In a nutshell, the brand experience was about empowering the YMCA to live it’s promise and inviting the public to experience the value of that promise.
The YMCA has always made every effort to help those in need. The YMCA Strong Kids program is a shinning example of the YMCA’s spirit of goodwill. YMCA Strong Kids is focused on helping kids get involved in development and leadership programs who would normally not be able to participate. The program also aims to promote literacy and recreation for youth in need.
The YMCA has understands what it means to help – through the people they meet and the stories they tell. The goal of the YMCA Strong Kids campaign was to share that understanding with others, which is why DECOSTA created Storytellers’. The first year we participated in the YMCA Strong Kids Campaign, our team created a website that encouraged people to login and tell the world their story of how the YMCA has helped kids in need. Each Storyteller had their own page, complete with their own message. This encouraged donors to give for a very specific cause and to give often. Not only does this help increase donations, it also prompts visitors and donors alike, to keep reading about the real difference the YMCA is making in communities all over North America. The On-Line Storyteller concept was such a success that the YMCA implemented their own online Storyteller system that seamlessly integrated with their online giving system.
But engaging donors, is only half the story…
It’s easy to evaluate an external audience in terms of sales value or awareness but many campaigns tend to forget about the internal audience because it is harder to measure. Ask yourself What’s the value of marketing to yourself? It’s Engagement. Engagement is about action. Creating engagement creates real action with tangible results and when it comes to an organisation as large as the YMCA, engaging leaders, staff and volunteers is worth a lot.
DECOSTA created and executed a leadership communication program aimed at empowering the Boards and CEO’s of the YMCA through online video and targeted messaging. These communications were followed-up with a Strong Kids pledge which committed YMCA employees and volunteers to the program.
Like our marketing strategy, the Strong Kids web solution targets both donors and internal users. In addition to a new website, facilitating online donations and user-generated pages, DECOSTA built a set of online tools for YMCA staff. Such as e-learning modules to educate the YMCA leadership team on what the YMCA Strong Kids campaign will mean for all the YMCA communities across Canada. In a nutshell, the brand experience was about empowering the YMCA to live it’s promise and inviting the public to experience the value of that promise. Through Storytellers the public was able to understand the need for their support and could experience what it is like to rally for a worthy cause.
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| YMCA Pine Crest | YMCA Strong Kids | ||||||||