Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
The YMCA, an iconic brand with a 170+ year history, is present in over 10,000 US communities. But despite a rich cultural heritage, the YMCA increasingly lacked differentiation. It had not carved a unique space in the lives or minds of the people it aimed to serve.
The YMCA works under a federated model, meaning each YMCA association is run independently. This adds complexity because they are not required to follow a national marketing or communication plan and each association is unique in their offerings.