Is Your YMCA Content Engaging Enough? Pt. 2

By: Callie Gooch | Friday, July 16, 2021 | Marketing

You have completed the fist step by creating your ‘Character’ (an existing or potential member), your 'Villain’ (the problem or issue facing the Character), and the 'Guide’ (that’s You!). It’s time to add strength to your narrative.

Now you get to toot your own horn, and let your Character realize why you have the Authority to be their Guide. In marketing terms, it’s the perfect opportunity to boast about your facility, trainers, member benefits, programs, and track record. 

Include testimonials and inspiring blogs or news stories. Show pictures of your staff and board..people want to interact with people. Display any logos from corporate sponsors or local businesses that donate to your YMCA. All these elements will instill confidence in your Character to trust what you say is true, and that you really do have the answers they are seeking.

These answers are called the ‘Plan’. Here is where you describe exactly how to begin the task of defeating the Villain. This needs to be portrayed in a clear and concise manner so as not to confuse or intimidate. It lets your Character know exactly what to do next. 

The primary way to do this with content is by using a Call to Action, or CTA. A step by step process, spelled out in no uncertain terms on your website. Fill out a form. Contact us. Become a member. Sign up now for a free pass. Stop in for a tour. Take a class! Your CTAs should be visible at all times on every page, so when they are ready, your member knows right where to go to get the information they need to continue the journey. 

This is also where as a Guide, you solidify your agreement to continue on with supporting this new endeavor, whether it is a money back guarantee, new and exciting classes, one on one training, or incentives to keep returning to your YMCA. Assure them that you have their back, and are there to help them avoid failure. 

Most people are motivated to succeed by the thought of losing. By challenging your member to not give in to the Villain, you inspire them to grow and become their own hero. 

Our part 3 will show how the story all comes together.