Open Y: One Digital Platform for all YMCAs

1 ©2016 Acquia Inc. — Confidential and Proprietary

November 30, 2016

Open Y: One Digital Platform for All YMCAs


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


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


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.


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


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Thank you!