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.