lakewood ymca

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THE LAKEWOOD YMCA

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Post on 17-Jul-2015

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TRANSCRIPT

THE LAKEWOOD YMCA

In a world too often divided by race and culture, The Lakewood

YMCA has been reborn to fill the void left by its absence.

It stands as a living monument to the possibilities of community

cooperation. It’s a place where I’m on common ground with

everyone here. Where my interactions and friendships give me a

sense of belonging. Where my smallest achievements serve as a

positive reminder of what is possible. Where just walking through

the door is sometimes the highlight of my day. And leaving

energizes me for what’s to come.

The Lakewood Y, Where I Thrive

Value Proposition:

Objectives:

Raise Awareness/Interest for Lakewood

Generate Inquiries/Visits for Lakewood

Objectives:

Raise Awareness/Interest for Lakewood

Generate Inquiries/Visits for Lakewood

Strategy: Deliver Good News Stories for Durham Community

Story 1: We’re Coming Back to Where it All Began

Elements: Press ReleaseHeritage Story (teaser)

Social Media Facebook

Twitter

Story 1: We’re Coming Back to Where it All Began

Strategy: Deliver Good News Stories for Durham Community

Story 2: Past Meets Present at the YMCA

Strategy: Deliver Good News Stories for Durham Community

Story 2: Past Meets Present at the YMCA

Elements: Video TestimonialsStories Connecting Old to New

Paraphernalia/PhotosOld Lakewood Artifacts

Social MediaVimeo/YouTube

Flickr

Strategy: Deliver Good News Stories for Durham Community

Facebook

Twitter

Story 3: Grand Opening - Where It All Began - 1970’s Theme

Strategy: Deliver Good News Stories for Durham Community

Elements: Throwback Logo Wear

Invitation/Mailer

Media Kit

Story 3: Grand Opening - Where It All Began - 1970’s Theme

Social MediaFacebook

Twitter

Flickr

Strategy: Deliver Good News Stories for Durham Community

Vimeo/YouTube

Strategy: Cross-Promote

Objective: Raise Awareness/Interest for Lakewood

Story 4: Spreading the Good News - Lakewood’s Return

Strategy: Cross-Promote

Elements: Promotional Materials

Story 4: Spreading the Good News - Lakewood’s Return

Posters

Strategy: Cross-Promote

Newsletter/Email (Y-staff)

Flyers

T-shirts

Strategy: Community Outreach

Objective: Raise Awareness/Interest for Lakewood

Elements: Direct Communication with Key GroupsLakewood “400”

Community Organizations

Strategy: Community Outreach

Neighborhood Groups

Draft EmailHandoutsSpeakers Bureau Talking Points

Strategy: Construct Location Sign

Objective: Raise Awareness/Interest for Lakewood

Elements: Carry Lakewood Theme MessageProvide Call to Action

Strategy: Construct Location Sign

Objectives:

Raise Awareness/Interest for Lakewood

Generate Inquiries/Visits for Lakewood

Objective: Generate Inquiries/Visits for Lakewood

Strategy: Provide Easy Access to Lakewood Specific Information

Strategy: Provide Easy Access to Lakewood Specific Information

Elements: Landing PageInformative and Educational

Social Media Portal

Strategy: Provide Easy Access to Lakewood Specific Information

Elements: Social MediaFacebook

Twitter

Vimeo/YouTube

Flickr

Strategy: Provide Easy Access to Lakewood Specific Information

Elements: Promotional Offer

Objective: Generate Inquiries/Visits for Lakewood

Strategy: Use Grand Opening to Generate Media Attention

Strategy: Use Grand Opening to Generate Media Attention

Elements: Development/Programming for EventEntertainment

Catering

Identify/Create Materials for Day of EventPublic Relations

Equipment Rentals

Onsite Photography

Access to Facility and Speakers

Generate Pre- and Post-Event Coverage

Repost and Push Event Coverage

Timeline

THE LAKEWOOD YMCA