‘find your y’ campaign

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FIND YOUR Y CAMPAIGN Messaging Guide

YMCA OF THE USA | UPDATED FEBRUARY 2022

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TABLE OF CONTENTS 3. Introduction

4. Foundational Messaging

5. Member Acquisition Messaging

11. Camp Messaging

14. Philanthropy Messaging

17. Staff Recruitment Messaging

21. Positioning Video Assets

23. External Relations Resources • Customizable Ready To Use Article • Staff Recruitment Ideas

VISIT THE BRAND RESOURCE CENTER TO ACCESS FIND YOUR Y CAMPAIGN MARKETING TOOLKITS Be sure to visit and bookmark the Find Your Y Campaign landing page on the Brand Resource Center. This is your primary access point for all the Find Your Y marketing toolkits that will be released over the coming weeks and months for use during 2022 and beyond.

All Find Your Y asset templates on the Brand Resource Center are customizable for your use. We encourage you to adjust them as needed to include your Y’s contact information, specific program and service offerings, locally sourced photos, special offers and more.

We ask that you please customize the assets in a manner that preserves the campaign’s intended strategy and creative concept. The success of this campaign depends on the strength and consistency of our message across all national and local marketing and communications efforts. To better understand the strategy behind this campaign, we encourage you to read through this guide and review the information shared on Link.

https://yusa.sharepoint.com/sites/YCMI2020/Shared%20Documents/Get%20Involved%20Campaign%202021/Messaging%20and%20Assets/Find%20Your%20Y%20Campaign%20Copy%20for%20BRC%20Pages.docx

https://yusa.sharepoint.com/sites/YCMI2020/Shared%20Documents/Get%20Involved%20Campaign%202021/Messaging%20and%20Assets/Find%20Your%20Y%20Campaign%20Copy%20for%20BRC%20Pages.docx

https://link.ymca.net/mlink/post/OTkwMg

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INTRODUCTION The Y Collective Marketing Initiative – a partnership between YMCA of the USA and a steering committee of Y marketing and communications leaders from across the country representing all sizes and types of Ys – has been working since 2019 to lay the foundation for a compelling national marketing campaign that would inspire the public to get involved with the Y by joining, participating in a program, volunteering, working with us and giving. Through coordinated national and local activations, the Find Your Y integrated marketing campaign will align with all Y revenue and engagement driving marketing efforts.

• Who are we targeting with this campaign? o Anyone who we want to get involved with the Y. That includes prospective members, program participants, volunteers, donors and

employees. Y-USA has conducted extensive research to establish four key consumer personas, whose needs, goals and behaviors have shaped the direction of this campaign.

• What is the campaign concept? o The ‘Find Your Y’ creative concept was developed after a rigorous testing process with both Movement

and consumer audiences. ‘Find Your Y’ intentionally plays on a double meaning: we want people to find their local Y and get involved with us so they can find their why – their greater sense of purpose.

• When is the campaign active? o The campaign launched both nationally and locally in January 2022 and will continue through 2022

and beyond.

• Where can we access more information and resources? o Visit Link to access a series of webinars that explain the development of the campaign’s strategy,

creative concept, activation plans and timeline for release of toolkits and assets. o Visit the Brand Resource Center to access Find Your Y campaign toolkits and assets. o Contact Y-USA’s Marketing and Communications team at [email protected]

• Why do we need an integrated marketing campaign to drive public involvement?

o Public perception research reveals that while the Y has near-universal brand awareness and a very high level of brand familiarity, interest in getting involved continues to lag. To bridge the involvement gap, we need strong national marketing to position the Y as a vital community asset and strong local marketing to drive consumer action and loyalty.

CREATIVE CONCEPT: FIND YOUR Y Find your Y. It’s more than a call to action on our website. It’s a promise from us to you and your family that when you find your local Y, you’ll find something more. A passion, a purpose and…your why. Because when you find that thing that helps you and your family thrive, you strengthen all of us for a better tomorrow.

https://58f9b44e8bb7a4e341e1-995bb1ec94e14bbd8f89f23fee4d0b6a.ssl.cf2.rackcdn.com/YMCA/Manage_the_Brand/Digital-Transformation/Y-Customer-Journeys.pdf

https://link.ymca.net/mlink/post/OTkwMg

https://theybrand.org/wordpress/find-your-y

mailto:[email protected]

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FOUNDATIONAL MESSAGING All Find Your Y campaign messaging aligns with our mission, purpose and values. As you customize the messaging in this guide to meet the unique needs and circumstances of your local community, please keep these foundational messages in mind:

The Y’s National Mission Statement The YMCA is a nonprofit organization whose mission is to put Christian principles into practice through programs that build healthy spirit, mind and body for all. The Y’s Purpose The Y is the leading nonprofit committed to strengthening community by connecting all people to their potential, purpose and each other. Working locally, we focus on empowering young people, improving health and well-being, and inspiring action in and across communities. By bringing together people from different backgrounds, perspectives and generations, we ensure that we all have access to the opportunities, relationships and resources necessary to learn, grow and thrive. The Y’s Values Caring: We show a sincere concern for others Honesty: We are truthful in what we say and do Respect: We treat each other as we’d all like to be treated Responsibility: We are accountable for our promises and actions The Y’s Brand Personality Welcoming: We’re open to all and create spaces where you can be, belong and become Genuine: We value who you are and encourage you to be true to yourself and others Nurturing: We’re with you on your path to reach your full potential Hopeful: We believe in your ability to inspire a brighter tomorrow Determined: We work relentlessly to strengthen communities, starting with you The Y’s National Diversity, Equity & Inclusion Statement The Y is made up of people of all ages, from all walks of life, working side-by-side to strengthen communities. Together, we strive to ensure that everyone, regardless of ability, age, cultural background, ethnicity, faith, gender, gender expression, gender identity, ideology, income, national origin, race or sexual orientation has the opportunity to reach their full potential with dignity. Our core values are caring, honesty, respect and responsibility — they guide everything we do. Our National Tagline For a better us.®

RELATED RESOURCES Y Brand Messaging Guide Y Inclusive Language Style Guide

http://6b73c1981cbfc5df9840-995bb1ec94e14bbd8f89f23fee4d0b6a.r66.cf2.rackcdn.com/YMCA/Brand_Guidelines_Graphics/Brand-Messaging-Guide.pdf

https://link.ymca.net/mlink/file/MjI4ODIx

https://link.ymca.net/mlink/file/MjI4ODIx

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MEMBER ACQUISITION MESSAGING Use this messaging to help prospective members and program participants see that ‘Find Your Y’ is more than a call to walk through our doors; it’s an invitation to become part of a welcoming, supportive community where they can find their “why” – their greater sense of purpose.

Primary Member Acquisition Headlines and Messages

The customizable ‘Find Your Y’ Membership Acquisition assets on the Brand Resource Center come pre-populated with the following recommended headlines and messages.

Headline Audiences and Personas

Recommended Usage/Imagery

Sample Messages (Print & Digital)

Sample Social Copy

Find Your Passion. Find Your Y.

• Adults of all ages • Security Focused

Shelly • Enrichment Focused

Emily • Fitness Focused Fran • Social Seeking Sal

General purpose-driven appeal

At the Y, you’ll find more than just a place to work out. With opportunities to connect with new people, develop new skills and explore new interests, you might just discover a new passion, too!

Facebook, Twitter, Instagram & LinkedIn At [insert Y], you’ll find more than just a place to work out. With opportunities to connect with neighbors and give back to your community, you’ll discover a greater sense of purpose, too. Find your Y and join today: [insert link to homepage or join page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your Y and join today through the bio link.”

Find Your Passion. Find Your Purpose. Find Your Y.




Purpose-driven appeal with three-sentence structure recommended for social media.

At the Y, you’ll find more than just a place to work out. With opportunities to connect with new people, develop new skills and explore new interests, you’ll discover new passions and a greater sense of purpose.

Facebook, Instagram & LinkedIn At [insert Y], you’ll find more than just a place to work out. With opportunities to connect with new people, develop new skills and explore new interests, you’ll discover new passions and a greater sense of purpose. Find your passion and join today: [insert link to homepage or join page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your passion and join today through the bio link.” Twitter At [insert Y], you’ll find more than just a place to work out. Connect with new people, develop new skills & explore new interests & you'll discover a greater sense of purpose. Find your passion and join today: [insert link to homepage or join page] #ForABetterUs

https://theybrand.org/wordpress/fyy-membership


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Additional Member Acquisition Headlines and Messages

Feel free to use (or adapt) the following additional headlines and messages as you customize the ‘Find Your Y’ Membership Acquisition assets to be most relevant to your target audience(s).




Sample Social Copy

Find Your Purpose. Find Your Y.




General purpose-driven appeal

At the Y, you’ll find more than just a place to work out. With opportunities to connect with neighbors and give back to your community, you’ll discover a greater sense of purpose, too.

Facebook, Twitter, Instagram & LinkedIn At the Y, you’ll find more than just a place to work out. With opportunities to connect with neighbors and give back to your community, you’ll discover a greater sense of purpose! Find your purpose and join today: [insert link to homepage or join page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your purpose and join today through the bio link.”

Find Your Center. Find Your Y.

• Adult health-seekers • Security Focused

Shelly • Fitness Focused Fran • Social Seeking Sal

Mental health; yoga; tai chi

To be our best selves, we need to take care of our whole selves. Find balance in spirit, mind and body with our [Y fitness program offerings].

Facebook, Twitter, Instagram & LinkedIn To be our best selves, we need to take care of our whole selves. Find balance in spirit, mind and body with our [insert Y fitness program offerings]. Find your center and join today: [insert link to homepage, join or fitness programs page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your center and join today through the bio link.”

Find Your Flow. Find Your Y.



Aquatics programs Jump in the pool for an invigorating, low-impact workout that will strengthen your body while elevating your mood.

Facebook, Twitter, Instagram & LinkedIn Jump in the pool for an invigorating, low-impact workout that will strengthen your body while elevating your mood! Find your flow and join today: [insert link to homepage, join or aquatics page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your flow and join today through the bio link.”

https://theybrand.org/wordpress/fyy-membership


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Sample Social Copy

Find What Moves You. Find Your Y.



Individual fitness (e.g. treadmill) or group fitness (e.g. spin class)

At the Y, you’ll find countless opportunities to get moving and experience the joy of better health. All it takes is one first step.

Facebook, Twitter, Instagram & LinkedIn At the Y, you’ll find countless opportunities to get moving and experience the joy of better health. All it takes is one first step! Find what moves you and join today: [insert link to homepage, join or fitness offerings page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find what moves you and join today through the bio link.”

Find Your Strength. Find Your Y.



Weight training, cardio kickboxing

At the Y, our supportive community will inspire you to find your inner strength so you can expand your health in spirit, mind and body.

Facebook, Twitter, Instagram & LinkedIn Our supportive community will inspire you to find your inner strength so you can improve your health in spirit, mind and body. Find your strength and join today: [insert link to homepage, join or fitness offerings page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your strength and join today through the bio link.”

Find Your Beat. Find Your Y.



Dance/fitness class (e.g. Zumba)

At our Y [program name], you’ll dance, laugh and sweat your way to better health in spirit, mind and body.

Facebook, Twitter, Instagram & LinkedIn At our [program name], you’ll dance, laugh and sweat your way to better health in spirit, mind and body! Find your beat and join today: [insert link to homepage, join or fitness offerings page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your beat and join today through the bio link.”

Find Your Friends. Find Your Y.

• Parents • Security Focused


Emily

Child care programs; afterschool programs (pair with images featuring groups of kids)

At our Y [program name], your kids will make new friends and have tons of fun as they learn, play and grow.

Facebook, Twitter, Instagram & LinkedIn At our [program name], kids will make new friends and have tons of fun as they learn, play and grow. Find your friends and join today: [insert link to homepage, child care or afterschool page] #ForABetterUs


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Sample Social Copy

Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your friends and join today through the bio link.”

Find Your Fun. Find Your Y.

• Parents • Security Focused


Emily

Child care programs; afterschool programs (pair with images of kids laughing, playing games, etc.)

At our Y [program name], your kids will make new friends and have tons of fun as they learn, play and grow.

Facebook, Twitter, Instagram & LinkedIn At our [program name], kids will make new friends and have tons of fun as they learn, play and grow. Find your fun and join today: [insert link to homepage, child care or afterschool page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your fun and join today through the bio link.”

Find a New Perspective. Find Your Y.

• Teens/adults of all ages

• Security Focused Shelly

• Enrichment Focused Emily

• Fitness Focused Fran • Social Seeking Sal

Educational programs; cultural enrichment opportunities (e.g. Welcoming Week); social opportunities

At the Y, neighbors from all backgrounds and walks of life can discover common ground and broaden their perspectives.

Facebook, Twitter, Instagram & LinkedIn At [insert your Y name], neighbors from all backgrounds and walks of life discover common ground and broaden their perspectives. Find a new perspective and join today: [insert link to homepage, join, educational programs, cultural enrichment or social opportunities page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your perspective and join today through the bio link.”

Find Your Voice. Find Your Y.

• Teens and young adults

• Parents of teens • Enrichment Focused

Emily

Teen leadership programs; Youth and Government programs

At the Y, we believe young people have the power to change the world. Our teen and young adult programs are designed to help young people develop the skills and confidence they need to lead positive change in our community and beyond.

Facebook, Instagram & LinkedIn We believe young people have the power to change the world. Our teen and young adult programs are designed to help young people develop the skills and confidence they need to lead positive change in our community [or insert community name] and beyond. Find your voice and join today: [insert link to homepage, teen leadership or Youth and Government page] #ForABetterUs


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Sample Social Copy

Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.” Twitter We believe young people have the power to change the world. Our teen & young adult programs are designed to develop skills & confidence to lead positive change in our community [or insert community name] & beyond. Find your voice & join today: [insert link to homepage, teen leadership or Youth and Government page] #ForABetterUs

Find Your People. Find Your Y.

• Seniors • Social Seeking Sal

Fitness programs and social connections for older adults

At the Y, there are no strangers – only friends you haven’t met yet. While you improve your health and mobility through our fitness programs, you’ll also make new friends and find opportunities to strengthen the social fabric of your community.

Facebook, Instagram & LinkedIn At the Y, there are no strangers – only friends you haven’t met yet! Improve your health and mobility while making new friends and finding opportunities to strengthen the social fabric of our community. Find your people and join today: [insert link to homepage, fitness programs, connections for older adults or join page] #ForABetterUs Twitter At the Y, there are no strangers – only friends you haven’t met yet! Improve health & mobility while making new friends & finding opportunities to strengthen the social fabric of our community. Find your people & join today: [insert link to homepage, fitness programs, connections for older adults or join page] #ForABetterUs Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your people and join today through the bio link.”

Call to Action

Every campaign marketing asset should include a clear call to action for the public that includes the Find Your Y campaign headline. For member acquisition, we recommend the call to action: Find Your Y and Join Today.


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General Best Practices for Member Acquisition Marketing and Communications

Before activating Find Your Y member acquisition messaging in your market, you should ensure that you have a cohesive member acquisition strategy. Refer to the Planning Ahead Guide for considerations to help you shape and refine your strategy. We strongly recommend that all membership messaging and on-site interactions (including promotional offers) lead with the Y’s mission, purpose and values. Here are some recommended best practices:

• Avoid leading with transactional language in member acquisition materials. Transactional offers like “zero join fee” sends the message that the Y is a typical “gym and swim.” Here are some suggested membership promotion ideas:

o Distribute a member referral card (see example) with information on the Y’s mission, purpose and values, which can be redeemed for a [day pass or free trial membership] for the prospective member and rewards the referrer with [program credits or other benefit]

o Bring a friend on a purpose-driven tour at the Y and get [a free one-month membership or other benefit] for the prospective member and [program credits or other benefit] for you

o Volunteer on a Y-led service project and get [a free one-month membership or other benefit]

o Participate in a Y Healthy Kids Day or Welcoming Week event and have a chance to experience all the benefits these events

have to offer, take a cause-driven tour and get [a free one-month membership or other benefit]

o Invite people to join by [deadline] and their first month’s membership dues will be used to do good for others, e.g.: Send a child to camp Fund a program for young leaders (e.g. Leaders Club, Youth and Government) or a community service project organized

by young leaders Provide services to newcomers/immigrants in the community Provide meals for the Y’s food program

o Support Y community impact abroad (e.g. a program of a global Y-to-Y partner or coalition)

• Have a plan to engage people in the Y’s mission, purpose and impact from the very first moment they walk through the

door. The Y’s Culture & Engagement model recommends practices such as using welcoming signage that communicates our values, offering a purpose-driven tour for new prospective members, training frontline leaders on how to connect people to the Y’s purpose and to each other through conversation prompts and interactions, and much more. Ensure that the human experience at your Y is every bit as rooted in our mission, purpose and values as your marketing materials.

• Offer community engagement events that promote diversity, bridge-building and belonging. The Y is one of the few spaces in a community where people from all backgrounds and dimensions of diversity can rub shoulders, make connections and strengthen the social fabric. Lean into this by offering events like Welcoming Week, cultural celebrations/festivals, or educational forums where people can see the deeper social value of belonging to the Y community.

• Use the Y’s Social Media Playbook for tips and best practices to help inform your social media marketing strategy.

https://link.ymca.net/mlink/file/MjUzNDk1

https://link.ymca.net/user/document/12199

https://lcdc.yexchange.org/Catalog/Class/Detail/212152


https://link.ymca.net/mlink/post/ODY5NQ

https://link.ymca.net/mlink/site_page/Mzc2

https://link.ymca.net/mlink/post/OTUwNA


https://lcdc.yexchange.org/Catalog/Course/Detail/1483

https://link.ymca.net/mlink/file/MjMwOTkz

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CAMP MESSAGING Y camp is a place where kids can develop skills, confidence and new friendships. Use this toolkit to help parents see that Find Your Y is an invitation for their kids to have a transformational camp experience with memories that will last a lifetime.

Primary Camp Headlines and Messages

The customizable Find Your Y Overnight Camp assets and Find Your Y Day Camp assets on the Brand Resource Center come pre-populated with the following recommended headlines and messages.




Sample Social Copy

Find Your Sense of Wonder. Find Your Y.

• Parents • Enrichment Focused

Emily

Overnight camp promotion (pair with imagery of campers discovering nature)

At Y overnight camp, kids get to discover all the wonders of the outdoors while making friends and forming memories that will last a lifetime.

At [insert camp name] overnight camp, kids get to discover all the wonders of the outdoors while making friends and forming memories that will last a lifetime. Learn more and find your sense of wonder. [insert link to camp homepage] #ForABetterUs #Camp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find Your Adventure. Find Your Spark. Find Your Y.


Emily

Overnight camp promotion with three-sentence structure recommended for social media.

Summer is a time for kids to explore new things and expand the limits of their imagination. At Y summer camp, every day is a new adventure!

Summer is a time for kids to explore new things and expand the limits of their imagination. At [insert Y name], every day is a new adventure! Learn more and find your adventure. [insert link to camp homepage] #ForABetterUs #Camp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find Your Fun. Find Your Y.


Emily

Day camp promotion (pair with images of kids laughing, playing games, etc.)

At Y day camp, your kids will make new friends and have tons of fun as they explore new adventures each day.

At [insert Y name] day camp, kids will make new friends and have tons of fun as they explore new adventures each day! Learn more and find your fun. [insert link to day camp page] #ForABetterUs #DayCamp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

https://theybrand.org/wordpress/fyy-overnight-camp

https://theybrand.org/wordpress/fyy-day-camp


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Find Your Friends. Find Your Fun. Find Your Y.


Emily

Day camp promotion with three-sentence structure recommended for social media.


At [insert Y name] day camp, kids will make new friends and have tons of fun as they explore new adventures each day! Learn more and find your friends. [insert link to day camp page] #ForABetterUs #DayCamp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Additional Camp Headlines and Messages

Feel free to use (or adapt) the following additional headlines and messages as you customize the Find Your Y Overnight Camp assets and Find Your Y Day Camp assets to be most relevant to your target audience(s).




Sample Social Copy

Find Your Adventure. Find Your Y.


Emily

Day camp promotion – general use

Summer is a time for kids to explore and expand the limits of their imagination. At Y summer day camp, every day is a new adventure!

Summer is a time for kids to explore and expand the limits of their imagination. At [insert Y name] summer day camp, every day is a new adventure! Learn more and find your adventure. [insert link to day camp page] #ForABetterUs #DayCamp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find Your Spark. Find Your Y.


Emily

Overnight camp promotion (pair with campfire scene imagery)

At Y overnight camp, kids get to explore the wonders of nature while discovering hidden talents and passions they never knew they had.

At [insert camp name] overnight camp, kids explore the wonders of nature while discovering hidden talents and passions they never knew they had. Learn more and find your spark! [insert link to camp homepage] #ForABetterUs #Camp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find Your Circle. Find Your Y.


Emily

Overnight camp promotion (pair with group activity imagery)

Y overnight camp is an experience like none other. Kids come away with new skills,

[insert camp name] overnight camp is an experience like none other. Kids come away with new skills, confidence and friendships that broaden their perspectives and strengthen their character.

https://theybrand.org/wordpress/fyy-overnight-camp




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confidence and friendships that broaden their perspectives and strengthen their character.

Learn more and find your circle. [insert link to camp homepage] #ForABetterUs #Camp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.” Twitter [insert camp name] overnight #camp is an experience like none other. Kids come away with new skills, confidence & friendships that broaden their perspectives & strengthen their character. Learn more & find your circle. [insert link to camp homepage] #ForABetterUs

Find Your Friends. Find Your Y.


Emily

Day camp promotion (pair with images featuring groups of kids)


At [insert Y name] day camp, kids will make new friends and have tons of fun as they explore new adventures each day! Learn more and find your friends. [insert link to day camp page] #ForABetterUs #DayCamp Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Call to Action

Every campaign marketing asset should include a clear call to action for the public that includes the Find Your Y campaign headline. For camp program promotion, we recommend the call to action: Find Your Y and Enroll Your Kid Today.

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PHILANTHROPY MESSAGING Use this toolkit to help existing and prospective donors understand that their financial support of the Y is just the beginning of a relationship that will connect them to their community and their sense of purpose.

Primary Philanthropy Headlines and Messages

The customizable Find Your Y Philanthropy assets on the Brand Resource Center come pre-populated with the following recommended headlines and messages.




Sample Social Copy

Find Your Reason to Give. Find Your Y.




General giving appeal (pair with imagery that focuses on the Y’s community impact)

Food for neighbors in need. Safe spaces for kids to learn and grow. Outreach to seniors who are feeling isolated. These are just a few of the many reasons to give to the Y. Find your reason to give.

Facebook, Instagram & LinkedIn Food for neighbors in need. Safe spaces for kids to learn and grow. Outreach to seniors who are feeling isolated. These are just a few of the many reasons to give to [insert Y name]. Find your reason to give: [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.” Twitter: Food for neighbors in need. Safe spaces for kids to learn & grow. Outreach to seniors who are feeling isolated. Find your reason to give: [insert link to donate page] #ForABetterUs #Donate

Find What Matters Most. Find Your Reason to Give. Find your Y.




General giving appeal with three-sentence structure recommended for social media.

Food for neighbors in need. Safe spaces for kids to learn and grow. Outreach to seniors who are feeling isolated. These are just a few of the many reasons to give to the Y. Find your reason to give.

Facebook, Instagram & LinkedIn Food for neighbors in need. Safe spaces for kids to learn and grow. Outreach to seniors who are feeling isolated. These are just a few of the many reasons to give to [insert Y name]. Find what matters most. Find your reason to give: [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

https://theybrand.org/wordpress/fyy-philanthropy


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Twitter: Food for neighbors in need. Safe spaces for kids to learn & grow. Outreach to seniors who are feeling isolated. Find your reason to give: [insert link to donate page] #ForABetterUs #Donate

Additional Philanthropy Headlines and Messages

Feel free to use (or adapt) the following additional headlines and messages as you customize the Find Your Y Philanthropy assets to be most relevant to your target audience(s).




Sample Social Copy

Find What Matters Most. Find Your Y.



• Fitness Focused Fran

• Social Seeking Sal

General giving appeal (pair with imagery of potential Y beneficiaries, e.g. kids or seniors empowered by Y programs)

Whenever we see a neighbor who needs support, the Y stands ready to help with open arms and caring hearts. Join us and discover what a gift it is to give.

Whenever a neighbor needs support, [insert Y name]stands ready to help with open arms and caring hearts. Find what matters most and discover what a gift it is to give! [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find What Fuels You. Find Your Y.





General giving appeal (pair with imagery of people volunteering)

Whenever we see a neighbor who needs support, the Y stands ready to help with open arms and caring hearts. Join us and discover what a gift it is to give.

Whenever a neighbor needs support, [insert Y name]stands ready to help with open arms and caring hearts. Find what fuels you and discover what a gift it is to give! [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Find What Fills Your Cup. Find Your Y.





General giving appeal (pair with imagery of people volunteering)

SEE ABOVE Whenever a neighbor needs support, [insert Y name]stands ready to help with open arms and caring hearts. Find what fills your cup and discover what a gift it is to give! [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

https://theybrand.org/wordpress/fyy-philanthropy


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Find Connection. Find Your Y.





General giving appeal (pair with imagery of people connecting with one another, e.g. an adult mentoring a kid or a senior outreach photo)

At the Y, we connect people to a greater sense of purpose – and to each other – to make our community stronger. Join us and discover what a gift it is to give.

[insert Y name] connects people to a greater sense of purpose and to each other to make [insert community name] stronger. Find your connection and discover what a gift it is to give. [insert link to donate page] #ForABetterUs #Donate Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Find your voice and join today through the bio link.”

Call to Action

Every campaign marketing asset should include a clear call to action for the public that includes the Find Your Y campaign headline. For philanthropy, we recommend the call to action: Find Your Y and Donate Today.

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STAFF RECRUITMENT MESSAGING Use this toolkit to support your Y’s staff recruitment needs by attracting candidates who are motivated by work that enables them to find their “why” – their greater sense of purpose.

Primary Staff Recruitment Headlines and Messages

The customizable Find Your Y Staff Recruitment assets on the Brand Resource Center come pre-populated with the following recommended headlines and messages.

Headline Audiences Recommended Usage/Imagery


Sample Social Copy

Find Your Potential. Find Your Y.

Prospective part time and summer staff

Pair with images of people in priority summer job roles, such as lifeguards, camp counselors, etc., having meaningful interactions with kids and members.

Working at the Y is more than just a job – you’ll find opportunities to reach your potential while making a positive impact in your community.

Working at [insert Y name] is more than just a job. Find opportunities to reach your potential while making a positive impact in our community [or insert community name]. Apply for summer jobs today and find your potential: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply for summer jobs today and find your potential through the bio link.”

Find New Opportunities. Find Your Potential. Find Your Y.


Summer staff recruitment headline with three-sentence structure recommended for social media.

A summer job at the Y gives you opportunities to explore future career pathways with an organization that’s invested in helping you reach your potential – all while making a positive impact in your community!

A summer job at [insert Y name] gives you opportunities to explore future career pathways with an organization that’s invested in helping you reach your potential – all while making a positive impact right here in [insert community name]. Apply for summer jobs today and find new opportunities: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply for summer jobs today and find new opportunities through the bio link.” Twitter: A #summerjob at [insert Y name] gives you opportunities to explore future career pathways with an org that’s invested in helping you reach your potential. Apply for summer jobs today & find new opportunities! [insert link to careers page]

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#ForABetterUs #NowHiring

Find Your Purpose. Find Your Y.

Prospective full-time staff (year-round)

Pair with images of people in priority full time job roles, such as front desk staff, child care staff, fitness instructors, and more.

Imagine going to work each day knowing that what you do positively impacts people’s lives. Work at the Y and discover your true purpose.

Imagine going to work each day knowing that what you do positively impacts people’s lives [optional: insert “ here in community name”]. Work at [insert Y name] and discover your true purpose. Apply today and find your purpose: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply today and find your purpose through the bio link.”

Find More Than Just A Job. Find A Career. Find Your Y.


Full time/year-round staff recruitment headline with three-sentence structure recommended for social media.

At the Y, you can find a rewarding career path with opportunities to grow professionally while making a positive impact in your community.

At [insert Y name], you can find a rewarding career path with opportunities to grow professionally while making a positive impact in your community. Apply today and find more than just a job: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply today and find more than just a job through the bio link.”

Additional Staff Recruitment Headlines and Messages

Feel free to use (or adapt) the following additional headlines and messages as you customize the Find Your Y Staff Recruitment assets to be most relevant to your target audience(s).

Headline Audiences Recommended Usage/Imagery


Sample Social Copy

Find New Opportunities. Find Your Y.


Pair with images of priority summer job roles, such as lifeguards, camp counselors, etc., having meaningful interactions with kids and members.

A summer job at the Y gives you opportunities to explore future career pathways with an organization that’s invested in helping you reach your potential – all while making a positive impact in your community!

A summer job at [insert Y name] gives you opportunities to explore future career pathways with an organization that’s invested in helping you reach your potential – all while making a positive impact right here in [insert community name]. Apply today & find new opportunities: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply for summer jobs today and f ind new opportunities through the bio link.”

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Twitter: Working at [insert Y name] is more than just a job. Find opportunities to reach your potential while making a positive impact right here in [insert community name]. Apply today & find new opportunities: [insert link to careers page] #ForABetterUs #NowHiring

Find Your Impact. Find Your Y.


Pair with images of priority summer job roles, such as lifeguards, camp counselors, etc., having meaningful interactions with kids and members.

When you work at the Y, every day, you can empower young people, improve people’s health and well-being, and make a positive impact in your community.

Empower young people, improve people’s health and well-being, and make a positive impact in your community EVERY DAY when you work at [insert Y name]! Apply for summer jobs today and find your impact: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply for summer jobs today and f ind your impact through the bio link.”

Find More Than Just a Job. Find Your Y.


Pair with images of priority full time job roles, such as front desk staff, child care staff, fitness instructors, and more.

Working at the Y, you’ll find more than just a job – you’ll find opportunities to reach your potential while making a positive impact in your community.

Working at [insert Y name], you’ll find more than just a job. You’ll find opportunities to reach your potential while making a positive impact in your community. Apply today and find more than just a job: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply today and f ind more than just a job through the bio link.”

Find Your Career. Find Your Y.


Full time/year-round staff recruitment headline with three-sentence structure recommended for social media.

At the Y, you can find a rewarding career path with opportunities to grow professionally while making a positive impact in your community.

At [insert Y name], you can find a rewarding career path with opportunities to grow professionally while making a positive impact right here in [insert community name]. Apply today and find a career: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply today and f ind a career through the bio link.”

Find Your True Calling. Find Your Y.


Pair with images of priority full time job roles, such as front desk staff, child care

Imagine going to work each day knowing that what you do positively impacts people’s lives.

Imagine going to work each day knowing that what you do positively impacts people’s lives. Work at [insert Y name], and discover your true calling!

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staff, fitness instructors, and more.

Work at the Y and discover your true calling.

Apply today and find your true calling: [insert link to careers page] #ForABetterUs #NowHiring Note: Since Instagram does not allow in-post linking, add the link to your bio and change the CTA to “Apply today and f ind your true calling through the bio link.”

Call to Action

Every campaign marketing asset should include a clear call to action for the public that includes the Find Your Y campaign headline. When recruiting staff for summer jobs, we recommend the call to action: Find Your Y and Apply for Summer Jobs Today. When recruiting for full-time/year-round positions, we recommend the call to action: Find Your Y and Apply Today.

Staff Recruitment Announcer-Led Radio Script

15-second radio script – summer/seasonal version

Looking for a summer job that’s more than just…a job? At the Y, you’ll get kids moving, while discovering what moves you. Visit [URL] to learn about summer job opportunities with the YMCA. The Y. For a better us.

30-second radio script – summer/seasonal version

Looking for a summer job that’s more than just…a job? At the Y, you’ll get kids moving, while discovering what moves you. And along the way, you’ll get a chance to explore future career pathways with an organization that’s invested in helping you reach your potential. Visit [URL] to learn about summer job opportunities with the YMCA and join our team. The Y. For a better us.

15-second radio script – evergreen version

Imagine going to work each day knowing that what you do makes our community a better place for everyone. At the Y, you’ll find more than a job. You’ll find your purpose. Visit [URL] to learn about career opportunities with the YMCA. The Y. For a better us.

30-second radio script – evergreen version

Imagine going to work each day knowing that what you do makes your community a better place for everyone. At the Y, you’ll find more than a job. You’ll find your purpose. Join a team that’s invested in helping you develop your leadership and professional skills so we can make a positive impact together. Visit [URL] to learn about career opportunities with the YMCA. The Y. For a better us.

Staff Recruitment External Relations Ideas

Go to page 23 for external relations ideas to support your Find Your Y Staff Recruitment campaign efforts.

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POSITIONING VIDEO ASSETS Use the following sample copy to tee up the ‘Find Your Y’ campaign TV/video assets in your social media channels and in other communications.

About the ‘Find Your Y’ Video Assets

The 'Find Your Y' campaign video assets were cast entirely with real Y members, program participants, staff, volunteers and kids, all sharing their authentic Y experiences. In addition, the voice talent was provided by a Y teen leader. Consider sharing this background with your audiences to help them feel even more connected to the story: while the specific settings and people may look different from Y to Y and community to community, everyone should be able to relate to the connections, experiences and emotions that are represented.

Asset Audiences and Personas

Notes on Use Sample Copy for Teasing Video Assets on Social Media and Other Communications

Masterbrand :60 Masterbrand :30 Masterbrand :15




The Masterbrand video assets are intended to provide a compelling, overarching case for consumers to get involved with the Y by showcasing the breadth of ways they can find their “why” – their greater sense of purpose – with us. The Masterbrand assets use emotional, uplifting words and images to convey the benefits of joining as a facility member, participating in a program, enrolling kids in camp, volunteering, donating and working for the Y. All three lengths will work on Facebook, Instagram, Twitter, and LinkedIn. On YouTube, use the cards feature to link to your Y’s homepage or join page. Suggested CTA: Find Your Y Suggested teaser text: Learn More

Video title: Find Your Purpose. Find Your Y. The true self blooms only when we find our purpose. At the Y, we’ll help you discover a greater sense of purpose by connecting you with opportunities to meet your health goals, nurture the young people in your life, make new friends and strengthen your community for the better. Learn how you can Find Your Y.

Membership :30 Membership :15




The Membership video assets are intended to resonate with both current and prospective Y facility members (focusing on our core audience personas) and inspire them to join – or stay – with the Y. Both lengths will work on Facebook, Instagram, Twitter, and LinkedIn. On YouTube, use the cards feature to link to your Y’s join page. Suggested CTA: Find Your Y Suggested teaser text: Join Today!

Video title: Find Your Passion. Find Your Y. At the Y, you’ll find more than just a place to work out. With opportunities to connect with new people, develop new skills and explore new interests, you’ll discover new passions and a greater sense of purpose. Learn how you can Find Your Y.

Camp :30 Camp :15


Emily

The Camp video assets are intended to resonate with both parents and kids, inspiring them to enroll in Y summer overnight camp and/or day camp offerings.

Video title: Find Your Sense of Wonder. Find Your Y. At Y camp, kids can enjoy a summer full of fun, friends and new adventures while they develop skills, confidence and a


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Both lengths will work on Facebook, Instagram, Twitter, and LinkedIn. On YouTube, use the cards feature to link to your Y’s camp page. Suggested CTA: Find Your Sense of Wonder Suggested teaser text: [name of camp]

greater sense of purpose. Learn how kids can find their Y at camp.

Philanthropy :30 Philanthropy :15




The Philanthropy video assets are intended to showcase the variety of ways people can strengthen their community through the Y, including volunteering, mentoring young people, and donating to support the Y’s youth development, healthy living and social responsibility efforts. Both lengths will work on Facebook, Instagram, Twitter, and LinkedIn. On YouTube, use the cards feature to link to your Y’s give/donate page. Suggested CTA: Find Your Reason to Give Suggested teaser text: Donate Now

Video title: Find Your Reason to Give. Find Your Y. Whenever we see a neighbor who needs support, the Y stands ready to help with open arms and caring hearts. Learn how you can Find Your Y and discover what a gift it is to give.

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EXTERNAL RELATIONS RESOURCES Customizable Ready-to-Use Article

The article below can be customized and sent to local print and digital outlets, highlighting your Y’s efforts to strengthening community and to build cohesion with the larger Find Your Y campaign. For information on pitching media read our “Tips on Working with Media” document on Link. Additionally, you can modify this article to be included in a member newsletter/email to encourage continued support and participation from your current members.

Find Your Y

When families and individuals thrive, our community grows stronger – and never has the need for strong community been greater than right now. When you get involved with the [NAME OF YMCA], you get so much more than a place to work out. It’s a chance to connect with neighbors, develop skills, explore new interests and give back to others. Whether you join as a member, participate in a program, volunteer, donate or a combination of these activities, the Y helps people discover a renewed sense of positivity, passion, purpose and belonging.

“The [NAME OF YMCA] is a community that is dedicated to helping people realize a greater sense of purpose in their community, thereby, finding their ‘why’,” said [NAME OF YMCA SPOKESPERSON], [TITLE], [NAME OF YMCA]. “We encourage people to get involved with the Y so they can discover their own sense of purpose by developing new skills, connecting with neighbors, pursuing health goals, and giving back in support of their fellow community members.”

As the leading nonprofit committed to strengthening community by bringing together people from different backgrounds, perspectives and generations, the Y ensures everyone has access to opportunities, relationships and resources necessary to learn, grow and thrive. [USE THIS AREA TO HIGHLIGHT ANY SPECIAL MEMBERSHIP PROMOTIONS: To help more people benefit from the Y, the [NAME OF YMCA] is [HOLDING A MEMBERSHIP DRIVE, GUEST PASSES, ETC.]

The [NAME OF YMCA] offers countless ways for people to get involved and find their ‘why’ throughout the year. Our doors are open to all who are looking to join a welcoming, supportive community that offers opportunities to make a real impact on themselves and their community. [INSERT VARIOUS PROGRAMS FOR MEMBERS AND PROGRAM PARTICIPANTS].

To learn more about the [NAME OF YMCA], contact [NAME] at [TELEPHONE NUMBER, E-MAIL] or visit [YMCA URL] for more information.

https://link.ymca.net/mlink/file/MjEwNjg4

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Staff Recruitment External Relations Ideas

As your Y begins planning the roll-out of Find Your Y staff recruitment materials, public relations and social media can help support your messaging. Below are ideas that you can use to help elevate this recruitment campaign both for full and part-time positions. Note: If you find a great human-interest story at your Y while working on this, be sure to share it with Y-USA! Email [email protected] to tell us about your great staff.

LIFEGUARD FOR A DAY

Many television stations have an “Around Town” reporter who tells stories with a bit of fun and flair. Reach out to these reporters to help recruit potential lifeguards for your Y.

• In your pitch, explain that lifeguards keep community members safe in and around the water and that their role is essential to the daily operations of your Y.

• Ask the reporter if they would like to “train” and be a lifeguard for a day.

• During the reporter’s visit, make sure to highlight the training and the benefits of becoming a lifeguard at the Y. Ask the reporter if they’re willing to film one portion of the lifeguard test, being coached on how to lifeguard, sitting in chair, etc. (Be sure to ensure pool safety by having pool properly staffed through all this.)

• Identify one lifeguard that the reporter can interview about their lifeguard experience.

Social Media Component: In a series of posts, highlight your lifeguards and their experiences at the Y. Make sure to include a picture of the staff person (use the photo release form on the BRC) and have them all answer identical questions about their work. You can then pull quotes from their responses to create a series that highlights being a lifeguard at the Y.

Sample Questions:

1. What is your name and how long have you been a Y lifeguard?

2. What makes being a lifeguard exciting/fulfilling? What about it makes your role challenging?

3. What would you tell someone considering becoming a lifeguard at the Y?

mailto:[email protected]

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STAFF PROFILE

One of the benefits of a career at the Y is that a part-time job can turn into a 30+-year-career! If you have someone on your staff who rose through the ranks, gather some biographical information from that person and pitch them as a potential human-interest story to your local media.

• Invite media to follow this person for a portion of their day for good b-roll.

• As you prep your staffer for an interview, make sure to add key talking points that highlight the benefits/fulfillment of working for the Y—giving back to the community, etc.

Social Media Component: Start highlighting your staff on a regular basis on social media. Make sure to capture a variety of roles at the Y, include a picture of the staff person (use the photo release form on the BRC) and have them all answer identical questions about their work. You can then pull quotes from their responses to create a series that highlights your great staff as well as benefits of working at the Y and the impact we have on the communities we serve.

Sample Questions:

1. What is your name and role at the Y?

2. How long have you worked at the Y?

3. What is the best “perk” you receive from working at the Y?

4. What would you tell someone considering applying to the Y?

https://theybrand.org/wordpress/photo-release