An image of a green couch on a green background.
Logo for YMCA

YMCA Membership Campaign

Making Grand Rapids Greater.

Membership campaign

YMCA Membership Campaign.

At ECP, we’ve flexed our creative muscles throughout our multi-year partnership with the YMCA of Greater Grand Rapids. In a campaign to promote their year-end membership deal, we used culturally relevant messaging and an integrated media strategy to reach our audience across West Michigan and their regional YMCA locations.

Results

The membership campaign was a big success for the Y. The campaign delivered more than 36 million impressions across the market. The membership team met their original new member goals with more than four weeks remaining in the campaign and set new, higher goals to finish out the effort.

Scope:

Digital, Email, Nontraditional, On-Premises, Out of Home, Radio, Social, Video
Billboard designed for the YMCA featuring an image of a couch with the headline, “Your couch won’t miss you.”
Social media post with a phone & “we see you’re getting your thumb exercise in…” then “now how about the rest of you?”
Billboard designed for the YMCA featuring a close up image of sweatpants with the headline, “You’re already wearing sweats, anyways.”

Couch (:30 Radio)

Billboard designed for the YMCA featuring a red image of a TV remote with the headline, “A streaming binge is not a marathon.”
On premesis digital display featuring an orange image of a life jacket with the headline, “Kumba-yeah!” and details about summer camps.
Hanging banner featuring swimming buoys with the headline, "Yeah buoy!” and the tagline, “Swim, summer, and more.”
Social media posts. “S’more fun this summer,” “Turn your tadpole into a frog,” “Cannonball,” and “Our campfire stories last a lifetime.”