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HubSpot Implementation and Optimization

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.

YMCA of Greater Charlotte
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THE CHALLENGE

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.

Platform Optimization
Platform Optimization

Old platform was not integrated for success within the organization and ease of use was not ideal.

Landing Page Management
Landing Page Management

Needed migration to a new system and updated landing pages on the website for lead conversion and capturing information from site visitors.

Email Marketing Effectiveness
Email Marketing Effectiveness

Prior marketing efforts to evaluate reaching target audiences were not measurable.

Proper platform integration is necessary for successful optimization and to be utilized effectively. Marketing automation increases awareness with target audiences with less effort vs. the manual alternatives.

THE STRATEGY

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.

To help coordinate automated, customized messages, Stratagon conducted two all-hands training programs for the YMCA staff 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.

Website Audit and Update
HubSpot Configuration
Deep dive and discovery of system processes, architecture, and API mapping.
Dashboard Development
Dashboard Development
Customized real-time dashboards using Databox to visualize marketing performance on LCD displays within the marketing department.
Drag-and-Drop Templates
Drag-and-Drop Templates
Customized landing pages and email templates with specific branding and ability to update based on need for specific purposes.
Team Training
Team Training
Personalized sessions including hands-on training in HubSpot for staff to understand and utilize to create campaigns moving forward.
THE SOLUTION

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.

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We partnered with Stratagon to assist us with a HubSpot installation and to get us up-and-running with templates and processes for marketing and transactional emails. They went above-and-beyond in getting us ready to deploy, including training the entire marketing team. As we are a non-profit, they worked with us to get as much value for our dollar as possible (I think they were incredibly gracious) and exceeded all expectations.

JOHN TOOHEY
Senior Digital Director
YMCA of Greater Charlotte

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