SAFETY AROUND WATER WEEK
MARKETING IMPACT
SOCIAL MEDIA IMPACT
301 SAW Posts
174,756
SOCIAL MEDIA IMPRESSIONS
Spike During SAW Week
Audience
Grew 620
SOCIAL MEDIA BRANCH CHAMPIONS
Pilot program: one designated branch champion for signature events social media activation
EMAIL DRIP CAMPAIGN - MEMBERSHIP
May Newsletter
May Newsletter
40,931 recipients
56% open rate
2%click through rate to SAW page 41 points above average
41,887 recipients
62% open rate
2%click through rate to SAW page
May Newsletter
SAW Preview/Richmond Flying Squirrels Partnership
42,231 recipients
59% open rate
1% click through rate to SAW page 43 points above average
EMAIL DRIP CAMPAIGN
- PROGRAMS & VOLUNTEERS
Youth Sports—SAW
PVG Invitation
3,172 recipients 72% open rate
5% click through rate to SAW page
42 points above average
Child Care—SAW PVG Invitation
739 recipients 68% open rate
8% click through rate to SAW page
Volunteers
2,281 recipients
51% open rate
5% click through rate to SAW page and CF Engage page
38 points above average
21 points above average
CREATIVE ASSETS
FLYING SQUIRRELS PARTNERSHIP
• 10,000 Ticket Holders – SAW Game Program Ad
• 60,000 Subscribers – SAW "Nutshell" Email
• 9,500 Attendance - at YMCA Night at the Squirrels
Additional Assets:
PA reads, live interview on radio, banner advertisements through stadium, ceremonial first pitch for YMCA, pool noodle races with YMCA Aquatics staff and Nutsy.
SPORTSBACKERS PARTNERSHIP
• 24,526 participants in the 2025 Ukrops 10k
Digital program email ad was sent to all participans
MEDIA PARTNER-MIX 98.1 JEFF WICKER
• Partnered with local media influencer and radio personality Jeff Wicker from Mix 98.1 FM "Wicker and Wilde Morning Show" to promote Safety Around Water Week.
• Utilized Wicker's online following to reach and engage a broader audience to promote before and during week.
MEDIA-VIRGINIA THIS MORNING
• Virginia This Morning
• Only local morning show in Richmond media market
• CBS 6
o Jody Alexander
o Chrissy Fandel
PARTNER-UNIVERSITY OF RICHMOND SWIM TEAM
• Community Partner
o University of Richmond Swim Team
• Caitlyn Hughes
• Caroline Weldon
o YMCA participants growing up
PAID AD-PHILANTHROPY CAMPAIGN
• Paid Advertising Campaign via Lewis Media Partners
• $2,000 Meta campaign to support SAW Week – donors
730,717 Impressions Meta Ad 2,511 Active Users Generated to website
TOTAL ESTIMATED EMV
• 905,473 Impressions
• Formula—Total Number of Impressions/1,000 x Engagement Rate (5.4%) x Adjustment Factor (2)= EMV
• =$97,783 VALUE
