Today, the majority of my day was spent working on a marketing project (aka-front entry display) focused on the new K2 Basketball League forming for Fall II Session. This will be the first time the Delaware YMCA will be offering this program and they are looking for a strong registration numbers for the league. I worked with Erin, one of my mentors, on designing and setting up the display in the main lobby to attract members as they enter the building. One piece of the display required some signing and information to be displayed on a basketball hoop. While we were putting together the information, I learned all about the YMCA's rebranding initiative. As a leading nonprofit with a strong, meaningful brand, the YMCA must present itself consistently as a unified cause with shared values and a common voice. This is being executed through several branding initiatives that will eventually phase all USA-YMCA locations to present the same brand image. This includes the use of trademark logos, approved color combinations, imaging, and approved fonts for communication. I have included an approved basketball image that we used for the marketing promotion.
I found the branding initiative to be very interesting and restricting at the same time. While I am use to my current company to be very brand orientated in its marketing strategies and communication, I struggled a bit on the YMCA being so restrictive in its imagery and communications mediums for the staff and members. However, I can appreciate the importance of a recreational facility or sports team being able to convey a clear message through their brand communication. Logos and brand symbols are the primary way fans identify with their favorite teams, so the need to communicate that brand through a unified, consistent means is imperative.
The display turned out great and was already attracting attention from the kids coming in after school that day!
I found the branding initiative to be very interesting and restricting at the same time. While I am use to my current company to be very brand orientated in its marketing strategies and communication, I struggled a bit on the YMCA being so restrictive in its imagery and communications mediums for the staff and members. However, I can appreciate the importance of a recreational facility or sports team being able to convey a clear message through their brand communication. Logos and brand symbols are the primary way fans identify with their favorite teams, so the need to communicate that brand through a unified, consistent means is imperative.
The display turned out great and was already attracting attention from the kids coming in after school that day!
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