The Objective:

Increase the number of leads received during an annual, limited-time promotion: a 'Free 3-Visit Pass' to non members. By doing so, the Y is able to get more potential members into their wellness centers for a chance to experience all they have to offer, and ideally, become full-time members.

The Solution

Develop Facebook Ad Campaign

LSM created a Facebook ad campaign designed to: - Generate sign-ups for the Y's 3-visit pass, and - Retarget people who sign up for the pass with display ads about a limited-time 'No Joining Fee Offer,' helping people avoid paying the typical $35 joining fee.

Conduct A/B Testing

LSM experimented with different ad copy, imagery and CTAs to evaluate the success in remarking memberships to those who received a 3-visit pass. Also sent a drip email campaign confirming the promotion via email to the user who signed up

Refine Ad Targeting

LSM created a Custom Audience to show the Y's ads to based off: 1) individuals who signed up for the previous year's 3-Visit Pass 2) individuals possessing similar demographics to the Y's existing membership base 3) designated geographical areas around each Y.

Hear From The Client

  • "LSM has gone above and beyond, serving as an extension to our online team and continually improving our online presence."

    Tracey Jackson

    Director of Marketing and Outreach, YMCA

RESULTS

78%

Increase in leads received YoY

29%

Decrease in cost-per-lead YoY

15

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