CLIENT: MICHAEL ANN RUSSELL JCC
Unifying a JCC brand and boosting revenue by 81% in 2 years
Results
Increased Membership Revenue from $10.2M to $18.5M
Increased the ARPU by 185%
Increased Avg Website Session Duration from 1.5 sec to 12.4 min
Increased Monthly Website Traffic by 734%
Scope:
Brand Strategy / Logo Design / Identity Design / Design Guides / Collateral Design / Website Design / SEO / Visual Assets / Graphic Design / Video Production
Key Website Features:
Powerful dashboard / powerful website builder / custom design / intuitive navigation / clear copy / mobile responsiveness / Search Engine Optimization / bullet-proof security / fast load speed & performance / third-party integrations / cross-browser support
The Challenge
MAR JCC is a family-oriented community hub that offers a wide range of activities to its 67,000 members, including a top-notch fitness center, educational preschool programs, rich cultural arts events, youth enrichment activities, and so much more. With a mission to attract a younger audience of Millennial parents, MAR JCC was seeking a comprehensive strategy that would help them stand out and effectively communicate the value they offer to their desired demographic.
The Solution
To reach a younger audience, we knew we had to focus on three main efforts: Giving the brand a fresh and modern new look, streamlining the user experience to allow members to effortlessly navigate programs without relying on human help, and fostering a strong, engaged online community.
We dove into the minds of Millennial parents through market research to uncover their unique likes, lifestyle, habits, and pain points. The insights gathered became the foundation for the strategy.
“Our findings revealed that Millennial parents are health-conscious, value family time, and are interested in educational and cultural activities for themselves and their children. They appreciate a tight-knit community and seek programs that bring people together. This group is drawn to brands that align with their values and lifestyle, such as those that focus on health, sustainability, and social responsibility. They are heavy users of technology, and make purchasing decisions based on recommendations from friends and family. Convenience and efficiency are also high on their list of priorities”
Phase 1: FULL REBRANDING
We did a full rebranding and messaging update to break through their target audience. We were inspired to create a new, visually memorable brand identity that captures the vision and essence of MAR JCC. In this logo, a stylized Jewish star was created from two elements: the soft background triangle that serves as the ‘A’ in ‘Michael Ann Russell” and the stylized letter ‘J’ in the forward triangle is shorthand for JCC. Together, this clean and energetic logo would appeal to people of all backgrounds and religions.
Phase 2: BRAND NEW WEBSITE
In Phase 2 we created a new and improved website with tech-lovers and time-efficient parents in mind. We aimed for a seamless online experience, giving users the ability to stay on top of monthly programming, easily enroll, and manage payments all in one place. Members are now able to pay their tuition fees, buy tickets for events, organize after-school activity schedule, receive notifications for canceled classes, purchase apparel, secure space in camp, and way more, thanks to the integration of key apps such as Quattro, CampMinder, MindBody and RedPodium.
Phase 3:
TOTAL SOFTWARE SOLUTION
Login Portal
Members of the JCC can create their account. This streamlines administrative processes for JCC staff.
Accounts
The system provides a centralized location for members to manage their account information.
Billing + POS
All reoccurring membership dues are easily collected via credit cards and e-checks through the software.
Registrations
Members can sign-up for classes by filtering by child’s grade, instructor, day of week or class type.
Phase 4: FINDING AND ENGAGING NEW AND EXISTING MEMBERS
This part focused on activating social media accounts, hiring local influencers for campaigns, handling overall PR efforts and implementing all offline and online marketing strategies. In three years, our team designed over 1,675 art pieces, managed 12 social media accounts on a monthly basis, delivered general emails, segmented and managed the main database, and unified the JCC’s brand identity across all departments.
