11 AYP - You're Sending but Are You Connecting

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Discovering whether your communications are connecting with your intended audiences represents a key resource issue for YMCAs. This session focuses on the communications audit using case studies from the AYP and the YMCA of Metropolitan Washington.

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11 AYP - You're Sending but Are You Connecting

  1. 1. Your sending ...Are You Connecting? See us in Booth 1000 Making Dreams Fly ®
  2. 2. IntroductionSelling Salt Water TaffyY Camp staffAssociations: 32 yearsPR/Marketing: 40 years Communications audits for AYP and YMCA-DC Making Dreams Fly ®
  3. 3. Making Dreams Fly ®
  4. 4. What• Independent• Review/Analysis• All communications (print, electronic, digital) Making Dreams Fly ®
  5. 5. Making Dreams Fly ®
  6. 6. Why• Communications & marketing changing … rapidly!• Is “your stuff” is connecting?• Where are your customers? Making Dreams Fly ®
  7. 7. USA Today, WednesdayMail 3 Times A Week Apple Has Record Earnings 25,000,000• USPS = $8.3 Billion loss 20,000,000 20,300,000 15,000,000• Cutting Saturday service 10,000,000 9,250,000 7,500,000• 3x a week before 2025 5,000,000 3,950,000 0 iPhones iPads iPods Macs 2 183% 1.5 142% 1 0.5 -20.0% 14.0% 0 -0.5 Making Dreams Fly ®
  8. 8. Your Prospects Are Here Are You? Making Dreams Fly ®
  9. 9. Mobile Mania Making Dreams Fly ®
  10. 10. Making Dreams Fly ®
  11. 11. Go tomobile.southwest.com Making Dreams Fly ®
  12. 12. billion billionCell Phone Users Computer Users Making Dreams Fly ®
  13. 13. Making Dreams Fly ®
  14. 14. Process1. Analyze existing communications materials/vehicles/content2. Conduct executive interviews3. Meet with employees and managers4. Interview stakeholders/key audiences • One-on-one interviews • Survey of members/potential members • Town Hall session(s)5. Submit report & recommendations Making Dreams Fly ®
  15. 15. Methodology 1-on-1 interviewsMaking Dreams Fly ®
  16. 16. Methodology Member feedback1,498 8,251 Making Dreams Fly ®
  17. 17. Who Responded? • 93.4% current members • 45.2% member <5 years • 24.7% with Y 21+ years • 44% suburban; 40% urban • 43.2% boomers Making Dreams Fly ®
  18. 18. Process1) Interviewed 29 staff2) Interviewed 25 stakeholders3) Reviewed 29 communications/publications4) Facilitated Town Hall session5) Surveyed membersWe build strong kids, strong families, strong Making Dreams Fly® iti
  19. 19. Making Dreams Fly ®
  20. 20. Who Does It?• Internal staff• External consultants Why: Overcome the “curse of knowledge”• Combination of both Making Dreams Fly ®
  21. 21. Making Dreams Fly ®
  22. 22. Results1. Review of research findings2. Detailed analysis of all communications/publications3. Specific recommendations Making Dreams Fly ®
  23. 23. Methodology Reviewed four issues of Perspective “I’m a big fan.” “Seldom read… Not pertinent.” Reviewed AYP WebsiteMaking Dreams Fly ®
  24. 24. AYP Needs • Website • Perspective½ • Contemporary Communications Making Dreams Fly ®
  25. 25. Preference for Perspective 3 times a year Not at all 0.3 0.04 Monthly 0.6 6 times a year4 times a year 3.5 1.8 Making Dreams Fly ®
  26. 26. Content Management Strategy E-Letter Other Tip of the (ACA, ASAE) Week Blogs Chapters AYP Website Conference OutsideResources Presentations Y-USA Webinars Digital Journal Media Making Dreams Fly ®
  27. 27. Recommendations - StrategicStrategic Communications Plan Rule Of 9Content Management PlanDigital (Social) Media Strategy Making Dreams Fly ®
  28. 28. Members think …  “My branch is the Y” • Front desk person  Fitness, exercise, health  Convenience  Access to swimming pool  Friendly, uphold core values Making Dreams Fly ®
  29. 29. Communications Clutter Making Dreams Fly ®
  30. 30. Where Go for Information 40.0% 38.0% 37.2% 33.3% 35.0% 31.7% 30.0% 25.4% 25.0% 22.8% 20.0% 15.0% 12.6% 12.2% 10.0% 7.8% 3.0% 3.4% 5.0% 0.5% 0.5% 1.5% 0.6% 0.3% 0.0% t er ily le sl is te s FB itt ds ia og si en m ed Go ai g eb Tw Fr i Fa M Cr W Always Frequently Google #1 at 65%  Websites #2 at 63.4% Making Dreams Fly ®
  31. 31. Where is the Y?The Y barely places in Google searches! Fitness club - all results are locations, none of which are the Y (most prevalent being Fitness First, Golds Gym, Sport & Health, and Ballys) Exercise - Arlington Y shows up, but rest are videos, other gyms, and educational sites Gym - all locations and a couple locators, none of which are the Y Swimming classes - results are local pools, childrens swimming lessons and swim class locators, none of which are the Y Health and wellness - local wellness centers and educational info Youth fitness - pulls up Arlington Y and national Ys website (Arlington being first on the list) Family fitness - no placement Making Dreams Fly ®
  32. 32. • Cluttered, no focus • Over the top • Where’s “my Y”? (branch)Making Dreams Fly ®
  33. 33. Y’s Website Frequency of Looking at Y Website Daily Never 0.3% Weekly 24.2% 6.3% Monthly 19.2% Sometimes 50.0% Daily Weekly Monthly Sometimes NeverAnd, members rarely turn to Y’s website Making Dreams Fly ®
  34. 34. Making Dreams Fly ®
  35. 35. Costs• Professional Fees: 200-300 hours $19,000 - $32,000 Interviews Surveys Publication analysis Strategy  Presentations• Out-of-pocket Costs: $1,500 - $3,500 Making Dreams Fly ®
  36. 36. CONTACT INFORMATION See us in Booth 1000Steve DrakePresident, Owner16020 Swingley Ridge Road drake@drakeco.comSuite 300 @stevedrakeChesterfield, MO 63017 @causeaholic(636) 449-5050 Making Dreams Fly ®

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