Client Spotlight: YMCA of the Triangle

February 28th, 2013
#ProfessionalServices, #WEBSITEDESIGN, #CustomerExperience

When the YMCA of the Triangle came to us in December with plans for a January membership drive, we were thrilled to have the opportunity to collaborate with their traditional marketing team to create an integrated approach that streamlined website messaging and user experience with the goals of pay per click and radio promotions.

The Goal:

Increase YMCA membership across 13 branch locations with a month long campaign, featuring 50% off joining fees. 

The Channels:

Produce radio, pay per click, and print advertisements to drive audiences to the website for more information. 

Use the website to help prospective members find the right branch, calculate their limited time reduced membership costs, and inform them of how to become a member. 

Use Google Analytics to track traffic being driven from each individual marketing source to gauge success of exposure and conversions.

The Method:

We created a new content type on the YMCA site for landing pages that corresponded with each individual channel. We designed the landing pages with the specific intent of funneling users to our custom membership widget. The finder provides a personalized way for users to find their perfect branch based on their location and individual amenity preferences.

YMCA Custom Membership Tool

On the membership pages for each branch, we then focused on making a clear call to action to contact the YMCA for information and for starting the membership enrollment process. 

The Results

While we’re still tallying up the final conversion figures from the traditional marketing and website efforts, we do know that more than 10,000 unique visitors used the custom membership calculator in the month of January alone to determine their promotional dues. Based on the amount of unique visitors the site enjoyed, this means that more than one in five people used the calculator!

If you have a specific promotion or campaign, and are interested in learning more about how an integrative traditional and online marketing approach can be combined to boost the conversion rates of customers from your website, call us to find out how we can help! 

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