WHO DOES WHAT?
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Marketing Priorities… Marketing Priorities include: • Membership Growth • Rebooting current programs back into growth. • Programs that: • Use funds wisely, producing potential margin • Change people’s lives • Makes a real difference in the community • Have clearly defined marketing plans • Are ongoing, regular seasonal, Major recurring events.
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Marketing Preparation Program Team (120 days) • Product
• Develop the program curriculum, outcomes, outputs, staff training . . .
• Place
• Set Dates, times, location, sign contracts and determine rents, MOU’s and insurance
• Price
• Set budget, margins, member / nonmember price, set up in the system
• Promotion (90 to 120 days)
• Submit marketing request 3
Marketing Creation & Execution…
Marketing Team:(120 days)
Promotion
(90 to 120 days)
• Determines & advises staff as to what marketing collateral best meets the demographic being served. • Assist program team how each form of advertising will be used and when it will be deployed • Design all deliverable materials (including tshirts) • Share the cost of marketing w/ program staff for budget • Execute the plan 4
Together ONE goal! Marketing Team executes in a timely manner using Strategy, Placement, Design Elements, & a multipronged-platform approach for optimum outcome (visibility, reach, registrations, attendance, membership sales, etc.).
M EA T NG I T KE R MA
PRO GRA M
TEA M
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Marketing Department Cara, CMO:
Strategy, communication lead, brand, org-wide efforts,
•Communications/PR/vision/voice •Campaign roadmaps (branch level/association-wide) •Strategy/deliverables for association - wide campaigns (NJF, Membership Campaigns, Camp, SAW, Healthy Kids Day, Youth Sports, Afterschool Care, Aquatics programming, etc.) – Annual Campaign, CSC, & other events/requests
•Platform innovation •Y brand compliance
Sarah, Marketing Manager:
Creative lead, execution, brand, digital direction, branch-efforts lead
•Graphic design lead/expertise/advisor •Leads graphic direction of print/digital ad efforts, in collaboration with CMO •Co-contributor on all marketing platforms •Leads/executes branch-specific marketing requests in collab with CMO •Liaisons with vendors and Y branch staff in marketing strategies/execution Assist CMO in brand compliance Assists CMO in platform innovation
•Vendors (printers, broadcast media, web, etc.) •Media inquiries/broadcast media advertising •Marketing budget •CMO Affiliate group collaboration/sharing across the movement.
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Communication is key! Utilize marketing request form & consult with marketing team Request form required for: •Branch specific events •New programs •Needs requiring multiple pieces of marketing collateral and/or crossing over multiple platforms (print, social, app, website)
Request form NOT required: •Summer Camp, Youth Sports, Healthy Kids Day, SAW, Aquatics, Personal Training, Annual Meeting, No Join Fee, Membership campaigns, 5-days of action, etc. •Operational updates/communications/closures/notifications •Single edits to existing flyers or collateral (year over year edits) •Single edits to website – Any other campaign or endeavor that involves all or multiple branch locations
When in doubt…fill it out!
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Tips: •
Please submit marketing requests (including "one-offs” such as social media posts) by EMAIL.
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Marketing efforts are most successful when they are PROACTIVE, NOT REACTIVE (the more planning, the better). Expedited communications will be given in instances such as operational closures (pool, staffing shortages, etc.) or PR emergencies or situations, but reasonable turnaround times will be otherwise expected.
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Please don’t initiate marketing via other platforms/on your own. This may extend turnaround times, as we may need to start from scratch, fix formatting, correct branding, recreate images so that they are compatible across multiple platforms or on other marketing collateral. Your creative ideas are important to us. If you have a specific direction or graphic in mind, please contact us & we will do our best to accommodate it on the front end.
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We are available for discussion of strategy & brainstorming! YOU are the expert on your program. The marketing team can leverage expertise to help on strategy and placement. Together, it’s a win-win.
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Our LogoRespect the Brand •
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Guidelines for the use of our logo, name, focus areas & mission exist to protect the Y brand. These guidelines include specific rules around logo color, placement, size, etc. When in doubt, ask for marketing advice/ proofing before using the Y logo on forwardfacing/external documents such as memos, letters, sports information sheets, parent communications, etc.
Never give an outside vendor, community partner/organization authority to use our logo without
permission/partnership with marketing.
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Marketing of events and/or programming owned by the Y, staffed, or taking place on YMCA facilities must be initiated and managed by Y marketing. Co-hosting/co-branding partners may not initiate marketing efforts on our behalf or place our logo on collateral without permission from marketing. We will, however, work alongside partners in sharing co-branded marketing. 10
Association Member Visual Experience
Beginning this month, we will be making outdoor improvements and auditing the indoor visual experience for members. This, to prepare for membership growth and retention through branding, image and ease of visual communication. One pilot branch well audited and changed first and others will follow over the next few months.
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Association Member Visual Experience
Outdoor arrival experience •Freshen outdoor signage –
Kiosk and Monument signs painted and refreshed
•Facility aesthetics –
Paint facades
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Refresh benches, trash cans . . .
•Parking Lot improvements –
Seal and stripe all lots
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Replace trees
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Replace island stone
•Entrance –
Remove non permanent window signage inside and out
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Power wash or repair concrete, steps, handrails . . .
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Association Member Visual Experience
Strategic materials and communications audit •
Review location, branding, quality and effectiveness of all internal signage. Signage: Kiosk, Television Media, Directional, Recognition, Program promotion, Policy / Rule, Regulatory.
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Collateral materials: Web, intranet, program and initiative communications, newsletters, brochures, reports, bulletins, brand guidelines, committee and membership standards, booklets and other printed material.
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Discussion
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