How We Connected

YMCA of the North came to NorthWing Digital seeking a digital partner to manage all aspects of their digital marketing. The goals of the campaign are focused around increasing overall association memberships, and driving registrations at specific offerings such as camps, child care, swimming lessons and many more. In addition to this, the campaigns must also support a wide range of other initiatives including supporting donors and advocates of the Y. Our team was very excited at the opportunity to improve the impact of the YMCA of the North’s digital campaign as well as support the organization in its overall mission.

How We Delivered

Our team began by conducting a thorough analysis of all existing digital initiatives. We prioritized our research towards the highest spend channels while also looking for improvement opportunities at a granular level. Our research revealed significant opportunity to improve the focus of the Google Ads campaigns towards users specifically searching for memberships and the various programs the YMCA of the North has to offer. We identified that the existing campaigns were relying heavily on branded search including the “YMCA” name. By limiting branded search and focusing paid dollars towards users searching for options outside of the YMCA, we dramatically expanded the audience and resulting membership sign ups.

To strengthen brand awareness, we revamped their advertising strategy with Connected TV (CTV) and Meta platforms. These campaigns not only elevated brand visibility but also provided direct opportunities for users to enroll in YMCA programs. Given the complexity of these campaigns—which align with specific promotions and seasonal offers—our team collaborates closely with YMCA of the North to ensure that every initiative is on-brand, timely, and results-driven.

Managing complex campaigns requires equally sophisticated reporting. We streamlined the reporting process by developing a live dashboard that offers comprehensive insights without overwhelming data noise. This real-time tool empowers both our teams to make data-driven decisions, pivot strategies when needed, and efficiently communicate successes across the YMCA organization.

How We Helped YMCA of the North Succeed

YMCA of the North relies heavily on digital strategies to drive memberships, enhance program participation, and support its mission. Our partnership has resulted in record-breaking months, with goals surpassed across all key metrics. We are proud to support YMCA of the North and look forward to continued collaboration, helping them achieve even greater success in the future.