January Membership
YMCA OF THE EAST BAY
Overview
My Roles
SOCIAL STRATEGY & DESIGN
Designed a targeted acquisition campaign to attract young adult members (ages 18–30) through strategic direct mail and social media advertising. To better connect with this audience, I shifted the visual direction away from the YMCA’s traditional family‑focused branding and introduced a more modern, urban fitness aesthetic inspired by boutique gyms and CrossFit communities. By combining location‑based postcard mailers with demographic‑focused digital ads, the campaign generated 1,383 new young adult fitness center memberships during the month of January 2018.
Direct Mail
The campaign hero was an oversized direct mail postcard. Mailing lists were generated by targeted zip code. Each of the five participating branches had a customized version featuring its specific location and contact information.
Social Media
With no budget for paid social ads, we took a grassroots approach, encouraging staff, volunteers and members to share these images on Instagram. The platform's newly introduced multi‑image posts gave us a creative way to showcase the campaign and expand our reach organically.
