YMCA (Paid Media)

The YMCA of Metropolitan Washington is a nonprofit organization that offers a variety of community and health services, providing different wellness opportunities to more than 250,000 people each year. Their 16 different locations supply communities with affordable gyms, aquatics, youth sports, and more, ensuring that anyone regardless of age, income, or background has the tools necessary to learn, grow, and thrive.

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Having done some work with the YMCA in the past, the PBJ team was tapped in January 2023 to help the YMCA capitalize on one the most important times of the year to drive new membership as the Y looked to climb back towards its pre-COVID numbers.

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Doing Our Homework

We needed to clearly understand the YMCA's goals and work with them to define what success would be.

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From there, we dove back into our competitive research to scour the digital landscape and see what our competitors were doing and, more importantly, what was working.

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With the lay of the land in hand and lessons from the competition learned, our team proceeded to dive back into keyword research to understand where exactly our target audience was and what they were searching for.

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Staying Cost Effective

To approach this challenge from a cost-efficiency point of view, our team developed a strategy focused on utilizing Google Search as the primary channel.

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Dedicated Search Campaigns

After completing our research, we developed dedicated campaigns for branded and non-branded keywords that drove users through the funnel and onto the YMCAs webpage.

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