YMCA National Membership Summit. February 2016 Dallas, Texas

Transcription

1 YMCA National Membership Summit February 2016 Dallas, Texas

2 MEMBERSHIP SUMMIT 1 This is Busy Mom We all know and love her, and throughout the years, she and other busy moms have been at the heart of the YMCA. Busy Mom is always looking for a place her family can go to swim, play basketball, volunteer and more. And even though the YMCA offers far more today than it did in 1950, the basic reason Busy Mom likes the Y hasn t changed much over the years. But how she finds the Y has. The Busy Mom persona is used here as an example - you can easily substitute Busy Dads or Millennials.

3 MEMBERSHIP SUMMIT s Busy Mom Busy Mom Today 1950s Busy Mom didn t really have to search for what she was looking for. She had four channels on her TV, a few radio stations, a newspaper and a mailbox. So it was a simple equation. The YMCA told her why she d love the Y, busy mom listened and was inspired. And she and her family became members. But, over the years, 4 channels turned into 400. Busy Mom had more choice. So the Y adapted, targeting the places Busy Mom was likely to be, still giving her the HOW and WHY of the Y. Which brings us to today. 400 channels has turned into And the internet is a black hole of endless places for Busy Mom to hang out, which makes it harder and harder for us to find Busy Mom and deliver the message she wants to hear. Honestly, it s enough to make your head explode. But in the midst of all this choice, a really great opportunity has emerged...

4 MEMBERSHIP SUMMIT 5 What, How and Why Nowadays, Busy Mom can search online for the what. And we can be there with exactly what she s looking for. In fact, these days, all those whats Busy Moms are searching for like pilates, yoga or personal training, make up what s called a Long Tail a collection of YMCA programs that together, make a bigger opportunity than our traditionally popular programs. It s a matter of making Busy Mom aware that we ve got what her family needs. Once she s found us, we deliver the how and communicate the why, and today s Busy Mom and her family are members yet again. You must promote the what (programs & membership), the how (core values, focus areas, great staff) & the why (mission). DID YOU KNOW? Search volumes online for yoga are larger than search volumes for almost all of your other programs, combined! Yet, most Ys do not have a separate website page for yoga.

5 MEMBERSHIP SUMMIT 7 Why People Join the Y When busy mom searches online for programs her family wants to engage in, she finds several options, checks in with her neighbors & social networks and then visits your facility, checks out your equipment, reviews available classes & schedules and interacts with your team - before making the commitment of membership at the Y. Acquisition, Activation & Activity Marketing should be primarily focused on acquisition of program participants and members. Membership should be primarily focused on activation and activity. Activation includes follow up on questions from your website, offering trials, conducting outstanding tours and ensuring signup - and if someone does not sign up, asking questions to understand why. Membership and Marketing teams must integrate their activities, measure progress & monitor trends on a weekly basis. DID YOU KNOW? Many Ys do not offer free trials or guest passes and too many online forms submitted from Y websites are not prioritized or go unanswered by Y membership staff.

6 MEMBERSHIP SUMMIT 9 Monitor Your Y s Progress Each Week All YMCAs around the world are on the Level Seven Platform. Your website is analyzed weekly by our algorithms & platform. Membership & Marketing Teams should be closely monitoring the ultimate destination for all advertising, marketing and communications - your website. Your weekly report is designed to save you & your team hours of time so you can focus on YTD trends, weekly metrics and next steps instead of trying to login and aggregate data from multiple platforms. The Level Seven weekly report takes a few minutes to review each week. If you are not receiving your weekly , visit level7.io/addme to start receiving it. DID YOU KNOW? Sessions YTD to your website should correlate & serve as a leading indicator of program & membership revenue growth for your YMCA.

7 MEMBERSHIP SUMMIT 11 Digital Marketing Mastery Courses for YMCA Professionals After 5 intensive years of working with hundreds of marketing and membership teams at YMCAs in the U.S. and Canada, we have noticed several common issues that add friction to the growth of membership at YMCAs:» Promotion of only the top 3 to 5 revenue producing programs» No formal processes or reports related to membership team follow up via and phone calls (aka lead management)» No dedicated marketing team member(s)at the Y» Little to no digital marketing experience for YMCAs (staff & local agencies)» Launching new websites to improve visitor & member experience but completely destroying existing links and organic search rankings for their YMCA (most common issue) Working with YMCAs ranging from $500K to $170M in total revenues, Level Seven has designed & developed a series of self-paced, digital marketing mastery courses for Ys of all sizes. Learn more about our Digital Marketing Mastery Courses for YMCA Professionals at level7.io/mastery (launching soon with the following courses):» The Top 7 Membership & Marketing Mistakes Ys Must Avoid» Using Google Ad Grants to Drive Programs, Membership & Donations» YMCA Marketing Almanac A 12 Month Membership Acquisition Strategy» YMCA Website & Digital Marketing Certified Professional Program Digital Marketing Management Platform for Ys Level Seven has invested five years and millions of dollars to provide a platform for YMCAs that delivers actionable information and insights each week of the year. Consider our upgrade options: Upgrade Your Y Choose your plan Basic $49/mo» Includes Website Scans & Monitoring (Plus level Filters & Rules)» Website & Digital Marketing Summary Reports (weekly & monthly)» Google Analytics, Google AdWords and Facebook campaign reporting, includes website analysis & Plus level metrics from Google Analytics, plus website uptime and availability» Missing pages & broken links analysis & reporting for web pages and PDF files and Plus level e-commerce tracking & reporting Professional $499/mo Plus $99/mo» Professional level access to Digital Marketing Management Platform» Includes Website Scans & Monitoring (Premium Filters & Rules)» Website & Digital Marketing Summary Reports (daily, weekly & monthly)» Google Analytics, Google AdWords, Facebook, Instagram & Twitter campaign reporting, includes premium website analysis & premium metrics from Google Analytics, plus website uptime and availability» Missing pages & broken links analysis & reporting for web pages, PDFs and all files - including premium e-commerce tracking & reporting with marketing attribution» Optimization of Google Ad Grants including sitelinks/calls to action management via Google AdWords» Access to Level Seven Learning Center, Digital Marketing Mastery Courses and quarterly best practices webinars» Annual agreement includes the Website and Digital Marketing Audit in first year Website & Digital Marketing Audit (Included with Professional Plan)» Google Ad Grants (AdWords), Facebook and Remarketing Setup» Comprehensive Website, Analytics and Reporting Review» Digital Marketing Management Platform Access» Audit Report Review Meeting (50-page detailed, custom report) Visit level7.io/upgrade to learn how to upgrade your Y!

8 MEMBERSHIP SUMMIT 13 We love working with YMCAs. Level Seven was founded to help YMCAs, and we are all stewards of the movement. Together, we are champions for the cause and a force for good that helps your YMCA empower individuals, families and communities. Let s work together and take your YMCA and the movement to the next level. Watch Level Seven s This is Busy Mom video, presented at the 2016 National Membership Summit in Dallas: level7.io/summit2016

9 There is no silver bullet approach or solution to enhance membership for your Y. Success is nothing more than a few simple disciplines, practiced every day; while failure is simply a few errors in judgment, repeated every day. Jim Rohn Have questions? We re here for you. (844) any time, any day or