Creating recruitment content to enhance customer lifetime value.
PENINSULA METROPOLITAN YMCA
CURE was presented with the opportunity to enhance recruitment for summer camp season 2019 for the YMCA of the Virginia Peninsulas. Working directly with the regional corporate office to identify the most effective collateral and content pieces needed to reach the primary demographic — young mothers. Our approach focused not only on immediate enrollment but also on the customer’s lifetime value.
Rather than utilizing typical camp activity photos, we took a discovery and space exploration approach to the design and messaging which was implemented across postcards, brochures, and social media videos. This perspective emphasizes one of the Y’s biggest differentiators. Unlike other summer camps, interests discovered during the summer can be nurtured at the Y all year round, utilizing the camp season to encourage families to become repeat customers through membership.