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.

Hear From A 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

6%

Increase in daily leads received YoY

29%

Decrease in cost-per-lead YoY

14%

Increase in clicks received YoY

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Awards

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