YMCA’s Diabetes Prevention Program Launch

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Greater Somerset County YMCA planned to launch the Centers for Disease Control (CDC)-approved YMCA’s Diabetes Prevention Program developed in partnership with the National Institutes of Health (NIH). Initial launch of the program began at Somerset Hills YMCA, later expanding this community-based health initiative to Hillsborough YMCA and Somerville YMCA as enrollment and staffing grew over time. The marketing team was tasked with creating a bilingual suite (English and Spanish) comprised of multi-channel marketing communications tactics targeting prospective program participants and referring physicians. Unlike other marketing communications initiatives, YMCA of the USA required full compliance review and approval of all program-related marketing or participant materials.

APPROACH & OUTCOME

Greater Somerset County YMCA’s in-house marketing team adapted provided program assets to create a full suite of bilingual marketing communications tactics utilized to promote in-person information sessions, physician education, and program registration. Achieving compliance when marketing the clinically studied program mandated specific wording regarding claims and program participation requirements to support the weight loss, blood test results, and related claims made. Content created to support these efforts included posters, flyers, brochures, website content, member newsletter placement, digital display signage, targeted email campaign, and social media content. The team worked with YMCA of the USA regarding review and approval of all material promoting the program and ensured the standardization of all messaging and informational content. Achieved 100% compliance regarding key claims, language support options, and approved photography in all marketing communications tactics.

Per CDC requirements, a specified minimum number of program participants were required to begin each program session. Similar to traditional weight loss programs, participation was on a per-session basis with defined start and end dates. The marketing team adapted owned and paid tactics in real time to drive informational event attendance in support of achieving the required program enrollment head count.

Post-launch, the marketing team continued to meet requests in a timely manner for ongoing physician marketing and event promotion requests for print and digital materials while ensuring continued compliance with YMCA brand standards and YMCA’s Diabetes Prevention Program requirements.

MY ROLE

Copywriting, Interdepartmental Liaison, Project Lead, Social Media Marketing & Web Design

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Audience Segmentation | Brand Messaging | Brand Stewardship | Brand Storytelling | Campaign Management | Communications Planning | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | External Communications | Integrated Marketing Communications | Marketing Compliance | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Partnership Branding | Project Management | Stakeholder Management | Strategic Marketing & Planning | Word-of-Mouth Influence
• Creative & Production: Content Creation | Copyediting | Digital Signage | Email Marketing | Event Promotion | Graphic Design | Layout & Composition | Print Production | Social Media Marketing | Web Design
• Tools: Accrisoft Freedom Website CMS | Adobe Acrobat Pro | Daxko Engage Email/Marketing Automation | Facebook | Facebook Events | Google | Instagram | LinkedIn | Loomly Social Media Management | MarTech Stack Proficiency | Microsoft Word | SimpleTexting SMS/Text Messaging | X/Twitter