Multi-Channel Marketing Campaign Increases New Membership by 67%
The Wilton Family YMCA, one of the largest YMCAs in the New York/New Jersey/Connecticut region, wanted to increase its business by acquiring new members. OlleyMay was chosen as the agency of record to devise an outbound marketing campaign to not only help acquire new members but to also help establish the new YMCA national brand within the local community.
Working with the Wilton YMCA’s executive director and membership team, OlleyMay suggested a personalized, multi-channel marketing approach that combined direct mail, e-mail and web response pages with engaging, informative video stressing the benefits of membership in the YMCA.
Direct mail and e-mail were timed to arrive within days of each other. Each household received a personalized direct mail package including gift cards and a call to action, encouraging a 2-week trial membership. A follow-up e-mail was sent within days of the direct mail campaign, containing a link to a personalized landing page that contained a video presentation. The design and copy of each outreach conveyed a personalized message and invitation from the membership director, with a defined statement of benefits and a due date for response.
OlleyMay also provided signage, folders and other marketing support collateral incorporating the YMCA’s updated national brand.
The client was very happy with the results and the ROI. The marketing effort generated a combination of new family and adult memberships, resulting in an increase of 67% over the previous year, and an ROI of over 3X.