The YMCA implements four core values of respect, responsibility, honesty, and caring in their health and wellness programs.
The YMCA of Greater Charlotte needed a more specific integrated marketing experience utilizing workflows, templates, and other marketing touch points, integrated with their member management database, so they sought a strategic partnership to help with the architecture, implementation, design and training.
The YMCA has a wide customer base for their health and wellness programs, and they needed an agency partner to specifically integrate their digital marketing efforts by harmonizing marketing technology systems and data. They needed implementation, integration, and optimization for workflows, specific customization in email and landing page templates, and architecture to connect to customer data via custom APIs. Additionally, they needed creative assets based on specific guidelines to provide customized landing pages and email templates for various uses within their organization.
Old platform was not integrated for success within the organization and ease of use was not ideal.
Needed migration to a new system and updated landing pages on the website for lead conversion and capturing information from site visitors.
Prior marketing efforts to evaluate reaching target audiences were not measurable.
Stratagon worked with the YMCA technology team to develop a data strategy that would facilitate a successful integration to HubSpot using several of the HubSpot APIs. We discovered that in addition to a large database of contacts there were also a substantial amount of associated attributes. These attributes would drive various nurturing campaigns that aligned to the marketing team’s communications plans. Our team assisted in automating and segmenting email campaigns of about 200k-250k emails per week.
To help coordinate automated, customized messages, Stratagon conducted two all-hands training programs for the YMCA staff by deep diving into HubSpot’s workflows and email tools. Our deliverables, included landing page template designs, email template designs (optimized for “drag and drop” format across campaigns), HubSpot platform initiation, API configuration, training sessions, and ongoing ad hoc support.
The project has increased work efficiencies through an automated and integrated platform. All marketing efforts including social, email nurturing, landing pages, automation, and AI are conducted within one tool that has led to synchronized campaigns driving registration, and overall higher customer experience.
