I worked with the YMCA of Greater New York for almost two years. Over that time we created 5 very successful membership and fund raising campaigns. The first membership campaign of fall 2007 exceed goal with 107% and the most successful campaign was the membership campaign of winter of 2008/2009 where we exceed goal with 144%. Gotta love them numbers.
Each of the membership campaigns had a long list of deliverables. YMCA of Greater New York had at the time 19 branches and each of them were given posters, banners, postcards and fliers. We created radio ads with an extensive radio buy, newspaper ads and OOH in the local market. In addition we arranged for open house events with radio personalities that attracted a new crowd.
My role: CD, head of production and whatever else need to get done. During the months before, and during each of the campaigns we met with the client once a week always with both eyes on the goal.
With the recession in full bloom no-one thought we would reach our very ambitious goal. We didn’t. We blew it away with 144% of goal. With newspaper and radio advertising and email campaign, SEO, SEM and OOH we surprised all.
In our first campign for the “Y” we limited the branch material to two different profiles: Nicki and Bronzell.[jcol/] A new program was introduced called “Y Personal Fitness”., a program that helped members get the most out of their membership. A logo and a very cool hooded sweater was created.