That said, consider that an additional key focus for your YMCA or JCC marketing strategy in 2014 and beyond should be on surplus-driven marketing.
Yes, business goals. On average, 85% of your association's revenue is generated by program and/or membership revenue.
One key to committing to a surplus-based marketing strategy is having a flexible budget. That means convincing your CEO/COO or CFO that more budgetary freedom equals more potential for more program participants, members - and surplus.
You can start to convince them by:
- Monitoring financial reports every week/month - you should know where your organization's revenue is coming from each period. Did you meet budget? Ok, but were you up or down compared to the same period last year? What were the top programs, best performing branches and which programs provide the organization with more surplus (aka "profit")?
- Maximizing digital marketing channels and capture demand by effectively using your Google Grants account (a $10,000/month grant from Google that you qualify for), using AdWords remarketing and facebook remarketing (efficient as well as effective) and manage your website as a critical marketing asset. Busy moms are searching the programs you offer but are not necessarily looking for you - how do they find you?
- Targeting outcomes that drive business goals and dynamically move your marketing spend to the most effective channels that drive business goals each month.