Akron Area YMCA

Lake Anna YMCA Capital Campaign

The logo designed for the $9 million capital campaign combined
the City of Barberton's "Magic Hat" as well as the YMCA's
"spirit, mind and body" triangle and conveyed the theme,
"Making Magic". Hard work within the community enabled all
financial goals to be met.

Client Background

The Akron Area YMCA consists of 6 membership branches, Camp Y-Noah, Phoenix Alternative School, Rotary Camp for Special Needs Children and over 30 child care centers. The Lake Anna Community Center was planned through collaboration with Barberton Community Foundation, Barberton Citizen's Hospital, The City of Barberton, Barberton Parks & Recreation and Akron Area YMCA. The center features a six-lane competition pool, an exercise room, gymnasium and a second-floor indoor walking / running track.

Officials gather at the
construction site for a
groundbreaking celebration
as the Caler&Company
designed banner emerged
from the ground behind them.

Caler&Company created the
banner used to telegraph
"where we are" as the last
$1 million was raised for the
$9 million capital campaign.

The "Barberton Purple" program conveyed the
strategic partners which included: Barberton
Community Foundation, Akron Area YMCA,
Barberton Citizens Hospital, The City of
Barberton, Barberton Parks & Recreation
and Babcock & Willcox.

The Challenge

The Akron Area YMCA sought to build support within the community for the development of a new, $9 million facility. An arsenal of marketing communications and public relations tools were required to drive a robust, feature-rich message to the community, business partners, city officials and civic leaders.

Caler&Company worked with several committees to create the
information packages used to tell the Lake Anna Community
Center story in a compelling way.

The site plan, floor plans, a
commemorative brick campaign
and charter member information
was packaged into a persuasive
story for the entire community.

The Outcome

Caler&Company led a comprehensive communications effort through all stages of Lake Anna YMCA Community Center's development, construction and ongoing existence, as well as all communications initiatives between Hasenstab Architects, Welty Builders, Akron Area YMCA Board of Trustees, Members, Volunteers, other branches and the community at large.

A special box was hand-delivered to targeted donors and key community influentials. Once opened, purple balloons drifted from the box revealing a battery-operated DVD player. The recipient merely had to push play to view a 5-minute "plea" from leaders of all 6 strategic partners. A call-to-action followed. Caler&Company produced the video.

Through the writing, designing, producing, publishing and distributing of 10,000 quarterly MOSAIC newsletters to all YMCA constituents in Summit, Northern Stark, Portage and Medina counties, Caler&Company kept all apprised of the progress of the Lake Anna YMCA Community Center, thanked contributors and supported various development committees.

Caler&Company also provided support for community events to garner new membership interest and develop the contact database for all future constituency communications. Support for this initiative and many others, Caler&Company provided tours, press announcements, emails and personal correspondence to all audiences.

Caler&Company designed this
30' X 15' construction banner,
which hung at the construction
site until Lake Anna YMCA
Community Center officially
opened its doors.

Caler&Company created
embroidered apparel for the
committees and staff , which
tied-into the capital
campaign theme.

A magic wand became the
Barberton Magics "timeline",
which demonstrated key
project benchmarks for
the campaign.

The new, 57,000 square-foot Lake Anna YMCA opened its doors in December 2007 and continues reaching out to the hundreds of health seekers in Barberton and the surrounding communities.

YNOT! Campaign

When Caler&Company was asked if we could deliver an over-arching
campaign theme to the Board of Trustees on Thursday, we answered
"Why not!" As with most challenges, the answer is often buried within
the question. In a few days after being awarded the new contract with
Akron Area YMCA, the Caler Team created the answer that begged a
question, while memorably promoting the organizational name in
shorthand in a headline using only four letters. Think that's easy?
Go ahead. Give it a try.

The "Y-Not" campaign theme enabled Akron Area YMCA to enthusiatically promote its offerings of strong spirit, mind and body throughout all membership branches, childcare centers, and camps with one overarching message. It was used consistently in all programs, membership campaigns, volunteer recruitment, social events, annual meetings and volunteer recruitment initiatives. The theme successfully ran for three years. The "O" of the campaign graphic was used as a framing device to add visuals of a wide variet

Client Background

The Akron Area YMCA provides opportunities for families to strengthen their spirit, mind and body through hundreds of programs, services and volunteer opportunities. Akron Area YMCA serves the community with seven early care and education centers, five membership branches, and the Phoenix alternative learning school in Medina and East Akron.

The new "Y-Not" campaign helped to consistently
brand the entirety of the YMCA's advertising and
marketing communications.

Outdoor banners carried the theme to drive
the annual membership campaign.

They also provide Northeast Ohio with premier camping year round at Camp Y-Noah and operate Rotary Camp for children with special needs. YMCAs are for people of all faiths, races, ages, incomes and abilities. YMCAs are the nations largest community service organization and charity of choice.

The Challenge

To build membership to the Akron Area YMCA and increase awareness to help it stand apart from the competition. Previously, marketing communication efforts were inconsistent, and failed to unify all of the branches of the Akron Area YMCA.

Birthday cards used to send members, volunteers,
advisory board members and contributors carried
the Y-Not theme to support the media campaign.

The Partners With Youth Annual Giving Campaign
carried the "Y-Not" theme in this invitation to the
kick-off event.

Once the YMCA was ready to invite online
membership registrations, a "mouse"
crawling through the "O" extended
the "Y-Not" theme.

New summer programs
were promoted with the
innovative campaign.

A host of pop-up banners
carried the theme. These
were used during trade
fairs, career days, special
events and recruiting
meetings.

The Outcome

Serving as the full-outsourced marketing communications department, the Agency streamlined their brand and developed the award-winning 'Y-Not' Campaign, which has been used in numerous advertising and marketing communications media.The concept was applied for print advertising, signage, collateral, web applications, public relations, direct mail and newsletters to help build the brand of Akron Area YMCA and increase membership.

America on the Move/Activate America

An empty hi-top tennis shoe with animated laces and national
Y logo became the theme symbol for the
America On The Move Program

Client Background

The Akron Area YMCA consists of 6 membership branches, Camp Y-Noah, Phoenix Alternative School, Rotary Camp for Special Needs Children and over 30 child care centers with a focus on building strong kids, strong families, strong communities. Activate America is the YMCA's bold approach to directly address our nation's growing health crisis. The mission of Activate America is to transform the way we work, both internally and externally, to support all kids, adults, families and communities in their pursuit of well-being in spirit, mind and body. In addressing America's unprecedented obesity crisis, the YMCA is best equipped to influence change in individuals and in our communities to proactively address obesity, which is central to the achievement of their mission.

A full-color flyer was
distributed to 12,000
member families to
make them aware.
The program was
sponsored by The
Chapel, Metro Parks
and The City of Akron.

The program invited
the city to participate
in Akron Area YMCA's
commitment to deliver
5 million "steps" in this
fitness initiative.

Wrist bands in the YMCA's
colors were provided to all
program participants
reminding them to "activate."

America On the Move Foundation, Inc. is a national nonprofit organization that helps individuals, families and communities make positive habit changes to improve Americans' health and quality of life. With more than a million participants on- and offline, America On the Move's science-based programs and outreach support Americans of all ages manage their weight effectively through energy balance.

Caler&Company designed
T-shirts as a premium for
the participants to promote
their association with
the program.

Staff and volunteers led
many "activating" activities
for those committing to a
healthy lifestyle.

Caler&Company's banners
are hoisted by YMCA staff
and volunteers during the
week of America On The Move.

The Challenge

The Akron Area YMCA and their Activate America initiative sought to garner support for and draw attention to America On the Move Week. Pledging 5 million steps of the national goal of 10 billion steps, the Akron Area YMCA needed a comprehensive marketing communications strategy to communicate the kick-off event, the week's branch activities and the success of the effort.

Fractional-page color ads helped spread
the word about the "Steptember" event.

Each membership branch posted 8' exterior banners to help
cause inquiry about the event and drive Web traffic.

The Outcome

Caler&Company developed a comprehensive communications effort aimed at garnering support and drawing attention within the community and coordinating sponsorships with area businesses for the kick-off event and weeklong branch events.

To accrue interest and support for the kick-off event, branch events and the America On the Move and Activate America programs, Caler&Company provided press announcements, e-blasts, calendar-of-events flyers, direct mail, collateral and personal correspondence to all target audiences.

Caler&Company produced a step-tracking form and 5-day guest pass. Akron Area YMCA committed 5 million steps for the week-long event. Due to heavy promotion and participation, over 32 million steps were recorded for America On The Move Week.

The Akron Area YMCA, with the overwhelming support of the community, shattered its pledge of 5 million steps by stepping up to rally a total 32,511,297 steps by the week's end.

Minority Achievers

A contest with kids resulted in the selection of these 5 lines
of text and became the theme for the Minority Achievers event.

Client Background

The YMCA founded The YMCA Black Achievers Program in 1971. Spreading to over 100 YMCA's in over 50 cities across the country, the program now includes an ethnically diverse group, known as the YMCA Minority Achievers. This college readiness program is designed to help minority youth pursue higher education and career goals. Through academic support, career exploration and mentoring, the Minority Achievers Program helps youth raise their academic standards, develop a positive sense of self, build character, explore diverse college and career options and meet and interact with local professionals who serve as role models to inspire them to greater heights.

The Caler Team created
the Save the Date postcard
mailed to schools,
volunteers, mentors and
other non-profit
associations.

A formal invitation followed
and included corporate
sponsors, business leaders,
local clergy and government
representatives.

Caler&Company also created a
brochure explaining the Minority
Achievers program as well as the
Teen Action Agenda.

The Akron Area YMCA's Minority Achievers Program organized its 1st Minority Achievers Banquet Gala to honor the men, women and youth from Summit, Medina and Portage counties who represent the 2008 Minority Achievers.

The Challenge

With only 8 weeks before their Banquet Gala and a venue and speaker already booked, The Minority Achievers sought public relations support to increase participation and garner sponsorship for their event, as well as raise awareness of their program's mission and objectives.

Caler&Company organized and
produced the program which was
distributed during the gala event.

Caler&Company also
provided support to the
committee by designing
tools to help solicit
corporate sponsors,
program underwriters,
highlighting giving levels
and advertising
specifications for event
promoters.

The Caler Team wrote and
distributed sponsor request
letters as well as the follow
-up thank you notes.

The Outcome

Caler&Company actively promoted the Banquet Gala to a specific audience with a theme graphic and cohesive message for the Save the Date card, invitation, sponsor letters and event program, encouraging the audience to recognize, support and honor area professionals, program mentors and minority achievers as community leaders. Along with event details, Caler&Company highlighted on the evening's motivational speaker, Lee Haney, an eight-time "Mr. Olympia," entrepreneur and author.

Lee Haney, eight-time
"Mr. Olympia", provided
autographs for attending
youth and provided
motivational insights
to all attendees.

The Minority Achievers,
as well as their mentors,
were recognized and
honored at the gala evening
at Tangier.

Caler&Company also provided
Web content, enabling
interested visitors to learn
more about the program, its
history and who it serves.

The entire campaign, including the mailing and printing was complete in 2 months, within budget perimeters. Over 150 people came to support the 2008 Minority Achievers and the proceeds benefited East Akron branch Minority Achievers Programs and the youth they serve.

Caler&Company developed the Minority Achievers program brochure, featuring the program's benefits, project-based career clusters and work site visits led by specialty trainers, community partnered organizations and Adult Achievers.

Partners With Youth - Annual Giving Campaign

Client Background

The Akron Area YMCA Partners With Youth Annual Giving Campaign is designed to touch lives by sending kids to camp, providing teens with leadership opportunities and supporting families in Summit, Medina and Portage counties with YMCA mission-driven programs. YMCAs are for people of all faiths, races, ages, incomes and abilities, and are the nation’s largest community service organization and charity of choice. The Akron Area YMCA serves the community with seven full-time Early Care and Education Centers and more than 30 before and after school sites, five membership branches, and the Phoenix alternative learning school in Medina and East Akron. They also provide Northeast Ohio with camping year-round at Camp Y-Noah and operate Rotary Camp for Children with Special Needs.

The Partners With Youth Annual Giving Campaign makes scholarship and financial assistance available. It’s through generous contributions and volunteering through Partners With Youth that enable the Akron Area YMCA to strive to make programs and membership available to all.

The Challenge

The Akron Area YMCA sought ongoing marketing communications elements to raise awareness about the Partners With Youth mission, as well as increase funding and recruit volunteers.

The Outcome

Caler&Company develops annual marketing communications tools for the Partners With Youth Annual Giving Campaign.

Caler&Company designs and develops the annual Partners With Youth Giving Levels brochure, Volunteer Opportunities Guide, thank you postcards to donors and branch specific inserts reporting how much each branch awarded in Partners With Youth scholarship, as well as how many individuals were benefitted.

Over a one year period, 12,888 kids, teens, adults and families were given the opportunity to experience the Akron Area YMCA due to generous contributions towards Partners With Youth.

Riverfront YMCA Grape Falls

Client Background

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The Challenge

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The Outcome

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