A pattern of growth and progress for a classic family program.

Nearly a century-old, synonymous with family fun and weekends in the mountains, the YMCA of the Rockies needed to deliver their messages to a more segmented audience. Upon discovering that a single website would not handle the task at hand, the organization opened the door for a more comprehensive digital presence.

The Scope

A Lot to Handle

The website needed to be completely overhauled and re-branded, as national YMCA had recently undergone a rebranding effort: there was now an entirely new set of visual standards that we needed to observe. We also wanted to separate their two locations, Estes Park & Winter Park, into two individual websites, giving them their own branded identity without feeling too far removed from each other.

These websites would handle all the lodging listings, activity information, blogging and online booking. Additionally, they needed to handle donations, conference facilities, weddings and summer camps, some of which needed their own branded look and feel. This was a tall task for just one or two websites to take on.

Planned Breadth
of Services

All Service Icons
  • Brand Discovery
  • Comprehensive Marketing Plan
  • Social Marketing Plan
  • Responsive Website
  • Email Marketing
  • Search Engine & Online Marketing,
  • Conversion Optimization
  • Search Engine Optimization
  • Call Tracking

The Process

Differentiating the Offerings

We decided that in addition to the two main websites, several components needed their own domains as well:

First was Camp Chief Ouray, their youth summer camp program, which needed a site to appeal to parents & children alike.  It begged a much more playful, outdoorsy feel than the main websites. We also needed a Conference Center site–one with a more professional, less family-oriented look–to target professionals looking to hold their conference or event on YMCA grounds. And the final site was Donations: the YMCA of the Rockies needed a separate online presence for their giving campaign and donation system. In the end, we decided Donations should be integrated with the same look and feel as the primary brand, but should exist on its own sub-domain.

If you want a creative website, Wick is the way to go. Our challenge was combing national branding standards with our own local version of our mission and location, and Scott Wickberg and his team were able to blend creativity and technology in a way that represented us beautifully. ~ Laura Field, Director of Marketing

The Results

Let’s Get Analytical

When we rolled out the main websites, we also started a new onslaught of Google Adwords and Facebook Ad campaigns to generate new traffic. They average around 28-30% conversion rates on their ads, which is the highest of any of our clients. The YMCA of the Rockies also started a new rebranded email marketing campaign with us. Those emails average a 28% open rate and 17% click rate, which for their industry is almost unreachable.

Additionally, their new sites were better optimized for search engines than anything they had before. Their total website traffic has increased 56.95% year over year since the website first launched 3 years ago, putting them easily over the 1 million visitors per year mark.

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