SITUATION
The Gift of Health Campaign
Mad Hatter Technology was engaged to advise the YMCA when the marketplace saturated with competition in fitness facilities. Increasing market share is a priority for the YMCA, as the health, fitness and recreation facilities and related services, were experiencing a decline in membership.
SERVICES
- Marketing strategy
- Digital media strategy
- Design thinking sessions
- Branding & identity visuals
- Logo design
- Digital campaign creation
- Acquisition campaign
- Data management
- Campaign microsite
- Responsive website design
- Content management system (CMS)
- Drupal CMS development
- Electronic mass mailing
- Direct mail campaign
- Website hosting
- Campaign creation
SOLUTION
In a consultative engagement, data from a complex compilation of five databases was analyzed and reviewed to help understand the existing customer base. In a cross comparative data analysis and segmentation of the current customer base, contrasted to population census data for the region, opportunities in key and strategic target markets in certain age demographics, evolved.
SUCCESS
The Gift of Health campaign was created, and executed to these key age & demographic segments in an annual integrated campaign with four holiday seasonal themes. Now a keystone campaign for the organization, memberships are on the rise.
12 Days of Christmas
COLLABORATIONS
Case StudyYMCA
In a consultative engagement, data from a complex compilation of five databases was analyzed and reviewed to help understand the existing customer base.
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Case StudyOFPA
With membership declining the association needed to reestablish its place within industry. A revitalization of the branding was needed to reposition the association as a thought leader and industry partner.