With a marketplace saturated with competition, increasing market share is a priority for the YMCA.
With a marketplace saturated with competition, increasing market share is a priority for the YMCA. The health, fitness and recreation facilities and services, were experiencing a decline in membership. Understanding existing customers was critical in the development of key insights to formulate a marketing strategy.
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 census data, opportunities in key and strategic target markets evolved.
The Gift of Health campaign was created, and executed to key segments in an annual integrated campaign with direct mail drops, a mass email campaign, microsite and social media. Now a key stone campaign for the organization, memberships are on the rise.
Features & Services
- Application Development
- Content Creation & Publishing
- Digital Advertising
- Digital Campaign Creation
- Electronic Mass Mailings
- Marketing Planning
- Social Media Marketing
- Web & Interface Design