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.
LSM created a Facebook ad campaign designed to generate sign-ups for the Y's 3-visit pass. We retargeted people who signed up for the pass with display ads about a limited-time 'No Joining Fee Offer' that started 15-30 days after the signup was completed.
LSM experimented with different ad copy, imagery and CTAs to evaluate the success in remarking memberships to those who received a 3-visit pass. We also helped set up a drip campaign confirming the promotion via email to the user who signed up.
LSM created a 'custom audience' to show the Y's ads to individuals who 1) signed up for the previous year's '3-Visit Pass,' 2) possess similar demographics to the Y's existing membership base, and 3) are located within designated geographical areas around each center.
Increase in leads received YoY
Decrease in cost-per-lead YoY
Happy YMCA locations
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