A BRAND NEW DAY FOR THE Y!
 For the first time in 43 years, the YMCA has unveiled a new brand strategy to increase understanding of the impact the nonprofit makes in communities. Through its new brand strategy and framework, the nonprofit will extend its reach into communities to nurture the potential of youth and teens, improve the nation's health and well-being and provide opportunities to support neighbors. Read more
THE YMCA LAUNCHES A NEW BRAND TO DRAW ATTENTION TO WHAT IT CAN DO FOR COMMUNITIES
More than 66 percent of Americans believe the quality of life in their community declined in the last year. Only 24 percent believe it will get better. The results come from a community snapshot survey conducted by the national YMCA, and they suggest our nation needs not only a revitalization, but a willingness to believe we can overcome these economic doldrums and regain our greatness. As it's done so many times during its 160-year history, the YMCA stands primed to fuel just such a revival. St. Petersburg Times Article...
Post Bulletin, Rochester, MN - July 15, 2010 - It's more than just a name change. The YMCA announced Monday that it can now be called simply "the Y," rolling out a new logo and a new marketing strategy to get the word out about its programming.
For the Rochester branch of the organization, the name change won't mean much - it's already known as the Rochester Area Family Y. The more important change is the new marketing push for the organization, said Steve Courts, CEO and Executive Director of the Rochester Area Family Y. The national organization made the change after two years of research found that the YMCA was the most recognized nonprofit in the country, but also the least understood, he said.
"They know our name and they feel good about it but they don't know why," Courts said. "It's really easy for people to not understand what we are because we have so many programs and so many different things."
With the new strategy, local Ys will focus on three areas - youth development, healthy living, and social responsibility - to get it's message out, Courts said. By focusing on the three areas, the Rochester Y can more easily tell the public about all the work it does to help people, he said, like working with homeless teens, providing a place for people to work out, and giving money back to the community.
And Courts emphasized that the changes do not include any changes in the organization's basic mission as a Christian organization working to better the community. "People think we're changing our mission, who we are. That's the furthest from the truth that it can be," he said. "It's just that we want to speak with one voice and with a clear voice about who and what we are." |
