Last month we explored the topic of Market Reach,
which is a calculation that shows the percentage of your available market you've reached
through the services at your Center. One of the interesting outcomes from that exploration is that lower income communities have
the lowest market reach. However, there are plenty of Centers across the Network in communities with lower incomes that have much higher market reaches than
In this issue, we're going to look at those lower-income Centers (less than $22,000 per capita) in more detail to identify some of the most popular programs and try to find some
patterns. As we mentioned last month, it's not the members who are deemed to be low income, it's the community in which the Center is located.
Let's have a look.
Welcome to...Fun Facts - the I've Got Friends in Low Places edition
To do this analysis correctly, we needed to look at all of the Centers in communities with incomes less than $22,000 per year. From there, we compared the 25% with the highest
market reach percentage to the 25% with the lowest market reach percentage. Those with the highest reach (called High Reach in the graphs below) averaged 12.5% reach - significantly
higher than the entire Network average of 7.88% . On the low end (called Low Reach), they averaged 3.5%.
Our initial goal was to determine if there were any programming differences between the high and low. We grouped each activity into 1 of 6 categories and determined which percentage of a Center's
offerings were in each category.
Those Centers in the High Reach category have a noticeable tilt to Fitness/Exercise programs with over 46% of their total offerings in that category. The Low Reach group of Centers have more
programs in every other category with the largest percentage in Social/Recreation.
Here are 12 most popular programs, in descending order, across Centers in the High and Low Reach groups:
The participants at the High and Low Reach Centers differ in terms of age and gender:
The High Reach Centers have about 10% more male participants than the Low Reach Centers. Low Reach
participants are, on average, 3 years older than the the High Reach participants.
Some other notable observances of the High Reach and Low Reach Centers:
- Participants are twice as likely to come with their spouse to the High Reach Centers
- Centers in both groups have active trip programs
- Low Reach Centers have more active home-delivered meal programs
- Both groups offer transportation to the Center and medical appointments