Challenge

Valley of the Sun YMCA needed a paid social strategy to balance the association’s needs with those of its individual branch locations.
Their audience expects a tailored experience and that tailored messaging depends on each branch’s amenities and programs, which vary widely from location to location. In addition, Valley of the Sun YMCA wanted to control lead flow dynamically based on each branch’s membership results.

Solution

Big Marlin Group strategized a layered Facebook strategy across the entire marketing funnel. Higher in the funnel, brand awareness messaging is consistent across the association, building memorability over time. Toward the bottom of the funnel, demand generation ads are localized to control ad creative and lead volume for each branch.

An important consideration was avoiding ad learning phases, which can result in a higher cost per lead (CPL). We structured the campaigns to avoid this issue, ensuring that branch lead flow has no impact on ad effectiveness.

Here are the average monthly results for each layer of the paid social campaign in Q4:

  • The program campaign, with association-wide messaging, saw a 19% increase in form fills.
  • The membership campaign, with association-wide messaging that can be turned on or off at the branch level based on availability, saw a 32% increase in form fills.
  • The hyperlocal campaign, which is closely targeted for each branch location, saw a 49.7% increase in reach.

Client

Valley of the Sun YMCA

Services

Strategy & Planning

Design

Digital Marketing

Industry

Nonprofit

View All Work

Services: Strategy & Planning, Design, Digital Marketing
Industry: Nonprofit
View All Work

More Case Studies

Five Guys Roofing

Roofing

BMG Case Study 5GUYS Flowchart Cropped
  • Content Writing
  • Strategic Planning
  • Website Development

Arizona Painting Company

Painting

BMG Case Studies AZPT Postcard Mockup V2
  • Creative Design
  • Digital Advertising
  • Strategic Planning

Southwest Blinds and Shutters

Window Coverings

paid social advertising creative
  • Creative Design
  • Digital Advertising
  • Strategic Planning
  • Website Development

Marketing Experience

Solve your business & marketing challenges.

0+

Years of Combined Experience


Our team’s footprint and work experience stretch across the United States touching 38 states

Making Waves

We pride ourselves on transparency.

0+

Clients Being Serviced


We apply brilliant and proven marketing strategies to help you achieve measurable results for your business.

Creative Influence

Working hard to create success.

0's

of Creative Pieces a Year


We believe in strong branding, impactful call to actions, and storytelling when it comes to design.

Big Marlin Group