With a longstanding legacy and deep community roots, YMCA Buffalo Niagara had strong advantages of brand recognition and support from national communications.
But with competition for member dollars and engagement increasing, the organization embarked on a longstanding relationship with our team to enhance membership and highlight key moments of growth and opportunity. Much of our work has been driven by the insight that, for many audiences, the Y is only known for gym and swim. Accordingly, our work has highlighted the many physical, emotional, and community benefits that members have a chance to be a part of—with an initial campaign that encouraged prospective members to “Discover the Y in You,” and most recent creative answering the question of “Why the Y?” We also worked alongside our partners at the Y to promote the opening of the new Lockport Family YMCA in 2018 with communications equal parts inspiring and informative. Across campaigns, we’ve comprehensively brought the Y’s mission and message to life across tactics including billboards, radio, digital advertising, social media advertising, direct mail, and more. Year over year, our work has driven engagement and membership, with the 2018 Fall Membership campaign exceeding national goals by 56%, and the Lockport Family Y signing up 1,336 members in its first month alone.