YMCA

A GYM FOR EVERYONE, EVERYWHERE.

Campaign Strategy | Campaign Voice | Campaign Identity | Campaign Experience

A billboard reads "We're all inclusive" with a young, smiling asian man. He's wearing a watch and goggles on his head leans against the edge of a pool.

The Bay Area YMCAs came to us to create an awareness campaign to promote their new reciprocity program. This program gives members access to any Y location in the country. The campaign needed to inform existing members of this new benefit, attract new members and explain the upside of joining a gym that supports the local community.

a bus shelter ad that features an image of a young boy and girl with shirts that say "the YMCA" play soccer behind text that reads "We're all inclusive" and "for big kids with little kids, group soccer classes included with membership."

Driving new memberships and reciprocity by communicating what makes the Y different from the typical gyms.

We set out a strategy to understand how their past campaigns performed, who their current and potential members were, their competitor's strengths and weaknesses, and what opportunities we could create in the campaign messaging to reach their goals of driving new memberships and retention.

Our messaging had to stretch across a broad audience of young families, business professionals, single moms, parents who need childcare or youth programs, and active seniors. We also needed to reach millennials who may have never considered joining the Y, not understanding what makes them different from the typical gym. These audiences would value the convenience of having a local Y, but also value real community and authentic experiences.

We understood the need to have clear, distinct campaign creative and windows between the reciprocity offer and other seasonal membership offers while still having overarching brand connectivity. We also need to leverage any ongoing national campaign efforts simultaneously.

Two pole banners, the banner to the left is purple and reads "We're all inclusive" with the YMC branding. The pole banner to the right has a woman swimming in a purple bathing suit and reads "25 Bay Area pools included with membership.

A newspaper ad that features a photo of a woman in a purple tank-top raising her hands in a group exercise class, the ad reads "We're all inclusive"

A San Francisco MUNI bus with an ad on the side that features a small child swimming with goggles on, being supported by an adult. The ad reads "We're all inclusive" and "25 Bay Area pools included with membership.

We analyzed all channels and tools, targeting and segmentation, messaging, list and subscriber sources, digital channels, and created a clear call to action. All Bay Area YMCAs were to share the creative assets as a group effort to pool their resources and make a greater impact.

All classes are included in the membership price. And the Y offers memberships to anyone, regardless of their ability to pay. This and the new reciprocity program drove our campaign concept 'We're all-inclusive,' playing on the phrase 'we're all in.'

An Instagram post featuring the creative from the Inclusive Campaign, posted to the YMCASF page.

A campaign where everyone is welcome.

White text on a bright blue background that reads "For big kids with little kids, family swim, yoga & kindergym included with membership."

White text on a bright violet background that reads "All classes for the kickboxer, lap swimmer & hoop shooter in your family included with membership."

What we delivered.

Campaign Strategy

Research & analysis
Stakeholder sessions
Campaign Architecture
Campaign Voice

Elevator pitch
Campaign name
Campaign tagline
Descriptor
Key messages
Campaign Identity

Family of fonts
Color palette
Copy style
Photography style
Campaign Experience

Campaign materials
Architectural signage