Marketing & Communications Analysis for the YMCA of Southwestern Ontario

With the global pandemic creating uncertainty for the future of the YMCA of Southwestern Ontario, the organization is in need of powerful insights from data analytics more than ever. The intern will have access to large amounts of historical data containing information concerning the partner organization’s main pillars: health, fitness and aquatics activities, childcare, and camp, as well as specific data pertaining to social media marketing and email communications. Using software tools such as Microsoft Excel, R, and Tableau, the intern will extract and present business insights for the YMCA marketing and communications team. Through the discovery of the most popular activities by demographics and branch location, the organization will be able to decide which activities to stop running post-pandemic, allowing them to conserve resources while maintaining the satisfaction of their customers. By determining who participates in two or more departments within the association, and during which seasons, the team will be able to draw conclusions surrounding when and whom to market other departments’ offerings.

Faculty Supervisor:

Gregory Zaric

Student:

Partner:

YMCA of Southwestern Ontario

Discipline:

Business

Sector:

Other services (except public administration)

University:

The University of Western Ontario

Program: