1 ©2016 Acquia Inc. — Confidential and Proprietary
November 30, 2016
Open Y: One Digital Platform for All YMCAs
2 ©2016 Acquia Inc. — Confidential and Proprietary
Agenda
– YMCA’s Challenges– What is Open Y– Why Drupal – How is the Open Y Platform Being Built?– Today’s Results and Future Vision– Q&A
3 ©2016 Acquia Inc. — Confidential and Proprietary
Presenters TodayYMCA Twin Cities (Minnesota)– Nathan Maehren, Sr. Vice President, Digital– Craig Paulnock, Associate VP of Digital Products & Innovation
FFW– Chang Xiao, Managing Director
Acquia– David Aponovich, Sr. Director Product Marketing
Open YAn open source initiative for YMCAs, by YMCAs.
United States
874 Associations
2,700 locations
20 M Members
Worldwide
130 Countries
11,000 locations
58 M Participants
United States
874 Associations
10,000 Communities
20 M Members
Worldwide
130 Countries
725,000 volunteers
58 M Participants
We are more than a Gym
For many, this is the only waywe are seen.
We develop youth,inspire healthy living, and change our communities.
We have lofty goals,limited resources, and need to change public perception.
We are not meeting these needs.
We require a national tool that will better communicate and deliver our mission digitally.
Customer interactions start,
and often end,online.
What is OpenY?
A philosophy that collaboration drives
innovation and impact
A community of YMCAs and technology
Partners
An open-source platform for marketing, ecommerce
and digital products
Open Y Provides
Mobile responsive website
World-class CMS to manage your site
CRM & e-commerce integrations
Omni-channel content distribution
Tested and proven user experience
Analytics for insights and optimization
What are we building?
A connected, customizable, and low cost web platform.
CUSTOMER EXPERIENCEPLATFORM
MARKETING COMMUNICATION
FITNESSEQUIPMENT
PERSONALTRAINING
GROUPFITNESS
STRATEGY &EXECUTION
A/B TESTING
CUSTOMERRELATIONSHIPMANAGEMENT
DATABASE ACTIVITYMONITORING
Omni-channel Foundation
• Puts the customer at the center of a unified digital experience
• Enables MyY, connected fitness, branch of the future, and outside the four walls
• Drives association ROI through an open and Y owned solution
Customer Experience(CX) Platform Social
Media
MobileApp
StoreKiosk
E-mailWebsites
Search
CallCenter
DigitalPrint
Y USA
Partners
With governance standards, any Y or approved partner can use Open Y.
Y Associations
Open Y isOpen Source
Open Y
Why Drupal?
A leading, progressive, digital technology
No licensing costs to start and run
Many Ys are already on Drupal or moving to it
Used by large brands and innovative organizations
15 years, 31,000 modules, and powers 1M websitesglobally
Community has one million members and 31,000 developers
Of the 40 Ys we looked at, most are, or are moving to Drupal.
YMCA Drupal Adoption
Other21%
36%
27%
15%
Who else is using Drupal?
How are we doing it?
By bringing together digital, marketing and technology experts across the Y movement
THE Y
DIGITAL
BRANDS
Y TECHMEMBERSHIP, FITNESS
CHILDCARE, CAMPS
How are we doing it?
By assembling the best Y partners and technologies.
For YMCAs
• Open platform built by YMCAs for YMCAs –ownership of the entire experience
• Speed of innovation / reduced cost• Low switching cost• Freedom to work with agencies and hosting
providers • An opportunity for youth to be involved in
working, building and shaping the platform
For Agencies
• Focus on user experience, not technology• Re-use, don’t re-build• Competitive cost proposal• Risk mitigation• Lower cost for research & development• Leverage work of the open source community
For Technology Partners
• Leveraging open standards for system integrations.
• Using service oriented architecture to create new experiences for the customer
• Expand and enhance API and web services• Ability to focus on core offerings
Aligns deeply with our mission for youth development and engagement
Empowering youth affected by the digital divide toparticipate.
Provides pathways to new skills, college, and jobs.
How are we doing it?
Benefits of Open Y
Best customer experiences proven with data.
Nationwide Y and partner collaboration.
Measurable cost reduction over time.
Consistent branding and governance.
Scalable with evolving flexibility.
Committed (11)
Evaluating (22)
In 8 months …
Digital Experience Approach
Experienceunified experience for
marketing, web and ecommerce
Integrationseamless integration for CRM, ecomm, and new
products
Costcontains costs and
manages the total cost of ownership
Controlbetter control over
channels, content and features
Flexibilityenables digital
distribution across screens & spaces
Positioning the Y for mission growth and scale
DIGITAL LEAD GENERATION
MEMBER ENGAGEMENTEXPERIENCESThe hub for all digital customer interactions.Consistent and seamless experience across all touchpoints.
STRATEGY &EXECUTION
CRM A/B TESTING
CAMPS
SIMPLE SCHEDULES AND REGISTRATIONEasily connecting parents with the right experiences for their children. Real-time updates, on activities and programs as they happen.
STRATEGY &EXECUTION
CRM
CHILDCARE
COMMUNICATION THAT SERVES PARENTSSimplified interactions for availability, registration and communication specific to each child.
STRATEGY &EXECUTION
CRM
SUMMER MEMBER RETENTION PROMOTION
HighlightsMEMBER RETENTION CAMPAIGN
FUN, INTERACTIVE CAMPAIGN FOR MEMBER ENGAGEMENT AND RETENTION.Members can easily register for the campaign, report activities and win prizes. Y team members can track incremental member behavior, promote program and service offerings.
STRATEGY &EXECUTION
CRM A/B Testing
COMMUNITY & DONATIONS
MAXIMIZED GIVING AND VOLUNTEERINGEnabling donors to track the impact they have made. Connecting the community with relevant programs.
STRATEGY &EXECUTION
CRM
PERSONAL TRAINING
SEAMLESS PERSONAL TRAINING EXPERIENCECustomers can schedule appointments, buy packages online, and receive alerts. Trainers can manage their time and schedules.
PERSONALTRAINING
STRATEGY &EXECUTION
CRM
ASSET MANAGEMENT
HIGH-QUALITY CREATIVE CONTENTBrings consistency to branding, content, and templates while making it easy to produce, distribute, and share across all associations.
STRATEGY &EXECUTION
CRM DAM
CONNECTED DEVICES
RELEVANT EXPERIENCESIN-THE-MOMENTProviding useful experiences by anticipating the member needs, such as providing a customized training program right to the cardio machine they are using.
STRATEGY &EXECUTIONCRM FITNESS
EQUIPMENT
MEMBER SERVICES
INNOVATIVE IN-BRANCH EXPERIENCESCreating meaningful interactions between team members and customers by removing physical barriers.
STRATEGY &EXECUTION
CRM
Large YMCA Small YMCA
Factors for Success
VisionClear purposeServes allReal benefits
InclusionAlliancesMultiple voicesOrganic growth
DecisionOn MessageNo Buy-inOwnership
ActionSolutionSpace and paceWe versus me
OpenYMCA.org
4 ©2016 Acquia Inc. — Confidential and Proprietary
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