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McGaw YMCA

John Meguerian
John Meguerian

The document discusses marketing strategies for the YMCA. It recommends embracing stories about members and their experiences to showcase the community spirit of the YMCA. Divisions should have entrepreneurial freedom to craft specialized marketing using a conductor-like central marketing team to coordinate efforts. Examples given include promoting a spinning class and featuring a member who found fitness through cycling classes. The overall goals are to engage members, direct consumers to more information, and make advocates through relevant story-based materials.

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YMCA Marketing March 7th, 2012 John Meguerian, Grace Chang, Diana Karvelis, Elsa Stahura
What is the essence of the YMCA?
So we immersed ourselves in the Y. We were looking for a single thing. What we found were incredible stories.
McGaw YMCA
McGaw YMCA
And YOUR Stories
McGaw YMCA
McGaw YMCA
but a quilt is nothing without thread
We see tremendous potential in these stories. But to shine they need structure.
Divisions should embrace an entrepreneurial spirit. Free to use their passion and specialized knowledge to craft the best marketing for them.
Marketing is the conductor. Free to look at the big picture to coordinate, emphasize, and 鍖t things together.
McGaw YMCA
For Example: Fitness Classes PEDAL POWER Spinning Class MCGAW YMCA Spinning速 is an exciting stationary cycling class that incorporates motivating music and visualization techniques to put a healthy spin on your workout. Weekdays at 6am, 2pm and 7pm McGaw YMCA 1000 Grove Street Evanston, IL 60201 (P) 847 475 7400 www.mcgawymca.org
For Example: Fitness STACY Classes JENNINGS: FROM SPIN TO WIN Stacy had never pedaled a mile when she signed up for her 鍖rst spin class But the second she got in the saddle, the cycling bug bit her hard. Now shes in the best shape of her life, and rode with four other Y-ers in a 100 mile charity race. Find your ride at mcgawymca.org/ spinning McGaw YMCA 1000 Grove Street Evanston, IL 60201 (P) 847 475 7400 www.mcgawymca.org
In General 1. Tell stories not facts 2. Y community at the core 3. Point to more info
Allows Wont Engaging creativity cannibalize and and passion others relevant to 鍖ourish e鍖orts materials Makes Captures A two-way members the feeling learning stronger of the Y for experience advocates consumers
You have the instruments You have the score Whats next?
Thank You. Any Questions?

More Related Content

McGaw YMCA

  • 1. YMCA Marketing March 7th, 2012 John Meguerian, Grace Chang, Diana Karvelis, Elsa Stahura
  • 2. What is the essence of the YMCA?
  • 3. So we immersed ourselves in the Y. We were looking for a single thing. What we found were incredible stories.
  • 9. but a quilt is nothing without thread
  • 10. We see tremendous potential in these stories. But to shine they need structure.
  • 11. Divisions should embrace an entrepreneurial spirit. Free to use their passion and specialized knowledge to craft the best marketing for them.
  • 12. Marketing is the conductor. Free to look at the big picture to coordinate, emphasize, and 鍖t things together.
  • 14. For Example: Fitness Classes PEDAL POWER Spinning Class MCGAW YMCA Spinning速 is an exciting stationary cycling class that incorporates motivating music and visualization techniques to put a healthy spin on your workout. Weekdays at 6am, 2pm and 7pm McGaw YMCA 1000 Grove Street Evanston, IL 60201 (P) 847 475 7400 www.mcgawymca.org
  • 15. For Example: Fitness STACY Classes JENNINGS: FROM SPIN TO WIN Stacy had never pedaled a mile when she signed up for her 鍖rst spin class But the second she got in the saddle, the cycling bug bit her hard. Now shes in the best shape of her life, and rode with four other Y-ers in a 100 mile charity race. Find your ride at mcgawymca.org/ spinning McGaw YMCA 1000 Grove Street Evanston, IL 60201 (P) 847 475 7400 www.mcgawymca.org
  • 16. In General 1. Tell stories not facts 2. Y community at the core 3. Point to more info
  • 17. Allows Wont Engaging creativity cannibalize and and passion others relevant to 鍖ourish e鍖orts materials Makes Captures A two-way members the feeling learning stronger of the Y for experience advocates consumers
  • 18. You have the instruments You have the score Whats next?