Merging the worlds of digital-first marketing and sales to get offerings in front of prospective members.
Marketing and sales play distinct yet interconnected roles. At the YMCA, close collaboration between Marketing and the Membership team is required to ensure a seamless transition from awareness to conversion, with both teams reviewing data to tailor strategies and enhance the member acquisition experience.
Deliverables:
The pandemic shifted many interactions to the online realm, blurring the lines between customers and service providers, as well as between commercial and social engagements. Under my leadership, the Marketing team has shifted to dynamic sales strategies featuring shorter, more frequent online promotions and pop-up offers. This agile approach allows the Y to swiftly adapt to local competition and changing consumer behaviors.
Results:
By implementing this dynamic marketing and sales model in seasonal membership campaigns, we’ve effectively captured consumer attention, leading to increased engagement and membership growth, nearing pre-pandemic levels.
For the most recent Winter Membership Campaign, we used two distinct themes which offered a twofold advantage. The “Biggest Sale of the Year” theme conveyed a sense of significance and urgency, attracting members with a general interest in substantial discounts. This theme was effective in capturing attention and driving immediate action.
The “New Year Sale” theme aligned with the fresh-start mindset associated with the beginning of the calendar year. It appealed to individuals looking to make positive lifestyle changes, promoting the idea of health and wellness resolutions, encouraging potential members to start their fitness journey with the YMCA.
By incorporating both themes, we catered to a broader audience with varied motivations. This dual-theme approach maximizes our appeal and engages diverse segments of our target audience, ultimately enhancing the overall effectiveness of our winter membership campaign.
New Website Conversion Tool
For this campaign, my team implemented OptinMonster to boost our online presence and engagement. This tool empowers us to create and manage banners, pop-ups, and targeted campaigns, strategically increasing sign-ups and driving conversions.
