REBRANDING
YMCA OF METROPOLITAN CHICAGO
CLIENT
YMCA of Metro Chicago
PROJECT
Rebrand of YMCA Summer Camp programs
CHALLENGE
Summer camp is one of the largest programs the YMCA of Metro Chicago offers each year (both in terms of revenue and children served) and is a staple of their mission to serve Chicago-area kids and families. However, revenue during the 2019 camp season was falling short of the plan by 12%. The new campaign for 2020 needed to help drive a 25% increase in revenue.
STRATEGY
The Y needed to reignite the passion, commitment and pure enjoyment of being part of the YMCA of Metro Chicago community while raising program participation numbers and solidifying themselves as the “go-to” organization for summer program offerings for Chicagoland youth. We developed new tag lines, messaging and creative direction, focusing on making the Y’s camp programs stand apart from their competitors. We clearly defined the benefits and values of summer camp and answered the single most important question in every parent’s mind: “Why should my child attend Y summer programs?” By delivering our marketing through new channels, we broadened our reach and acquired new camp families.
Social Media Teaser Video
RESULTS
Through a fully integrated campaign, we rolled out a new brand for the YMCA summer programs. By the second month of open registration, the YMCA had 70% of their locations completely full and were on track to hit their budget goals. Due to COVID in early March of 2020, we launched a second re-branding promoting our pivot to offering both in-person and online camps. The YMCA was one of the few organizations to safety conduct summer camps in Chicago in 2020 and hit their budget goals.
Safety Video
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