2023 New Year’s Day Membership & Program Participation Integrated Marketing Communications Promotional Campaign
▲ Meta (Instagram) Ad & Sponsored Reels
▲ Promoted Facebook Event
▲ Facebook Organic Content & Meta (Facebook) Ads
▲ Facebook Organic Content
▲ Meta (Instagram) Sponsored Reels
▲ Facebook Organic Content
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Organization
Greater Somerset County YMCA
Project
New Year’s Day Promotional Campaign
Role
Content Creation, Copywriting, Digital Marketer, Graphic Designer, Media Buying, Project Lead, Social Media Marketer, Web Designer
Tools & Technology
Accrisoft Freedom Website CMS | 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
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Campaign Management | Content Creation | Content Marketing | Creative Development | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Data-Driven Decision Making | Digital Marketing | Direct Mail | Email Marketing | Event Promotion | Graphic Design | Integrated Marketing Communications | Layout & Composition | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Print Production | Social Media Marketing | Stakeholder Management | Strategic Marketing & Planning | Video Shoots | Web Design | Word-of-Mouth Influence
Additional Credits
- Steve Clarke: Digital signage, graphic design & print production
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INTRO & GOAL
New Year’s Day 2023 was where Greater Somerset County YMCA chose to draw the proverbial line in the sand, focusing its collective energy on innovation and a marked elevation of the member experience – no longer simple a COVID recovery mindset to get back to a 2019 baseline. With a pending launch of cult favorite LES MILLS fitness programming across all of the association’s full service facilities scheduled for New Year’s Day as well as camp activities, swim testing, tours, and family swim hours — there was truly a reason for community members of all ages to stop by and try the Y.
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 deployment of a seamless branded omni-channel campaign comprised of a cadence of tactics including but not limited to direct mail, organic email marketing, paid third party e-blasts, social media organic content 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. The association-wide New Year’s Day daily sales totals exceeded set targets and past several years’ performance, indicating the Y was finally on its way to emerging from pandemic financial distress.