Our agency is thrilled to announce that we won the Runner-Up Campaign of the Year award at the American Marketing Association Baltimore Chapter’s annual MX Awards with our client The Jewish Community Center (JCC) of Greater Baltimore.
On Thursday, May 19, the AMA Baltimore announced the winners of its annual MX Awards at the Frederick Douglass-Isaac Myers Maritime Park and Museum–the first in-person AMA Baltimore event since early 2020. The MX Awards honors local organizations that demonstrate outstanding creativity, implementation, and results in their marketing campaigns.
In the summer of 2021, The JCC of Greater Baltimore commissioned Devaney & Associates to create a fall campaign for its sports and wellness programming – known as “The J” – that would restore its membership base after the impact of COVID-19 — with the goal of securing 182 new memberships by November 30. Campaign photography was carefully mapped out to represent all ages, backgrounds, and fitness levels to show that—no matter who you are—you can find your Good Fit at The J.
While our creative strategy was to make everyone feel welcome at The J, our media strategy set out to get The J’s name in front of audiences outside of the organization’s historically insular community. D&A built a hyper-local, digital-first media plan that included geofencing, mobile ID targeting (serving ads to people who received The J’s direct mail), and contextual targeting to zero in on target audiences within a 5-mile radius of The J’s two campuses. Digital marketing was supported by print advertising, email marketing, social media, direct mail, and even branded apparel to create a fully integrated campaign.
D&A’s partnership with The J delivered the healthiest possible outcomes—starting with the digital metrics. During its eight-week run, our campaign delivered 32% more total users, 35% more new users, 28% more user sessions, and 21% more pageviews to The J’s website, as compared to the 8 weeks prior to the campaign. More importantly, the campaign not only met but outran around its ultimate objective, delivering 240 new memberships between October 1 and November 30, a 132% return on The J’s original goal of 182.