EXPERTISE / HEALTH ADVERTISING, MARKETING & BRANDING

The YMCA of Greater Des Moines Case Study

Grinnell Mutual Logo

Who They Are

The YMCA of Greater Des Moines promotes healthy living by offering programs that build a healthy spirit, body and mind to more than 65,000 members at seven branch locations across Central Iowa.

How We Helped

Brand Messaging / Creative Development / Brand Publicity / Creative, Website & Collateral Development

Overview

Competing against summer for new memberships and member retention, The Y needed to stay cool with a solution to keep members indoors while the sun beckoned outside. To answer The Y’s call for a promotion that could stand against the heat of summer, Meyocks made The Y a part of summer. Creating promotions across digital, radio, outdoor and print platforms, we hit directly at members’ desire to never miss out.

Situation

Summer is a time that takes people’s attention and activities outside. Because of this, The Y predictably suffers a drop in membership. When The Y came to Meyocks with a desire to counteract a decline in memberships over the summer months, we answered the call by suggesting something completely unconventional but highly effective: bribery.

Hyvee That's smart logo

Solution

Using dollar bill George Washington as our mascot, we announced to the greater Des Moines area the Y.O.U. Summer Membership promotion, where every day a new member worked out, he or she earned a dollar back.

YMCA poster design
YMCA poster design
YMCA poster design
YMCA poster design
Work Out Cash In Billboard

The bright, workout-themed posters and promotions fueled digital, radio, outdoor and print all summer long. But it didn’t stop there. In select Y locations, we engaged members with out-of-the-box on-site activations consisting of hashtag-worthy, Instagrammable backdrops that propelled members to whip out their phones, snap a selfie and share the fun they were having at The Y with their followers.

One step campaign water bottles
One step campaign water bottles

Results

Thanks to the Y.O.U. promotion’s incentive to sweat inside, the YMCA saw a 21 percent increase in new memberships over the same comparable period in 2018.

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