YMCAs of Northeast Ohio (You are Y - YMCA)

The URY theme logo was created by Caler&Company to serve as
a shorthand message. Various member "types" were selected to fill
the letter forms. The letter Y remained red to bring focus to the YMCA.

Client Background

For the first time ever, six independent YMCA Associations in Northeast Ohio joined forces to collaborate on a major communications blitz to make people in 10 counties aware of the breadth and depth of healthy programs available to YMCA members. The six associations included: Akron Area YMCA, YMCA of Ashtabula County, YMCA of Greater Cleveland, YMCA of Central Stark County, Lake County YMCA and Tuscarawas County YMCA. Also participating were YMCA's Camp Tippicanoe & Camp Y-Noah.

A new URL was selected and served as
an excellent way to track campaign
results. All visitors to URYMCA.org only
found the promotional site through the
advertising. Campaign metrics were
paramount for this non-profit organization.

An array of promotional premiums were used in the campaign.

Caler&Company staff stage for the launch
logistics with the YMCA Membership
Committee days before the
campaign began.

Internal communications
enabled YMCA staff to know
what was available to
support the membership
campaign initiatives.

The multi-channel campaign
utilized print, broadcast,
outdoor and the Internet to
reach potential members
across 10 counties.

The Challenge

Collectively work together towards one goal, raise awareness and increase membership. In the past, YMCA associations worked independently. Communication was a challenge yet key to the success of the campaign. Since the YMCA is a non-profit charitable organization, an aggressive media plan over a region of approximately 2.7 million population had to be developed, while staying within tight budget requirements.

Tri-metro newspapers displayed fractional page
ads during the 5-week campaign period.

A custom jingle with original music was
produced by Caler&Company and
used on radio, cable TV and Web
applications. View the 30 sec.
Caler&Company TV spot by clicking
this photo and scrolling to the bottom
of the page.

The Outcome

This collaboration enabled YMCAs to speak louder with one message and one voice to ten counties, reduce redundant expenses, leverage a pooled media buy and make the region aware of the fun and healthy programs available through YMCA membership.

Caler&Company developed a healthy lifestyle awareness campaign, multi-pronged campaign including a URY message, shorthand for "You Are Why," theme. The month-long campaign included a 30-second cable TV spot, 30 and 60-second radio spots, newspaper ads, a premium program and a campaign-specific regional Web site that received 50K hits within a 4-week period.

Caler&Company designed 10 ft. banners which were displayed at all participating YMCA branches to attract drive-by traffic.

"For our Association, it turned out to be the most successful campaign of this type to date. Due to this promotion, the branches in our Association realized over 1,200 new member units and drove our membership base to over 41K for the first time in the YMCA of Central Stark County's history. What a great way to begin a New Year!"

Tim Shetzer
CEO
YMCA of Central Stark County

The graph, part of a metrics reporting meeting, overlays Web traffic with paid media during the Caler&Company 6-week campaign period. Nearly 47,000 Web hits occurred with heaviest Web traffic happening on December 27th. We know why. Traditional media absolutely drives Web traffic.