Brand / Strategy / Website Content and Design

Advertising / Brand / Collateral / Website Content and Design

The Greater Providence Chapter of the YMCA (GPYMCA) is a network of seven prime locations; Bayside, Cranston, East Side, Kent County, Newton, South County and West Bay. They each share in the YMCA mission statement which focuses on “building healthy spirit, mind and body for all, through programs, services and relationships that are based upon the core values of caring, honesty, respect and responsibility.” The GPYMCA serves 22 communities in Rhode Island and Southeastern Massachusetts, with approximately 37,000 child members and 14,000 family members across their locations. Despite those numbers, the branches were not meeting their membership growth goals by handling all marketing on their own.

GPYMCA sought out North Star Marketing to assist with sharing their brand message, bringing in new memberships, and help them to start meeting their goals.

Landing Page Content and Design


We developed a cross-branch campaign for family memberships. We build individual landing pages that allowed people to see what their local branch offered them and their children.

What We Did

North Star developed and executed a Net-New Campaign aimed to drive new membership enrollment. By further utilizing the corporate branded content in order to meet the YMCA’s strict branding guidelines, North Star implemented the targeted use of print and digital ads, email series with telesales, as well as a postcard mailer, all of which offered a chance to win a free 3-month family membership as well as to waive the $75 joiner’s fee.

We developed a cross-branch campaign for family memberships. We build individual landing pages that allowed people to see what their local branch offered them and their children. We developed print ads to local papers where branches were located, local town digital publication ads, Facebook ads that targeted the target demographics, every door campaign to surrounding zip codes from each branch.

Print Ad

Postcards

Facebook Ad

Digital Ads

Results


  • Unified marketing campaign across all branches for the first time.
  • Generated 182 new members in 90 days.