The DFW YMCA came to us wanting to conduct a new member’s campaign during the fitness industry’s most media-saturated month of the year––January. The Y would have to cut through the clutter of literally tons of promotional activity from the largest national fitness chains.
See what Hope has to say about Agency Creative
"We came to Agency Creative looking for help with a more branded message for our membership promotions. They listened to us and created a campaign that really captured the essence of our organization. Staff actually applauded after they reviewed it."
Hope Caldwell
Director of Marketing
YMCA Fort Worth
Brand Strategy Agency Creative focused on the Generation X mom and promoted the YMCA, not as a fitness club, but as a multifaceted community. We showed that it was a venue for all ages ––a place that could give you a workout spirit, mind and body.
Outdoor Advertising We posted the “My Y. My Way.” message on billboards throughout the Metroplex area. The call-to-action said “Join in January and Save.”
Direct Mail & Web Banners “My Y. My Way.” Direct mail blanketed surrounding cities. We followed interested parties across the Internet with innovative Web banners that actually honed in on the prospect.
Promotional Site We developed an interactive sitelet with the url myYmyWay.com. Here prospective members could enter their ZIP codes and find the location of the YMCA nearest them.
Radio A man-on-the-street style radio campaign gleaned sound bites from current YMCA members describing what “My Y” meant to them.
Results By the conclusion of the “My Y. My Way.” promotion, the Y achieved their total goal of new members and then some: 5,927 new members.
