Client: Alper JCC
32% increase in memberships by working with Milk Media’s satellite marketing team.
Results:
32% increase in fitness memberships
Full-capacity in camp and preschool
500+ art pieces created for 12 departments
351% increase in social media engagement
Scope:
Paid Ads / Social Media / Weekly Emails / Copywriting / Website Management / Flyers, Catalogues & Banners / Content Creation
The Challenge
Alper JCC's internal marketing team faced significant challenges managing a wide range of responsibilities across over 12 departments, such as preschool, fitness, summer camp, swimming, tennis, and more. The workload included creating flyers, banners, and emails, as well as maintaining an active presence on various social media platforms and managing Google ad grants. Furthermore, the organization experienced a decline in revenue due to a low retention rate among fitness memberships and lacked a clear strategy for acquiring new members.
The Solution
In a strategic move, Alper's CEO brought in an extension of Milk Media to handle all marketing needs from a dedicated office space. Over a year, we established cohesive brand guidelines, streamlined department requests through Trello, and delivered beautiful art pieces, creative campaigns, and an engaged digital community. The value proposition extended beyond quality work, as Alper received dedicated support from an account manager, two skilled graphic designers, and a performance marketer. Remarkably, all these services were provided at a fraction of the cost previously incurred, resulting in significant cost savings for the organization.
Phase 2: SOCIAL MEDIA ACTIVATION
For far too long, Alper's social media channels remained in a state of hibernation, failing to ignite awareness about the organization's vibrant programming offerings. But when Milk Media stepped in, we knew a digital transformation had to take place. Our team revolutionized its online presence through Facebook and Instagram. We infused their channels with vibrant videos, pictures, and information. Now, Alper's members could immerse themselves in a dynamic digital realm, staying effortlessly connected to the pulse of all events, activities, and happenings.
Phase 3: DESIGNING COLLATERALS
Handling the design needs of all 12 departments was undoubtedly one of the hard tasks we ever handled. Our team found themselves in the midst of a bustling design hub, with countless requests flooding in day after day. However, we embraced the challenge, determined to infuse our magic into each piece. From branded stationery to captivating banners, eye-catching flyers, and meticulous catalogs for school, camp, and after-school programs, we brought every request to life. A seamless project management tool was key to ensuring efficiency. Despite the whirlwind of demands, we never missed a deadline.
Business Cards
Direct Mailers
Feather Flags
Outdoor Banners
Give Miami Campaign Flyers
Promotional Flyers
Trifolds and Catalogues
Executive Board Updates
Phase 4: WEBSITE UPDATES
Alper's website had become outdated, and the programs it presented were no longer offered. Our team took charge and closely collaborated with each department to execute a comprehensive overhaul. We removed all irrelevant information, introduced up-to-date communications, and integrated high-resolution images to enhance the visual appeal. We also updated banners, strategically placed persuasive calls to action, and restructured sections, resulting in a new aesthetically pleasing and seamless browsing experience. The website now has a clean and modern feel, capturing the attention of visitors and positioning Alper as a fun and forward-thinking brand.
Phase 4: J SCOOP WEEKLY EMAIL
J Scoop, the newsletter sent by Alper to its 15,000+ members every week, encompassed event recaps, upcoming activities, exciting announcements, and much more. To optimize its impact, we diligently crafted a series of versatile templates that could be easily edited and tailored to their specific needs. Our efforts yielded exceptional outcomes, with a remarkable 195% surge in opens and a 251% spike in clicks.
Phase 1: GOOGLE GRANT MANAGEMENT AND FB ADS
Milk Media’s in-house performance team helped Alper apply and receive their Google Ad Grant valued at $10,000 in in-kind Google search advertising and also maximized their ad credit through a high-converting strategy that included creating optimized landing pages for each ad, managing their Google Ads account, and understanding conversion tracking with Google Analytics. These campaigns got a total of 8,850 clicks and 249 conversions for the fitness center, swim school, and camp.
Facebook Ad Campaigns
We also implemented targeted social ads to capture qualified leads generated from Google Ads and from audiences targeted to Alper’s key geographical areas and demographic targets. These engaging ads showcased a range of enticing offerings, including summer camp activities, Alper's preschool's unique value proposition, and promotions for the fitness center. By leveraging precise audience targeting, we ensured that our ads reached individuals who were most likely to be interested in these specific offerings, maximizing the potential for conversions and driving valuable engagement. This multi-channel approach allowed us to effectively communicate Alper's diverse offerings to a wider audience, resulting in increased awareness, interest, and ultimately, growth for their business. These campaigns achieved remarkable results with a CTR rate above 8% and a 34% registration form completion rate.
