Central YMCA engaged Fisikal to build a custom-branded app to manage its 2022 Christmas member acquisition promotion.
Built and delivered within a three-week window, the app enables invited individuals to activate a festive pass to Central YMCA, while also functioning as their electronic membership card throughout the 12 consecutive days of the promotion.
Getting more efficient
Ryan Palmer, COO at Central YMCA explains how this digital solution will elevate the user experience and create business efficiencies.
“Like so many operators, COVID hit our membership numbers hard. In October this year, we engaged Doug Miller, to work with us to develop our ongoing member acquisition strategy.
“To kick start the campaign, he suggested we run a digital version of the traditional 12-days of Fitness promotion. Digitalising the execution removes inefficiencies of a paper-based system while also providing real-time access to user profiles, plus activation and engagement data.
“We didn’t have the capability within our current ecosystem to make this happen. That’s when Doug put us in touch with Fisikal,” says Palmer. “Three weeks later, we had a fully functioning, custom-branded app to support our promotional needs.”
The Central YMCA Club app can be downloaded, free of charge, from the Apple App Store or Google Play Store. Content is then unlocked via a secure code provided by Central YMCA. Once inside, users can access details of the promotion and after answering profiling questions, arrange to visit the club and complete a tour.
Once in the Club, a QR code stored in the app, verifies the user, grants access and logs the initial visit and subsequent visits. The code remains active for the term of the promotion, automatically switching off at the end.
Palmer adds: “The app is a game changer. Not only does it modernise the experience of the customer, it also gives us access to real-time data that helps us to understand the popularity of the promotion and the behaviours of those involved.
“We’re able to pull customised reports to show how many people have activated the promotion, the profile of those involved, the days and times they’re visiting, how many times they visit and when the promotion is due to end, so we can intervene and encourage them to join Central YMCA Club.
A worthwhile investment
“I’m confident the revenue we generate from new memberships will far outweigh the investment,” says Palmer.
“While we’ve introduced the app to manage our seasonal promotion, now the functionality has been developed we can apply it to anything. Fisikal has opened our eyes to new possibilities and I’m excited to explore what this partnership can achieve and how it can develop.
