EGYM Connected Cardio Launch

[ about ]

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 provided a personalized experience through the use of an RFID wristband and an integrated app that tracked progress and gamified the experience alongside fellow gym-goers. Marketing was tasked with not only promoting the new member benefit but also educating members about what these unfamiliar machines were and how to book an orientation to set up each of the seven machines in the circuit.

APPROACH & OUTCOME

All EGYM brand guidelines, informational materials, and image assets relevant to the purchased setup were gathered and reviewed. Coordination with Wellness and Membership staff established understanding of the complete process involved in orienting a member on EGYM for the first time, how the app worked, pertinent policies and fees associated with using the RFID wristband, how the circuit itself worked, etc. Available content for all other YMCAs utilizing EGYM in their fitness centers was reviewed.

An integrated marketing communications plan was crafted and executed to drive awareness, understanding, interest, and booking of orientation appointments. Messaging was also retrofitted to engage inactive members. 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, X/Twitter, and LinkedIn. Local media contacts were invited to try EGYM for themselves. Paid tactics included Facebook and Instagram ads, as well as boosted posts on both platforms. As a result, Somerset Hills YMCA experienced an anticipated lift in membership—drawing back those who had become frustrated with the year-long expansion and renovation project disrupting day-to-day routines within the facility.

MY ROLE

Interdepartmental Liaison, Messaging Strategy & Project Lead

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Audience Segmentation | Brand Compliance | Brand Stewardship | Brand Storytelling | Communications Strategy | Conceptual Thinking | Content Calendars | Content Marketing | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Paid Social Media | Partnership Branding | Project Management | Stakeholder Management
• Creative & Production: Copywriting | Creative Development | Creative Problem-Solving | Creative Services Management | Creative Team Leadership | Digital Marketing | Digital Signage | Email Marketing | Environmental Graphics | Event Promotion | External Communications | Internal Communications | Social Media Marketing | Web Design
• Tools: Adobe Acrobat | MarTech Stack Proficiency | Microsoft Excel | Microsoft Office