Transforming Digital Engagement: YMCA of Greater Toronto's Journey with Core dna

In the bustling digital landscape, businesses and organizations are constantly striving to enhance their online presence to meet the ever-evolving customer expectations.

YMCA of Greater Toronto, a cornerstone community organization, faced the challenge head-on by overhauling its digital strategy with the help of Core dna, a leading content management platform. 

This transformation led to a remarkable 500% increase in online registrations, setting a new standard in user engagement and operational efficiency.

The Challenge

YMCA of Greater Toronto was grappling with an outdated content management system (CMS) that was rigid and no longer fit for purpose. 

The existing system, built on ASP.NET and Sitecore, had become a Frankenstein-like project—overly complex and difficult to manage. Marketing and content teams found themselves unable to modify or maintain the website without external help, which led to increased costs and decreased agility. 

Moreover, limited API and automation capabilities meant that the website could not provide the digital experience that customers expected, leading to frustration and missed opportunities.

The Search for a Solution

Recognizing the need for change, YMCA of Greater Toronto embarked on a rigorous selection process to find a new CMS. 

Saad Javed, the Digital Marketing Manager, highlighted the necessity for a platform that any program coordinator could easily use to modify content. 

The organization drafted a list of 80 criteria for their new CMS, prioritizing features like user-friendliness (WYSIWYG capabilities), API integration, analytics, content reuse, microsites management, security, and the ability to handle large traffic volumes.

Choosing Core dna

After a comprehensive round of requests for proposals (RFPs), YMCA of Greater Toronto shortlisted six platforms and ultimately chose Core dna. 

This decision was based on the platform's robust support system, cutting-edge technology, and its suite of out-of-the-box features that perfectly aligned with YMCA’s requirements.

Core dna's Impact

• Streamlined Operations

Core dna's solution offered a stark contrast to the previous CMS. 

With a dedicated account manager, YMCA teams were now in direct contact with the people behind the platform, ensuring that any new features or requests could be addressed quickly and without a middleman. 

This change significantly streamlined operations and reduced reliance on costly external agencies.

• Enhanced User Experience

The implementation of Core dna completely transformed the online registration experience.

 The new "Y Guide" class catalog, integrated within the same environment as the website, offered advanced filtering and real-time updates. 

This not only solved the operational nightmare of overbooked classes and long customer service call times but also provided an easy and enjoyable online experience for users.

• Operational and Marketing Efficiency

YMCA of Greater Toronto saw immediate benefits in operational efficiency and marketing. 

The platform's intuitive nature allowed for quick updates and easy management, freeing up resources that were previously tied up in managing the cumbersome old system. 

Marketing efforts were more effective, with the team now able to utilize nearly 90% of the CMS’s features compared to just 20% previously.

Results and Reflections

The results spoke for themselves: a record-breaking 8000 registrations in a single day, compared to the previous 1500. This massive increase was not just a win for YMCA's digital strategy but also a testament to the importance of choosing the right technology partners.

 Quinn Allan, Marketing Manager at YMCA of Greater Toronto, remarked on the importance of early registrations as a key business indicator, which had now become much more predictable and robust.