YMCA MEMBERSHIP CAMPAIGN
Every year when Des Moines starts feeling the summer sun, YMCA memberships cool off. To turn things around, Meyocks and the Y launched a playful campaign with daily dollar rewards promoted across digital, radio, outdoor, and print reminding people that the real FOMO to avoid all summer is missing out on everything the Y has to offer.
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21%increase in new yearly memberships
Sun’s out, memberships out
Every year as summer starts to defrost all the water parks, farmer’s markets, and more, indoor spots like The Y see a drop in membership. To combat this annual dip, The Y came to Meyocks for a solution that would fit all of their Greater Des Moines branches. That’s when Meyocks discovered the solution the whole time was Y.O.U.
Seeking something else
It quickly became clear that The Y wasn’t up against cheaper gyms, super gyms, or anything in between – people simply spend less time inside and more time enjoying everything summer had to offer.
Flipping the fomo
People loved the unpredictability of summer, but no one wanted to feel left out. So, we flipped that insight into strategy. Our mission was to keep The Y at the top of everyone’s mind with exciting events and promos and shift the FOMO to what was happening at The Y.
Making it about y.o.u.
We turned every day at The Y into a can’t–miss outing by offering the Y.O.U. Summer Membership promotion — giving members a dollar back on their monthly fee for every day they came and worked out. Bright, workout–themed creative sported the icon seen on every one-dollar bill, George Washington, and helped spread the word on digital, radio, outdoor and print platforms. To top it all off, we also installed unforgettable photo-ops in select Y locations — so people could flex their summer workouts and up their Instagram game by sharing all their Y fun.
Turning the y into a summer hotspot
Through promotions fueled by multi-channel tactics all summer long, we revitalized Y memberships during the summer months.
-
21%increase in new yearly memberships
Sun’s out, memberships out
Every year as summer starts to defrost all the water parks, farmer’s markets, and more, indoor spots like The Y see a drop in membership. To combat this annual dip, The Y came to Meyocks for a solution that would fit all of their Greater Des Moines branches. That’s when Meyocks discovered the solution the whole time was Y.O.U.
Seeking something else
It quickly became clear that The Y wasn’t up against cheaper gyms, super gyms, or anything in between – people simply spend less time inside and more time enjoying everything summer had to offer.
Flipping the fomo
People loved the unpredictability of summer, but no one wanted to feel left out. So, we flipped that insight into strategy. Our mission was to keep The Y at the top of everyone’s mind with exciting events and promos and shift the FOMO to what was happening at The Y.
Making it about y.o.u.
We turned every day at The Y into a can’t–miss outing by offering the Y.O.U. Summer Membership promotion — giving members a dollar back on their monthly fee for every day they came and worked out. Bright, workout–themed creative sported the icon seen on every one-dollar bill, George Washington, and helped spread the word on digital, radio, outdoor and print platforms. To top it all off, we also installed unforgettable photo-ops in select Y locations — so people could flex their summer workouts and up their Instagram game by sharing all their Y fun.
Turning the y into a summer hotspot
Through promotions fueled by multi-channel tactics all summer long, we revitalized Y memberships during the summer months.
-
21%increase in new yearly memberships