Post-Campaign Summary- The Gateway YWCA

Executive Summary

Campaign Overview:​ The Gateway YWCA is a non-profit organization located near downtown

Winston-Salem, North Carolina. The mission of the Gateway YWCA is to eliminate racism and

promote women empowerment, justice, dignity, freedom and peace for everyone. Since the

Gateway YWCA is one of 300 locations in the nation, the Google AdWords was an ideal

platform to help their specific location market themselves to help increase membership and

awareness to the community of the programs they offer. Which ultimately lead to the creation of

the campaigns that were design to achieve those particular goals the group notice would most

benefit the Gateway YWCA. Initially the group started with two campaigns with one add each

the first week. These two campaigns focused on current members which was the ​Membership

Benefits ​campaign and the second campaign targeted future members which was the

Organization ​campaign. The goal was to have a CTR of 2% and a CPC of no more of $0.50.

Also to have 40,000 impressions and 400 clicks by the end of the three weeks.

Key Results:​ The first week the group noticed that our clicks and impressions were not meeting

our goal and that we had spent a small amount of our budget. This lead the group to increase our

budget for each campaign and decided to add another add to each campaign making each

campaign to have two ads each. The group noticed that once we increased our daily budget for

each of the campaigns the amount of clicks and impressions began to increase significantly but

so did our budget. By the end of the second week our spending had increased nearly $100 more

than our first week spending. Due to the overwhelming money spent in the second week the

group decide to remove the second ad for membership campaign. The group also noticed that
early in the week the campaigns had high amounts of clicks and impression in comparison to the

weekend when the numbers of clicks and impression were at the lowest throughout the week.

Conclusion:​ Unfortunately we did not met or goals of impression or clicks since our end results

showed we had a total of 35, 039 impressions and 199 clicks. The group was able to make the

most of the budget by spending $249.97 at the end of the three weeks. Managing the budget

became harder the third week when the group was limited to funds since most of the money was

spent on the second week. The group noticed that having specific key words helped with the

increase of clicks and impressions. The organization campaign did much better than the

membership campaign since it used less money and had a higher click through rate.

Future Online Marketing- ​The group suggests to our client to improve their website first to help

viewers navigate the information they’re looking for better. The group predicts that by

improving the website that the ads will do much better. Also if the client wants to continue with

a Goggle AdWords to create specific keyword that will help increase both clicks and

impressions. Since membership is a big part of the YWCA’s revenue the group suggest to focus

on campaigns and ads that promote new memberships.

Industry Component

Campaign Overview: ​The group’s goal was to help the Gateway YWCA increase their

membership as well awareness to the community of all the different things they offer to the

community which is something the group feels helped in through the campaigns and ads. Like

mentioned before each campaign had originally one ad but after the second week the group

decided to add a second ad to each campaign. Due to the unexpected increase in our spending the
group decided to cancel the second ad in the organization campaign that dealt with swimming

lessons. The group had initially set a goal to reach 40,000 impressions and 400 clicks which

unfortunately we did not met but were close to reaching our impressions goal. Another goal the

group had was to use as much as our budget as possible which is something we were successful

in as we had only three cents left over. The highest amount of clicks we had throughout the

whole three weeks was on Tuesday, April 28, 2016 when we reached 6,028 impressions and 28

clicks which was the after we increased the daily budget by doubling it and noticed the

significant increase of clicks and impressions. Our average CPC was roughly about $1.08 and

our average CTR was roughly 6.94%. Throughout the three weeks the group had to modify the

daily budget for each campaign usually with a difference of $4 in the daily budget from the

previous to new budget that was set up. The campaigns experience several pauses both in each

week when the group reevaluate the daily budget for each campaign.

Evolution of Your Campaign Strategy: ​Once we decided to work with the YWCA located in
Winston Salem, rather than focusing on YWCA has a global organization, we were able to
determine our potential campaigns, keywords and adwords. Within the first week, our two major
campaigns had little activity, so we decided to pause our two campaign in order to make
adjustment to our adwords and keywords. Throughout this campaign, the major changes that
were made most focused on the keywords and adword campaigns. When focusing on the
keywords we wanted to use, meanwhile, we had to keep in mind that we were being charged
depending the keywords we have chose to keep. Initially, we were not sure which keywords
were going to cost us the most, however, when within the first week, we were able to see which
keywords did and did not work. We were constantly adding and omitting keywords that were
necessary, testing which keywords were working for us.

Another major changes we have made throughout the campaign was altering the
budgets we had established for each campaigns. During the second week, we have change our
budgets around two times, due to the amount of negative expensive keywords we have use. The
marketing strategies we’ve decided to use was inbound marketing, in order to attain customers
and raises brand awareness about the YWCA. Our objective is to minimize the CPC while
simultaneously maximizing the CTR, in order to improve the marketing strategies to help the
YWCA attains the ultimate business outcomes. The marketing strategies we’ve decided to use
was inbound marketing, in order to attain customers and raises brand awareness about the
YWCA. When deciding which aspects we would like to focus converting the visitors to
become active member of the YWCA.

Campaigns Clicks Impressions CTR Avg. CPC Cost Avg. Pos.

Memberships 79 2,087 3.70% $0.94 $76.12 1.3

Benefits 72 15,279 0.47% $1.42 $102.06 1.9

Swimming Lessons 20 15,837 0.13% $1.72 $34.45 1.8

Total 171 33,204 0.52% $1.24 $212.63 1.8

Conclusions ​During the project, we have learned many skills set and information regarding
online marketing. It is evident that online marketing can be tricking, depending on the
organization that you decided to work with. YWCA is a non profit organization that people are
aware of, however, with competition such as Gold’s Gym and Plant Fitness, it is difficult to
attract potential customers. When people think about fitness, YWCA is not a top of mind choice.
It was important for us to be strategic about the keywords and adwords campaign, so we can
attract more customer that can become potential members to join the YWCA.

Future Recommendation: ​One advice that I would suggest to YWCA’s future clients would be
that it would be beneficial if the website was updated and revamped. This would allows potential
customers to uses the website with no difficulties, finding information. Another

Learning Component
Learning Objectives & Outcomes:​ The Gateway YWCA team viewed the Google Online
Marketing Challenge as a unique opportunity to gain knowledge and hands-on experience with
Google AdWords. Our objectives were to effectively run and optimize a campaign as a team and
interact with our non-profit client on a professional level. Throughout our active campaign
period of three weeks, the team was able to explore and understand the variety of tools provided
through AdWords in order to analyze the account performance. Our team seeked for beneficial
marketing results and valuable insights for the Gateway YWCA through an understanding of
goal setting, budget management, keyword selection, as well as various Google AdWords tools.
A key outcome the team will remember is how the local YMCA’s influence the Gateway
YWCA. The misinterpretation of these two organizations definitely played a big factor on the
success of the online advertising campaign. Also, we learned through this that as a team we
needed to be quite specific on our keywords, such as the usage of [basketball]. The majority of
our keywords were very general and didn’t quite meet the expectations of the YW. With this
being said, we personally don’t think we met our expectations in terms of how successful our
advertising campaign went. We aimed for a minimum of 40,000 impressions and only received
35,039. We were also aiming on following our proposed budget, which included using 60% of
the $250 on our ​Organization Campaign ​and the remaining 40% on the $250 on the
Membership Benefits Campaign​. In terms of the budget, we didn’t expect our spendage to
triple the amount during the second week, calling for a better budgeting strategy. Overall, an
expected outcome through our participation was the knowledge that we received; an unexpected
outcome, is that members of our team will be earning their Google AdWords Certification soon.
Group Dynamics:​ Our primary challenge as a team was managing our time to meet. Our team
had very busy and hectic schedules with work commitments and rigorous classes. The majority
of our communication was through Gmail, Google Docs, text messages, and short meetings after
classes. These forms of communication helped us work together and keep up-to-date with our
campaign. If we would have had more communication within our team, we would have taken
action faster and changed our strategies. As a team, each member had a responsibility and certain
skill sets that they contributed, at the end our expectations were confirmed, we all worked
closely to optimize our results.
Client Dynamics: ​Our client, the Gateway YWCA, was thrilled to learn we had chosen them as
our GOMC organization to promote their business. Due to a lack of a marketing director, our
help was very much appreciated. On our first Pre-Campaign report our team stated that Awilda
Vega was the temporary marketing analyst, unfortunately, towards the end of our campaign she
resigned due to personal reasons. Our team did have the opportunity to have three in-person
meetings to communicate the benefits of the AdWords campaign and the YW’s goals. Although,
we did run into the same conflict of time management with our clients. After Awilda’s
resignation, our direct contact was the VP of Operations, Greg Fagg who was also our main
source of information. Due to his position and work schedule it was challenging contacting him
outside of our meetings. Communication through email wasn’t as effective as we thought it’d be,
so we had to rely on phone calls with him.
Future Recommendation:
Campaign strategy:​ Manage the budget more wisely and create adequate and specific keywords
relating to our ads. Also creating ads that are more targeted to certain programs or people.
Learning experience: ​As a team, we must all be on the same page and improve our
communication skills to avoid miscommunication and wrong information. We must learn in
detail the terminology so that we have a better understanding of what we are working with.
Group dynamic​: We should have met more often as a group and updated each other with the
changes we made. We needed a different form of communication.
Client dynamics: ​We recommend the YWCA work on the maintenance of their website to
improve the website experience and enhance the effectiveness of the AdWords campaign. They
should definitely look into this form of digital marketing once the website is updated and easier
to navigate.

Impact Statement - The Gateway YWCA

Non-profit Information: ​The Gateway YWCA is located in Winston-Salem, North Carolina

and provides effective programs through social service, education and physical development
through a full array of fitness classes, swimming pools, personal trainers, and health/ fitness
seminars. It’s located at 1300 South Main Street Winston-Salem, NC 27127, and their website is
www.ywcaws.or​g/. Currently, there is no direct marketing director so the primary contact is
Greg Fagg, VP of Operations, who can be reached at (336) 354-1589.
How the Non-profit is Making a Social Impact: ​The Gateway YWCA aims to create
opportunities for women’s growth, leadership and empowerment, but they also branch out to the
whole community no matter their gender, financial circumstance, age, or race. The YW
contributes to the community through the Gateway YWCA Fitness Center. The fitness center
offers various features such as a competition pool, family water park, state-of-the-art fitness
equipment, 60+ fitness classes, personal training, and health and wellness seminars. Many of the
health screenings and seminars include monthly nutrition seminars, diabetic seminars, and
cholesterol seminars. Today, the YWCA has expanded its Youth Wellness and Preventative
Health Programs and continue to grow and promote their senior programs (i.e. SilverSneakers &
Silver&Fit program). The fitness center has over 4,869 active members who have access to a
healthier lifestyle.
http://www.ywcaws.org/
H​ow the AdWords Campaign was Designed to Meet the Non-Profit’s Goals:​ The AdWords
campaigns were designed to meet the needs and goals of the Gateway YWCA. The ​Membership
Benefits Campaign ​focused on the YWCA’s needs and goals to promote their services. This
campaign primarily focused on the diverse services and benefits that members have at the
facilities including the programs mentioned above and swim lessons. The ​Organization
Campaign​ is geared towards the promotion of the facility in terms of getting the word out about
who they are and what they do in the community. This campaign marketed the Gateway YWCA
and was designed to promote and increase membership enrollment.
Campaign Summary:​ Throughout the three week campaign period, the ​Membership Benefits
Campaign ​achieved an overall CTR of 0.30%, while using $136.51of the $250 budget. This
campaign generated 31,116 impressions and 92 clicks, with an average CPC of $1.48. The
Organization Campaign​,​ ​was the most successful campaign; it achieved an overall CTR of
2.73%, while using $113.46 of the $250 budget. This campaign generated 3,923 impressions and
107 clicks, with an average CPC of $1.06.
How AdWords Impacted the Non-Profit’s Mission: ​The YW stands with the mission to
“Eliminate racism, empower women and promote peace, justice, freedom and dignity for all.”
Adwords helped the YW to advertise many of their programs aiming to promote peace in the
community by being a safe environment for all. Justice to every child in the educational and
fitness-focused classes and programs, creating quality for a better lifestyle. Freedom for every
member as they choose what benefits they are more interested in, whether it’s Zumba classes or
cooking classes. Dignity was represented in both of our campaigns by centralizing in members
and the growth of the YW, aiming for rapid future success in the area. Adwords helped the YW
drive more traffic to its site allowing users to become more aware of their benefits and
educational offerings. This awareness can potentially increase membership enrollment and
revenue so they’re able to provide more for its members and make a bigger impact on the
community.
Future AdWords Recommendations: ​After evaluating the performance of the YW’s Google
AdWords campaign, we recommend that the YW focuses on enhancing their website prior to
continuing using AdWords as a digital marketing tool. Due to our team’s lack of full knowledge
of this marketing opportunity, we recommend that the YW informs themselves about all the
great services AdWords provides. We also recommend the addition of other campaigns that
focus on each Gateway YWCA’s departments (aquatics, fitness, and membership). To be more
specific we think the YW should create less general ads and more targeted ads. The YW should
also review the keywords used and be more specific. As a non-profit, the YW would benefit
from the Google Ad Grants Program, as a mean to change people's lives and elevate their profile
online.