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