use Lhelr local presence and a alobal reach Lo brlna people LoaeLher.
1hev belleve LhaL evervone should have Lhe opporLunlLv Lo learn, arow and Lhrlve.
3
1odav Lhe ?MCA
serves more Lhan 43 mllllon people ln 124 counLrles.
4
lurLhermore, ln Lhe u.S. alone, Lhe oraanlzaLlon
enaaaes 9 mllllon vouLh and 12 mllllon adulLs ln 10,000 communlLles across Lhe u.S" wlLh abouL 20,000
fullLlme sLaff and 300,000 volunLeers. 1hls makes Lhe ?MCA Lhe naLlon's leadlna non-proflL
oraanlzaLlon for vouLh developmenL, healLhv llvlna, and soclal responslblllLv." ln Lhe earlv 21
sL
cenLurv,
Lhe ?MCA focuses on Lhree areas LhaL reflecL Lhe Llme we llve ln: vouLh developmenL, healLhv llvlna, and
soclal responslblllLv ln order Lo empower people Lo be healLhler ln splrlL, mlnd, and bodv."
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Areas of locus
outh Deve|opment
nurLurlna Lhe poLenLlal of everv chlld and Leen."
6


1o help chlldren and Leens recelve a beLLer sLarL ln llfe, Lhe ?MCA Lakes areaL lnLeresL ln educaLlna
vouna people's values and poslLlve behavlors, asslsLlna Lhem Lo explore Lhelr unlque LalenLs and
lnLeresLs, and helplna Lhem reallze Lhelr poLenLlal. 1odav's famllles face manv demands and are ofLen
requlred Lo have boLh parenLs worklna Lo make ends meeL. Manv adulLs are also slnale parenLs, whlch
also makes lL more dlfflculL Lo ralse a chlld. ln recenL vears, 33 percenL of u.S. flrsL-Llme moLhers have
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?MCA. 1be )McA lo tbe uolteJ 5totes.
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?MCA. Otooolzotloool ltoflle.
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?MCA. Aboot us
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?MCA. Otooolzotloool ltoflle.
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?MCA. Oot locos.
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?MCA. )ootb uevelopmeot.
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reLurned Lo work bv Lhe slxLh monLh afLer Lhev have alven blrLh, versus 14 percenL ln Lhe earlv 1960s.
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ln facL, manv Leenaaers wlsh LhaL Lhelr parenLs had more Llme Lo spend wlLh Lhem.
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21 percenL of 12 Lo
13 vear olds lnLervlewed bv Lhe ?MCA wlshed Lhelr parenLs were less busv. 1he ?MCA provldes famllles,
chlldren, and Leens lmporLanL supporL Lo creaLe Lomorrow's healLhv adulLs. lL does so bv focuslna on Lhe
followlna areas:

Chlld Care - More Lhan [usL a safe phvslcal place for parenLs Lo leave Lhelr chlldren whlle Lhev ao
Lo work, Lhe ?MCA also empowers chlldren bv Leachlna Lhem foundaLlonal skllls [so LhaL Lhev
can] develop healLhv, LrusLlna relaLlonshlps and bulld self-rellance Lhrouah Lhe ?'s values of
carlna, honesLv, respecL and responslblllLv."
9

LducaLlon and Leadershlp - 1hrouah leadershlp and academlc enrlchmenL proarams such as
colleae preparaLlon, chlldren can also feel confldenL Lo Lake a sLep furLher and for example
pursue hlaher educaLlon.
Swlm, SporLs, and lav - arLlclpaLlna ln sporLs and plav aL Lhe ?MCA wlll lead Lo aalned
confldence and beLLer lnLerpersonal skllls ln chlldren ln addlLlon Lo lmproved healLh.
Camp - 1he ?MCA offers chlldren and famllles an ouLdoor place where Lhev can spend quallLv
Llme and dlscover naLure.

nea|thy L|v|ng
lmprovlna Lhe naLlon's healLh and well-belna."
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1odav, obeslLv ls a arowlna concern Lo publlc healLh due Lo bad eaLlna hablLs and llLLle exerclse. More
people Lhan ever rlsk dvlna from obeslLv relaLed lllnesses such as hlah blood pressure, dlabeLes, hearL
fallure, and sLroke. CbeslLv ls amona Lhe mosL wldespread medlcal problems affecLlna vouLh ln
developed counLrles.
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ln manv low-lncome nelahborhoods Lhe problem of food poverLv" exlsLs, whlch
ls Lhe lnablllLv Lo obLaln healLhv affordable food,"
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and Lhe people Lhere do noL have Lhe same access
Lo healLhv food as ln nelahborhoods LhaL are beLLer off. Low-lncome nelahborhoods have more
convenlence sLores and noL as manv arocerv sLores, meanlna Lhev do noL have Lhe same ranae of frulL
and veaeLables Lo choose from as people ln suburban areas do.
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AnoLher problem ln low-lncome
nelahborhoods ls LhaL Lhe chlldren and adulLs Lhere ofLen lack Lhe knowledae of how Lo eaL healLhv.

Also, one of Lhe ma[or Lrends of Lhe pasL decade has been Lhe boom of Lhe vldeo aame aeneraLlon. 1he
chlldren of Lhe San lranclsco 8av Area are spendlna less Llme ouLdoors and more Llme ln fronL of Lhe
Lelevlslon plavlna vldeo aames. Accordlna Lo 8esearchers aL Lhe unlverslLv of 1exas aL AusLln, chlldren
who plav vldeo aames (whlch are consldered sedenLarv acLlvlLles) were more llkelv Lo be overwelahL
Lhan chlldren who onlv waLched Lelevlslon and do noL plav vldeo aames.
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MoLhers are havlna a Louah
Llme aeLLlna Lhelr chlldren Lo plav ouLslde and slnce Lhe chlldren are sLaLlonarv when Lhev plav vldeo
aames, Lhev Lend Lo eaL more [unk food and drlnk soda Lhan chlldren who plav ouLslde. WlLh chlldren
belna able Lo plav wlLh Lhelr frlends onllne, Lhev do noL see Lhe need Lo walk Lo Lhelr frlend's house or
even soclallze ouLslde of Lhelr home. 1wenLv mllllon plavers have spenL 17 bllllon hours on xbox Llve,
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lnfoplease. Motbets bv tbe Nombets.
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ark, A. (Mav 13, 2000)
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?MCA. )ootb uevelopmeot.
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?MCA. neoltbv llvloo.
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LmedlclnehealLh. Obesltv lo cbllJteo
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SusLalnweb. wbot ls fooJ povettv?
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PealLhv lood lor All. wbot ls fooJ povettv?
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Cllck Crlando.
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whlch ls more Lhan 2 hours for everv person on Lhe planeL."
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lssues such as Lhls one are plaaulna
moLhers of Lhe areaLer San lranclsco area who are desperaLe Lo make Lhelr klds drop Lhe conLrollers and
plav ouLslde ln Lhe sun. 1he ?MCA auldes famllles on how Lo llve healLhler bv brlnalna famllles LoaeLher
and offerlna Lhem noL onlv phvslcal classes, buL also educaLlonal proarams promoLlna healLhler
declslons. 1he ?MCA also supporLs Lhe WhlLe Pouse's naLlonwlde campalan "LeL's Move," Lo flahL
chlldhood obeslLv.
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5oc|a| kespons|b|||ty
Clvlna back and provldlna supporL Lo our nelahbors."
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1hrouah soclal servlces, alobal servlces, volunLeerlsm and alvlna, and advocacv Lhe ?MCA creaLes a
sLronaer socleLv where people noL onlv recelve, buL can also help oLhers ln Lhelr communlLv. As a alobal
oraanlzaLlon wlLh local presence, Lhe ?MCA sLeps ln Lo lmprove condlLlons where socleLv and
lnsLlLuLlons have falled. 1he ?MCA noL onlv works for lndlvlduals wlLh problems such as emplovmenL
and subsLance abuse, buL as a larae oraanlzaLlon lL ls also able Lo oraanlze arassrooLs efforLs and
lnfluence publlc pollcv concernlna Lhese lssues aL a deeper level. WlLhouL Lhe hundreds of Lhousands of
volunLeers and manv donors, Lhe ?MCA would noL be Lhe oraanlzaLlon lL ls Lodav.

8. MCA 5an Iranc|sco
lacLs

1he ?MCA of San lranclsco (?MCA of Sl) has served Lhe 8av Area for more Lhan 130 vears.
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1hrouah lLs
14 locaLlons ln Marln, San MaLeo, and San lranclsco counLles Lhe ? offers servlces such as pre-schools,
senlor cenLers, massaae LheraplsLs, personal Lralners eLc. Lo a wlde cross secLlon of people. lLs 30
chlldcare slLes serve over 3,000 chlldren everv vear.

lor famllles, Lhe ?MCA of Sl offers:
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arenL/Chlld roarams - Classes LhaL chlld and parenL Lake LoaeLher such as Loddler swlm
lessons, whlch promoLe lnLeraeneraLlonal bonds and communlLv soclallzaLlon.
Soclal Servlces - MenLor proarams such as menLal healLh servlces and sklll bulldlna classes.
Llcensed Chlldcare - A nurLurlna and sLlmulaLlna envlronmenL for chlldren such as pre-schools.
lamllv Camps - AL Camp !ones Culch ln Lhe SanLa Cruz MounLalns famllles can en[ov naLure and
parLlclpaLe ln acLlvlLles such as hlkes, canoelna, and arLs and crafLs.
lamllv roarams - Such as daLe nlahLs for parenLs and famllv fun nlahLs LhaL sLrenaLhens
famllles as a whole.
ChlldWaLch - A supervlsed proaram where klds can be dropped off whlle parenL works ouL.



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Cnllne Lmba.
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?MCA. News keleoses.
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?MCA. 5oclol kespooslbllltv.
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?MCA. )McA of 5oo ltooclsco.
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?MCA Sl. wbot we Offet - lot lomllles
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lor moLhers/adulLs, Lhe ?MCA of Sl offers:
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volunLeerlna - volunLeers are parL of a non-proflL oraanlzaLlon wlLh a vlslon of bulldlna sLrona
klds, sLrona famllles, and sLrona communlLles.
LmplovmenL CpporLunlLles - 1he ?MCA of San lranclsco ls one of Lhe laraesL non-proflL
oraanlzaLlons ln Lhe area wlLh a varleLv of [ob opporLunlLles. Lmplovees' can Lhrlve ln a values-
based envlronmenL and bulld a beLLer fuLure for Lhemselves.
SporLs and 8ecreaLlon - A wlde varleLv of vouLh sporLs for everv aae ranae wlLh a prlorlLv on
famllv lnvolvemenL, healLhv compeLlLlon, Leam bulldlna, lndlvldual developmenL, a poslLlve self-
lmaae, and muLual respecL for oLhers.
AdulL AquaLlcs - AquaLlc proarams for everv sklll level and lnLeresL. WaLer safeLv, sklll
developmenL, and fun for evervone.
ersonal 1ralnlna - rofesslonal lnsLrucLlon from a naLlonallv cerLlfled personal Lralner.
Croup Lxerclse - uallv classes such as Cuban salsa, Zumba, splnnlna, and voaa.
laclllLv 8enLals/8lrLhdav arLles - Conference room and buslness meeLlna accommodaLlons
offered Lhrouah Lhe ?MCA Sl.
8esldenL Camp aL !ones Culch - AdulLs can en[ov naLure and lnvolve ln acLlvlLles such as hlkes,
canoelna, and arLs and crafLs.

lor klds, Lhe ?MCA of Sl offers:
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MenLorlna roarams - Almed aL chlldren 6-14 Lo lmprove lmprovlna academlc performance,
personal soclal skllls, and relaLlonshlps wlLh auLhorlLv flaures eLc. Weeklv meeLlna wlLh hlahlv
Lralned menLors.
Llcensed Chlldcare - A nurLurlna and sLlmulaLlna envlronmenL where chlldren experlence a
currlculum rlch ln coanlLlve and creaLlve sklll bulldlna.
arenL/Chlld roarams - Classes LhaL chlld and parenL Lake LoaeLher such as Loddler swlm
lessons, whlch promoLe lnLeraeneraLlonal bonds as well as communlLv soclallzaLlon.
AfLerschool roarams - Chlldren aeL asslsLance wlLh Lhelr homework from Lralned ?MCA sLaff
and form lona-lasLlna frlendshlps LhaL enhance Lhelr developmenL, arowLh, and self-confldence.
re-school - Chlldren embark on a vovaae of learnlna wlLh a currlculum LhaL addresses Lhe
developmenL of Lhe whole chlld, splrlL, mlnd and bodv.
SporLs - A wlde varleLv of vouLh sporLs for everv aae ranae and a prlorlLv on famllv lnvolvemenL,
healLhv compeLlLlon, Leam bulldlna, lndlvldual developmenL, a poslLlve self-lmaae, and muLual
respecL for oLhers.
klds AquaLlcs - AquaLlc proarams for everv sklll level and lnLeresL. WaLer safeLv, sklll
developmenL, and fun for evervone.
uav Camp - Summer uav Camp wlLh supervlsed acLlvlLles LhaL Leach core values, confllcL
resoluLlon, and leadershlp skllls.
8esldenL Camp - Summer camps from aaes 6 Lo 16. Wlde ranae of acLlvlLles lncludlna surflna,
horseback rldlna, and arL.
vlsual/erformlna ArLs - CpporLunlLles for chlldren Lo express Lhemselves Lhrouah muslc,
dance, and oLher creaLlve ouLleLs. CfLen parLnered wlLh oLher arLs based oraanlzaLlons.
laclllLv 8enLals/8lrLhdav arLles - Conference room and buslness meeLlna accommodaLlons
offered Lhrouah Lhe ?MCA Sl.
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?MCA Sl. wbot we Offet - lot AJolts
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?MCA Sl. wbot we Offet - lot klJs
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lor Leens, Lhe ?MCA of Sl offers:
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?ouLh Chance Plah School - A non-LulLlon prlvaLe school for ?ouna people, aaes 16-21. 1he
currlculum emphaslzes Lhe CLu, flnanclal llLeracv, and emplovmenL readlness Lralnlna.
MenLorlna roaram - Almed aL chlldren 6-14 Lo lmprove lmprovlna academlc performance,
personal soclal skllls, and relaLlonshlps wlLh auLhorlLv flaures eLc. Weeklv meeLlna wlLh hlahlv
Lralned menLors.
?ouLh and CovernmenL - SLudenLs are encouraaed Lo develop leadershlp skllls and self-
confldence Lo lasL a llfeLlme, Lhrouah Lhe sLudv of publlc lssues, debaLe of publlc pollcv, wrlLlna
of lealslaLlon, and an experlence ln Lhe SLaLe CovernmenL process.
Soclal Servlces - lrom menLorlna proarams Lo lamllv 8esource CenLers, and oLher dlverse
servlces Lo meeL Lhe needs of Lhe communlLv.
volunLeerlna - volunLeers are parL of a non-proflL oraanlzaLlon wlLh a vlslon of bulldlna sLrona
klds, sLrona famllles, and sLrona communlLles.
AfLer School roarams - 1eens aeL asslsLance wlLh Lhelr homework from Lralned ?MCA sLaff and
form lona-lasLlna frlendshlps LhaL enhance Lhelr developmenL, arowLh, and self-confldence.
Counselor ln 1ralnlna - Counselor ln 1ralnlna Cl1 Leadershlp proaram ls deslaned for Lhe camper
Lo prepare for Lhelr role as a fuLure camp counselor.
8esldenL Camp - Summer camps from aaes 6 Lo 16. Wlde ranae of acLlvlLles lncludlna surflna,
horseback rldlna, and arL.
SporLs - A wlde varleLv of vouLh sporLs for everv aae ranae and a prlorlLv on famllv lnvolvemenL,
healLhv compeLlLlon, Leam bulldlna, lndlvldual developmenL, a poslLlve self-lmaae, and muLual
respecL for oLhers.
CuLdoor AdvenLure - AdvenLure Lrlps ln Lhe wllderness, kavaklna Lrlps eLc. for Leens Lo arow and
meeL new people.
1een AquaLlcs - AquaLlc proarams for everv sklll level and lnLeresL. WaLer safeLv, sklll
developmenL, and fun for evervone.
LmplovmenL CpporLunlLles - 1he ?MCA of Sl ls one of Lhe laraesL non-proflL oraanlzaLlons ln
Lhe area wlLh a varleLv of [ob opporLunlLles. Lmplovees' can Lhrlve ln a values-based
envlronmenL and bulld a beLLer fuLure for Lhemselves.
vlsual/erformlna ArLs - CpporLunlLles for Leens Lo express Lhemselves Lhrouah muslc, dance,
and oLher creaLlve ouLleLs. CfLen parLnered wlLh oLher arLs based oraanlzaLlons.
8esldenL Camp aL !ones Culch - AL Camp !ones Culch ln Lhe SanLa Cruz MounLalns famllles and
Leens can en[ov naLure and lnvolve ln acLlvlLles such as hlkes, canoelna, and arLs and crafLs.

Membershlp lees

1he membershlp fees of Lhe ? varv dependlna on how much access ls deslred. 1here ls a oneLlme
admlnlsLraLlon/[oln fee, Lhen a monLhlv fee prlced accordlna Lo Lhe Lvpe of membershlp and locaLlon of
deslred faclllLles. As a faclllLv member of Lhe ?, parLlclpanLs wlll have access Lo proarams, servlces, and
acLlvlLles. 1hls Lvpe of membershlp lncluded Lhe use of Lhe enLlre faclllLv (flLness cenLers wlLh cardlo and
sLrenaLh equlpmenL, aroup exerclse classes, Lhe baskeLball courL, and Lhe pool), as well as reduced
prlclna for fee-based proarams (e.a. swlm lessons and camps).

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
22
?MCA Sl. wbot we Offet - lot 1eeos
!
10

AdulL $63/monLh $33 Admln lee
AdulL SAM* $73/monLh $33 Admln lee
AdulL 8AM* $76/monLh $99 Admln lee
?ouLh Add-Cn (14 - 17 vrs) $16/monLh
lamllv $103/monLh $33 Admln lee
lamllv SAM* $123/monLh $33 Admln lee
lamllv 8AM* $126/monLh $99 Admln lee
lamllv Add-Cn $46/monLh
Senlor (63+ vrs) $33/monLh $33 Admln lee
?ouna AdulL (18 - 23 vrs) $43/monLh $33 Admln lee
1een (14 - 17 vrs) $23/monLh $33 Admln lee
1een SAM* $40/monLh $33 Admln lee

*SAM: San lranclsco Area membershlp lncludes 13 ?MCAs ln San lranclsco, San MaLeo, and Marln.
*8AM: 8av Area Membershlp lncludes nearlv 30 ?MCAs lncludlna 8erkelev and Cakland.

roaram Membershlp on Lhe oLher hand, allows parLlclpanLs Lo have access Lo proarams and acLlvlLles,
buL wlll noL have access Lo Lhe maln faclllLles and amenlLles of Lhe ?. 1hls ls an annual membershlp.

lndlvldual roaram Membershlp $30/vear
lamllv roaram Membershlp $73/vear

lor more Lhan 130 vears Lhe ? has served socleLv Lhrouah dlfferenL proarams and have been a place for
people Lo come LoaeLher. lL meeLs lndlvlduals, famllles, and communlLles' dlfferenL needs ln varlous
wavs, lncludlna a wlde ranae of proarams from sporLs Lo counsellna. 1he ? ls mosLlv known for lLs avm
faclllLles and sporL acLlvlLles, anvLhlna bevond Lhls wlLhln Lhe oraanlzaLlon can someLlmes be confuslna:

ercepLlons of ?MCA of San lranclsco

rlmarv research was flrsL conducLed Lhrouah survevs on SurvevMonkev.com Lo help lnform Lhe fuLure
quallLaLlve research for Lhls pro[ecL (see Appendlx 1). 1he aoal of Lhls lnlLlal onllne survev was Lo
esLabllsh expecLaLlons and level of lmporLance cerLaln avm offerlnas had on Lhe LaraeL's membershlp
sLaLus. When Lhls was deLermlned, furLher prlmarv research was aaLhered from varlous spoLs
LhrouahouL Lhe 8av Area (See Appendlx 2 for a deLalled llsL of quesLlons). MulLlple branches were vlslLed
lncludlna SLonesLown ?MCA, Mlsslon ?MCA, Lmbarcadero ?MCA, and 8avvlew PunLers olnL ?MCA.
1hese speclflc locaLlons aave a beLLer undersLandlna of Lhe varlous proarams and opporLunlLles LhaL
were offered Lo members and non-members ln Lhe surroundlna communlLv. lnLervlews were aaLhered
from Lrafflc enLerlna and leavlna Lhese faclllLles, as well as emplovees. 1he lnformaLlon obLalned
provlded Lhe besL lnslahL Lo whaL ulLlmaLelv aLLracLed Lhem Lo Lhe ? and convlnced Lhem Lo remaln
members. AfLer vlslLlna Lhe branches, lnLervlews were conducLed ln publlc areas lncludlna a park near
A1&1 baseball fleld, a Safewav parklna loL, and varlous people walklna bv who appeared Lo flL Lhe LaraeL
markeL. 1hls meLhod proved Lo be Lrlckler Lhan flrsL anLlclpaLed, and a small number of successful
lnLervlews were obLalned. AddlLlonal lnLervlews were obLalned aL San lranclsco SLaLe unlverslLv from
varlous offlce represenLaLlves and secreLarles. MosL of Lhese women were noL members of Lhe ? and
provlded lnslahLs abouL compeLlLors ln Lhe area. 1he ma[orlLv of Lhe prlmarv research was aaLhered
!
11
from phone and e-mall conversaLlons wlLh female nurses of local hosplLals who were boLh members and
non-members of avms, lncludlna Lhe ?. ln LoLal, approxlmaLelv 30 lnLervlews were conducLed wlLh
female members and non-members of Lhe ?MCA.

1roub|ed outh

lrom prlmarv research lL was found LhaL whlle manv moLhers had prevlous knowledae abouL Lhe ?MCA,
manv were unaware abouL Lhe varleLv of proarams and experlences LhaL Lhe ? can dellver Lo noL onlv
Lhem, buL Lhelr chlldren and famllles as well. ercepLlons seemed Lo be spllL lnLo Lwo verv dlfferenL
oplnlons. Some belleve LhaL Lhe ? was onlv a place for bad klds Lo sLralahLen ouL and learn Lo beLLer and
advance Lhemselves ln Lhe communlLv, whlle oLhers falled Lo reallze Lhe Lrue poLenLlal and scope of ?
faclllLles. Manv belleved LhaL Lhe ? was [usL an afLer school faclllLv LhaL was afflllaLed wlLh beLLerlna Lhe
communlLv bv sLralahLenlna ouL and dlsclpllnlna dlfflculL chlldren and Leenaaers. MoLhers were
concerned abouL afflllaLlna Lhemselves and Lhelr famllles wlLh Lhese problem chlldren." Manv feared
LhaL Lhe wrona lmpresslon would rub off on Lhem ln a neaaLlve wav. 1hls off-puLLlna ldea made lL
exLremelv dlfflculL for moLhers Lo overlook, and Lhus made lL an exLremelv unappeallna opLlon for Lhelr
famllles.

Manv moLhers were noL aware of Lhe proarams Lhe ? offers for chlldren and Leenaaers of all aaes Lo
furLher Lhelr educaLlon and allow Lhem Lo excel ln speclflc acLlvlLles. 1here Lrulv ls someLhlna for
evervone: from C8/ALu cerLlflcaLlon classes, varlous Lae kwon do and Leam sporLs, as well as mulLlple
volunLeerlna opporLunlLles, as well as seasonal camp experlences. 1he proarams are seL up ln a wav LhaL
allows evervone Lo parLlclpaLe. Some of Lhe camplna and Leam sporLs even allow parLlclpanLs Lo Lake on
a leadershlp role aL varlous Llmes. 1hls Lvpe of currlculum can become exLremelv valuable and beneflclal
when applvlna Lo colleaes and even [obs laLer on ln llfe. Some moLhers were asLonlshed Lo hear abouL
Lhe scope of Lhese offerlnas and reareLLed noL learnlna more abouL Lhe ? sooner.


Membersh|p Iees

Manv moLhers were verv unaware abouL Lhe manv dlfferenL proarams LhaL Lhe ? offered above and
bevond Lhe swlm and avm capablllLles of Lhe ?. 1hese moLhers were lmmedlaLelv Lurned off bv Lhe prlce
of membershlp for her famllv, and made Lhem lmmedlaLelv rule Lhem ouL of Lhe cholce seL as a avm
opLlon. upon learnlna of evervLhlna lncluded ln Lhe monLhlv membershlp, manv moLhers aareed LhaL
Lhe value was far superlor Lo anv oLher faclllLles ln Lhelr areas.


5w|m and Gym

AfLer lnLervlewlna Lhree affluenL moLhers ln Lhe area wlLh chlldren 9-16 vears old lL was observed LhaL
Lhe moLhers were noL lnLeresLed ln [olnlna Lhe ? as a avm as Lhev alreadv belonaed Lo hlaher-end avms
and clubs (e.a. Lhe avm aL Lhe local counLrv club). Some of Lhe proarams offered bv Lhe ? would mosL
llkelv noL applv Lo Lhelr chlldren elLher, such as Lhe food bank, buL more Lhe sporLs proarams. A couple
of Lhe chlldren have aLLended baskeLball summer camp aL Lhe ?MCA. Accordlna Lo ?elp revlews, Lhe
lamllv ?MCA ln SLonesLown, San lranclsco, ls much appreclaLed as a avm because of lLs frlendlv sLaff,
!
12
affordable prlces, aood famllv deals, and convenlenL locaLlon. 23 eople feel LhaL Lhev can be
Lhemselves Lhere wlLhouL anvone [udalna Lhem. lL ls also noLed as a aood place for moLhers Lo work off
babv welahL. 8ased on 36 revlews, Lhe SLonesLown ?MCA has recelved 4.3 sLars ouL of 3 posslble.

5oc|a| kespons|b|||ty

lnLeresLlnalv, Lhe earller menLloned affluenL moLhers Lalked abouL Lhe lmporLance of communlLv servlce
as a requlremenL for Lhe chlldren Lo aeL lnLo colleae. As a ma[orlLv of Lhe chlldren are ln hlah school Lhe
moLhers revealed LhaL Lhelr chlldren have Lo sLarL Lhlnklna abouL colleae alreadv as freshmen. 1he
oldesL alrl, a senlor, recenLlv lnLervlewed for an lvv Leaaue school and noL onlv does she need aood
arades, buL also oLher non-school relaLed crlLerla such as communlLv servlce and leadershlp are
lmporLanL. lf anv of Lhe ?'s Lhree plllars would aLLracL Lhese moLhers lL would mosL llkelv be Lhe one
cenLered around soclal responslblllLv. 1hrouah volunLeerlna aL Lhe ?, Lhelr chlldren could aaln Lhe
experlence lL ofLen Lakes Lo aeL lnLo colleae.

C. 1he 1arget Aud|ence
Cur LaraeL audlence conslsLs of women 33-34 vears old wlLh chlldren under Lhe aae of 18 llvlna aL home.
1hese moLhers were chosen as Lhe LaraeL audlence because Lhev are ofLen Lhe famllv declslon makers
when lL comes Lo quesLlons concernlna famllv and home llfe. lollowlna are descrlpLlons of Lhe
populaLlon sLarLlna aL a broad level, CeneraLlon x, and narrowlna down Lo a proflle of Lhe Lvplcal woman
of our audlence member:
CeneraLlon x

1he LaraeL audlence was born beLween 1937 and 1976, whlch makes Lhem members of CeneraLlon x.
CeneraLlon x conslsLs of onlv 46 mllllon people and ls sandwlched beLween Lwo laraer aroups, Lhe babv
boomers and Lhe mlllenlals.
24
1hls creaLes a welahL on Lhe aeneraLlon, as Lhev ofLen have Lo supporL
boLh older and vounaer aeneraLlons LhaL number much laraer ln populaLlon. Manv CeneraLlon x
members arew up as laLchkev klds wlLh dlvorced parenLs.
23
1hls creaLed lndependenL and adapLable
lndlvlduals, buL ls noL someLhlna Cen xers wanL Lo pass on Lo Lhelr own chlldren. ln facL, CeneraLlon x
moLhers are more wllllna Lo preserve famllv llfe Lhan Lhelr moLhers were, babv boom moLhers.
CeneraLlon x moLhers also expecL Lhelr bosses Lo undersLand LhaL manv of Lhem wanL flexlble hours, [ob
sharlna, shorLer work hours eLc. noL worklna ouLslde Lhe home ls becomlna a sLaLus svmbol, buL ls noL
alwavs feaslble for all famllles, whlch makes famllv frlendlv companles exLremelv aLLracLlve. CeneraLlon
x women also Lend Lo posLpone marrlaae, have chlldren laLer ln llfe, and are more fearful of dlvorces.

MoLhers ln Lhe u.S.

Cne of Lhe mosL lmmense soclal chanaes ln u.S. modern hlsLorv ls Lhe lncreased amounL of women and
moLhers [olnlna Lhe workforce.
26
ln 1960, less Lhan 30 percenL of moLhers wlLh chlldren under Lhe aae of
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
23
?elp. 5tooestowo lomllv )McA.
24
SLephev, M.!. (Aprll 16, 2008)
23
eLerson, k. S. (Mav 14, 2003)
26
Poffman, L. W. - ?ounablade, L. M. (!une 28, 1999) p. 6
!
13
18 were ln Lhe labor force, compared Lo less Lhan 30 percenL LhaL were oot ln Lhe labor force ln Lhe
1990s. Cver Llme, women have also become Lhe declslon maker when lL comes Lo famllv and home llfe
declslons.
27
AlLhouah women mlahL have become more equal Lo men, men sLlll laa women ln housework
duLles:
28


8ased on 2003 daLa, whlch have been compared Lo Lhose from naLlonal Llme dlarles,
Lhe research shows women, of all aaes wlLh no chlldren, on averaae do 10 hours of
housework a week before marrlaae and 17 hours of housework a week afLer marrlaae.
Men of all aaes wlLh no chlldren, on Lhe oLher hand, do elahL hours before marrlaae
and seven hours afLerwards. Marrled women wlLh more Lhan Lhree klds recorded an
averaae of abouL 28 hours of housework a week, whlle marrled men wlLh more Lhan
Lhree klds loaaed onlv abouL 10 hours of housework a week.

Comparable Lo Lhe bellefs of CeneraLlon x moLhers, almosL 80 percenL of men and women aaes 21 Lo 63
conslder havlna a work schedule LhaL allows for spendlna Llme wlLh famllv as verv lmporLanL compared
Lo 23 percenL who belleve [ob sLaLus ls verv lmporLanL.
29
AlLhouah Lhere ls a Lrend for moLhers Lo
emphaslze Lhe preservaLlon of famllv llfe, manv moLhers value Lhelr careers hlahlv, whlch can creaLe
problems. 1he professlonal woman and moLher ofLen belleves LhaL an ldeal moLher ls hlahlv aLLenLlve
and emoLlonallv and phvslcallv presenL for her chlld, and she uses a sLvle of parenLlna LhaL ls hallmarked
bv LrusL, bondlna, paLlence, and personal connecLlon."
30
1o Lhe conLrarv, an ldeal professlonal bv
corporaLe sLandards ls someone who ls commlLLed Lo Lhelr professlon, able Lo work lona hours,
proacLlvelv bullds meanlnaful relaLlonshlps, ls responslve Lo e-malls and Lhelr cell phone, aLLends
neLworklna evenLs, and bullds hlah performlna Leams." lf a woman boLh values her career and her
moLherhood she ofLen feels LhaL she cannoL llve up Lo boLh ldeals, whlch creaLes unwanLed sLress.

MoLhers ln Lhe 8av Area

MoLhers ln Lhe 8av Area share common LralLs of Amerlcan CeneraLlon x moLhers, buL also hold values
LhaL are speclflc Lo Lhe realon ln whlch Lhev llve. lor example, resldenLs of San lranclsco are ofLen
ranked amona Lhe flLLesL ln Lhe naLlon.
31
Women ln Lhe 8av Area Lend Lo wanL Lo sLav phvslcallv ln shape
and some menLal and phvslcal concerns of moLhers lnclude how Lo work off babv welahL (especlallv Lhe
lower bellv poL"), flndlna Llme Lo work ouL, bodv aches, and creaLlna a healLhler self-lmaae.
32


ln 2010, San lranclsco was ranked number 23 on lorbes's llsL of 8esL ClLles for Worklna MoLhers."
33
ln
2009, Lhe clLv was ranked as number 13, meanlna LhaL Lhe 8av Area ls becomlna less hosplLable Lo
worklna moLhers. 1he ranklna Lakes lnLo accounL varlables such as women's lncome, unemplovmenL,
spendlna per pupll, llvlna cosL eLc. Cf Lhe 30 clLles LhaL were ranked, San lranclsco scored Lhe worsL on
llvlna cosLs. eople ln Lhe 8av Area are verv eco-consclous and Lhe clLv of San lranclsco recvcle 77
percenL of Lhelr wasLe, whlch ls Lhe naLlon's hlahesL.
34
eople also Lend Lo be more llberal compared Lo
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
27
SL. Ceorae, u. (Sep.26 2010)
28
naLlonal Sclence loundaLlon. cbote wots. Meo. womeo ooJ noosewotk.
29
ark, A. (Mav 13, 2000)
30
Mlchael, n. lot ptofessloool womoo ooJ Motbets. uocovetloo letsoool voloes Mov locteose 5ttess.
31
SmlLh, A. (nov. 6, 2010)
32
8urLon, 8. 8ulldlna 8odles. lltoess fot Motbets.
33
llslllo. I. (Aoo. 16. 2010)
34
nuLLer, M. (nov. 7, 2010)
!
14
Lhe resL of Lhe naLlon and ofLen voLe uemocraLlc. 8ased on daLa from 2008, Lhe populaLlon ln Lhe 8av
Area conslsLs of almosL 7 mllllon people, whereof around 30 percenL are famllles wlLh chlldren under Lhe
aae of 18.
33
WhlLes domlnaLe Lhe populaLlon and Plspanlcs and Aslans make up a larae quanLlLv of Lhe
mlnorlLles. 1he averaae person ln Lhe 8av Area ls well educaLed and Lhe San !ose-San lranclsco-Cakland
realon has Lhe counLrv's second hlahesL bachelor's and masLer's dearee aLLalnmenL.
36
1he medlan
household lncome ln Lhe 8av Area ls $70,772.
37
AlLhouah Lhere are manv affluenL people ln Lhe realon
Lhere ls a vasL dlsparlLv ln wealLh dlsLrlbuLlon. Accordlna Lo Lhe 2000 Census, 8.6 percenL of Lhe
populaLlon ls ln poverLv.
38


Slnale MoLhers

uurlna prlmarv research, lL was found LhaL manv slnale moLhers ln Lhe 8av Area have Lo [uaale
evervLhlna aolna on ln Lhelr llves, evervLhlna from ralslna her chlldren Lo worklna full Llme Lo supporL
Lhemselves and malnLalnlna ouLslde adulL relaLlonshlps. AfLer Lalklna Lo slnale moLhers mulLlple Llmes
over Lhe course of several monLhs lL became apparenL LhaL Lhev carrv Lhe welahL of Lhe world on Lhelr
shoulders, and Lrv Lo do Lhe besL Lhev can for Lhelr chlldren whlle sLlll malnLalnlna Lhelr own sanlLv. 1hev
en[ov spendlna as much Llme as posslble wlLh Lhelr chlldren, buL Lhev reallze LhaL Lhev need Lo Lake care
of Lhemselves and recuperaLe from dav-Lo-dav acLlvlLles. CfLen Llmes Lhese moLhers felL aullLv wlLh
some of Lhelr personal declslons, buL overall Lhev felL proud of Lhelr accompllshmenLs boLh as slnale
moLhers and adulLs ln Lhe communlLv.

1hese slnale moLhers made lL clear LhaL Lhev are worklna more Lo provlde Lhe besL for Lhelr chlldren, buL
Lhev felL lL was a mlsconcepLlon LhaL Lhev were unhappv abouL lL. lL ls clear LhaL Lhev have sacrlflced a
loL for Lhelr chlldren, buL wouldn'L Lrade belna a moLher for anvLhlna, buL Lhelr careers are verv
lmporLanL Lo Lhem boLh flnanclallv and professlonallv. Colna Lo work ls an escape from dallv mom
duLles, allowlna Lhem Lo sLep ouL of Lhe mom role and Lend Lo oLhers. A sense of empowermenL was
found ln Lhe workplace for moLhers. 1hls also LranslaLed Lo acLlvlLles ouLslde Lhe workforce LhaL Lhese
moLhers were lnvolved ln. Manv had Lo make a consclous efforL on an on-aolna basls Lo make Llme for
Lhemselves awav from Lhelr chlldren so LhaL Lhev were able Lo reeneralze and re-aroup.

Manv of Lhe slnale moLhers seemed rlahLfullv overwhelmed wlLh Lhe amounL of declslons and lmpacL
Lhev had on Lhelr chlldren's llfe. MoLhers wanL Lhe verv besL for Lhem, and sLrlve Lo dellver Lhe besL
wlLhln Lhelr means. Slnale moLhers explalned LhaL because of Lhe cholces Lhev have made ln Lhelr llves,
Lhev wanL Lhelr chlldren Lo be aware of Lhe sLruaales Lhev overcame and Lo learn from Lhelr mlsLakes
lnsLead of repeaLlna Lhem. Lxposlna vouna chlldren Lo poslLlve role models and encouraalna Lhem Lo
parLlclpaLe ln poslLlve acLlvlLles are some of Lhe wavs Lhese moLhers Lrv Lo Leach Lhem Lo beLLer Lhelr
llves. Manv worrled abouL noL belna around enouah, buL Lhev felL confldenL ln Lhe cholces Lhev have
made. Manv slnale moLhers can relaLe Lo feellna overwhelmed, especlallv ln Lhe world Lodav.

Whlle noL as lmporLanL as Laklna care of Lhelr famllles, manv slnale moLhers expressed concerns abouL
Lhelr looks and overall appearance. We llve ln a world Lodav where we are consLanLlv [udaed bv flrsL
lmpresslons wheLher we llke lL or noL. Women ln aeneral flnd lL a sLruaale Lo consLanLlv keep up wlLh
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
33
8av Area Census (2008)
36
urew, !. (Sep. 22, 2009).
37
CnnMonev.com. 8est lloces 1o llve 2006.
38
8av Area Census (2000)
!
13
ever-chanalna Lrends and fashlon fads, as well as dlfflculL dleLs LhaL promlse unobLalnable resulLs. Slnale
moLhers are no excepLlon Lo Lhls pressure- and are perhaps more suscepLlble Lo lL whlle parLlclpaLlna ln
Lhe daLlna world. Manv slnale moLhers shared saLlsfacLlon wlLh Lhelr llves, buL deslred Lo flnd
companlonshlp Lo compleLe Lhelr famllv unlL.

roflle of Lhe 1vplcal 1araeL lndlvldual

!ennlfer ls a 38-vear-old moLher of Lwo. She ls a pharmaclsL and
her husband !effrev ls a clvll enalneer. Per famllv falls wlLhln Lhe
mlddle Lo upper mlddle-class. !ennlfer's son ls 10 vears old and
en[ovs vldeo aames, her dauahLer ls 6 and ls lnLeresLed ln
avmnasLlcs. !ennlfer expresses Lhe Lvplcal feellnas of Lhe averaae
8av Area moLher - she feels llke a kld Cabble" who [usL plcks up
and drops off her klds, has llLLle Llme for herself or her frlends and
ls unhappv wlLh her currenL phvslcal appearance. !ennlfer ls
currenLlv a member of 24 Pour llLness, buL flnds lL dlfflculL Lo flnd
Lhe Llme and moLlvaLlon Lo workouL. Women llke !ennlfer place
areaL lmporLance on Lhelr personal and famllv's healLh and
wellness, buL flnd lL dlfflculL Lo allocaLe Lhe Llme Lo Lake care of
Lhelr own healLh and wellness needs.

lL ls lmporLanL Lo undersLand Lhe LaraeL audlence ln order Lo reach ouL Lo Lhese women and successfullv
dellver Lhe messaae. lL ls also lmporLanL Lo examlne compeLlLors wlLh Lhe purpose of obLalnlna
lnformaLlon abouL Lhem and Lhelr offerlnas and seek ouL whaL dlfferenLlaLes Lhe ?.

D. 1he Compet|t|on

CompeLlLors of Lhe ? can be dlvlded lnLo Lhree dlfferenL aroups:

Group 1: Commun|ty Centers/5w|m and Gyms

L.a. Lhe koreL PealLh and 8ecreaLlon CenLer of uCSl and parLlcularlv Lhe !ewlsh CommunlLv CenLers of
San lranclsco, boLh offer proarams slmllar Lo Lhe ?'s proarams. roarams ranae from C8 courses and
swlm lessons Lo senlor workshops and chlldren's plavaroups.

Group 2: 8as|c Gyms

Slmllar Lo Lhe ?, avms such as 24 Pour llLness, Cold's Cvm, and Curves offer a place Lo work ouL wlLh
non-essenLlal feaLures Laken ouL. Whlle conducLlna prlmarv research lL was found LhaL Lhe mosL popular
avms for moLhers ln Lhe 8av Area are 24 Pour llLness and Curves. 24 Pour llLness ls one of Lhe mosL
lnexpenslve avms ln Lhe area, and open around Lhe clock, whlch makes lL easv for busv lndlvlduals Lo
drop ln whenever a free chance arlses. Curves also offers a convenlenL and Lhorouah workouL ln a
women's frlendlv (and non-lnLlmldaLlna) envlronmenL.


!
16
Group 3: n|gh-Lnd Gyms

ln San lranclsco and Marln more upscale avms, e.a. Club Cne, 8av Club, SporLs Club LA, and Lqulnox, all
offer a more lavlsh work ouL experlence wlLhouL speclflc proarams for chlldren and famllles.

Slnce Lhe ob[ecLlve of Lhe campalan ls Lo lncrease membershlp, oLher baslc avms are consldered Lo be
Lhe ma[or compeLlLors and Lherefore, more research has been conducLed abouL Lhls aroup. Croup 1,
oLher communlLv cenLers, and Croup 3, luxurv avms, have been alven less emphasls. MosL moLhers LhaL
alreadv belona Lo a avm are members of a baslc avm, and Lhe menLloned luxurv avms are nelLher famllv-
orlenLed nor cause-drlven. 1o be able Lo compeLe aaalnsL Lhese baslc avms lL ls cruclal Lo aaln a beLLer
undersLandlna abouL Lhem and whaL Lhev offer. lollowlna ls a descrlpLlon of maln baslc avms ln San
lranclsco and Marln:

24 Pour llLness

MosL of Lhe avms ln Lhe area are 24 Pour llLness Actlve and a few 24 Pour llLness 5pott. AcLlve are
moderaLelv-slzed [clubs]. AL 24 Pour llLness AcLlve level clubs, [Lhe member] can aeL a full-bodv
workouL ln mlnuLes bv uslna cardlo equlpmenL, sLrenaLh machlnes, and free welahLs. MosL locaLlons
also offer aroup exerclse classes Lo add fun and varleLv Lo vour rouLlne."
39

AL Lhe SporL avms members can en[ov a wlde varleLv of flLness equlpmenL and classes. MosL locaLlons
offer sauna, sLeam room, and whlrlpool, and some clubs feaLure baskeLball courLs and/or swlmmlna
pools."
40


Some 24 Pour llLness locaLlons offer kld's Club," a place where chlldren from 6 monLhs Lo 12 vears
can hana ouL whlle [parenL] achleve [her/hls] flLness aoals.
41
"kld's Club Lvplcallv cosLs $2-4 a dav for up
Lo Lwo hours of supervlslon. 1hrouah Lhe 24 Pour llLness varslLv roaram hlah school varslLv sLudenLs
can exerclse for free aL Lhe avms.
42
8ased on 24 Pour llLness's webslLe lL can be undersLood LhaL people
ao Lhere Lo work ouL, lose welahL, and meeL frlends. 1he oraanlzaLlon ls prlvaLelv owned and noL cause-
drlven.

near Lhe lamllv ?MCA of San lranclsco, SLonesLown, Lhere ls a 5pott 24 Pour llLness locaLed (1830
Ccean Avenue, San lranclsco). 8ased on 307 ?elp revlews, Lhe local avm has recelved an averaae of 2.3
sLars ouL of 3 posslble sLars. WhaL people complaln abouL ls Lhe dlfflculLv of flndlna parklna, dlsausLlna
locker rooms, overall lack of cleanllness, Lhe personal Lralners, people re-racklna Lhe welahLs ln Lhe
wrona wav, and LhaL lL ls Loo crowded.
43
Members seem Lo be wllllna Lo look pasL Lhls due Lo Lhe
affordable membershlp fee. lor manv members Lhe locaLlon ls convenlenL, and Lhelr frlends ao Lhere as
well.

Cold's Cvm

WlLh Lhree avms locaLed ln Lhe clLv of San lranclsco, Cold's Cvm offers classes, free welahLs, Lannlna,
cardlo, personal Lralners as manv oLher baslc avms.
44
Cold's Cvm ls prlvaLelv owned and Lhelr webslLe
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
39
24 Pour llLness. clob 1vpes ooJ Ameoltles
40
24 Pour llLness. clob 1vpes ooJ Ameoltles
41
24 Pour llLness. klJs clob
42
24 Pour llLness. )ootb lltoess
43
?elp. 24 noot lltoess Oceoo.
44
Cold's Cvm. 5etvlces ooJ Ameoltles - 5OMA.
!
17
shows no lndlcaLlons of anv conLrlbuLlons Lo Lhe communlLv bv Lhe avm or offer supervlslon of chlldren
whlle parenL works ouL. 1he SCMA locaLlon has recelved an averaae of 3.3 sLars based on 121 revlews
on ?elp.
43
Members reveal LhaL Lhe avm ls small, crowded, fllLhv, has frlendlv sLaff, offers free parklna,
and LhaL Lhev have had Lrouble wlLh Lhe bllllna svsLem. Also, accordlna Lo ?elp, Lhe SCMA locaLlon has
lona been a plllar of Lhe aav communlLv" and [supporLs Lhelr] LC81 sLaff, members and communlLv ln
evervwav posslble and [lL] wlll conLlnue Lo."


Curves

Curves ls prlvaLelv owned and for women excluslvelv. 1he locaLlons ln Lhe area offer women flLness,
sLrenaLh Lralnlna, and welahL-loss auldance. Accordlna Lo Curves' webslLe, women are encouraaed ''Lo
supporL charlLable causes, learn abouL healLh-relaLed lssues, and forae lasLlna frlendshlps as parL of Lhe
alobal Curves communlLv."
46
Curves also parLners wlLh Lhe Amerlcan Cancer SocleLv.
47
MosL curves do
noL offer moLhers a place for Lhelr chlldren Lo be waLched whlle Lhe moLhers work ouL, alLhouah a selecL
few do have plav areas for Lhelr chlldren Lo plav, buL usuallv lL ls sLlll Lhe moLher's responslblllLv Lo
waLch over her chlldren. Curves alwavs chanaes Lhelr membershlp fees dependlna on Lhe season and
dependlna on how lona vou wanL Lo slan up for. 8uL Lhe lnlLlal fee ls beLween 30 and 100 dollar and Lhe
monLhlv fee 60 dollars. lf vou are a famllv member boLh Lhe lnlLlal fee and Lhe monLhlv fee wlll be lower.
Curves offers a varleLv of dlfferenL deals LhrouahouL Lhe vear.

8ased on 6 lnLervlews on ?elp, Curves ln Lhe WesLern AddlLlon/nCA nelahborhood has recelved 4.3
sLars ouL of 3 posslble and ls pralsed for lLs frlendlv cusLomer servlce and nlce sLaff.
48
ComplalnLs were
abouL dlfflculLles Lo LermlnaLe membershlps. Curves ln Lhe orLola dlsLrlcL and Curves 1wln eaks have
recelved one revlew each, and boLh were alven 3 sLars.
49
1he revlewers were especlallv happv abouL Lhe
frlendlv and moLlvaLlna sLaff, ln addlLlon Lo fun moLlvaLlna conLenLs.
rlclna
MosL of Lhe earller menLloned avms' webslLes offer some klnd of prlclna for membershlp, buL cosLs
chanae dependlna on locaLlon and speclflc lenaLh of conLracL (anvwhere from week Lo week Lo a vearlv
basls). 1here are also varlous slan-up fees and cancellaLlon fees LhaL can chanae areaLlv dependlna on
dlfferenL promoLlons and coupons runnlna aL Lhe Llme. lor example, ofLen Llmes a Curves branch wlll
Leam up wlLh a local charlLv, such as Lhe CommunlLv lood 8ank, and walves Lhe slan-up fees for a
donaLlon of canned aoods. Also dependlna on personal lnsurance provlders, Lhere mav be monLhlv
dlscounLs- or oLher lncenLlves. 1hese neaoLlable raLes make lL hard for a preclse comparlson.

CompeLlLors mav be able Lo offer slmllar faclllLles aL a lower cosL or wlLh more convenlenL hours, buL
Lhev cannoL offer a compleLe packaae LhaL appeal Lo all members of a famllv. Manv of Lhe oLher avms
onlv applv Lo a person's phvslcal healLh, and are noL able Lo offer proarams for menLal and splrlLual
healLh slmllar Lo Lhose avallable Lhrouah Lhe ?.


!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
43
Cold's Cvm. 5etvlces ooJ Ameoltles - 5OMA.
46
Curves. Aboot cotves - Ovetvlew.
47
Curves. Aboot cotves - Ametlcoo coocet 5ocletv.
48
?elp. cotves - westeto AJJltloo/NOlA
49
?elp. cotves - lottolo
!
18
L. 1he Most Compe|||ng 8enef|t we can offer the target aud|ence to encourage
them to seek out add|t|ona| |nformat|on about the (What's |n |t for them?)

1he ? offers proarams LhaL sLrenaLhen 8av Area lndlvlduals, famllles, and communlLles.
I. Why 5hou|d 1hey 8e||eve 1h|s?

SupporL for Lhe promlsed beneflLs lnclude:

lndlvlduals
MoLhers wanL a place LhaL Lhev can counL on, and allow Lhelr chlldren Lhe opporLunlLv Lo flourlsh and
arow whlle experlenclna new Lhlnas. 1hev also wanL some alone Llme whlle knowlna Lhelr chlldren are
safelv looked afLer and occupled. 1he ? offers a full avm wlLh a varleLv of equlpmenL, as well as a ranae
of classes LhaL appeal Lo women of all flLness levels. Women can also aaLher Lo dlscuss crlLlcal lssues and
hardshlps ln Lhelr llfe. 1hls provldes a supporLlna aLmosphere for people wlLh problems Lo open up and
overcome Lhem ln a healLhv manner. Whlle moLhers are en[ovlna Lhls rare Llme Lo Lhemselves Lhelr
chlldren are well Laken care of and occupled wlLh fun educaLlonal and soclal acLlvlLles.

1he ? offers spln classes, women's weekend aeLawavs, daLe nlahLs wlLh llcensed chlldcare and fullv
equlpped avm locaLlons, alvlna women Llme Lo sLrenaLhen Lhemselves.
lamllles
1he ? ls an oraanlzaLlon LhaL ls commlLLed Lo unlLlna famllles and supporLlna Lhem Lhrouah a wlde
varleLv of evenLs and proarams. lL has oraanlzed lLs schedule so LhaL everv lrldav of Lhe monLh has a
dlfferenL famllv orlenLed acLlvlLv. Swlm nlahLs, lamllv 8lnCC nlahL, lamllv Movle nlahL as well as oLher
acLlvlLles and proarams are creaLed Lo sLrenaLhen famllv bonds. Seasonal acLlvlLles, such as sprlna crafLs
and colorlna eaa dav, are planned accordlnalv LhrouahouL Lhe vear. 1here are also classes and proarams
LhaL are caLered speclflcallv for parenLs Lo bulld and nurLure Lhelr relaLlonshlp as well. 1hese lnclude
varlous classes ranalna from flnances Lo splrlLuallLv. 1he ? also hosLs a uaLe nlahL even monLh so LhaL
parenLs are able Lo en[ov some free Llme whlle Lhelr chlldren are safelv waLched over and enLerLalned
for Lhe evenlna.
CommunlLles
1een Lruancv proarams, communlLv food banks and soclal evenLs help Lo sLrenaLhen Lles ln Lhe
communlLv, whlch help lndlvlduals and famllles feel beLLer abouL Lhelr communlLv lnvolvemenL and
make chlldren and Leens more well-rounded for colleae appllcaLlons. roarams LhaL focus on ?ouLh
uevelopmenL, Soclal 8esponslblllLv, and PealLhv Llvlna sLrenaLhen lndlvlduals and famllles ln Lhe
communlLles Lhev serve.
G. 1one
1he Lone of Lhe adverLlslna needs Lo maLch Lhe personallLv of Lhe brand and Lhe LaraeL audlence. 1he
secondarv ob[ecLlve ls Lo poslLlon Lhe ? as a cause-drlven oraanlzaLlon, and noL [usL a swlm and avm. 1he
Lone of Lhe adverLlslna also has Lo follow Lhe ?'s sLvle aulde 8rlnalna Cur 8rand 1o Llfe - A Culde lor
!
19
uslna and roLecLlna Cur 8rand.
30
" 1o reach Lhe LaraeL audlence Lhe deslred brand personallLv Lo be
achleved ls Lo show Lhe ? as a welcomlna and educaLlonal feel aood" brand LhaL promoLes healLhv
llvlna, and makes famllles come LoaeLher ln a safe envlronmenL. 1he underLone ls opLlmlsLlc and
cheerful. 1he besL person Lo dellver Lhls messaae would be a woman 33-34 vears old wlLh chlldren
under Lhe aae of 18 llvlna aL home.

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
30
?MCA. 8tlooloo Oot 8tooJ 1o llfe - A ColJe lot usloo ooJ ltotectloo Oot 8tooJ (!ulv 2, 2010)
!
20
IV. 1he Creat|ve 8r|ef

A. Why are we advert|s|ng at a||?
1o lncrease membershlp, as measured bv lncreased web Lrafflc, branch Lours, and phone lnqulrles Lo Lhe
?. Also Lo lncrease awareness of Lhe ? as a cause-drlven oraanlzaLlon, noL [usL a swlm and avm as ls Lhe
currenL percepLlon of Lhe LaraeL audlence.

8. Who are we ta|k|ng to?
We are LaraeLlna 8av Area women 33-34 vears old, wlLh a currenL avm membershlp, wlLh chlldren under
Lhe aae of 18 llvlna aL home. 1hese moLhers are Lhe famllv declslon makers when lL concerns famllv and
home llfe.

1. Iacts about them.
1he LaraeLed women are members of CeneraLlon x meanlna LhaL Lhev are devoLed Lo Lhelr famllles and
Lhlnk lL ls lmporLanL Lo preserve famllv llfe. As moLhers ln Lhe u.S., a ma[orlLv of Lhem are ln Lhe labor
force, buL sLlll do more house chores and spend more Llme wlLh Lhelr chlldren Lhan Lhelr husbands.
MoLhers ln Lhe 8av Area Lhlnk lL ls lmporLanL Lo sLav ln shape and belona Lo a avm. 1hev place areaL
lmporLance on Lhelr personal and famllv's healLh and wellness, buL flnd lL dlfflculL Lo allocaLe Lhe Llme Lo
Lake care of Lhelr own healLh and wellness needs. lamllles ln Lhe area also have hlah llvlna cosLs, and
manv of Lhem are mlddle and upper-mlddle class. WhlLes domlnaLe Lhe realon, and Plspanlcs and Aslans
make up a larae quanLlLv of Lhe mlnorlLles.

2. 1he|r att|tudes and how they current|y v|ew the .
non-Members of Lhe ?, for Lhe mosL parL, seem Lo undersLand Lhe lmporLance of Lhe ? wlLhln Lhelr
communlLv from Lhelr own chlldhood experlences wlLh Lhe oraanlzaLlon (Laklna swlm lessons, plavlna
baskeLball, aLLendlna soclal evenLs eLc.). 1he problem ls, manv of Lhese women are Lurned off bv Lhe
prlce of membershlp aL Lhe ?, and have Lrouble seelna LhaL Lhe value ln membershlp aoes bevond a
swlm and avm, and exLends lnLo Lhelr personal and famllv llfe as well as Lhelr local communlLv.

C. What |s the s|ng|e most compe|||ng |dea we need to commun|cate to them?
1he ? offers proarams LhaL sLrenaLhen 8av Area lndlvlduals, famllles, and communlLles.

D. Why shou|d they be||eve th|s?
1he ? offers proarams LhaL focus on ?ouLh uevelopmenL, Soclal 8esponslblllLv, and PealLhv Llvlna ln
order Lo sLrenaLhen famllles and lndlvlduals ln Lhe communlLles Lhev serve.
MC1PL8S: 1he ? offers spln classes, women's weekend aeLawavs, daLe nlahLs wlLh llcensed chlldcare, and
fullv equlpped avm locaLlons, alvlna moLhers Llme Lo sLrenaLhen Lhemselves.
lAMlLlLS: 1he ? offers famllv fun nlahLs, camplna, and oLher proarams Lo sLrenaLhen famllv bonds, alvlna
moLhers Lhe famllv Llme Lhev hope for.
CCMMunl1?: 1een Lruancv proarams, communlLv food banks, and soclal evenLs help Lo sLrenaLhen Lles ln
Lhe communlLv, whlch help lndlvlduals and famllles feel beLLer abouL Lhelr communlLv lnvolvemenL.

L. Des|red brand persona||ty/tone
1he ? ls a welcomlna and educaLlonal feel aood" brand LhaL promoLes healLhv llvlna, and makes famllles
come LoaeLher ln a safe envlronmenL. 1he underLone ls opLlmlsLlc and cheerful.



!
21
I. Lxecut|ona| gu|de||nes, |ega| requ|rements, phone numbers, webs|tes, etc....
AdverLlsemenLs have Lo follow Lhe ? SLvle Culde. unlque u8L and lacebook paaes can be creaLed for Lhls
campalan Lo Lrack and follow lnqulrles abouL Lhe ?.
!
22
V. keferences

24 Pour llLness. clob 1vpes ooJ Ameoltles.
Accessed: (leb. 13, 2011)
hLLp://www.24hourflLness.com/healLh_clubs/amenlLles/

24 Pour llLness. klJs clob.
Accessed: (leb. 13, 2011)
hLLp://www.24hourflLness.com/healLh_clubs/avm_dav_care/lndex.hLml

24 Pour llLness. )ootb lltoess.
Accessed: (leb. 13, 2011)
hLLp://www.24hourflLness.com/resources/vouLh_flLness/

8av Areas Census (2008)
Accessed: (leb. 1, 2011)
hLLp://www.bavareacensus.ca.aov/bavarea.hLm

8av Areas Census (2000)
Accessed: (leb. 13, 2011)
hLLp://www.bavareacensus.ca.aov/bavarea.hLm

8urLon, 8. 8ulldlna 8odles. lltoess fot Motbets.
Accessed: (leb. 1, 2011)
hLLp://www.bulldlnabodles.ca/Cardlo/llLness-lor-MoLhers.shLml

Cllck Crlando.
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hLLp://www.cllckorlando.com

CnnMonev.com. 8est lloces 1o llve 2006.
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hLLp://monev.cnn.com/maaazlnes/monevmaa/bpllve/2006/snapshoLs/L0667000

Curves. Aboot cotves - Ametlcoo coocet 5ocletv.
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hLLp://www.curves.com/abouL-curves/amerlcan-cancer-socleLv.php

Curves. Aboot cotves - Ovetvlew.
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hLLp://www.curves.com/abouL-curves/overvlew.php

urew, !. (Sep. 22, 2009)
1rlanale 8uslness !ournal. kolelob-uotbom oteo tooks tbltJ lo u.5. fot colleoe Jeotees.
Accessed: (leb. 13, 2011)
hLLp://www.blz[ournals.com/Lrlanale/sLorles/2009/09/21/dallv23.hLml?ana=LL3243

!
23
LmedlclnehealLh. Obesltv lo cbllJteo
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hLLp://www.emedlclnehealLh.com/obeslLv_ln_chlldren/arLlcle_em.hLm

Cold's Cvm. 5etvlces ooJ Ameoltles - 5OMA.
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hLLp://www.aoldsavm.com/avms/callfornla/san-franclsco/408/paae/8988/3331

PealLhv lood lor All. wbot ls fooJ povettv?
Accessed: (leb. 1, 2011)
hLLp://www.healLhvfoodforall.com/whaL_ls_food_poverLv.hLm

Poffman, L. W. - ?ounablade, L. M. (!une 28, 1999) Motbets ot wotk. ffects oo cbllJteo's well-8eloo.
Cambrldae unlverslLv ress

lnfoplease. Motbets bv tbe Nombets.
Accessed: (leb. 1, 2011)
hLLp://www.lnfoplease.com/spoL/momcensus1.hLml

Mlchael, n. lot ptofessloool womoo ooJ Motbets. uocovetloo letsoool voloes Mov locteose 5ttess.
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hLLp://www.submlLvourarLlcle.com/arLlcles/naLalle-Mlchael7346/LxecuLlve-Coachlna-96809.php

naLlonal Sclence loundaLlon. cbote wots. Meo. womeo ooJ noosewotk.
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hLLp://www.nsf.aov/dlscoverles/dlsc_summ.[sp?cnLn_ld=111438

nuLLer, M. (nov. 7, 2010) 1he Creen lesLlval, San lranclsco.
Speaker LvenL: Cteeoloo tbe cooomv - Covetomeots kole.

Cnllne Lmba.
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hLLp://www.onllnemba.com

ark, A. (Mav 13, 2000) 1lme lo 8tlef
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hLLp://www.Llme.com/Llme/maaazlne/arLlcle/0,9171,996930,00.hLml

eLerson, k. S. (Mav 14, 2003) uSA 1odav. Ceo \ Moms nove lt 1belt wov.
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hLLp://www.usaLodav.com/llfe/2003-03-07-aenx-moms-usaL_x.hLm

llslllo. I. (Aoo. 16. 2010) 5l Cote. 8ov Ateo becomloo less bospltoble fot wotkloo moms.
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bttp.//www.sfoote.com/colblo/bloos/ootbeblock/Jetoll?eottv_lJ=7019J
SmlLh, A. (nov. 6, 2010) 1he Survlvors Club. 1be 10 neoltblest cltles lo Ametlco.
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hLLp://www.Lhesurvlvorsclub.ora/healLh/aeneral/amerlcas-healLhlesL-clLles
!
24

SLephev, M.!. (Apr. 16, 2008) 1lme. Ceo-\. 1be loooteJ Ceoetotloo?
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hLLp://www.Llme.com/Llme/arLs/arLlcle/0,8399,1731328,00.hLml

SL. Ceorae, u. (Sep. 26 2010) WashlnaLon osL. womeo Ate Cololoo CtoooJ lo lomllv ueclsloo Mokloo.
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hLLp://www.washlnaLonposL.com/wpdvn/conLenL/arLlcle/2008/09/23/A82008092304167.hLml

SusLalnweb. wbot ls fooJ povettv?
Accessed: (leb. 1, 2011)
hLLp://www.susLalnweb.ora/foodaccess/whaL_ls_food_poverLv/

?elp. 24 noot lltoess Oceoo.
Accessed: (leb. 13, 2011)
hLLp://www.velp.com/blz/24-hour-flLness-san franclsco6#querv:2420hour20flLness20ocean>.

?elp. cotves - lottolo.
Accessed: (leb. 13, 2011)
hLLp://www.velp.com/blz/curves-san-franclsco-6#querv:curves20avm

?elp. cotves - westeto AJJltloo/NOlA.
Accessed: (leb. 13, 2011)
hLLp://www.velp.com/blz/curves-san-franclsco-12#querv:curves20avm

?elp. 5tooestowo lomllv )McA.
Accessed: (!an. 30, 2011)
hLLp://www.velp.com/blz/sLonesLown-famllv-vmca-san-franclsco

?MCA. 8tlooloo Oot 8tooJ 1o llfe - A ColJe lot usloo ooJ ltotectloo Oot 8tooJ (!ulv 2, 2010)

?MCA. Aboot us
Accessed: (March 31, 2011)
hLLp://www.vmca.neL/abouL-us/#

?MCA. neoltbv llvloo.
Accessed: (March 31, 2011)
hLLp://www.vmca.neL/healLhv-llvlna/

?MCA. News keleoses.
(leb. 11, 2011)
Accessed: (leb. 28, 2011)
hLLp://www.vmca.neL/news-releases/20100211 leLsmove.hLml

?MCA. Otooolzotloool ltoflle.
Accessed: (Mar. 31, 2011)
hLLp://www.vmca.neL/oraanlzaLlonal-proflle/

!
23
?MCA. Oot locos.
Accessed: (Mar. 31, 2011)
hLLp://vmca.neL/our-focus/

?MCA Sl. wbot we Offet - lot AJolts.
Accessed: (Mar. 31, 2011)
hLLp://www.vmcasf.ora/whaL_we_offer/for_adulLs

?MCA Sl. wbot we Offet - lot lomllles.
Accessed: (Mar. 31, 2011)
hLLp://www.vmcasf.ora/whaL_we_offer/for_famllles

?MCA Sl. wbot we Offet - lot klJs.
Accessed: (Mar. 31, 2011)
hLLp://www.vmcasf.ora/whaL_we_offer/for_klds

?MCA Sl. wbot we Offet - lot 1eeos.
Accessed: (Mar. 31, 2011)
hLLp://www.vmcasf.ora/whaL_we_offer/for_Leens

?MCA. 5oclol kespooslbllltv.
Accessed: (Mar. 31, 2011)
hLLp://www.vmca.neL/soclal-responslblllLv/

?MCA. 1be )McA lo tbe uolteJ 5totes.
Accessed: (!an 30, 2011)
hLLp://vmca.neL/hlsLorv/#

?MCA. )McA of 5oo ltooclsco.
Accessed: (March 31, 2011)
hLLp://vmcasf.ora/

?MCA. )ootb uevelopmeot.
Accessed: (March 31, 2011)
hLLp://www.vmca.neL/vouLh-developmenL/



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26
VI. Append|ces
Append|x 1.
lnlLlLal Survev

An lnlLlal survev was conducLed Lhrouah SurvevMonkev.com Lo help lnform Lhe fuLure quallLaLlve
research for Lhls pro[ecL. 1he aoal of Lhls lnlLlal onllne survev was Lo esLabllsh expecLaLlons and level of
lmporLance cerLaln avm offerlnas had on Lhe LaraeL's membershlp sLaLus. Cf Lhe 21 respondenLs Lo Lhls
survev, 13 of Lhem flL wlLhln Lhe LaraeL audlence of Lhe fuLure adverLlsemenLs. lrom Lhls lnlLlal survev,
we found LhaL manv women ln Lhe LaraeL audlence cared more abouL Lhe swlm and avm offerlnas of a
avm Lhan whaL LhaL speclflc avm does for Lhe communlLv. Whlle lL ls lnapproprlaLe Lo sav LhaL Lhls
senLlmenL ran Lrue Lhouah all respondenLs ln Lhe lnlLlal survev, manv of Lhe respondenLs ranked Lhlnas
llke havlna a pool (17/21), cardlo equlpmenL (18/21) and a falr prlce (19/21) hlaher Lhan llcensed chlld
care (10/21), aroup hobbles (2/21) or soclal responslblllLv (8/21).

1. What |s your gender? |ease se|ect from the fo||ow|ng...
Male
lemale
uecllne Lo SLaLe

2. What |s your age? |ease se|ect from the fo||ow|ng...
18-24
23-31
32-38
39-44
44+

3. What |s your mar|ta| status? |ease se|ect from the fo||ow|ng...
unmarrled
Marrled
ulvorced
Wldowed
uecllne Lo SLaLe

4. now many ch||dren do you have? |ease se|ect from the fo||ow|ng...
0
1
2
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27
3
4+

5. Do you current|y be|ong to a gym?
?es
no

6. If yes, wh|ch gym do you be|ong to? If no, p|ease cont|nue to Cuest|on 7. If your gym does
not appear |n the answers, p|ease se|ect "Cther".
24 Pour llLness
8allv's 1oLal llLness
?MCA
Cold's Cvm
CLher

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28
7. |ease rank the |eve| of |mportance each offer|ng has on se|ect|ng a gym for membersh|p
where 1 means "Not Important" and 7 means "Very Important". Ior offer|ngs wh|ch you are
unsure of or have no preference, p|ease se|ect 4.



Not Important

1


2


3
No reference

4



5



6
Very
Important
7
5tress
keduct|on
C|asses

G|ves 8ack to
Commun|ty
5pac|ous
We|ght koom

nas a oo|

Card|o
Lqu|pment

Membersh|p
erks

Group nobb|es

Iocuses on
5oc|a|
kespons|b|||t|es

Cffers
5w|mm|ng
Lessons

L|censed
Ch||dcare
(wh||e at work)

outh 5ports
Act|v|t|es
Cffers
5cho|arsh|ps for
Ch||dren

r|ce

Camp (Day &
Cvern|ght)
L|censed
Ch||dcare
(wh||e work|ng
out)

Adu|t 5ports
Act|v|t|es

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29
Append|x 2.
lnLervlew CuesLlons for Members

1hls ls a deLalled llsL of Lhe quesLlons LhaL were asked when lnLervlewlna women for prlmarv research.
1here were Lwo dlfferenL, buL slmllar, seLs of quesLlons LhaL were asked dependlna on wheLher or noL
Lhe lnLervlewee was a member of Lhe ? or noL. lL should be noLed LhaL Lhese quesLlons served as a baslc
auldellne for Lhe lnLervlew, and were meanL Lo keep Lhe conversaLlon on Loplc. Powever, someLlmes Lhe
quesLlons asked wandered a blL off Lhese shown here, propelled bv varlous personal sLorles and
experlences. 1hls lnformaLlon ls sLlll percelved as equallv lmporLanL and helpful as prlmarv research. We
alwavs worked ln Leams and lnLroduced ourself as sLudenLs from San lranclsco SLaLe unlverslLv worklna
LoaeLher on a research pro[ecL on Lhe behalf of Lhe ?.

1. Are you a mother aged 35-54, w|th ch||dren ||v|ng at home?
lf no: Lhank her for her Llme, buL do no lnLervlew.
lf ves: ask Lhe quesLlons below:

2. now |ong have you been a member of the ?

3. Why d|d you [o|n the , or|g|na||y?

4. Why do you cont|nue to [o|n?
(Looklna Lo see lf Lhev sLav for dlfferenL reasons Lhan Lhev orlalnallv [olned)

5. In wh|ch programs do you and your fam||y part|c|pate?

6. Do you know any other programs prov|ded by the , at other |ocat|ons bes|des the one you go
to? Wh|ch ones?

7. When she ls done Lelllna abouL Lhe oLher proarams (lf anv) LhaL she ls aware of, read her a llsL of
Lhe Lop Len proarams provlded (e.a. Lruancv proarams, food bank, ?MCA Plah School eLc. plck
Lhe besL)

8. now does know|ng about these programs make you fee| about the ?

9. What wou|d you te|| another mother to conv|nce her to [o|n?

10. Do you th|nk |t |s |mportant for ch||dren and teens to be exposed to commun|ty serv|ce
opportun|t|es? Why/Why not?

11. Wrap up:
1hank her and Lell her LhaL vou are worklna on developlna an adverLlslna campalan for Lhe ?,
and ask her lf she would be wllllna Lo Lalk Lo vou aaaln laLer ln Lhe semesLer.



!
30
lnLervlew CuesLlons for non-Members

1. Are you a mother aged 35-54, w|th ch||dren ||v|ng at home?
lf no: Lhank her for her Llme, buL do no lnLervlew.
lf ves: ask Lhe quesLlons below:

2. now |ong have you been a member of ________?

3. Why d|d you [o|n your gym, or|g|na||y?

4. Why do you cont|nue to [o|n?
(Looklna Lo see lf Lhev sLav for dlfferenL reasons Lhan Lhev orlalnallv [olned)

5. D|d you cons|der other c|ubs such as the ?

6. now wou|d you descr|be your att|tude aga|nst the ?

7. What made you dec|de aga|nst the ?

8. Are you aware that the offers other programs bes|des sw|m and gym programs? |ease te||
me what you know about these other programs.

9. When she ls done Lelllna abouL Lhe oLher proarams (lf anv) LhaL she ls aware of, read her a llsL of
Lhe Lop Len proarams provlded (e.a. Lruancv proarams, food bank, ?MCA Plah School eLc. plck
Lhe besL). 8e prepared Lo provlde addlLlonal lnformaLlon abouL Lhese proarams lf necessarv
(orallv, webslLe llnks eLc)

10. now wou|d know|ng about these other programs |mpact your th|nk|ng about the as a sw|m
and gym opt|on, |f at a||?

11. Do you th|nk |t |s |mportant for ch||dren and teens to be exposed to commun|ty serv|ce
opportun|t|es? Why/Why not?

12. Wrap up:
1hank her and Lell her LhaL vou are worklna on developlna an adverLlslna campalan for Lhe ?,
and ask her lf she would be wllllna Lo Lalk Lo vou aaaln laLer ln Lhe semesLer.