Golden Growth Marketing

Case Introduction

Our Head of Golden Growth Marketing, Jairo Alvarez, was employed by the Kearney Family YMCA to develop and manage a comprehensive full-service marketing campaign spanning from June 2022 to September 2023 and beyond. Our mission was to increase brand awareness, promote lead generation, and boost program and member numbers.

About Kearney Family YMCA

For over 60 years, the Kearney Family YMCA has been promoting healthy living, youth development, and social responsibility in Kearney, Nebraska. As a non-profit organization, it offers a wide range of programs and services, including creative arts, youth sports, aquatics, wellness, and preschool childcare. The YMCA’s facilities and activities cater to the diverse needs of its members, and it provides scholarships and financial assistance to ensure accessibility. With its commitment to building community and personal growth, the Kearney Family YMCA has become a beloved and integral part of the Kearney community.

Challenges Faced

As the fitness industry in the market continued to grow, Kearney Family YMCA aimed to leverage the opportunities presented, particularly as it is in the process of a 26,000 square foot facility expansion. Opportunities and strategies were created to stand out in a crowded market, increase brand loyalty, and effectively communicate its unique value proposition to the target audience.

Marketing Strategies

We developed a comprehensive marketing strategy that focused on three key areas: social media, partnerships, and traditional marketing. To build trust and authenticity with the local community, we made the bold move of featuring real community members in all of the YMCA’s marketing materials, rather than relying on stock photos and generic materials that tend to seem similar to other YMCA’s. This approach significantly increased engagement, program membership, and retention rate, as members felt a deeper sense of connection with the organization.

We also implemented a call-to-action (CTA) and engagement-driven marketing strategy for both digital and traditional channels. By revamping all marketing materials to be more visually appealing, modern, and incorporating QR codes to directly drive traffic to our socials and website, we were able to reach a wider audience and boost visibility within the community.

Results

The Kearney Family YMCA saw remarkable results from our marketing campaign, including:

• 75,000+ Visits
• 1,200+ New Members
• Page Reach of 955,600+
• 44,000 Page Visits
• Organic Reach of 587,000
• 1.82 Million Impressions

Conclusion

Our efforts at the Y along with our innovative approach and tailored solutions led to an impressive and measurable impact on Kearney Family YMCA’s business. Our team was able to effectively position the YMCA as a unique and authentic community resource, while boosting its visibility and membership base