Turning Digital Reach Into Membership Growth: A Data-First Strategy for YMCA
The Situation
YMCA faced the challenge of increasing new member sign-ups at their locations. They needed to efficiently reach key audiences and convert them into paying members while maximizing their advertising budget. The goal was to translate digital reach, specifically on mobile and Connected TV (CTV) devices, into actual location visits and memberships. They aimed to move beyond general outreach to more targeted and cost-effective strategies that would deliver a better return on their ad spend.
The Results
DataClique implemented a solution involving hyper-targeted digital strategies. They utilized behavioral and residential targeting to create sophisticated audience profiles based on consumer lifestyles and existing first-party data. This allowed them to reach the right people at the right time and place, driving over 73,000 total visits and 43,900+ unique visitors to YMCA locations. The results included a significant reduction in the average Cost per Join, reaching as low as $18 in some cases, and an impressive Return on Investment (ROI) with lifetime value ROA reaching up to 30 times the ad investment.