OrthoIndy Foundation YMCA in Pike Township
Campaign Development • Paid Media • Social Media • Video/Photography • Earned Media
Overview
In 2016, YMCA engaged Bohlsen Group as a parter to create a unified marketing campaign to raise funds and awareness for their new planned facility, the OrthoIndy Foundation YMCA in Pike Township.
The new facility was to replace the current limited-capacity YMCA in the area, as well as become the first YMCA in the nation to partner with a Veterans Administration Medical Center in order to offer specialized medical and community services to active military, veterans and their families.
Bohlsen Group began the process with research to learn more about the military community and what would resonate best with this audience. From these findings a unified marketing plan was developed based on local veterans’ stories and how the new facility would impact their lives.
Videos and photography were produced using a local YMCA facility and real people who would benefit from the new facility. These elements were then used to develop a campaign microsite, a paid digital mix, print materials, posters and were used in earned media outreach. The campaign assets emphasized the YMCA values and how they correspond with military values. Consumers were also encouraged to use the hashtag, #YLovesVets.
Bohlsen Group also identified and trained three main ambassadors for the campaign in order to have the public faces of the campaign be well spoken and prepared. Eric Ellsworth, YMCA CEO; Jason Redman, a motivational speaker and wounded warrior; and former Mayor Greg Ballard, who is also a veteran.
An effort was also coordinated within the Pike Township school district to distribute campaign materials to every student. The collateral distribution at local schools, retailers and community centers reached approximately 15,000 households.
The campaign was launched on Veteran’s Day and resulted in a front-page story in the Indianapolis Star. Earned media efforts led to an estimated 7.5 million impressions and over 1,300 social media engagements. The paid digital campaign led to over 4 million impressions. As a result of the campaign, the additional funds were secured to finish the facility.
