2024 New Year’s Week Membership & Program Participation Integrated Marketing Communications Campaign
▲ TIKTOK POST
▲ BOOSTED (PAID) FACEBOOK POSTS
▲ Direct Mail Postcard (Back)
▲ Sponsored Facebook Event Posts & Third Party Email Blast
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Organization
Greater Somerset County YMCA
Project
New Year’s Week Membership & Program Participation IMC Campaign
Role
Content Creation, Copywriting, Digital Marketer, Graphic Designer, Media Buying, Project Lead, Social Media Marketer
Tools & Technology
Adobe Acrobat Pro | Adobe InDesign | Adobe Photoshop | Daxko Engage Email/Marketing Automation | Daxko Operations CRM/Member Information System | Facebook | Facebook Events | Facebook Reels | Geotargeted & Geofenced Mobile Ads | Google | Instagram | Instagram Reels | Loomly Social Media Management | Meta Ads Manager (Facebook & Instagram) | Microsoft Excel | Microsoft Word | SimpleTexting SMS/Text Messaging | TikTok | Twitter/X | WordPress Website CMS
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Campaign Management | Communications Planning | Conceptual Thinking | Content Creation | Content Marketing | Creative Development | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Digital Marketing | Direct Mail | Event Promotion | Integrated Marketing Communications | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Print Production | Stakeholder Management | Strategic Marketing & Planning | Vendor Management | Web Design
Additional Credits
- Steve Clarke: Graphic design, digital signage design & print production
- Sadie Disbrow: Project management
- Jenayah Mathis-Minnigan: Email & website content
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INTRO & GOAL
Building off the prior year’s performance and seeking to tweak the approach, membership leaders across the association elected to expand the timing of the New Year’s programming lineup to span the first week of January. A “pay the day” joiner fee campaign was attached to the week full of themed-day events and tours. Marketing drove awareness, attendance, new memberships, and program registration throughout the week.
STRATEGY & PROCESS
Collaborated with leadership at all 5 YMCA facilities to understand their unique offerings and/or schedules while ensuring coordination of key revenue-driving launches, openings, etc, across the entire association.
SOLUTION & OUTCOME
Crafted and led the deployment of a seamless branded omnichannel campaign comprised of a cadence of tactics including but not limited to direct mail, email marketing, paid third-party e-blasts, organic social media marketing, geofenced social media advertising, web design (website content and measured use of popups and alert bars), SMS marketing, earned media placement, in-branch signage, digital displays, and boosted (paid) social. Association-wide New Year’s Day daily sales totals (new and recaptured memberships) exceeded set targets and pre-COVID performance. Specifically, sales totals for the first week in January were 215% greater than the same time frame in 2019.