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	“The team of Blue Door Consulting challenged us to think about how best to brand ourselves and allocate our marketing budget. In doing so, we substantially changed our focus and were able to reinvent the Oshkosh YMCA, causing great excitement and energy within our membership and our community. The success of the Make Time Campaign has been outstanding and continues to drive membership and program enrollment.” --Amy Albright, Marketing Director, Oshkosh Community YMCA

Case Study :: Oshkosh Community YMCA

www.oshkoshymca.org

The Oshkosh Community YMCA opened a second facility on Oshkosh’s west side in the summer of 2002. The new structure was one of the largest YMCA buildings ever constructed in the nation. The state-of-the-art facility features indoor soccer fields, ice arena, pool, climbing wall, workout equipment and more. When the $12 million facility was constructed, planners were optimistic about the facility's appeal and expected membership growth to drive increases in revenue. But, a year after the YMCA opened its doors at the new location and completed its renovations at the existing downtown location, memberships had failed to reach targeted levels.

The energy and excitement that was created in the building of the facility needed to be transferred into the YMCA’s marketing efforts. Blue Door Consulting recommended a complete redesign of all YMCA marketing and membership materials to project a stronger, more unified image. Additionally, Blue Door Consulting developed targeted membership campaigns that would grow the membership base and increase loyalty among existing members. The project began with a re-branding effort, designed to capitalize on the YMCA’s new and improved facilities, but project a message that would encourage residents to join the YMCA.

Two key positioning statements were adopted:

A partner for life—This message was targeted at existing YMCA members and designed to position the YMCA as a provider of services for the mind, body and spirit.
Make time—This message was targeted primarily at prospective YMCA members, to encourage them to overcome time constraints preventing them from becoming active YMCA members.

These positioning statements appeared in redesigned program guides, an interactive Web site, community outreach materials, direct mail, and media campaigns. Special membership recruitment and retention strategies, such as stickers, banners and apparel, were developed to support these messages. As a result, YMCA membership reached and exceeded target levels. Additionally, member retention rates increased and general awareness of the new facility and its offerings met with great success.

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Case Study :: Oshkosh Community YMCA