YMCA of San Antonio2019-01-17T14:49:16+00:00

Project Description

YMCA of San Antonio:
Using data to reach new members

YMCA of San Antonio:
Using data to reach new members

318

AVG NET NEW PROFILES PER ACTIVATION IN 2018

$373K

IN REVENUE FROM MVPaudience LEADS

12.5X

AVERAGE CAMPAIGN ROAS

Discovering Member Insights

The YMCA of Greater San Antonio is focused on understanding who their members are and tracking their digital journey all the way through to purchase. Years ago, the team was hoping to create an online member experience that would engage prospective and current members in order to drive digital revenue through online purchasing.

To accomplish this, the organization partnered with MVPaudience (powered by Umbel) to launch data acquisition campaigns that would reveal member insights. This newly acquired first-party data would complement the existing data they had from current members who scanned into the facility. The team planned to use this enriched member data to create Facebook lookalike audiences and target similar, unknown segments that were likely to purchase a membership.

Acquiring Member Data

The YMCA of Greater San Antonio used a variety of strategies to acquire net new audience data through MVPaudience activations. The organization enticed members and prospects with tickets, earbud and YMCA summer camp giveaways through engaging digital sweepstakes built in MVPaudience’s activation framework. Their wireless earbud campaign featured Beats headphones as a giveaway and resulted in 511 total (342 net new) respondents.

In their summer camp giveaway, 95% of respondents also provided a telephone number despite the fact that is was simply an optional field on the form. This provided the YMCA team with the ability to directly follow up and contact a segment of qualified leads who were interested in potentially signing up for a summer camp.

Out of the 6 acquisition campaigns they ran in 2018, the organization averaged a 32% completion rate with an average of 318 net new profiles per activation. With this newly acquired data, the organization was more equipped to launch conversion campaigns with precise targeting resulting in a lower cost per conversion.

97% of those who completed the summer camp registration had brand affinity data that the YMCA of Greater San Antonio could leverage to reach similar audiences.

CAMPAIGN SNAPSHOT

323

WEBSITE CLICKS

89

CONVERSIONS

33.3X

RETURN ON AD SPEND

Driving Member & Camp Registrations

In 2018, the YMCA of Greater San Antonio launched a total of 19 campaigns that resulted in a 12.5X average ROAS. These campaigns were designed to drive memberships, increase summer camp registrations, raise awareness for Siclovia (the organization’s free community event) and encourage donations for the organization.

Some of their most successful campaigns promoted their upcoming summer camps. In April every year, the YMCA of Greater San Antonio launches a Facebook campaign to drive camp registrations. The campaign targets similar buyers that were modeled largely off of member profile data, including insights collected from their summer camp giveaway acquisition campaign. For the April 2018 campaign, the YMCA of Greater San Antonio generated 329 website clicks and 89 conversions resulting in a 33.3X ROAS and total of $33,329 in revenue.

Building on Their Success

In the future, the YMCA of Greater San Antonio is focusing on leveraging existing membership data to retain members who have only visited their facility a few times. Typically, this lack of member engagement ultimately results in a cancellation, so the YMCA of Greater San Antonio is planning to run campaigns designed to connect with disengaged members. The team will be able to segment member data based on membership scans to directly target those who have only visited the facility less than three times. With those segments, the solutions and marketing teams will work together to target them and get them re-engaged with the organization.

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Discovering Member Insights

The YMCA of Greater San Antonio is focused on understanding who their members are and tracking their digital journey all the way through to purchase. Years ago, the team was hoping to create an online member experience that would engage prospective and current members in order to drive digital revenue through online purchasing.

To accomplish this, the organization partnered with MVPaudience (powered by Umbel) to launch data acquisition campaigns that would reveal member insights. This newly acquired first-party data would complement the existing data they had from current members who scanned into the facility. The team planned to use this enriched member data to create Facebook lookalike audiences and target similar, unknown segments that were likely to purchase a membership.

Acquiring Member Data

The YMCA of Greater San Antonio used a variety of strategies to acquire net new audience data through MVPaudience activations. The organization enticed members and prospects with tickets, earbud and YMCA summer camp giveaways through engaging digital sweepstakes built in MVPaudience’s activation framework. Their wireless earbud campaign featured Beats headphones as a giveaway and resulted in 511 total (342 net new) respondents.

In their summer camp giveaway, 95% of respondents also provided a telephone number despite the fact that is was simply an optional field on the form. This provided the YMCA team with the ability to directly follow up and contact a segment of qualified leads who were interested in potentially signing up for a summer camp.

Out of the 6 acquisition campaigns they ran in 2018, the organization averaged a 32% completion rate with an average of 318 net new profiles per activation. With this newly acquired data, the organization was more equipped to launch conversion campaigns with precise targeting resulting in a lower cost per conversion.

97% of those who completed the summer camp registration had brand affinity data that the YMCA of Greater San Antonio could leverage to reach similar audiences.

CAMPAIGN SNAPSHOT

323

WEBSITE CLICKS

89

CONVERSIONS

33.3X

RETURN ON AD SPEND

Driving Member & Camp Registrations

In 2018, the YMCA of Greater San Antonio launched a total of 19 campaigns that resulted in a 12.5X average ROAS. These campaigns were designed to drive memberships, increase summer camp registrations, raise awareness for Siclovia (the organization’s free community event) and encourage donations for the organization.

Some of their most successful campaigns promoted their upcoming summer camps. In April every year, the YMCA of Greater San Antonio launches a Facebook campaign to drive camp registrations. The campaign targets similar buyers that were modeled largely off of member profile data, including insights collected from their summer camp giveaway acquisition campaign. For the April 2018 campaign, the YMCA of Greater San Antonio generated 329 website clicks and 89 conversions resulting in a 33.3X ROAS and total of $33,329 in revenue.

Building on Their Success

In the future, the YMCA of Greater San Antonio is focusing on leveraging existing membership data to retain members who have only visited their facility a few times. Typically, this lack of member engagement ultimately results in a cancellation, so the YMCA of Greater San Antonio is planning to run campaigns designed to connect with disengaged members. The team will be able to segment member data based on membership scans to directly target those who have only visited the facility less than three times. With those segments, the solutions and marketing teams will work together to target them and get them re-engaged with the organization.

Download PDF
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