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. 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.

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. We also helped set up a drip 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 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.

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

Happy YMCA locations

Discover what we can achieve together.

You’ll never look back.

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