The Gift of Health Campaign

Mad Hatter Technology was engaged to advise the YMCA when the marketplace saturated with competition in fitness facilities. Increasing market share is a priority for the YMCA, as the health, fitness and recreation facilities and related services, were experiencing a decline in membership.

Gift of Health Campaign
Cutout Image with Video


  • Marketing strategy
  • Digital media strategy
  • Design thinking sessions
  • Branding & identity visuals
  • Logo design
  • Digital campaign creation
  • Acquisition campaign
  • Data management
  • Campaign microsite
  • Responsive website design
  • Content management system (CMS)
  • Drupal CMS development
  • Electronic mass mailing
  • Direct mail campaign
  • Website hosting
  • Campaign creation


In a consultative engagement, data from a complex compilation of five databases was analyzed and reviewed to help understand the existing customer base. In a cross comparative data analysis and segmentation of the current customer base, contrasted to population census data for the region, opportunities in key and strategic target markets in certain age demographics, evolved.


Gift of Health Campaign
Cutout Image with Video


The Gift of Health campaign was created, and executed to these key age & demographic segments in an annual integrated campaign with four holiday seasonal themes. Now a keystone campaign for the organization, memberships are on the rise.


12 Days of Christmas



  • Case Study
    Alternatives Journal

    Alternatives Journal is Canada's Environmental Voice. With the popular publication providing independent and informed journalism on the environment since 1971.

  • Case Study
    David Edgar

    With the city in a rally for the Canada Games, and an injury sidelining David at home, the star and the community were together again for some grassroots moments.

  • Case Study
    Toronto Police

    The public demands on the Toronto Police Service have been increasing. The population has been growing and innovative ways to keep the city safe and the crime rates low are in review.

  • Case Study
    We Rally

    Competing for a hosting games location in Ontario, Waterloo Region needed to be positioned as a leader in technology with a strong connected community.