The YGS Group

Success Stories

The Greenbrier

Loyalty Rewards Program

THE STRATEGY
The Greenbrier Hotel & Resort was seeking an evaluation of ways to increase guest visits, their length of stay, and spending habits among returning guests. YGS determined a multi-tiered guest loyalty program could deliver the results The Greenbrier was looking to achieve.

THE EXECUTION
YGS Marketing Services conducted industry research and thoroughly analyzed Greenbrier’s guests’ habits and trends to determine the strategic components of the rewards program.

Program components included:

  • Program tiers and rules
  • Campaign marketing plan with assigned outreaches and follow-ups
  • Program branding with design and messaging

YGS also utilized our in-house offset and digital print and mail services to produce all campaign materials, including the fulfillment of new member welcome kits.

THE RESULTS
An onsite "preview" announcement of the program during the hotel’s annual golf tournament in July returned more than 1,500 responses from guests who expressed interest in joining the program. Those 1,500 respondents were then rolled into the rewards program, which launched the following spring. New members continue to join the rewards program, and the branding developed by YGS is being executed across the hotel’s various program announcements and promotions.

Success Stories

Reserve Officers Association

The Officer: A Publication Total Solution

THE STRATEGY
The Reserve Officers Association (ROA) was growing its member base and needed assistance in coordinating design and content management for its magazine, The Officer. The association was transitioning from in-house production and partnered with YGS for its expanding needs.

THE EXECUTION
ROA tapped The YGS Group for a creative refresh of the publication, updating the table of contents, feature page design templates, department styles, and interior page treatments. Editorial came on board to assist with copy editing initially, and the role grew to include content coordination and development.

THE RESULTS
In ROA’s effort to modernize its publication, The Officer transitioned from a print-only publication to include one print and three digital editions per year. In this format, The Officer can reach a wider audience. The YGS Group has remained flexible and has been a solid publishing partner through ROA’s many transitions.

Reynaldo Alvarado

Zon Buckley

Jordan Kell

Art Hurst

Success Stories

Water Environment Federation

Operation of Municipal Wastewater Treatment Plants Campaign

THE STRATEGY

The Water Environment Federation aimed to develop an integrated marketing campaign to promote sales of the new edition of “Operation of Water Resource Recovery Facilities”.

THE RESULTS

Based on The YGS Group’s successful partnership with WEF on previous and ongoing marketing initiatives, and our existing wealth of knowledge regarding WEF including its mission, products, services and audience segments, WEF partnered with YGS to launch the new edition of “Operation of Water Resource Recovery Facilities”, often referred to as the industry bible

As the leader in the industry, WEF is charged with keeping industry language current, along with formulating and sharing ideas about the industry to continuously position WEF and water treatment as essential. By doing so, they hope to convey to industry members that they are valuable, and that together, they can get the job done effectively as well as enhance the perception of water treatment. 

Through the discovery process conducted by YGS, several value propositions were gleaned to inform optimal positioning of the book and campaign elements, most importantly communicating the idea that members of the industry aren’t treating pollution, they are recovering valuable resources like water, nutrients and energy. 

Based on that notion, and additional value propositions established, YGS created the ResourceFULL campaign, which specifically refers to both the book and the valuable resources target audiences recover. Through targeted messaging, and the campaign tagline, Reference the Best for Unparalleled Success,  we highlighted how the book specifically helps readers do their jobs, keep their facilities current, advance their careers and contribute to their communities. Campaign design specifically ties to, how through referencing the information in the book, readers and their facilities can effectively recover valuable resources, nutrients, and energy that directly impact the community.

Success Stories

Worldwide ERC®

Mobility: A Publication Total Solution

THE STRATEGY
Under new leadership, Worldwide ERC® sought to redesign its association publication, Mobility, to ensure that the look and feel of the magazine properly reflected the energy of the members and sophistication of the industry.

THE EXECUTION
Marketing Services, Editorial, and Media Sales provided a refreshed, inviting Total Solutions product. With crisp content delivery and engaging new visuals, Marketing Services breathed new life into the old design. Editorial reimagined the departments and content architecture, adding icons that enable readers to identify multinational perspectives in the book.

THE RESULTS
The redesign of Mobility elevated the industry presence of the publication, delighted the membership, and earned it a Summit Creative Award. Enhanced content engaged a worldwide audience, and streamlined processes afforded the Worldwide ERC® staff opportunities to focus on core business and member engagement.

In 2014, Mobility magazine recognized a 23 percent increase in new advertiser revenue along with the largest single issue in Worldwide ERC®’s history.

According to Kristin White, director, communications & marketing at Worldwide ERC®, “We view The YGS Group as integral partners with our internal team. With a range of expertise, attention to detail, top-notch customer service, and fresh ideas, they deliver creative and appealing communications and outstanding results.”

Success Stories

Association of Proposal Management Professionals

APMP Journal: A Publication Total Solution

THE STRATEGY
The Association of Proposal Management Professionals was analyzing the current production process and costs for the biannual publication, APMP Journal. The association was seeking assistance with editorial and visual themes as well as editorial production scheduling.

THE EXECUTION
The YGS Group transitioned the magazine into a full-color, digital product from their previous two-color print version. Editorial reorganized content architecture into stages and industry-specific feature themes and utilized strategic entry points. With the design overhaul, YGS developed a new masthead for The Journal. The intent was clean and striking, using bold typography to pull the reader in. The same typography and palette were then carried throughout the publication, and were complemented by simple, yet compelling imagery. The design of the entire journal was optimized to enhance a digital experience through the use of buttons, which direct readers to any specific section.

THE RESULTS
The Journal received an EXCEL award from the Association of Media and Publishing for Best Redesign of an Association Journal.

Success Stories

American Moving and Storage Association

Association Solution

THE STRATEGY
The American Moving and Storage Association (AMSA) sought a publishing partner for its industry publication, Direction, that could provide a straightforward profit model, a simple workflow strategy, and supply all publishing solutions under one roof.

THE EXECUTION
YGS offered a complete total solutions package to AMSA: media sales, design, editorial, and print services. In addition to maintaining the existing advertising base, media sales grew new advertising revenue. Editorial services implemented creative copy development, content architecture, and production schedule management. Design exceeded expectations by altering the design and layout while providing economical, streamlined service.

THE RESULTS
Direction earned a 2014 APEX Award of Excellence for overall excellence and a 2014 Excel Award for feature writing. In addition, streamlined processes afforded AMSA staff more time to advocate for their members. With the YGS sales team, new advertiser growth year over year has increased 28% in 2014. Digital sales have also dramatically increased since the launch.

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