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Background

The Philadelphia Freedom Valley YMCA (www.philaymca.org) serves approximately 200,000 members from their 19 locations and overnight camp - regardless of age, income or background. As a non-profit organization, the Y sets out to nurture the potential of children and teens, improve the nation’s health and well-being, and provide opportunities to give back and support neighbors.



Business Objective

As part of their efforts to drive new memberships at their 19 branch locations, the Philadelphia Freedom Valley YMCA engaged i76 Solutions to plan and execute a digital membership sign-up campaign leveraging the Y's new responsive website and a half-off joiner fee incentive. Beyond sign-ups, the Y was also looking to achieve a return on their investment for their new mobile-friendly, responsive website and leverage a better understanding of their audience using engagement and trend insights to sculpt their creative and strategy going forward.



Marketing Solution

i76 developed a digital strategy for the Philadelphia Freedom Valley YMCA that included segmenting the audience between General and Family Members (more heavily weighted to the higher yielding family members) and then constructing networks within each channel catered to either a Local or Family environment. From there, i76 aligned tactics and products across channels including display advertising, mobile engagement ads, audio ads for online radio, consumer-targeted email deployments and remarketing. Throughout the 5 week campaign, i76 continually refined the channels based upon engagement, share of voice, bidding capabilities and audience segment to narrow in on the most responsive audience for the Y's membership drive.



Results

The Philadelphia Freedom Valley YMCA had a phenomenal Membership drive, including new Memberships growth of +37% vs. the prior year and exceeding their internal sign-up goals by 40%. Additionally, 41% of the new Members joined via web/mobile devices, an improvement of +58% vs. the prior year. Overall, The Philadelphia Freedom Valley YMCA achieved a significant lift in new Membership revenue, which garnered a highly favorable ROI on their ad investment and provided key audience insights which they plan to apply to their next campaign!