McGaw YMCA

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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.

YMCA Marketing
March 7th, 2012

John Meguerian, Grace Chang,
Diana Karvelis, Elsa Stahura

So we immersed ourselves in the Y.

We were looking for a single thing.

What we found were incredible stories.

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 ﬁt
things together.

For
Example:
Fitness
Classes PEDAL
POWER
Spinning Class
MCGAW YMCA
Spinning® 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
ﬁrst spin class

But the second she got in the saddle,
the cycling bug bit her hard. Now she’s
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 Won’t Engaging
creativity cannibalize and
and passion others’ relevant
to ﬂourish eﬀorts 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

What’s next?

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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.

6. And YOUR 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 ﬁt things together.

14. For Example: Fitness Classes PEDAL POWER Spinning Class MCGAW YMCA Spinning® 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 ﬁrst spin class But the second she got in the saddle, the cycling bug bit her hard. Now she’s 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 Won’t Engaging creativity cannibalize and and passion others’ relevant to ﬂourish eﬀorts 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 What’s next?

19. Thank You. Any Questions?

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McGaw YMCA

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