YMCA: Find your Y

The YMCA, a youth charity, ran Find Your Y, a national campaign in the United States, driving intent in membership, program participation, donations and volunteering.

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.

Because of...

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