2023 LES MILLS BODYPUMP Program Launch at Hillsborough YMCA, Somerset Hills YMCA & Somerville YMCA
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[ details ]
Organization
Greater Somerset County YMCA
Project
LES MILLS BODYPUMP Program Launch Integrated Marketing Communications Campaign
Role
Copywriting, Digital Marketer, Graphic Designer, Project Lead, Social Media Marketer, Web Designer
Tools & Technology
Accrisoft Freedom Website CMS | Adobe Acrobat Pro | Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Daxko Engage Email/Marketing Automation | Facebook | Facebook Events | Google | Instagram | Loomly Social Media Management | Meta Ads Manager (Facebook & Instagram) | Microsoft Excel | Microsoft Word | SimpleTexting SMS/Text Messaging | Twitter/X
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Campaign Management | Communications Planning | Conceptual Thinking | Content Creation | Creative Development | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Data-Driven Decision Making | Digital Marketing | Digital Signage | Email Marketing | External Communications | Event Promotion | Graphic Design | Integrated Marketing Communications | Layout & Composition | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Outdoor & Out-of-Home | Partnership Branding | Print Advertising | Print Production | Project Management | Social Media Marketing | Stakeholder Management | Strategic Marketing & Planning | Vendor Management | Video Shoots | Web Design | Word-of-Mouth Influence
Additional Credits
- Steve Clarke: Digital signage design, graphic design & print production
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INTRO & GOAL
On New Year’s Day 2023, successfully launch LES MILLS syndicated group exercise programming at Greater Somerset County YMCA’s full-service facilities in Basking Ridge, Hillsborough, and Somerville – beginning with the cult favorite BODYPUMP. “Success” was defined as all available classes being full or waitlisted at launch.
STRATEGY & PROCESS
An impactful design and messaging approach was developed that resonated with the target audience while honoring both YMCA and LES MILLS brand standards. Integrated marketing communications strategic plan positioned awareness and sign-up tactics.
SOLUTION & OUTCOME
Creative execution entailed a 4-week pre-launch multi-channel campaign comprising print ads, out-of-home backlit display signage, posters, and flyers, targeted email campaigns, interior digital display signage, member newsletter placements, social media campaigns, and event and local media promotions. The definition of “success” was achieved. All available classes were immediately full or waitlisted on launch day. The campaign immediately shifted to a maintenance cadence with respect to the frequency of content sharing. As additional LES MILLS classes became available, a similar campaign for each of those launched in a manner and cadence similar to the BODYPUMP launch featured here.