Overview:
In January 2025, the Greater Scranton YMCA launched an exciting 14-day Membership Giveaway contest designed to engage the local community and highlight its programs. Leveraging a well-crafted ad campaign and an interactive contest platform, the YMCA achieved outstanding results, significantly outperforming the previous year. The contest offered a grand prize of a 12-month family membership and included a special bounce-back incentive: every entrant received a free one-day guest pass to experience the YMCA’s facilities.
As part of this initiative, we:
- Delivered a robust email list of nearly 900 participants for future marketing opportunities.
- Developed the campaign concept and crafted the official contest rules.
- Managed the contest platform and entry process.
- Designed and implemented a 14-day social media content calendar.
- Created and managed a high-performing ad campaign.
Objectives:
- Increase community engagement and awareness of YMCA programs.
- Maximize ad performance within budget.
- Drive contest entries and traffic to the contest platform.
Results:
Contest Engagement:
- Total Entrants: 891 participants entered the contest, receiving a free one-day guest pass and a chance to win a 12-month family membership.
- Contest App Visits: The app recorded 4,115 visits, showcasing strong community interest.
Ad Campaign Performance:
- Clicks to Contest App: 2,724 clicks driven by targeted Meta Ads.
- Cost Per Click (CPC): $0.37 per link click, 0.8% lower than similar ad sets.
- Total Impressions: 349,674 impressions, dramatically increasing the contest’s reach and visibility.
HOW WE TOLD THEIR STORY
