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Case Study: Greater Green Bay YMCA Greater Green Bay YMCA Achieves Maximum Marketing Results With Help from Active’s eMarketing Center During the Greater Green Bay YMCA’s initial installation of Active software, it strategically introduced its new technology in two separate stages: first to staff and subsequently to its members. “We planned on two phases of marketing,” explains Mark Ten Haken, Director of Information Systems. “We initially had an internal marketing campaign that included introducing staff to online registration and training them on the particulars so that when it came time to help members through the process they were well versed. Secondly, we had an external marketing phase where we pumped out information that online registration was available to members in every conceivable way and tried to make it as easy as possible for everybody to get the necessary information to access the site and login.” Building Community Awareness of Online Registration Services While Ten Haken knew that Active software would make the registration process considerably easier for both members and staff, he had no idea just how significantly Active’s eMarketing materials would contribute to Green Bay’s own online registration awareness campaign. “I first learned of the marketing portion of the website at a presentation on the topic at the Active 2006 conference in Whistler,” recalls Ten Haken. “The presentation provided the inspiration to go back and dig deeper into what Active had available in the way of marketing materials.” In the eMarketing Center, registered users can access hundreds of marketing tips, templates and tools, each designed with an organization’s online registration success in mind. “In every instance,” the Director of Information Systems explains, “we wanted the marketing ‘look and feel’ to be very similar between mediums. The ‘Online You’re First In Line’ campaign was one that we took directly from Active’s marketing website and it has been very successful in providing a consistent image throughout all of our materials. The same slogan and graphics were used on all of materials, from our paper receipts to our website.” According to Ten Haken, the Greater Green Bay YMCA additionally promoted their registration kickoff by including links within the PDF version of their program guide, through the use of kiosks to show members how easy online registration is and also by including the ‘First In Line’ marketing slogan and URL on each customer’s receipt. The Director of Information Systems says that he is thrilled with the quality of the offerings at Active’s Customer Support Portal. “The materials that have been presented thus far on the marketing portion of the site are of great quality and have only needed minor modifications to personalize it for the Green Bay YMCA. There are many 1.800.661.1196 | [email protected] | www.ActiveCommunities.com Customer at a Glance Customer: Greater Green Bay YMCA Solution: Online Registration URL: www.GreenBayYMCA.org “The ‘Online You’re First In Line’ campaign was one that we took directly from Active’s marketing website and it has been very successful in providing a consistent image throughout all of our materials.” – Mark Ten Haken, Director of Information Systems, Greater Green Bay YMCA Case Study: Greater Green Bay YMCA organizations out there that might not have a formal marketing department and can greatly benefit from the materials Active provides. In our case, the benefit was time savings – related, not having to have our internal marketing department re – create the wheel.” Ten Haken admits to being very satisfied with the software solution, but notes that the Active team – from the initial installation to ongoing marketing support – provides a holistic solution for his organization. “We needed an application that would grow and evolve with us,” explains Ten Haken. “When we found that, we also discovered an additional benefit; the quality of Active’s staff is by far its greatest strength.” “We needed an application that would grow and evolve with us. When we found that, we also discovered an additional benefit; the quality of Active’s staff is by far its greatest strength.” – Mark Ten Haken, Director of Information Systems, Greater Green Bay YMCA ActiveCommunities eMarketing Center The Active Network’s eMarketing Center is the perfect place to find an abundance of time- and money-saving marketing tools, from advertising templates to streaming web seminars. Each of these components is designed to increase participation, decrease expenses and inspire members to register online. Among the elements that you’ll find in the eMarketing site: u Active’s Driving Online Registration eMarketing guide u Customizable emails for online target marketing u Easy – to – tailor ‘Register Now’ buttons to place throughout your website u Animated web banner ads ready for upload u Full-color posters, postcards and flyers: just insert your URL u Four panel brochures with step – by – step signup and payment instructions u Sample press releases, perfect for attracting the attention of local media u Success Stories – learn from others who have achieved online success u Webinars – attend an Internet seminar to learn how to boost your online results u Free Tactics – review our top tips for increasing internet registration numbers without increasing your costs u A free subscription to eMarketing, Active’s marketing – focused quarterly e -newsletter 1.800.661.1196 | [email protected] | www.ActiveCommunities.com 872_07c