The Y is already synonymous with fitness. Yet the Y provides so much more value to the community. We needed to reinforce their position of being more than a typical “gym and swim” to maximize membership and donations. This required increased awareness of the Y’s social responsibility efforts and youth development initiatives. Additional points of differentiation — that the Y offers memberships based on income and is the #1 childcare provider in the state — were also appealing to our key audiences of singles, families and senior citizens. To be successful, we had to convince potential members that the Y’s overall community and wellness benefits provided an exceptional value for the monthly price.
While achieving marketing objectives and membership goals are a yearlong process, it’s no secret that the four-week membership drive following Christmas is the most critical time. This is when New Year’s resolutions are in full swing, and the majority of gyms in the market are promoting their lowest prices and their newest equipment. Broadcast television is a key cog during this push and we develop unique creative campaign each year to captivate and motivate future members.
An annual May Membership campaign allows the Y to focus on families and their unique summertime offerings. Regardless of season, we carry messaging through radio, print, outdoor, direct mail and point-of-sale executions to increase awareness and push promotional membership opportunities.
Our fluency in the “Y Voice,” combined with a deep understanding of the YMCA mission, enables campaigns that go well beyond the typical gym ad and focus on what makes the Y unique.