YMCA
Membership Marketing-
"Discover the Y" Marketing Campaign
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Background
Fall
is one of the best seasons during the year to increase
membership at the YMCA. Children are returning to school,
and parents are planning year-long activities for members
of the family. This is a good time to reach out to targeted
markets to join the Y and to sign up for activities.
Challenges
The
Heritage YMCA faces extensive competition from park
districts, sports clubs, private gyms, and fitness centers.
Many of these other organizations offer modern facilities
and compete directly with the Y by offering youth sports,
fitness activities, and family-centered activities.
The YMCA faces the marketing challenge of getting people
beyond the tired-looking exteriors of its older facilities
and into its pools, gyms, and recreational areas.
Marketing/Public
Relations Solutions
Clare
Communications provided the following marketing/public
relations services:
-
Kicked off a “Discover the Y” marketing campaign with
a colorful YMCA float at the popular Labor Day parade
-
Handed out coupons to spectators to “Try the Y” free
for a week
-
Worked with program directors to plan a series of
demonstrations, seminars, and special activities during
the first week of September
-
Ran a series of ads, calendar listings, and public
service announcements inviting the public to “Discover
the Y” and attend the demonstrations
-
Created and mailed a series of colorful “Discover
the Y . . .” postcards that showed bright interiors
and happy participants.
- Created
a series of “Discover the Y . . .” television commercials
that took people inside the YMCA facilities visually.
The 30-second ads featured families having fun in
bright, happy settings as well as a diverse group
of individuals working out on modern equipment.
.
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