Advertising | Digital marketing | Direct marketing | Social media | Strategic planning | Video
Like most community fitness centers, the JCC of Greater Baltimore experienced a precipitous decline in membership during the COVID-19 fallout. Exacerbating the issue was a long-standing misperception that membership was only open to people of Jewish faith. The JCC challenged us to help them restore their membership base by securing 182 new members in 8 weeks’ time.
Our Good Fit campaign showcased the JCC as a community that welcomes everybody and every body, regardless of your faith or your fitness level. Our hyper-local, digital-first media plan put the JCC’s name in front of new target audiences outside of the organization’s historically insular community.
The campaign delivered 32% more total users, 35% more new users, 28% more user sessions, and 21% more pageviews to the JCC’s website, as compared to the 8 weeks prior to the campaign. More importantly, the campaign not only met but outran its ultimate objective, garnering 240 new memberships—a 132% return on the JCC’s original goal of 182.
Campaign of the Year: Runner-Up – American Marketing Association Baltimore
