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YMCA of Greater Louisville

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.

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