The YMCA, like all fitness centers, promotes membership at the end of the calendar year to correlate with New Year’s health and fitness resolutions. The “Join in January” new membership numbers are the most crucial success metric for the organization.
Goal
To market this year’s annual January campaign to millennials and young adults, an increasing population living in Downtown Oakland.
Solution
Imagery and text portrayed a more strong and serious gym environment, as opposed to the Y’s traditional colorful, family friendly aesthetic.
Result
The direct-mailer driven campaign resulted in 1,383 new fitness center members for the Oakland location, a 50% increase in the prior year’s January growth in this demographic.