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.