The YMCA of Middle Tennessee is the region’s leading nonprofit dedicated to strengthening community through youth development, healthy living and social responsibility. For more than 140 years, the YMCA of Middle Tennessee has been giving people of all ages the tools they need to belong and be well.
Industry
Multi Location – Fitness, Health & Life
Challenge
Enhance Effectiveness of Membership Promotion
Location
Middle TN (15 Locations)
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.
Let’s create
something together.
Awards
We’re good at what we do, but don’t just take our word for it. From web design to national advertising campaigns, our team is passionate about the work that we do, and we have been recognized as leaders in the industry for it. See our recent awards and recognitions.
