YMCA of Greater Toronto: Content Creation at Record Speed.
The Opportunity
The lean Marketing and Communications team at The YMCA of Greater Toronto is busy opening up two new locations. And with the ever-evolving changes related to COVID-19 policies, fast communication while presenting marketing messages to help promote the openings of their brand new facilities was critical in ensuring the Y’s audience knew what was going on in their communities and driving excitement for the new facilities.
The Solution
The Inbound Lab was tasked with promoting the openings of two new YMCA centres in Greater Toronto.
The YMCA at The David Braley Vaughan Centre in the Greater Toronto community of Vaughan.
The Steve and Sally Stavro Family YMCA in the heart of Kingston Rd.
These new state-of-the-art facilities had several scheduling setbacks that were no fault of their own. These setbacks were due to COVID-19 restrictions and construction workers striking in Toronto. Therefore, The Inbound Lab had the compelling challenge of providing updates on any delays of both facility openings while continuously driving excitement for their eventual openings.
The Inbound Lab supported the marcomms team in the copywriting for various pieces of content that included:
Landing page content strategy and writing.
The landing pages for both facilities had unique objectives. This included ensuring the information was constantly updated with some of the new features each facility would have; CTA’s that drove to booking physical tours, virtual tours, and offers; and a great user experience. In addition, these pages were the hub that prospective members would go to get information, so a good impression needed to be made.
Script writing for videos.
Part of the marketing and communications strategy for promoting these new YMCA facilities was to generate awareness around the facilities with video.
The Inbound Lab supported by writing the video scripts that included a longer explainer video and a series of short videos that their team could use for their social channels.
Writing for Virtual tours.
While the facilities weren’t open for physical tours, The Inbound Lab supported writing virtual tours so prospects could travel through a digital version of the facilities before visiting the centres in person.
Writing and design of emails.
The Inbound Lab supported the writing and designing of monthly newsletters for both facilities. The emails were sent to 3k-6k segmented users and were used to promote the centres, offer construction updates and introduce prospective members to the staff working at the facilities. There was also a charitable component that needed to be displayed while remaining on the global brand of YMCA in the messaging.
Email campaigns were developed to drive excitement through countdown emails, converting users by selling out space on physical tours of the facility and helping drive membership.
Emails were created in Campaign Monitor.
“The YMCA of Greater Toronto has a lean but busy marketing and communications team. Working with The Inbound Lab allowed us to scale our communications during a hectic time for our charity. The Inbound Lab works hard to meet deadlines and exceed expectations. It was a very smooth process onboarding The Inbound Lab to our internal systems, which made working with them a breeze. Five-star service. Blink of an eye speed. You can’t get any better than that.”