INTEGRATED CAMPAIGNS
YMCA OF METROPOLITAN CHICAGO
CLIENT
YMCA of Metro Chicago
PROJECT
YMCA membership center re-opening post-COVID
CHALLENGE
During the COVID Pandemic, fitness centers were forced to close. When they were able to reopen, The Y needed a strategic marketing approach to retain membership revenue and welcome members back into the facilities while highlighting the changes made to enforce new safety protocols. The campaign needed to drive members back into the facilities by celebrating the importance of community while communicating safety.
STRATEGY
The idea of “taking steps” is very relatable to both getting back into the swing of things post-pandemic, and approaching personal fitness and wellness goals. By using the headline “THE FIRST STEP IS THE BEST STEP” we effectively communicated the steps everyone needed to take to get back to “normal”. Through concise, clear, and consistent messaging, we were able to set expectations for customers and staff on safety precautions and facility use and inform the public of our reopening “phases”. With uplifting lifestyle imagery, we were able to communicate the kindled human spirit that lifts ourselves and our communities.
RESULTS
By using a “digital-first” integrated campaign, we were successful in clearly communicating updates and changes as reopening progressed. Members were able to take the first step back into the Y. After a severe membership decline in early 2020, membership retention leveled by July 2020 and new acquisitions rose by 20% from February-May of 2021.
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