SMYMCA
Let Your Child Unplug This Summer
South Mountain YMCA partnered with Merz to amplify their marketing efforts and provide a fresh and strategic take on branding within existing brand standards.
The Challenge
South Mountain YMCA wanted to increase brand awareness and reach new families. Merz was tasked with developing an engaging campaign and breathing new life into their branding. The challenge was clear: make South Mountain YMCA stand out while honoring YMCA’s established brand guidelines.
The Solution
Merz developed a targeted, multi-channel marketing campaign and created original content built around split messaging — contrasting the joy of outdoor adventure and nature with the pull of screens. The campaign led with the headline “Let Your Child Unplug This Summer,” inviting the parents to consider a different kind of summer experience. Additional messaging was added to address parent concerns around safety and independence: “The first steps to independence start at YMCA Camp Conrad Weiser.” and “Peace of mind for parents, fun for kids.” These messages were executed across multiple channels, including display, Facebook & Instagram, and Connected TV. In parallel, Merz optimized South Mountain YMCA’s Google Grant Ad campaign and enhanced their website’s SEO to improve visibility and drive qualified traffic.
Services
- Content Development
- Integrated Advertising Campaigns
- Media Planning & Buying
- Messaging Platforms
- SEO/SEM
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RESULTS
- Traffic from Google Grant Ads grew by 62.3%
- Google Ads achieved a strong click-through rate of 10.5% — well above industry benchmarks and double Google Ads’ required rate of 5%
- The campaign served over 3 million impressions, significantly expanding brand awareness and reach within a 90-mile radius of the camps
- Full suite of new campaign assets for South Mountain to use at their disposal for future display ads, Facebook & Instagram ads, & CTV ads
