The Gift of Health Campaign

Mad Hatter Technology was engaged to advise the YMCA when the marketplace saturated with competition in fitness facilities. Increasing market share is a priority for the YMCA, as the health, fitness and recreation facilities and related services, were experiencing a decline in membership.

In a consultative engagement, data from a complex compilation of five databases was analyzed and reviewed to help understand the existing customer base. In a cross comparative data analysis and segmentation of the current customer base, contrasted to population census data for the region, opportunities in key and strategic target markets in certain age demographics, evolved.

The Gift of Health campaign was created, and executed to these key age & demographic segments in an annual integrated campaign with four holiday seasonal themes. Now a keystone campaign for the organization, memberships are on the rise.