11 AYP - You're Sending but Are You Connecting

Making Dreams Fly ®

Your sending ...

Are You Connecting?

See us in Booth 1000


Introduction

Associations: 32 yearsPR/Marketing: 40 yearsCommunications audits for

AYP and YMCA-DC

Selling Salt Water TaffyY Camp staff



What

• Independent• Review/Analysis• All communications (print,

electronic, digital)



Why

• Communications & marketing changing … rapidly!

• Is “your stuff” is connecting?• Where are your customers?


Mail 3 Times A Week• USPS = $8.3 Billion loss• Cutting Saturday service• 3x a week before 2025

Apple Has Record Earnings

USA Today, Wednesday

20,300,000

9,250,0007,500,000

3,950,000

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

iPhones iPads iPods Macs

142%183%

-20.0% 14.0%

-0.5

0

0.5

1

1.5

2


Your Prospects Are Here

Are You?


Mobile Mania



Go to mobile.southwest.com


Cell Phone Users

billion

Computer Users

billion



Process

1. Analyze existing communications materials/vehicles/content

2. Conduct executive interviews3. Meet with employees and managers4. Interview stakeholders/key audiences

• One-on-one interviews• Survey of members/potential members• Town Hall session(s)

5. Submit report & recommendations


Methodology

1-on-1 interviews


Member feedback

1,498

8,251

Methodology


Who Responded?

• 93.4% current members• 45.2% member <5 years• 24.7% with Y 21+ years• 44% suburban; 40% urban• 43.2% boomers

Making Dreams Fly ®We build strong kids, strong families, strong iti

Process

1) Interviewed 29 staff2) Interviewed 25 stakeholders3) Reviewed 29 communications/publications4) Facilitated Town Hall session 5) Surveyed members



Who Does It?

• Internal staff• External consultants

Why: Overcome the “curse of knowledge”

• Combination of both



Results

1. Review of research findings2. Detailed analysis of all

communications/publications3. Specific recommendations


Reviewed four issues of Perspective

Methodology

“I’m a big fan.”“Seldom read…Not pertinent.”

Reviewed AYP Website


AYP Needs

• Website

½ • Contemporary Communications

• Perspective


Preference for Perspective

Not at all0.04

3 times a year 0.3

Monthly 0.6

4 times a year1.8

6 times a year3.5


Content Management Strategy

Other(ACA, ASAE)

Blogs

OutsideResources

Y-USA

Journal DigitalMedia

Webinars

ConferencePresentations

Chapters

Tip of theWeek

E-Letter

AYPWebsite


Recommendations - Strategic

Strategic Communications Plan

RuleOf9

Content Management Plan

Digital (Social) Media Strategy


Members think …

“My branch is the Y”• Front desk person

Fitness, exercise, health Convenience Access to swimming pool Friendly, uphold core

values


Communications Clutter


Where Go for Information

Google #1 at 65%

33.3%31.7%

0.5% 0.5%

25.4%

38.0%

0.6%3.0%

0.3%1.5%

12.6%

37.2%

7.8%

22.8%

3.4%

12.2%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Google

Craigslist

Websites FB

Twitter

Friends

FamilyMedia

Always Frequently

Websites #2 at 63.4%


Where is the Y?

The Y barely places in Google searches!Fitness club - all results are locations, none of which

are the Y (most prevalent being Fitness First, Gold's Gym, Sport & Health, and Bally's)

Exercise - Arlington Y shows up, but rest are videos, other gyms, and educational sites

Gym - all locations and a couple locators, none of which are the Y

Swimming classes - results are local pools, children's swimming lessons and swim class locators, none of which are the Y

Health and wellness - local wellness centers and educational info

Youth fitness - pulls up Arlington Y and national Y's website (Arlington being first on the list)

Family fitness - no placement


• Cluttered, no focus

• Over the top• Where’s “my

Y”? (branch)


Y’s Website

And, members rarely turn to Y’s website

Weekly 6.3%

Sometimes 50.0%

Monthly 19.2%

Never 24.2%

Daily 0.3%

Daily Weekly Monthly Sometimes Never

Frequency of Looking at Y Website



Costs

• Professional Fees: 200-300 hours $19,000 - $32,000

InterviewsSurveysPublication analysisStrategy Presentations

• Out-of-pocket Costs: $1,500 - $3,500


Steve DrakePresident, Owner16020 Swingley Ridge Road Suite 300Chesterfield, MO 63017(636) 449-5050

CONTACT INFORMATION

[email protected]@stevedrake@causeaholic

See us in Booth 1000

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11 AYP - You're Sending but Are You Connecting