THE CLIENT

The YMCA is the leading nonprofit committed to strengthening individuals and communities across the country. The Y helps you find your “why” – your greater sense of purpose – by connecting you with opportunities to improve your health, support young people, make new friends and contribute to a stronger, more cohesive community for all.
Their programs and services are focused on primary areas of impact that help people achieve their goals and strengthen communities. With their breadth of offerings, you can find the support you need and help your neighborhood thrive.
The YMCA strives to transform lives and strengthen communities worldwide. Across the U.S., Ys reach people in 10,000 communities, 4 million pounds of groceries are provided to families each month, and 2,650 Ys reach millions of people across 50 states, plus the District of Columbia and Puerto Rico.

THE CHALLENGE

In final preparations to launch a brand new mobile application in 2019, YMCA needed to ensure the new digital experience was fully optimized and performed well in the eyes of its investors, members, and potential users. To achieve this, YMCA needed an expert in user experience (UX) and user interface (UI) design for mobile applications. CGR’s experience in digital marketing and tracking configurations was critical in collecting app data for further analysis of its usability and marketing ROI.

RESULTS

CGR went through the application design screen by screen to present several design and functionality iterations to improve the overall efficiency of the new YMCA app. Furthermore, CGR ensured all data analytics were installed correctly by creating custom event tracking for each possible path of conversion. With these metrics, all actions taken on the app were attributed to the source of the traffic, making the ROI of each conversion known.

The launch and user acceptance of the mobile app in 2019 continues to be a complete success. Reviews of the application in the marketplace have been overwhelmingly positive.

Given that success, CGR is now working on a new and improved version of the app to deliver On-Demand video content focused on exercises that are easy to accomplish at home with recognizable instructors. The new YMCA mobile app will be a powerful tool for years to come.

CGR continues to provide data and marketing strategies through monthly and quarterly reports, as well as more intricate reporting for the IT department’s internal use to improve performance.

SERVICES

:: RESEARCH AND COMPETITOR ANALYSIS

:: CORPORATE BRANDING

:: CREATIVE – ADVERTISING, COPYWRITING, AND MORE

:: DIGITAL CONTENT DEVELOPMENT

:: SEARCH ENGINE OPTIMIZATION (SEO)

:: TRADITIONAL MEDIA

:: DIGITAL MEDIA

:: DATASTRENGTH