ymca communication plan
DESCRIPTION
The Republik was engaged by corporate YMCA to launch the grand re-opening of a facility located in Durham, NC.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
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
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
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
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