Twin Cities YMCA
We all know The Village People’s all-time classic. But YMCA is much more. In fact, it’s a cultural institution, and a global brand based on strong values, and they play an essential role in local American communities. They were looking to boost the awareness around their daycare services in Minneapolis, Minnesota.
Granyon was asked to help identify and formulate the YMCA benefits with an outset of solid and unique values. Through thorough research about the target group and decision-makers when it comes to daycare, we got into a highly competitive environment characterized by pressure and performance.
But the YMCA is different. Here, kids learn more than skills that prep them for school. What they offer is more than education – it’s culture. Beginning with research, we were able to create a new strategy, value proposition and overall campaign slogan: The Y starts here.
Research to understand
We started researching to understand both the YMCA organization, its goals, and the target group. We needed to get a full picture of both needs, worries, objectives, and dreams. From the competitor landscape, we found that many based their communication on academic performance. Insights from the research showed us there was room for another approach where academic goals went hand in hand with a more humanistic approach.
Research to understand
We started researching to understand both the YMCA organization, its goals, and the target group. We needed to get a full picture of both needs, worries, objectives, and dreams. From the competitor landscape, we found that many based their communication on academic performance. Insights from the research showed us there was room for another approach where academic goals went hand in hand with a more humanistic approach.
Research to understand
We started researching to understand both the YMCA organization, its goals, and the target group. We needed to get a full picture of both needs, worries, objectives, and dreams. From the competitor landscape, we found that many based their communication on academic performance. Insights from the research showed us there was room for another approach where academic goals went hand in hand with a more humanistic approach.
Research to understand
We started researching to understand both the YMCA organization, its goals, and the target group. We needed to get a full picture of both needs, worries, objectives, and dreams. From the competitor landscape, we found that many based their communication on academic performance. Insights from the research showed us there was room for another approach where academic goals went hand in hand with a more humanistic approach.
Research to understand
We started researching to understand both the YMCA organization, its goals, and the target group. We needed to get a full picture of both needs, worries, objectives, and dreams. From the competitor landscape, we found that many based their communication on academic performance. Insights from the research showed us there was room for another approach where academic goals went hand in hand with a more humanistic approach.
Caring, Honesty, Respect, and Responsibility
YMCA was dedicated to giving people of all ages and different backgrounds the opportunity to reach their full potential with dignity. The new campaign payoff was created to support the YMCA values of caring, honesty, respect, and responsibility.
Caring, Honesty, Respect, and Responsibility
YMCA was dedicated to giving people of all ages and different backgrounds the opportunity to reach their full potential with dignity. The new campaign payoff was created to support the YMCA values of caring, honesty, respect, and responsibility.
Caring, Honesty, Respect, and Responsibility
YMCA was dedicated to giving people of all ages and different backgrounds the opportunity to reach their full potential with dignity. The new campaign payoff was created to support the YMCA values of caring, honesty, respect, and responsibility.
Caring, Honesty, Respect, and Responsibility
YMCA was dedicated to giving people of all ages and different backgrounds the opportunity to reach their full potential with dignity. The new campaign payoff was created to support the YMCA values of caring, honesty, respect, and responsibility.
Caring, Honesty, Respect, and Responsibility
YMCA was dedicated to giving people of all ages and different backgrounds the opportunity to reach their full potential with dignity. The new campaign payoff was created to support the YMCA values of caring, honesty, respect, and responsibility.
"The Y starts here"
Based on the insights and the YMCA values, we formulated the core story and boiled it into one line describing the essence: “The Y starts here.” This sentence tells the beginning of life and learning. With YMCA's strong values, your children will be able to use them the rest of your life.
"The Y starts here"
Based on the insights and the YMCA values, we formulated the core story and boiled it into one line describing the essence: “The Y starts here.” This sentence tells the beginning of life and learning. With YMCA's strong values, your children will be able to use them the rest of your life.
"The Y starts here"
Based on the insights and the YMCA values, we formulated the core story and boiled it into one line describing the essence: “The Y starts here.” This sentence tells the beginning of life and learning. With YMCA's strong values, your children will be able to use them the rest of your life.
"The Y starts here"
Based on the insights and the YMCA values, we formulated the core story and boiled it into one line describing the essence: “The Y starts here.” This sentence tells the beginning of life and learning. With YMCA's strong values, your children will be able to use them the rest of your life.
"The Y starts here"
Based on the insights and the YMCA values, we formulated the core story and boiled it into one line describing the essence: “The Y starts here.” This sentence tells the beginning of life and learning. With YMCA's strong values, your children will be able to use them the rest of your life.
A new communication strategy
The result was a new structure and redesign of the Daycare section on the website along with campaign ideas and voice n' tone guides for social media – all directed by the new payoff. YMCA's new communication strategy was a step away from many of their competitors fighting to be the most pacing organization. With "The Y starts here," the YMCA communication efforts aligned with their overall values and the goal to inspire new generations of change-makers to create the communities we all want to be a part of.
A new communication strategy
The result was a new structure and redesign of the Daycare section on the website along with campaign ideas and voice n' tone guides for social media – all directed by the new payoff. YMCA's new communication strategy was a step away from many of their competitors fighting to be the most pacing organization. With "The Y starts here," the YMCA communication efforts aligned with their overall values and the goal to inspire new generations of change-makers to create the communities we all want to be a part of.
A new communication strategy
The result was a new structure and redesign of the Daycare section on the website along with campaign ideas and voice n' tone guides for social media – all directed by the new payoff. YMCA's new communication strategy was a step away from many of their competitors fighting to be the most pacing organization. With "The Y starts here," the YMCA communication efforts aligned with their overall values and the goal to inspire new generations of change-makers to create the communities we all want to be a part of.
A new communication strategy
The result was a new structure and redesign of the Daycare section on the website along with campaign ideas and voice n' tone guides for social media – all directed by the new payoff. YMCA's new communication strategy was a step away from many of their competitors fighting to be the most pacing organization. With "The Y starts here," the YMCA communication efforts aligned with their overall values and the goal to inspire new generations of change-makers to create the communities we all want to be a part of.
A new communication strategy
The result was a new structure and redesign of the Daycare section on the website along with campaign ideas and voice n' tone guides for social media – all directed by the new payoff. YMCA's new communication strategy was a step away from many of their competitors fighting to be the most pacing organization. With "The Y starts here," the YMCA communication efforts aligned with their overall values and the goal to inspire new generations of change-makers to create the communities we all want to be a part of.
Website refresh
The YMCA website is part of a large scale YMCA Drupal framework. That does not always make changes easy but thanks to a close collaboration with the front-end development team, we managed to push improvements to the structure and design to provide a better user experience. Everything counts.
Website refresh
The YMCA website is part of a large scale YMCA Drupal framework. That does not always make changes easy but thanks to a close collaboration with the front-end development team, we managed to push improvements to the structure and design to provide a better user experience. Everything counts.
Website refresh
The YMCA website is part of a large scale YMCA Drupal framework. That does not always make changes easy but thanks to a close collaboration with the front-end development team, we managed to push improvements to the structure and design to provide a better user experience. Everything counts.
Website refresh
The YMCA website is part of a large scale YMCA Drupal framework. That does not always make changes easy but thanks to a close collaboration with the front-end development team, we managed to push improvements to the structure and design to provide a better user experience. Everything counts.
Website refresh
The YMCA website is part of a large scale YMCA Drupal framework. That does not always make changes easy but thanks to a close collaboration with the front-end development team, we managed to push improvements to the structure and design to provide a better user experience. Everything counts.
Curious about starting a design or digital project with Granyon? Get in touch! Rest asure we are the nice guys. No spamming or self-absorbed attitudes.
Curious about starting a design or digital project with Granyon? Get in touch! You can rest asure: we are the nice guys. No spamming or self-absorbed attitudes.
