2019 Pre- and Post-Launch Campaign Promoting EGYM Connected Cardio Circuit Equipment at Somerset Hills YMCA
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Organization
Somerset Hills YMCA
Project
2019 EGYM Connected Cardio Pre- and Post-Launch Campaign
Role
Messaging, Project Lead
Tools & Technology
Adobe Acrobat, Microsoft Excel, Microsoft Office
Skills & Knowledge
Audience Segmentation | Brand Compliance | Brand Stewardship | Brand Storytelling | Communications Strategy | Conceptual Thinking | Content Marketing | Copywriting | Creative Development | Creative Problem-Solving | Creative Services Management | Creative Team Leadership | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Digital Marketing | Digital Signage | Email Marketing | Environmental Graphics | Event Promotion | External Communications | Internal Communications | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Paid Social Media | Partnership Branding | Project Management | Social Media Marketing | Stakeholder Management | Web Design
Additional Credits
- Jenna Calder: Email & website content creation
- Steve Clarke: Graphic design & print production
- Aaron McCoy: Project management
- Barbara Russo: Internal communications, social media management & media relations
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INTRO & GOAL
The introduction of EGYM connected cardio circuit-style fitness equipment was included as part of Somerset Hills YMCA’s 2019 expansion and renovation capital project. More than simply placing new equipment in the fitness center, EGYM provides a personalized experience through the use of an RFID wristband and an integrated app that tracks progress and gamifies the experience alongside fellow gym-goers. Marketing was charged with not just promoting the new member benefit but also educating members as to what these funny-looking machines were all about — and how to book an orientation to be set up for each of the seven machines in the circuit.
STRATEGY & PROCESS
Gathered and reviewed all EGYM brand guidelines, informational materials, and image assets relevant to the purchased setup. Coordinated with Wellness and Membership staff to understand the complete process involved in orienting a member on EGYM for the first time, how the app works, pertinent policies and fees associated with using the RFID wristband, how the circuit itself works, etc. Reviewed available content for all other YMCAs utilizing EGYM in their fitness centers.
SOLUTION & OUTCOME
Crafted and executed an integrated marketing communications plan to drive awareness, understanding, interest, and booking an orientation appointment. Messaging was also retrofitted to engage inactive members as well. Owned tactics included: prominent website placement, new website content, targeted email campaign, inclusion in weekly newsletters, posters, digital signage, as well as organic social media posts on Facebook, Instagram, Twitter/X, and LinkedIn. Local media contacts were invited to try EGYM for themselves. Paid tactics included Facebook and Instagram ads and boosted posts on both platforms. As a result, Somerset Hills YMCA experienced an anticipated lift in membership — drawing back those who became frustrated with the year-long expansion and renovation project disrupting day-to-day routines within the facility.