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Climbing Toward Success
YMCA Public Relations Campaign
Ethan Crawford
Jill Guseman
Jake 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
5,2
62
Background
Background
Background
Background
O 2,852 members
O 7 full time staff
members
O 150 programs
O SilverSneakers
Program
O Website:
www.ashlandy.org
O Ashland YMCA
Facebook page
O Newspaper Brochure
O E-Newsletter
O WNCO Radio Station
Social Media
Situational Analysis
OLargest demographic – 65 years and over
OLowest demographic – 25-35 years of age
OLargest competition – Kroc Center
OGoal= Increase brand awareness
O Increase number of people through the door and ultimately membership sales
Challenges
OLow budget
OLack of technology
ONo consistent voice
OState of economy
OpportunitiesOPromote the qualities of community,
health, dedication, relationships,
and service to the Ashland
community members
OOpen to partnerships
OOpen 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 campaign
OCreate fresh, print publications for
newspapers and classrooms
OConstruct promotional video
O Increase class participants by 3%-
5%
OTarget senior citizens
OTarget younger children
Key Publics
OParents
O Expose events and activities for their children
O Learn about classes and programs for adults
OSenior Citizens – 65 and older
O Continue to increase participation
O Advocate advantages of SilverSneakers
program
O Support the importance of strong heart health
Key Publics
OChildren – Ages 18 and younger
O Increase number of young participants
O Acknowledge the social and physical benefits
O Adhere to the concept of creating a well-
rounded person
O Individuals Ages 25-35
O Greatly increase the demographic
O Stress importance of social and health benefits
O Improve cardiovascular and muscular health
Messages - Parents
OPrimary 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 dance
O 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 averages
O Children who exercise feel better about themselves, are more attentive in school, and sleep better at night
Messages – Senior CitizensOPrimary 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 25-35OPrimary 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!”
OSecondary 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 - Parents
O 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
offices
O Design informational brochures
O Contact local YMCAs to donate door prizes
Strategies - Parents
O 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
offices
O Advertise through social media
O 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 option
O Create informational brochures to give to physical
education teachers
O Offer mini-interactive areas for students to test out
Strategies - Children
OHold a kids only YMCA open house
O Tactics:
O Advertise through local media
O Invite target public on Facebook and Twitter
O Offer open gym, open swim, and open fitness
classes
O 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 incentive
O Program sessions through ads in newspaper
O Hang promotional posters in businesses,
restaurants, doctor’s offices, community centers,
country clubs, and local legions
Strategies – Senior CitizensOHave 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 activities
O Advertise open house in local newspapers
O Distribute flyers in doctor’s offices and hospitals
O Hold an informational session following SilverSneakers program
O Pass out free pill holders to senior citizens who participate
Strategies – Ages 23-35
OOrganize an open house specifically geared
toward this demographic.
O Tactics:
O Advertise through local media outlets
O Attract friends on Facebook and followers on
O Create promotional videos for the open house
O Hang posters in local businesses, restaurants,
community centers, and doctor’s offices
Strategies – Ages 25-35
O Market the YMCA Buddies Program to Ashland
University students. (Community Service)
O Tactics:
O Work with the AU Community Service office
O 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:
OFacebook
OTwitter
OBlog
OYouTube
OFlickr
OPicture Gallery
OVideo Gallery
General MembershipFacebook
Regular status
updates about
classes and
programs
Suggestions for Improvement
OSpotlight on member of the week
OPost pictures of members in classes
OPost links to YouTube page
OFun facts about the Ashland YMCA
OContinue to promote classes and
programs
OUpdate 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 Video
O YMCA Promotional Video
CalendarOTry to take action as soon as possible
O Print materials
O 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 $3,750.00
Senior Citizens $1,610
Males and Females (Ages 25-35) $2,090.00
Children $1,863.50
All 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 tactics
O Target specific groups
O Introduce classes and programs to
targeted groups
O Help individuals lead a healthy, fit lives
O Increase membership sales
