Case Study: The YMCA of Greater Louisville

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Case Study: The YMCA of Greater Louisville

When there’s a gym on every corner, how do you stand out?
 
The YMCA of Greater Louisville offers unparalleled fitness facilities, wellness programs, community outreach and more. The Y is so much more than a gym, but it was still a challenge to differentiate themselves in an oversaturated Louisville market. Through cutting-edge tactics, we were able to help them break through the clutter to attract and retain members.
 
Traditionally, the Y runs two very effective promotional periods each year, fueled by mass-media advertising. We helped them identify an opportunity to deploy an “always on” advertising strategy to promote membership year round.
 
We deployed a highly targetable and scalable social media, PPC and digital display advertising campaign. With these tactics, we were able to capture email addresses for re-marketing and reach a relevant audience at a key moment in their path to purchase.
 
Each generated lead was nurtured through an email campaign that struck a balance between valuable content from Wellness Experts and messaging centered on joining the Y.
 
Results to date are encouraging with click-through, sign-ups, open rates and conversions out-pacing fitness industry averages. This “always on” inbound marketing program allows the Y to attract consumers at the point of consideration and build a relationship not based on price, but on trust.[/vc_column_text][/vc_column][/vc_row]

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Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.