climbing toward success ymca public relations campaign ethan crawford jill guseman jake miller megan...

Climbing Toward Success

YMCA Public Relations Campaign

Ethan CrawfordJill GusemanJake Miller

Megan Wise

Community Matters

Background

OStrives to promote the values of healthy lifestyles and responsibility

O“To put Christian principles into practice through programs that build healthy spirit, mind, and body for all.”

OStrengthen surrounding communities

Background

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Background

Background

Background

BackgroundO 2,852 membersO 7 full time staff

membersO 150 programsO SilverSneakers

Program

O Website: www.ashlandy.org

O Ashland YMCA Facebook page

O Newspaper BrochureO E-NewsletterO WNCO Radio Station

Social Media

Situational AnalysisOLargest demographic – 65 years and

overOLowest demographic – 25-35 years of

ageOLargest competition – Kroc CenterOGoal= Increase brand awareness

O Increase number of people through the door and ultimately membership sales

Challenges

OLow budgetOLack of technologyONo consistent voiceOState of economy

OpportunitiesOPromote the qualities of

community, health, dedication, relationships, and service to the Ashland community members

OOpen to partnershipsOOpen to broadening media presence

Core Problem/Opportunity

While risking the missed opportunity of gaining potential members, the core problem is being able to increase brand

awareness of the Ashland YMCA to local community members, in the midst of dealing with a low budget and a poor economy.

Goal

The Ashland YMCA’s goal is to increase awareness of their facilities and programming

activities to the Ashland community in order to amplify recognition and membership

sales.

Objectives

OEmploy a social media campaignOCreate fresh, print publications for

newspapers and classroomsOConstruct promotional videoO Increase class participants by 3%-

5%OTarget senior citizensOTarget younger children

Key Publics

OParentsO Expose events and activities for their childrenO Learn about classes and programs for adults

OSenior Citizens – 65 and olderO Continue to increase participationO Advocate advantages of SilverSneakers

programO Support the importance of strong heart health

Key PublicsOChildren – Ages 18 and younger

O Increase number of young participantsO Acknowledge the social and physical benefitsO Adhere to the concept of creating a well-

rounded person

O Individuals Ages 25-35O Greatly increase the demographicO Stress importance of social and health

benefitsO Improve cardiovascular and muscular health

Messages - ParentsOPrimary Messages:

O “Treat yourself to a night of fit-family-fun at your local YMCA!”

O “Rejuvenate your mind, body, and spirit at your local YMCA!”

OSecondary Messages:O The YMCA offers tons of unique physical fitness

classes: yoga, cycling, zumba, and cardio danceO Moderate, regular exercise reduces mortality

rates by 30%-50% among adults ages 30-60 years old

Messages - ChildrenOPrimary Messages:

O “Come spend a day and play at your local YMCA!”

O “Come make new friends while you play at the YMCA!”

OSecondary Messages:O 15% of children, ages 6-19, are seriously

overweight when compared to national averagesO Children who exercise feel better about

themselves, are more attentive in school, and sleep better at night

Messages – Senior Citizens

OPrimary Messages:O “Treat your heart to a healthy lifestyle by becoming

a SilverSneaker member at your YMCA today!”O “Rejuvenate your mind and body during classes at

your local YMCA!”

OSecondary Messages:O Exclusive SilverSneakers program where senior

citizens can participate in cardio circuit and swimming programs.

O Moderate exercise and weight loss reduces blood pressure and reduces the risk of cardiovascular disease

Messages – Ages 25-35O Primary Messages:

O “Get in shape to look great. Now’s the time, don’t wait. Join your local YMCA today!”

O “Be yourself and enjoy your stay. Come to the YMCA today!”

O Secondary Messages:O Physical fitness builds strength and stamina,

and helps one feel energetic over the course of the day.

O Fitness leads to less stress and more happiness over the course of one’s day.

Strategies - ParentsO Have a YMCA employee come and speak at

local churches about the benefits of joining the YMCA.

O Tactics:O Utilize local media (Television, radio,

newspaper)O Hang posters in local businesses, restaurants,

and officesO Design informational brochuresO Contact local YMCAs to donate door prizes

Strategies - ParentsO Hold a YMCA open house to expose parents

to their unique programs.

O Tactics:O Utilize local media (Television, radio, and

newspaper)O Hang posters in local businesses, restaurants,

and officesO Advertise through social mediaO Membership incentive (for current parent

members)

Strategies - Children

OYMCA offers free field trips for elementary and middle school children.

O Tactics:O Contact local schools to promote field trip

optionO Create informational brochures to give to

physical education teachersO Offer mini-interactive areas for students to test

out

Strategies - Children

OHold a kids only YMCA open house

O Tactics:O Advertise through local mediaO Invite target public on Facebook and TwitterO Offer open gym, open swim, and open fitness

classesO Present incentives and prizes to children who

participate

Strategies – Senior Citizens

O Hold informational sessions about the SilverSneakers program at local churches and community centers.

O Tactics:O If current SilverSneaker members bring a friend,

they will receive an incentiveO Program sessions through ads in newspaperO Hang promotional posters in businesses,

restaurants, doctor’s offices, community centers, country clubs, and local legions

Strategies – Senior Citizens

OHave a free senior citizens night at the YMCAO Senior citizens come and participate in SilverSneakers

programs with their local doctors and physicians.

O Tactics:O Contact local doctors to participate in activitiesO Advertise open house in local newspapersO Distribute flyers in doctor’s offices and hospitalsO Hold an informational session following

SilverSneakers programO Pass out free pill holders to senior citizens who

participate

Strategies – Ages 25-35

O Organize an open house specifically geared toward this demographic.

O Tactics:O Advertise through local media outletsO Attract friends on Facebook and followers on

TwitterO Create promotional videos for the open house O Hang posters in local businesses, restaurants,

community centers, and doctor’s offices

Strategies – Ages 25-35O Market the YMCA Buddies Program to

Ashland University students. (Community Service)

O Tactics:O Work with the AU Community Service officeO Hold a community service luncheon on

campus where interested students can learn more about the program

O Advertise with AU education majors, Greek Life, and community service organizations

General MembershipWebsite

Easy to find information

Event Calendar

Bold Colors

Clear Headings

Suggestions for Improvement

OLinks to:OFacebookOTwitterOBlogOYouTubeOFlickr

OPicture GalleryOVideo Gallery

General MembershipFacebook

Regular status updates about

classes and programs

Suggestions for Improvement

OSpotlight on member of the weekOPost pictures of members in

classesOPost links to YouTube pageOFun facts about the Ashland YMCAOContinue to promote classes and

programsOUpdate the event calendar/page

General MembershipYouTube

Visual component to show classes and facilities

General MembershipTwitter

Promote daily classes and programs

Upload pictures and videos

Announce special

promotions

General MembershipFlickrPictures of

children and adult classes

Pictures of facilities

Pictures of special events

General MembershipBlogs

Spotlights on members

Upload pictures and

videos

Weekly features of different classes

Promotional VideoO YMCA Promotional Video

CalendarOTry to take action as soon as

possibleO Print materialsO Social media and online presence

OSummer Program starts: June 18th

O Forge ahead with some strategies and tactics

O Promote awareness about the new summer program

Budget

Parents $3,750.00Senior Citizens $1,610Males and Females (Ages 25-35) $2,090.00Children $1,863.50All Publics Total: $9,313.50

YMCA Budget Totals

Stepping Toward A New Success

O Strongly committed to climb toward a new level of success

O Implementation of strategies and tacticsO Target specific groupsO Introduce classes and programs to

targeted groupsO Help individuals lead healthy, fit livesO Increase membership sales