Is Your YMCA Content Engaging Enough? Pt. 3

By: Callie Gooch | Friday, July 23, 2021 | Marketing

Your Character, Villain, Guide, and Plan have all been established. Now we get to see where this journey concludes.  

At the end of the story comes success. Your Character has done the work to become a member, so it is your job as a YMCA to show them exactly what that decision is going to do to change their lives. Be specific..”feel great!” or “look better!” or “be healthy!” or “make friends!”. 

Show them they have gained the power to transform themselves and face the Villain, and realize the end game is within their reach. Images of happy people working together towards a like-minded goal are wonderfully persuasive in their marketing power. 

The creation of a story isn’t just for your members, it is also for your staff. Assuring that the people you have as your chosen Guides are as enthusiastic as you want your members to be is very important as a follow through for your message. It is necessary that your team understands that the internal directive needs to be in line with the external one. Make sure the mission is clear so that there is consistency between the two, thus giving your entire staff the power of marketing your YMCA through their own personal interactions. 

Following this formula will make creating rich content easier, and convey a clear idea of what your YMCA stands for within the community, your members, and your entire organization.